Just as all peanut butters aren’t created equally, neither are all sesame seed pastes.
Otherwise known as tahini, the vital ingredient in hummus, now’s there’s one that not only makes you sit up and take notice with its robust flavor, but also its mission to cross cultural divides.
New York-based Goni Light and husband Yonatan Sela created SoCo Tahini a year ago. The two are no stranger to business endeavors — or to tahini. They both grew up in Israel. Sela received an MBA from the Wharton School of Business, and worked for a venture capital firm before becoming chief business officer of YouNow, a live broadcasting-based social network. Light earned a master’s of science at New York University before working for years as a finance manager at Proctor & Gamble.
When they came to the United States, Light and Sela were dismayed that they couldn’t find any decent tahini. So, they sourced their own, first selling it at a stand at Burning Man, before establishing a bona fide company last year, Seeds of Collaboration or SoCo for short.