Táche Founder Roxana Saidi on Disrupting the Plant-Based Industry

Joining me today is Roxana Saidi, Co-Founder of a company called Táche.

Táche is a female, minority founded and family-run brand that launched recently on November 18th and is the first true pistachio milk in the U.S. It’s healthier than oat milk and tastier than almond milk as can be regularly consumed alone, with no added oils, low in carbs/sugar, steams and foams extremely well, and has a smaller water footprint this is something I cannot wait to try myself. Distinctly delicious, Táche is answering today’s evolving consumer demand for a more healthy, socially impactful and sustainable plant-based milk option.

In this episode we cover the blueprint that Roxana took to launch the brand along with a step by step process of what she needed to do first, why she realised early on she wouldn’t be able to bootstrap this company and her advice for entrepreneurs with a big idea.

What Makes Táche Different?

Roxana shares that the plant-based milk industry, especially the shelf-stable varieties, is quite unique. Unlike Europe, where aseptic manufacturing is widespread, North America has lagged behind. You usually find these milks in those Tetra Pak containers at coffee shops. But there are only a few major players dominating the market, and they typically require huge minimum orders—think 200,000 to 250,000 units for your first production run! Yikes! For a budding entrepreneur, that number is enough to send anyone into a panic.

Roxana faced this daunting challenge head-on. After countless cold calls to manufacturers who weren’t ready to budge on those huge orders, she finally found a plant owner who believed in her idea. He told her it would take about $1 million—possibly even $2 million—to start, but he’d run a trial for under 100,000 units. That was a significant breakthrough for her!

The Rollercoaster of Fundraising

Now, let’s talk about the fundraising journey. Roxana had the advantage of learning from her dad, who raised hundreds of millions in a completely different industry—cell phone chips. However, even with his connections, Roxana and her team still had to start with a friends and family round to gauge interest and build momentum.

They kicked off fundraising in February 2020, just as the world was about to turn upside down. When the pandemic hit, conversations with potential investors came to a screeching halt. But instead of throwing in the towel, Roxana and her team pivoted to include institutional investors, widening their net.

A key turning point came when a distributor already on board for food service called Roxana and asked if he could invest. Talk about a serendipitous moment! She pitched him, and he became their lead investor, helping them raise a total of $1.25 million. How exciting is that?

The Launch Plan

Fast forward to the launch, which happened just four weeks ago. With under 100,000 units in hand, Roxana and her team knew they needed a solid plan to get the word out and attract customers. Initially focused on food service channels, they had to switch gears due to the pandemic. So, they redirected their efforts to direct-to-consumer sales.

They currently have Táche available in around 70 food service locations in and around New York City. Their online launch was also part of the strategy, allowing customers to purchase directly. As Roxana points out, building a brand and community is her forte, and she’s been nurturing that side of the business from day one.

Getting the Word Out

To drive traffic and acquire their first customers, Roxana is leveraging social media and partnerships with the coffee shops where Táche is available. Customers are discovering the brand through conversations with baristas, special menu items, and of course, an eye-catching Instagram presence.

The team also built a formidable email list while they prepared for the launch. With a clever domain name—pistachionut.com—they’ve made it easy for customers to find them online. Roxana joked that it was such a steal at just $10; it felt like fate!

Who’s Drinking Táche?

Now, let’s get to the juicy part—who exactly is buying Táche pistachio milk? Roxana mentions that while they initially expected to target health-conscious consumers, the customer base is surprisingly diverse. Yes, health is a factor, but many people are also drawn in by the delicious taste of the milk. Roxana reports that customers are loving it straight from the carton, whether as a refreshing drink post-workout or paired with cookies in the evening.

Final Thoughts

Roxana’s journey with Táche is a testament to the power of resilience and adaptability. From navigating the challenges of manufacturing and fundraising to crafting a strong launch plan, her story is inspiring. If you’re looking to try something new, keep an eye out for Táche pistachio milk. Trust us; you won’t want to miss it!