Amy Zitelman, CEO and Co-Founder, Soom Foods

In this episode of The Think Factory, we sit down with Amy Zitelman, co-founder of Soom Foods, to trace her family’s bold journey turning tahini from a niche ingredient into a pantry staple across 5,000 stores — including Whole Foods and Walmart. Amy shares the experiences that set the stage for their breakout success during the pandemic, when home cooks discovered tahini’s magic beyond hummus — in banana bread, sauces, and even cookies.

But behind Soom’s rise is also Amy’s personal story of balancing the weight of family legacy, entrepreneurship, and motherhood. As the last sister steering the ship and a mother of three, Amy opens up about the daily teeter-totter between scaling a national brand and answering little voices saying, “Mommy, don’t go to work.” It’s an honest, inspiring conversation about resilience, reinvention, and the sweet-and-savory hustle of building a brand from the ground up.

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