Founder Feature: Tabi and Meena Hoshmand of Tursh
The Startup CPG Podcast
Startup CPG
4.9 • 642 Ratings
🗓️ 14 November 2025
⏱️ 32 minutes
🔗️ Recording | iTunes | RSS
🧾️ Download transcript
Summary
Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpg
In this episode of the Startup CPG Podcast, Caitlin Bricker speaks with Tabi and Meena Hoshmand, co-founders of Tursh, a bold, Afghan-inspired green chutney born from a treasured family recipe. The sisters share their journey from idea to shelf, discussing the cultural significance behind the word Tursh, the influence of their mother’s cooking, and their vision to bring Afghan flavors to a broader audience.
With backgrounds in marketing and medicine, and operating from opposite coasts, Tabi and Meena offer insight into the realities of building a bootstrapped food brand from scratch. They reflect on product development, branding, and community engagement, as well as the emotional process of reconnecting with their heritage through entrepreneurship.
Tune in now!
Listen in as they share about:
- Introduction to Tursh
- Flavor Profile & Versatility
- Founders’ Backgrounds
- Business Dynamics
- Cultural Reconnection & Storytelling
- Funding and Bootstrapping
- Growth Strategy & Retail Presence
- Community & Social Media Engagement
Episode Links:
Website:Â
Instagram: https://www.instagram.com/gettursh/
LinkedIn: https://www.linkedin.com/in/tabihoshmand/Â
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:
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- Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
- Episode music by Super Fantastics
Transcript
Click on a timestamp to play from that location
| 0:00.0 | My friends, the QR code revolution is coming. Are you still printing QR codes just to hope |
| 0:07.4 | people scan them? What if every scan gave you first-party data, real-time insights and conversions |
| 0:12.4 | you can actually track? Meet Unicode, the platform that turns offline touchpoints into measurable, |
| 0:18.4 | branded digital experiences. Whether it's on packaging, in-store signage, trade shows, or product demos, Unicode lets you design custom QR campaigns, change destinations in real time, and track every scan. |
| 0:30.6 | We're talking branded QR codes that boosts scan rates by 30%. |
| 0:35.6 | No code interactive pages you can launch in minutes and built-in analytics |
| 0:39.2 | that finally make offline ROI, not just guesswork. Plus, integrations with Slack, Canva, |
| 0:45.5 | meta, Google Ads, and more mean your workflows stay seamless. Trusted by marketers rated 4.9 |
| 0:51.8 | on G2, GDPR and SOC2 compliant. |
| 0:54.8 | And yes, there's 24-7 support. |
| 0:56.9 | Don't just place a QR code, make it work. |
| 0:59.4 | Scan the code on screen or visit us at Unicode.com slash QRCPG. |
| 1:04.3 | That links to the show notes. |
| 1:05.6 | It's UNIQO-D-com slashRCPG. |
| 1:31.4 | 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 |
| 1:37.1 | Tersch, because I'm sitting there, you know, me and me are thinking through how we want this to come |
| 1:41.9 | to life in a food label and social media and |
| 1:45.3 | brand assets, et cetera. And I just like came to this point where I was like, we need to hire |
| 1:50.5 | an expert. Like I cannot design those pieces because I am not a designer. So there's this element that |
| 1:57.0 | you learn from the jump about where you need to lean on expertise and where you can |
| 2:03.1 | probably wear that hat by yourself. |
| 2:06.7 | Hey everybody. This is Caitlin Bricker editor at Startup CPG. We are back with another founder |
... |
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