Networking

Last night I went to the World Trade Association of Philadelphia's annual banquet at the Cescaphe Ballroom in Philadelphia.  I had been encouraged to attend by a marketing associate from the Philadelphia Port, and he was nice enough to introduce me to several people.

*I'm linking several things, because I'm beginning to be the biggest trade industry dork.  I can't get enough of going around websites and learning about something I had never thought about before starting Soom Foods.  It's amazing to think about the things that cross oceans, and how international trade connects the world- and everything that goes into it.

The first people I met were a manager from a transportation company and the manager of the Philadelphia Wholesale Produce Market.  After introducing myself and explaining to them about Soom Foods, they asked me if we were planning on bringing a high quantity through the Philadelphia Port- to which I enthusiastically responded, "Yes! We're hoping to bring a container in the next few months."  They nodded, and my introducer explained, "To put it into perspective... Do you see that tall woman over there?" (There was a very tall woman standing a few tables away.) "She brings in a few thousand containers a month!"

OH! Well then... not a high quantity currently... but eventually!

I chuckled and they gave me some encouraging laughter and congratulated me on Soom Foods accomplishments to date, wishing me luck with our endeavors, telling me I could be in touch with any questions I come up with.

Two great contact cards in the bag!

Next, I introduced myself to the very tall woman, laughing and explaining to her the encounter I just had.  She thought my story was hilarious and she also had some encouraging words for me; telling me to shop around the freighters and forwarders for the best price and match, and gave me a couple of suggestions.  The best thing I learned from her was how much she enjoyed working in trade.
It's never boring- one container is stuck at a port somewhere, something else came in early, and another container is late- and it all has to get figured out!  Every day is different, exciting, and time flies by!

Her card: check.

I spent most of the evening with a nice lawyer, who's client is currently importing from Australia.  Although he wished I never needed his services, he did tell me his son-in-law has a Restaurant Supply company in Takoma, WA, and would be happy to make the introduction so I could learn more about the wholesale industry!

Card 4!

Card 5 came from a man who has a company with one ship that goes between the US and the Bahamas! Soom Foods in the Bahamas?  Don't mind if we do...

Ultimately what I'm learning is that it's important to talk to everyone and anyone.  People are so encouraging of entrepreneurs and new products in the trade industry, and are particularly excited to see young people trying their hardest.  They are more than willing to share their knowledge and helpful contacts.

And I am appreciating it all; I'm learning so much and enjoying myself in the mean time!

Product Development

Amy Zitelman
Co-Founder Soom Foods, LLC
Director of Marketing and Sales
...yada yada yada

Marketing is great fun.  I can market all day every day.  Only problem is that we are still a few months from getting our product to the US.
So since I can't sell... I've taken on a sort of Product Development roll.

This is my experience making a Lime Infused Tehini Dressing for seared tofu on a broccoli slaw salad.

My friends have been amazing at sending me Tehina recipes.  This particular recipe was given to me by my friend Scott, and called for scallops.  The only thing I know about scallops is that I don't eat them.  The picture looked like they had a similar consistency to tofu... still don't know if that's right, but I went with it.

The Tehini dressing called for the following:

1 tablespoon olive oil, 2 tablespoons Soom™ Tehina, 2 minced garlic cloves, 2 tablespoons lime juice, 

1 teaspoon lime zest, 1 tablespoon water, pinch of salt and pepper

No problem.  Had all these ingredients in my (read: my roommates'; actually read: my parents') kitchen.

Whisked these ingredient together.

Cleaned this up and let dressing sit until time to cook dinner.

I cut Extra Firm tofu into pieces about an inch thick.  Slightly salted and peppered each side, and put onto a hot pan of olive oil and a little butter.  In the future, I'd love to use a sesame or coconut oil.

Covered tofu slices with the Tehini dressing and seared on the pan for a few minutes on each side.

As for the salad, I peeled carrots and cucumber into a bowl to match the long ingredients of Trader Joe's Broccoli Slaw and tossed it with the remaining dressing.

Final product:

topped with sesame seeds

It was delicious, but the tofu was a little bland.  I'm thinking a little more salt and the sesame or coconut oil and garlic in the pan should help with that... 

Any suggestions?

You an check out the few recipes we've mastered on our website: www.soomfoods.com

And "like" us on Facebook to see what we're posting about

... and stay ready for our Tehina!

Shelby here...

...Bringing my first blog post to the Soom Sisters blogspot.  

My posts will be predominately focused on the operations and strategy of Soom Foods, so let's discuss the first strategic decision of Soom Foods: setting up shop in Philadelphia...

...Wednesday night I came up with a tag-line for Soom Foods' distribution:

"Delivered with Sisterly Love, from the City of Brotherly Love."  

The inspiration hit me at an Alma Links meeting with Cary Borish, owner of Marathon Grill, who focused much of his conversation on the growth of Philadelphia and the artisan business community.

It was a fascinating talk that explored the importance of social responsibility, food systems, and the "local" movement; he was preaching to the choir when he encouraged the participants to pursue meaningful, inspiring work. 

But what stood out was an issue I have been critically thinking about lately: doing business in Philadelphia.  

As a company we are dedicated to Philadelphia.  I started school here in 2003 and have lived in Philadelphia since (except for a 14 month hiatus in Israel).  I made it my personal mission to counter the "brain drain" and took a job with an economic development organization, Ben Franklin Technology Partners whose goal is to increase jobs and revenue for the Commonwealth of Pennsylvania.  I believe strongly that Philadelphia is an incredible City with a fabulous work-life balance and a down-to-earth yet freakish way about it (to quote Cary Borish...)  Philadelphia also LOVES food and prides itself on its restaurant scene and local artisan food businesses. 

Further, we are networked into the Business Community in Philadelphia - Philadelphia Startup Leaders, IndyHall and Philly Tech Meet-ups.  We have had meetings with SELECT Greater Philadelphia and the American Israel Chamber of Commerce, established food business and import professionals, accounting and legal service providers and not to mention the Small Business Development Centers and University entrepreneurship programs.  Nothing seems inaccessible in this town. 

Just a few weeks ago I shared a blog post about how Philadelphia is emerging as an amazing start-up community with Jackie and Amy.

We understand the landscape of the City, and have met many people and organizations that will support our development.  I recently read an article about working from home (Want Your Startup to Succeed? Stay Home

http://www.readwriteweb.com/start/2012/08/want-your-startup-to-succeed-stay-home.php) that discussed the correlation of business success with founders' connection to the City.  Following Amy's last blog post about working from home, it seems like we are making the right decision to develop our business in Philadelphia.  

Philadelphia provides Soom Foods with direct access to a port, food storage space and food distribution facilities in South Philadelphia; tax incentives to set up manufacturing in certain zones, and the Enterprise Center Culinary Enterprise Division to demystify the regulation and restrictions of food production.  

Time will tell if we've made the right decision.  Philadelphia taxes are scary and historically prohibitive.  But we're a company predicated on a strong values system, and supporting the business ecosystem of Philadelphia is high on that priorities list.  Let's just hope that Mayor Nutter uses Soom Foods tax dollars to fix the pothole around the corner from our office.  Or maybe he'll read this blog post and extend a friendly tax exemption... 

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What do you think of our packaging idea, "Delivered with Sister Love, from the City of Brother Love"? 

Please take our survey on the left banner of our blog.  It'll be up for a couple weeks, so if you get a chance, please share with family and friends!