Deli Business Staff
Chief Executive and Co-Founder
Prime Roots
Berkeley, CA
Q. Can you tell us a bit about your upbringing and how it has shaped you?
My upbringing was deeply influenced by my exposure to the culinary world through my family, especially with my mom being a chef. Growing up in a household where food was central, I developed a passion for cooking, experimenting with flavors, and understanding the impact of food on people’s lives. This early immersion in the world of gastronomy instilled in me a love for innovation, sustainability, and the power of food to bring people together. This perspective and experience within the food industry also form my views and influence the work we are doing at Prime Roots to make products that are made from quality, wholesome ingredients, focusing on taste, nutrition and sustainability.
Q. What were some of the pivotal moments in your early life that led you to where you are today?
Going to the deli counter was a part of my rituals with my family. I loved going to get a “free slice” at the deli and trying different meat options. I learned at a very young age how to order at the deli. Also growing up with a meat slicer at home, I know that freshly sliced is the best way to experience anything that is sliced (meats or veggies). Being very multicultural, we also enjoyed French and Asian influences at home, so meat, cheese, and bread were a big part of our every day and weekly traditions. I love traveling and learning about where food comes from, and how the best products are made. We incorporate those techniques and inspirations into our products at Prime Roots.
Q. How has your career evolved over the years?
I’ve been building Prime Roots for the last seven years, and it’s been such a rewarding journey building a company that can leave a long-lasting impact on our planet and for generations to come. I’ve enjoyed every stage of the journey, from the early days and years of developing the products, to finding our home in the deli case and perfecting our deli products, and now working on our nationwide expansion. It’s been an amazing journey to take something from concept to full launch and scale our positive impact as a company.
Q. What is the best advice you ever received and why?
With young companies, the things you say yes to are what kill you, not the things you say no to.
Q. How do you balance your work and personal life?
As a founder building a company that prides itself in great products that delight and nourish families and also our planet, work feels very important and a big part of my life. I grew up in the food industry, so it’s always been at the center of my world, and I wouldn’t have it any other way. I love the ability to do what I love every day and learn and grow personally and professionally through the work we do at Prime Roots.
Q. What deli retail trends have impacted the industry most over the last year?
As part of leading a new wave in deli retail trends with plant-based options, we have been excited about the reception from consumers and our customers about having plant-based options at the deli. We have seen consumers who have left the deli coming back, new consumers coming to the deli, and deli-goers opting to try and incorporate Prime Roots into their weekly rotation.
Q. What book, movie, or event has impacted you personally or professionally?
“Le Petit Prince/The Little Prince” is one of my favorite books of all time, it reminds me of how creativity can come from anywhere and the importance of community and connection.
Q. What hobbies do you enjoy outside of work?
My hobbies all relate to food! I’m blessed to live in California as I love the great outdoors. I love foraging, especially in the woods; diving in the ocean; and being able to have nature as a source of sustenance. I also love to cook and travel to experience new foods.
