The Startup CPG Podcast

Tabi Hoshmand
I'm somebody who really feels like I can do it all. I can figure out every single detail of every piece of the brand. That was like such a huge waking point for me, like a reality check with Tursh. Because I'm sitting there, you know, me and Meena are thinking through how we want this to come to life in a food label, in social media, in brand assets, et cetera. And I just like, came to this point where I was like, we need to hire an expert. Like, I cannot design those pieces because I am not a designer. So there is this element that you learn from the jump about where you need to lean on expertise and where you can probably wear that hat by yourself.

00:52
Caitlin Bricker
Hey, everybody, this is Caitlin Bricker, editor at Startup cpg. We are back with another founder feature. Today we're talking with Tabby and Meena Hashmond, co founders of Tursh, an Afghan inspired sauce that's so addictive, people are literally stealing jars from each other. Operating from opposite coasts while bootstrapping their business, these sisters turned their mom's family chutney recipe into a CPG brand that's bright, punchy, and unlike anything you've tasted before. From diving into vintage Afghan postage stamps for design inspiration to discovering that their mom's stories are as rich as the sauce itself, they're proving that the best products come from the heart. I pre gamed for this interview with the rest of my jar, so it's about time for me to re up. Enjoy.

01:41
Caitlin Bricker
Hey, everybody.

01:42
Caitlin Bricker
Welcome back to the Startup CPG podcast. This is Kaitlyn and today I'm here with Tabby and Meena Hoshmand, co founders of Tursh. Welcome to the show.

01:51
Tabi Hoshmand
Oh, my gosh. Thank you for having us. What an honor to be on this show.

01:54
Caitlin Bricker
I'm psyched to have you here. Sauce was a major category in the shelfies and I think your product was one of the most standout. For me personally, it's very tough because we have three judges, but I think when a brand can stand out in the sauce category, it is.

02:12
Meena Hoshmand
That says a lot.

02:13
Tabi Hoshmand
Oh, my gosh, that makes me feel so happy. Like, literally tears because we say so often that this product is unlike anything you've had before. But then, like, you know, you can't just say that and hope that claim plans. So then when people say, oh my God, that's like, literally unlike any sauce I've ever had before, I'm like, we're in the right space for saying the right things, you know?

02:34
Caitlin Bricker
Totally.

02:34
Meena Hoshmand
I just.

02:35
Caitlin Bricker
I pre gamed for this podcast with the rest of mine that was left in the jar. I came out of the room and my husband's sitting there eating, and I was like, what are you doing?

02:43
Tabi Hoshmand
That's mine, I swear. We're getting text messages from, like, partners and houses and roommates that, like, people are stealing the jars from each other. I'm like, okay, good. This is a fight.

02:53
Caitlin Bricker
Jail time.

02:54
Tabi Hoshmand
Exactly.

02:56
Caitlin Bricker
So I'd love for you, Meena, to tell us what Tursh is. I'm sure we have people in the audience who are thinking to themselves, okay, great, Tursh, but what is it? So can you tell us?

03:05
Meena Hoshmand
So Tursh specifically means sour, tart, tangy, and dari. It's one of the languages spoken in Afghanistan. And this sauce is an Afghan inspired sauce with Afghan inspired flavors that came from our mom's recipe. It's been with us for as long as I can remember. Families rave about it, and they finally said, you guys need to sell this chutney. So here we are. We've decided to create this chutney to really spread our heritage and our culture, and we're super excited for people to try it.

03:32
Caitlin Bricker
Awesome. And tabby, what kind of flavors can people expect when they try Tursh?

03:37
Tabi Hoshmand
That's a great question. I always say that it's super bright, very bold, and punchy. Like, it's something that when you put it in your mouth, you realize, oh, there's a lot of complexity in the flavors. It's not just, like, one thing, not just heat, not just spices. It's very much everything. There's a lot of kind of, like, acidity to it as well. That's really nice. A tangy, punchy flavor. It really is like the, you know, the perfect personification of the word tush, which literally means sour, tangy. Like, it really is that type of product. But I'd say very bright, punchy, herby. Something that doesn't feel super heavy. When you think of a sauce, sometimes you think it's maybe a little bit heavy. I totally don't think that is the case with our product, the OG spicy green chutney. You can dump spoonfuls.

04:24
Tabi Hoshmand
Like, that's how addicting it is.

04:26
Caitlin Bricker
Addicting is a great word for it. I don't know what it is about the product, but, like, if the jar is open and it's sitting in front of me, I am not going to stop reaching into the jar. Doesn't matter if it's a spoon, doesn't matter if it's a cracker, a chip. So success in my book, that makes me so happy.

04:45
Tabi Hoshmand
I'M always very curious to hear how people use the sauce. We grew up eating it with like rice and chicken and like, that is like kind of the association we had with our chutney. And then the second we started selling it with friends and family, I was getting texts that was like, it's perfect on salmon. I'm eating it up with my cheese board. I'm obsessed with it with eggs. And it was like, oh, there's a whole new world that even Meena and I didn't even realize to think to put our chutney on. So you guys are honestly like letting us explore our own product.

05:15
Caitlin Bricker
I saw that you recently did a series on Instagram where you're trying your product on different items. I believe I saw you do apples. I tried apples with it. Unreal. Like a green apple, a red apple. It's so good. And if you roast the apples, I feel like that could be such a hitter.

05:35
Tabi Hoshmand
Honestly, it was so crispy and fresh. Like, I was very surprised. I had a friend text me saying that her roommate went into her jar and tried it with apples, literally. And she was like, she tried it with an apple. Like, you should try it too. It's really good. And so I was like, okay, I need to have this. And then it made me think of cheese boards, right? Like you have like the sauces on a cheese board and apples and gouda and cheddar. I was like, okay, this makes sense.

05:58
Caitlin Bricker
You know, I see the vision big time. So I have to know you have very different professional backgrounds. So, Meena, can I start with you? Can you tell us what you do when you're not working on Tursh?

06:11
Meena Hoshmand
I'm a full time medical provider, specifically a family medicine pa so there's really not much time during my day. So most of my Tursh work is after hours are my days off. But I do enjoy that. I not only do I get to do what I love, which is my passion in medicine, but I do have a creative outlet on a side working on Tush. So it really kind of keeps a good like work life balance. And I don't ever feel like overwhelmed or burnt out because of it. I love that.

06:37
Caitlin Bricker
And I also see that you two are not in the same space and my understanding is that you're operating on different coasts, which I think is very impressive.

06:47
Tabi Hoshmand
Yeah, it was a very interesting business decision for us. I moved to New York three and a half years ago from California. I'm born in raised California girl through and through. But I got a job in New York and so I've been here for quite a while and like obsessed with it and honestly don't want to leave. And so when we started working on Tursh, like maybe a year and a half ago, even longer than that, we knew we're going to have this battle, this like coast to coast battle. But in actually in some ways it's been oddly convenient for us to be on different sides of the coast.

07:19
Tabi Hoshmand
I'm manning one side of the coast with New York being such a heavily populated city and with incredible CPG brands that are building from like sour milk to edgies, like it's a really great presence to be able to also have a foot in the east coast while Meena is in LA having that foot in the west coast. So oddly it's been working for us. Obviously it's not ideal to be on different time zones, different schedules, etc. But we're making it work. And honestly it's kind of half the fun too because we're flying back and forth and meeting each other for different things. But yeah, I actually think it's opened more doors than possible because people are also excited that we have a foot in the east coast. Just like an actual physical presence. At least.

08:09
Caitlin Bricker
I like that a lot. And I always feel like New York is kind of the epicenter of CPG. It's so densely populated, but there are so many cool brands coming out of New York.

08:21
Tabi Hoshmand
It's very inspiring. I feel like there's a lot of really good energy here and momentum with cpg. Everybody's really willing to teach you something or learn from each other. And that's been huge for me personally just because, like, you know, you mentioned already, our professional backgrounds are so starkly different than the food business. And you know, entering the CPG space was honestly a little bit intimidating because we didn't really know anybody in this space that had done anything from launching a restaurant to launching a product. And so I've been really lucky that I've been able to actually connect with people in person on the East Coast. In New York, where a lot of brands have launched from and have made me feel like, oh, okay, we could totally do this, like people are willing to help.

09:07
Tabi Hoshmand
And I think that has been like kind of the biggest learning lesson, honestly.

09:10
Caitlin Bricker
So can you tell us a little bit about your background and how it plays into Tursh?

09:15
Tabi Hoshmand
Yeah, of course. So I've been in marketing for maybe eight plus years now. I originally started working at a beauty subscription service in LA called Ipsy and I was running their social channels. I basically built and their brand voice and their social channels from the ground up with one other hire that was brought onto the team to do just that. Build your social channels across all of the platforms. And so I worked on everything from like, Facebook live programming to, like, building community groups to producing to directing, you know, product photo shoots. It was a very immersive role. And then from there, I actually transitioned into a role in the same company to launch celebrity beauty brands.

10:01
Tabi Hoshmand
So I was able to work with a team that launched Item Beauty by Addison Rae and then Trace Luce Beauty by Becky G. I actually just, like, learned what it's like to launch a brand from the ground up, from ideation to bringing these products to life, product development. How do you get a site up and running? What does the product look like? It was a very, again, immersive experience for me. And then I also moved into tech recently, about two years ago, moved into a tech marketing role where I focus on creator partnerships. And so as a marketer, my role is pretty expansive. I've done everything from creator partnerships to organic social to events and experiential.

10:44
Tabi Hoshmand
And I truly believe every single thing I've done is what has made, you know, Tursh even easier for me to kind of work through because I've launched beauty brands. Okay, so how hard could it be to launch a food brand? That was a mistake. I said that too early on. But, you know, in my brain at least, I was like, I've done this before. I can totally do it again. And, you know, I understand social media, so I know how we can show up as a brand again. Social media is like a nightmare in one. Nobody understands it.

11:13
Tabi Hoshmand
We're just pretending, you know, but it gave me the tools and the confidence, at least my professional career did, to be able to go into Tursh with this, like, confidence and understanding that, okay, I have a skill set from my professional background that can be applied here. So it's kind of odd when you think about it. I'm like, you know what? It actually worked in my favor. Like, all of that career development worked really hand in hand with launching Tursh.

11:39
Caitlin Bricker
You know, it sounds like it would be invaluable experience, especially working with these larger brands. The stakes probably feel like they're that much higher.

11:48
Tabi Hoshmand
That's true. Yeah. And, like, more you can take more risk with larger brands. There's this opportunity and trust that, you know, I can experiment as a marketer. And so I was able to kind of do that with those larger brands and then take those insights and, like, figure it out with Tursh as well.

12:04
Caitlin Bricker
That sounds like it's the perfect pipeline for you to now be in the seat of a co founder, building your own brand after kind of taking somewhat of a backseat to another brand and being like, okay, that's working, that's not working. Let me take some notes.

12:17
Tabi Hoshmand
Honestly, who would have thought?

12:20
Caitlin Bricker
It sounds perfect to me. Meena, how does your professional background play into the day to day for Tursh?

12:26
Meena Hoshmand
That was a great question. Honestly, sometimes I'm like just going for it at this point. Like my field is so different than the space that we're in right now. But I do think, like I said, everything's super procedural in medicine. So I'm doing more of the operations in regards to Tush, like getting the jars lids, food label, shipping. Like, I'm more in that procedural part of Tush, which I do think helps. I'm super, like organized and I like things a certain way. So I think that really helps make our product, the production and the shipping a little bit more efficient. So I would say that's the closest I can say that I can relate to my professional field. But other than that, I'm just here learning something new every single day.

13:06
Caitlin Bricker
I love that. Would you say that it was a joint effort? The two of you may be coming together from both coasts. When you're thinking about design now, Tabby, I know that you have the marketing background, but when you're thinking about the design that's going on, that package or what jars you're going to use, was that a joint effort or was one of you calling the shots?

13:27
Meena Hoshmand
I think that we both had the vision that we created for this brand. Really helped us decide on how we wanted to move forward with the label. So we really did agree on a lot of things and we worked with an amazing designer, Abby, who's all the way in New Zealand. Right, Tabby? Yeah. So she really, we sent her all of our inspiration, our Pinterest board, and she really was able to create something that both Tabby and I were really happy with.

13:52
Tabi Hoshmand
Yeah, absolutely. A joint effort. And I think, like piggyback off of that. Like, I'm somebody who really feels like I can do it all. I can figure out every single detail of every piece of the brand. That was like such a huge waking point for me, like a reality check with Tursh. Because I'm sitting there, you know, me and Meena are thinking through how we want this to come to life in a food label, in social media and brand assets, et cetera. And I just like came to this point where I was like, we need to hire an expert. Like, I cannot design those pieces because I am not a designer. So there's this element that you learn from the jump about where you need to lean on expertise and where you can probably wear that hat by yourself.

14:36
Tabi Hoshmand
And that's been a very big lesson for me, at least I'm somebody who, like I said, I want to do it all. I want to figure out every piece of it, and I want the control. And so our designer was so wonderful at just taking our vision and. And being so gracious with us and so patient about, okay, we just want a little bit of tweaks. And ultimately, the design landed in a place that felt modern enough to be commercial for the CPG world, but had this ode to the traditions of our Afghan culture up to the icon that we use, which is like this flower icon, and that was pulled directly from these beautiful vintage postage stamps from Afghanistan that were all these gorgeous colored flowers.

15:17
Tabi Hoshmand
And so I feel like the design element me and Meena were aligned on, we knew we wanted it to be an ode to our culture and our tradition, but we also wanted it to feel almost presentable and a little bit accessible to the audience that maybe isn't super familiar with Afghan culture at all. So they could easily feel like, oh, I can read this. I can understand this. Maybe I'm interested.

15:41
Caitlin Bricker
Totally understand that. I will say I was not familiar too much with Afghan culture prior to being introduced to Tursh. And I love hearing the background about the postage stamp because now I'm like, I need to see this postage stamp.

15:55
Tabi Hoshmand
So gorgeous. And like, even us, as were doing research, I think something important with this brand for us was like, you know, Afghanistan is really the connotation with that country is war. Even to me, who is a first generation American, like, I'm also making that connotation and that association. And so when were actually going through this, like, design piece and the brainstorm, which is so fun when you're building a brand, it's like the most amount of fun. We were even going in the archives of art and the archives of those postage stamps and just kind of in awe by how much beauty there is in the art world of Afghanistan. And so I feel like it's actually brought us really close, even closer to our culture than we thought were.

16:36
Caitlin Bricker
So that is so touching.

16:39
Meena Hoshmand
Honestly, I think that is so cool. It's so beautiful.

16:43
Caitlin Bricker
And I mean, like, Ancestry and 23andMe, probably you're giving them a run for their money just by looking into the archives.

16:52
Meena Hoshmand
I know.

16:52
Tabi Hoshmand
And it was really hard. Like, looking for archives is challenging. And then looking for archives in a country where, like, lots of history is destroyed ultimately is also so challenging. And so I think it's been kind of like a really nice moment for Meena and I to ask more questions. I think that's been a really interesting thing. And also, like, our mom, who is, like, such an inspiration for this brand, she's the recipe developer, she's the reason we have this brand in the first place. We literally tell her, I think were talking to her yesterday and I was like, you are the reason this brand is happening. Like, I need you to tell me every single detail of your life from the moment you were like, I need all details of the Afghan world.

17:32
Tabi Hoshmand
So I feel like she's been almost like an open book with us about a lot of things that even Meena and I never really grew up with. Afghan phrases and cultural things that my mom is now like, oh, my God, you guys should hear about this and, oh, my God, you should talk about this. And it's definitely an open world for us.

17:47
Caitlin Bricker
This is really special, being able to have a family, founded business and correct me if I'm wrong, but it seems like maybe you are going through these exercises with your mom right now about your culture and her history and her life experience that a lot of people probably miss out on because they just think their parents are going to be around forever or they think that this is going to be living in a diary somewhere and you're able to do it in real time. What does that feel like? Meena, can you speak to that a little bit?

18:20
Meena Hoshmand
Yeah. So obviously growing up here, a lot of stuff were lost, and I think our parents, they wanted us to create a life here, so maybe a lot of stuff were lost in translation and we just didn't grow up with it as much as we wish we did. And so as we grew older, we realized, no, we want to learn more. Like, you know, this is our background, this is who we are. So when creating this brand and trying to make sure that, like, we have our story right and like the flavors right, we got to learn more. And it's been really amazing. You know, a lot of people through social media who are Afghan have been reaching out to us and kind of confirming things that we grew up, which has been super special.

18:56
Meena Hoshmand
And I think we're creating connections and bonds that we didn't know we could with this brand. So it's been really special.

19:02
Caitlin Bricker
It's pulling at my heartstrings. Because honestly, it's just. How do you compare anything to that?

19:08
Tabi Hoshmand
Yeah. And I don't know if you've caught but, like, some of the videos we have with our mom, like, she's incredibly emotional about this whole experience. Like, she feels like she just can't believe that it's a product that she grew up with, like, forever and ever. And her mom made and then she just can't believe that people are connecting with it online and in person. That's also been a huge joy is just to watch how special it is for my mom to be able to see that people love the product. Like, you should see her. Like, she sends us text messages. That's like screenshots of what people say about the product and it's just like, oh my God, I can't believe they like it. And then she'll like, send me ideas, like social media ideas and these ideas. And she has no idea. Right.

19:51
Tabi Hoshmand
But she really is very immersed in this experience with us as well. It's totally changed our relationship with our culture in such a wonderful way. Created so much depth. It's also funny because it's.

20:04
Meena Hoshmand
It's a sauce.

20:05
Tabi Hoshmand
It's literally just a sauce. But we've created like this like insane emotional bond with our culture through this sauce. So who knew?

20:13
Caitlin Bricker
I think just like the sauce has.

20:16
Tabi Hoshmand
A lot of depth.

20:16
Caitlin Bricker
The story that you're telling and everything that's going into it's just bringing that much more depth to it. And I think taste aside, when you have a really great story with your brand, that's what keeps people coming back for more because they're feeling those ties, they're feeling that history, they're feeling that excitement that you have behind your own brand. And yes, it tastes great, it's delicious. But that is what I think will keep all coming back for more.

20:44
Tabi Hoshmand
That's so validating to hear. We say that a lot. Like, it's very validating to see the way that people connect with our story, honestly, because it's just very vulnerable experience, you know, being sharing this type of background, yourself, your culture out into the world and helping people receive it in the way that you know, intended for it. So there's a very wonderful feeling when, you know, we hear things like that.

21:09
Caitlin Bricker
What has it been like for both of you building this brand and being first time CPG founders? Have there been any snags in your process or has it all gone very smoothly?

21:20
Meena Hoshmand
Oh, man, this has been a journey. Like, we really didn't know anything. So were just like, oh, starting a food, like a food brand. Oh, easy peasy. And obviously it's been over a year of work and every single day we're learning something new and we're like, oh, we missed that. Oh, we should have done that. So we have to, like, we move a couple steps ahead and then all of a sudden we're moving a couple steps behind. But we know that's a part of the learning process. Again, we didn't have anyone in the community that we could have reached out to early on and now we do. So now we're kind of learning things as we go, but it's a part of the process. Tabby and I will send voice notes of us having kind of mental breakdowns.

21:57
Meena Hoshmand
But then after we'll be like, we're fine, everything's okay, all is well, we're going to keep going.

22:02
Tabi Hoshmand
Yeah, pretty much. And the whole thing, like, our whole motto is like, we have to just persevere. Our whole motto is just persevere. Someone once told me, like, you're so much further down than you think. And if you think about all of those little milestones where you were like, oh, I don't think I can get through this milestone. That's just a drop off point. Like, it's okay. Just keep going through the each of the individual milestones and you're going to realize, you're going to look back and realize, oh my God, I can't believe those were like 17 different hurdles that, like, I really didn't think were going to make through, but we did because it's just perseverance. Like, I think someone else mentioned this once before and like, it stuck in my head.

22:38
Tabi Hoshmand
But, you know, you're doing the best way to work on a brand and a product is you have passion and you have perseverance. You have to be obsessed with what you're working on, specifically food, in order to see it succeed. Or you have millions of dollars in investment and then, you know, do you do whatever you want to do?

22:59
Caitlin Bricker
That is probably a very good segue into another question that I'm curious about. How are you funding your brand? How are you making it happen?

23:08
Tabi Hoshmand
Yeah, we are dipping in our savings. We put money aside for a little bit of time and we are completely bootstrapping this and using our savings to fund and run the business. And that means being really cautious about the business decisions that we make, the financial decisions that we make. You know, we're not spending any money on specific elements. Like, for Example, marketing. Like, we do all of our own organic, social. We're not doing any ads right now, so those are certain things that we have to think about. But financially, like, we are fully running this with our savings. And, you know, food is a business where. And people know this. And we knew this, too, when were starting. Like, it's not going to make us rich in a year. Like, that was definitely never the goal.

23:53
Tabi Hoshmand
Like, we had never even thought about that when we started the brand. We knew that this is, like, an absolute labor of love. And our why is because we wanted to share Afghan culture with modern kitchens. That was our why. We just kept going back to that over and over again. And so when we're bootstrapping all of these, bootstrapping the business and making financial decisions, we continue to remind ourselves of that. So we're really cautious of our spend. To be honest.

24:18
Caitlin Bricker
I think the bootstrapping really plays into believing in yourself as a brand, because you probably wouldn't want to put your own money behind something you didn't truly believe in.

24:28
Meena Hoshmand
And then it sends a pretty good.

24:30
Caitlin Bricker
Signal, I think, to investors or people who want to fund you later on that, hey, okay, they were bootstrapping. They believed in themselves. And the product tastes pretty good, too.

24:40
Tabi Hoshmand
Such a good point. Meena once was like, tabby, we have put so much time and money into this. We are never looking back. And I was like, okay. And that was like, her, like, one truck mind, right? Because she was, like, very focused in type A. And so I was like, you're right. We are never looking back.

24:57
Caitlin Bricker
So Meena, never looking back. What's the future of Tursh look like? I see that you have one skew right now, which I think is very impressive. I like the simplicity of it, personally. Do you see anything else being added into the lineup in the future?

25:12
Meena Hoshmand
Oh, 100%. So we definitely have a lot of ideas, especially our mother. She's really into what we're going to do next, and she's already kind of giving us some ideas of what we want to do. There's a lot of other sauces and flavors that we can bring out from, again from Appian Culture. So we're super excited to continue to branch out. We do want to focus on this one for a little bit longer, just to create more connections and bonds with people with this specific tretiny. And then from there, we can expand. We have a lot of ideas, but we know that, like, we need to take it one step at a time so we don't get overwhelmed.

25:46
Caitlin Bricker
I love that and what about, like, in person experiences or retail partnerships that you're really excited about? Is there anything that you can pinpoint that you've been like, yes, we made it. We're doing this thing.

25:59
Tabi Hoshmand
Yeah. We're so excited about our rotation with Pop Up Grocer this summer. They reached out to us and they were on our vision board. And so getting that DM was just like, a huge validation mark. Like, okay, we're in the right audience and eyes. And so that's been a very exciting project for us. Launching two months before getting a DM, a month into your launch that they want you in the stores at Pop Up Grocery in New York was just like, what's happening? Like, how did this come from our kitchen to, like, you know, outside of that? And so, you know, that retailer has been a really exciting experience for us. And so hopefully people can continue to purchase some jars in New York this summer. Past that, we are really focused on boutique retailers in the west coast and in the East Coast.

26:45
Tabi Hoshmand
Obviously, we want to be nationwide and we want to be able to scale and expand, but I think that, or at least we believe that we. The way to set ourselves up for success is by moving slowly, honestly, especially because we're bootstrapping. We really want to be cognizant of every decision we make. We are not ready for large retailers. Like, that's not the place we're at. You just need to know those things in your own business. You need to know you're not ready for something like that. Now, if a retailer came knocking on our door, we'd figure it out just like we figured out everything else. Right? But we're moving slowly, with purpose. We want to steadily be able to take over boutique retailers, cafes, maybe even get on some restaurant menus on the east coast, on the west coast, potentially nationwide.

27:34
Tabi Hoshmand
But like I mentioned, we have big dreams, but very slow and steady, just so that we are, you know, very cautious about the decisions that we're making. There's, like, nothing I love more than getting to the finale of what my brain, you know, what, where my brain wants us to land. Like, all I want to do is get to that, like, North Star that I told myself we're going to be in, like, all the stores, all the Whole Foods and sprouts in the world. Like, right. Like, my brain is like this. But I know that we have to build up to that. And so excited for some of the retailers that we landed in LA and in New York, and then we'll just kind of keep expanding.

28:09
Caitlin Bricker
From there, Meena, slow and steady and organized. Sounds like it's your language.

28:16
Meena Hoshmand
100%. 100%. Again, it's like a two man job right now. Like plus my mother obviously, but. And I have a full time job. She has a full time job. So it's not only by choice that we're moving slow and steady. We have no other option but to move slow and steady. And I think that's why we are where we are because we're moving at that pace.

28:37
Caitlin Bricker
So good. So we know where people can find you. Where can people find you Online if they want to stay connected with Tursh.

28:44
Tabi Hoshmand
Great question. We are. They can purchase a jar of the OG spicy green chutney at gettursh.com but you can follow us along on social at the same handle @gettursh.com we are talking about everything on social. We talk about the ups, the downs. We talk about, you know, our mom's marketing ideas. We talk about weird food combos with our chutney. It's a fun space. It's fun to be there. So, you know, join us on the social side for sure.

29:13
Caitlin Bricker
I'm having a blast following along. Love seeing your mom make cameos in the video. It's been super fun. She's obviously the star of the show.

29:22
Tabi Hoshmand
Absolutely. We know that. We know she's number one cast like we're nothing but background dancers.

29:27
Caitlin Bricker
So I love that so much. Thank you both. Please thank your mom for me or I'll send a DM and you can show her.

29:35
Meena Hoshmand
Yeah, that's so sweet.

29:36
Caitlin Bricker
Thanks for joining us. It's been great sharing the Tursh story. I'm really excited for people to hear about your story and more importantly, for them to taste Tursh.

29:44
Tabi Hoshmand
Thank you so much for having us, Caitlin. Thank you. Bye.

29:54
Caitlin Bricker
All right everyone, thank you so much for listening. If you enjoyed this episode, do us a solid and leave us a five star review on ratethispodcast.com startup cpg I'm Caitlin Bricker, the host of the founder feature series and editor at Startup CPG. Feel free to find me on LinkedIn or reach out to me on Slack and get on my radar. I'm always keeping my eyes peeled for new and emerging brands to spotlight. If you're a potential sponsor who would like to appear on the podcast, Please email partnerships startupcpg.com and finally, as a reminder for anyone listening, if you haven't already, we would love for you to join our free CPG community on Slack. You can sign up via our website@startupcpg.com. See you around.