Original Show Notes: Starting a food business Shelby is the oldest of the Soom Sisters. Inspired by her entrepreneurial family, Shelby graduated from the Wharton School with a concentration in Entrepreneurial Management, and has applied this degree to all of her jobs since. Shelby is responsible for developing the Company’s strategy, managing the finances and accounting, managing the team and overseeing contractor relationships. Shelby spends her downtime exploring kid-friendly Philadelphia with her husband, Dan and their two sons, Malcolm and Julius.  She loves drinking beer, working out and avoiding doing the laundry. Welcome, Shelby! [2:30] What is your least favorite household chore? ·      Wiping the counters/ cleaning the kitchen [2:50] Where did the idea of Soom come from? ·      Started with sisters ·      Working abroad ·      Sister’s boyfriend was selling tahini ·      Loved it- turned into a discovery plan [5:26] How did you come up with the name? ·      Hebrew: Soom Soom means sesame [6:19] What was the most challenging part of starting up? ·      There are so many ·      Product side: consumer education ·      Operational side: no prior experience [8:25] What is your favorite story you tell when talking about Soom? ·      First big distributor – loaded panel of tahini toppled over when being delivered. Ended up cleaning up then securing product and boxing better ·      Learning opportunity, have to take a loss when learning new stuff [12:28] Where can we try it out? ·      Works with food service industry- loads of restaurants ·      150 independent retailers find out more on soomfoods.com/findus ·      Amazon – search for Soom tahini ·      Soomfoods.com/shop Sponsors [13:29] Chain of Wealth – Get some awesome free money tips and learn how to save money and get ahead in life. If you’re enjoying this podcast, don’t forget to subscribe, rate and review! Value Link Round (VLR) [13:52] Why do you think people struggle to achieve their dreams? ·      People place limitations on themselves ·      Think of plants in a pot vs growing planted outside [15:25] Do you recommend any other books or podcasts? ·      Podcast: Chain of Wealth  ·      Podcast: The Stuff You Met in History Class [16:2] How can listeners contact you? ·      shelby@soomfoods.com [16:48] What is your favorite quote? ·      “You miss one hundred percent of the shots you don’t take”, Wayne Gretzky ·      “This life is more than just a read through”, Red Hot Chili Peppers Support this podcast at — https://app.redcircle.com/shows/11f32da4-3081-471f-bf51-ea341b89ab1d/tip