#53 Tsubi Soup! Bringing Plant-Powered Gourmet Soup Cubes from Japan to the US

The Startup CPG Podcast

Startup CPG

Startup, Food, Business, Beverage, Cpg, Entrepreneurship

4.9 • 642 Ratings

🗓️ 19 July 2022

⏱️ 44 minutes

🔗️ Recording | iTunes | RSS

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Summary

Have you seen those "how it started; how it's going" posts? Today we basically get to do that as we catch up with one of the brands from Startup CPG's second pitch competition in November of 2020: Tsubi Soup, which since then, has really utilized the Slack community to make many helpful connections. Started by Tsubasa Nishitani, whose nickname is Tsubi, Tsubi Soups are gourmet plant-based instant soups made with premium vegetables and state of the art freeze drying technology. Today we're joined by Tsubi and husband Alex Novak to hear how they bring Japanese miso soups to the US, including the decision to pivot from the Japan market to the US market. Listen in as Tsubi and Alex share about creating the Tsubi Soup product we see today, learning how to export to the US and setting up the myriad of logistics, their other entrepreneurial adventures including saké and property management, a recent rebrand, and more.

Transcript

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0:00.0	I never crossed my mind to be exporting this anywhere at all.
0:07.0	And I noticed that I had like 90% of my website traffic was coming from the US.
0:12.0	So I just had this aha moment like, oh my God, I need to capture this audience.
0:16.0	Like this is such a natural market for me.
0:19.0	Welcome to the Startup CPG podcast. I'm your host, Jesse Freytag.
0:22.5	Have you seen those how it started, how it's going posts?
0:25.7	Today we basically get to do that as we catch up with one of the brands from
0:29.1	Startup CPG's second pitch competition in November of 2020, Subi Soup, which since then has
0:35.9	really utilized the Slack community to help make helpful connections.
0:40.1	Started by Subasa Nishitani, whose nickname is Subi.
0:44.0	Subi soups are gourmet, plant-based, instant soups made with premium vegetables and state-of-the-art
0:49.5	freeze-drying technology.
0:51.6	Today we're joined by Subi and husband Alex Novak to hear about how they bring
0:56.0	Japanese miso soups to the U.S., including the decision to pivot from the Japan market to the U.S.
1:02.1	market. Listen in as Sui and Alex share about creating the Subi soup product we see today, learning
1:07.8	how to export to the U.S. and setting up the myriad of logistics involved,
1:12.3	their other entrepreneurial adventures, including sake and property management, a recent rebrand,
1:18.0	and more.
1:23.7	Hi, Subi and Alex.
1:25.3	How are you today?
1:26.9	Hi, Jesse. Hey, Jesse. How are you today? Hi, Jesse.
1:27.9	Hey, Jesse. How are you?
	...

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