Save on SoCo, only at Martie, and read the interview with Goni, below!
We’ve been hearing about SoCo everywhere, so we are thrilled to chat with you and learn more!
Martie: What’s the mission behind SoCo?
Goni: At SoCo, which stands for Seeds of Collaboration, our mission is to revolutionize the way the world experiences tahini and hummus. We strive to offer high-quality, authentic products that are not only delicious but also healthier and more enriching. Our goal extends beyond food; we aim to build bridges between Israelis and Palestinians, fostering unity and peace through our collaborative efforts. As a women-led, purpose-driven brand, we are committed to innovation, excellence, and social impact. Every jar of SoCo is a testament to our belief in the power of food to inspire positive change and bring people together.
Martie: How did the idea come to life for SoCo products?
Goni: The idea for SoCo was born out of a personal need. When my family moved to the States, we couldn’t find the rich, creamy tahini we were used to. We began bringing our favorite tahini, and this personal quest turned into a business. Our brand was built to fit the American palate and consumer behaviors, offering versatile products that can be used as spreads, dips, dressings, and more.
Martie: What’s your favorite SoCo item, and how do you like to eat it?!
Goni: My two favorite SoCo items are our artisanal tahini and hummus kit. I love to mix the artisanal tahini with water and lemon to create a fluffy, creamy dip—just like the one I grew up eating. The hummus kit is a result of our quest for fresh, creamy hummus without the hassle of soaking and cooking chickpeas. It delivers the taste and texture of freshly made hummus from the finest hummus places.
Martie: What is it about Sesame?!
Goni: Sesame is considered a superfood due to its high nutritional value. It is packed with protein, healthy fats, and essential minerals like calcium, magnesium, and iron. Additionally, it contains vitamins B and E, making it a powerhouse of nutrients. The rich, nutty flavor of sesame seeds enhances both sweet and savory dishes, making tahini a versatile and nutritious addition to any meal.
Martie: What has been your biggest “aha” moment when building SoCo?
Goni: My biggest “aha” moment came after winning a startup competition very early on, before we even had a final product. We conducted hundreds of tasting events, understanding the American palate and receiving amazing feedback from consumers, many of whom didn’t even know what tahini was but loved it. This made us realize there was a real untapped market and this is how we build our brand and developed the first 3 products.
Martie: What’s in the pipeline next for SoCo?
Goni: Next for SoCo, we are focusing on creating innovative new dip products that align with our commitment to health, sustainability, and freshness. We are developing a range of sesame-based dips that offer delicious, nutritious alternatives to conventional options. These new products will feature clean, wholesome ingredients, and we aim to minimize our environmental footprint by utilizing sustainable sourcing and packaging. Our goal is to provide consumers with flavorful, healthy choices that also support a more sustainable food system.
Martie: Why is working with Martie important to SoCo?
Goni: Working with Martie is important to SoCo because it aligns with our mission of making high-quality, nutritious food accessible while promoting sustainable practices and collaboration. Martie helps us reach a wider audience and supports our vision of creating a healthy change in kitchens and communities.
