Roxana Saidi, the Founder, and CEO of TÃ¡che Pistachio Milk, was this weekâs guest on Open Dialogue with Phil Toronto. The two discussed TÃ¡che, what the TÃ¡che company does, brand consulting, and when it all started.
âTÃ¡che is a two-month-old company, and we are the first true pistachio milk in the US. We are an oil-free, distinctly delicious plant-based milk made from Pistachios, and it requires significantly less amount of water than almond milk,â said Saidi.
Being the first at anything is not easy, and according to Saidi, it took five years to bring TÃ¡che to market. However, she did mention that it was on the back burner while she was involved with consultant work.
âIt took five years, and most of the time, it was in the background while I was doing consulting on brand strategy for other brands. But, this brand is unique, and I really wanted to make a barista blend. So, I am a big coffee person; my mom probably gave me my first cappuccino at age nine, which she hates when I say it, but it is the truth.
You must really scale the business before you can even launch. I mean that no one will take your product unless you care to do 100,000 units in this type of manufacturing. On your very first production run, most want more, like a quarter of a million. I had to scale the business before we launched, and that took some time. Fundraising the funds was a challenge because you canât bootstrap that type of volume out of the gate.â
The idea for creating the company came to her back in 2015 on a trip to Paris with her family.
âThe idea came to me in 2015, and at this point, I was consulting and launched a social media agency in 2011. So, in 2011 there was no Instagram, and there were not many social media agencies. It was born out of a career that I hated, PR, and I have nothing against PR, but I lived in LA in my early 20s, and PR for me got these genes on Nichole Riche. So, I started a social media agency because I saw potential there and something that would take off.
In 2015, I moved to New York, and I was phasing out drinking a lot of dairy milk, almond milk, and eating a lot of almond butter. I was traveling in Paris with my family, and at the end of a long lunch, I was craving my go-to. An almond milk latte, but in France, it had not made its way yet. Then I had a light bulb moment and said I have been eating pistachios my entire life. My dad is Iranian, and in a Persian household, pistachios are like toilet paper. You must have them at all times, so I started to think couldnât I make pistachio milk the same way as almond milk.â