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The Startup CPG Podcast

Founder Feature: Sashi Kumar, Brittney Lim, and Jim Giberson of Tamarind Heads

The Startup CPG Podcast

Startup CPG

Startup, Food, Business, Beverage, Cpg, Entrepreneurship

4.9 • 642 Ratings

🗓️ 20 September 2024

⏱️ 42 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

In this bonus episode of the Startup CPG Podcast, Grace Kennedy  sits down with the co-founders of Tamarind Heads— Sashi Kumar, Brittney Lim, and Jim Giberson—to explore the story behind their tamarind-based barbecue and hot sauce brand. They share how tamarind, a fruit familiar around the world but lesser-known in the U.S., became the key ingredient in their unique sauces. The founders dive into the challenges of educating consumers, their product development journey (including winning a Sofi Gold Award), and the process of scaling their business in a competitive market.


Tune in to hear about their marketing strategies, from direct-to-consumer sales and influencer partnerships to trade shows and retail expansion, all while staying true to their brand vision. Don’t miss out on their valuable insights for entrepreneurs looking to grow in the food industry.


Ready to learn more? Listen now!


Listen in as they share about:

  • Tamarind Heads' Origin Story
  • Challenges and Development
  • Consumer and Retail Response
  • Scaling and Supply Chain
  • Retail Expansion
  • Manufacturing and Scaling
  • Marketing Strategy
  • Funding and Bootstrapping
  • Trade Shows & ROI

Episode Links:

Tamarind Heads Website

Tamarind Heads instagram: @tamarindheads 

Brittney Lim LinkedIn


Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.



Show Links:

Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)

Transcript

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0:00.0

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0:48.0

Thank you. Tammerin is a fruit. It grows on a tree.

1:06.0

And, you know, one of the reasons we really push forward with this product and idea is that Tambride

1:11.6

is actually extremely popular and common in the majority of the world.

1:16.9

I interacted with it from my background growing up in South Asia and being a part of that

1:21.6

community.

1:22.6

Brittany can mention she grew up in the Southeast Asia community with her mother and we're

1:26.0

familiar with that. Jim came across it with his work across the Caribbean and Mexico as part of the food community.

1:32.3

And those are just a couple of the areas in the world where it's actually extremely popular and used in a variety of ways.

1:39.8

And so the three of us really got together to figure out, why is it not popular here yet?

1:45.3

Exactly like your question, you know,

1:47.2

people are like, what is it?

1:48.3

What do I do with it?

...

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