How Roxana Saidi Is Transforming Café Culture with Táche

      Welcome to Second Life, a podcast that highlights accomplished women who have made significant career transitions and boldly embraced change. Hosted by Hillary Kerr, co-founder and chief content officer of Who What Wear, each episode connects you with trailblazing women in their respective fields. Subscribe to Second Life on Apple Podcasts, Spotify, or wherever you listen to podcasts to stay updated.

      There's no denying that we're currently in an age where matcha lattes and café culture dominate the scene. Leading the charge in the fast-evolving industry is Roxana Saidi, founder and CEO of Táche, an innovative plant-based milk brand. “Táche is for those who prioritize flavor and health continuously,” Saidi explains. “For those who appreciate subtle nuances and never compromise on taste, wellness, or sustainability, it serves as an accessible indulgence.”

      However, before Saidi transformed the way we enjoy our favorite beverages, she began her career in public relations. After earning a degree in marketing, she kicked off her career in a public relations role in Los Angeles. This initial experience laid the foundation for her entrepreneurial aspirations. She subsequently established her own social media agency, which evolved into a comprehensive creative and brand strategy firm called RX Social. Through RX Social, Saidi has been instrumental in launching and expanding over 45 brands in the fashion, food, and lifestyle sectors, refining her skills in brand development and market positioning.

      Eventually, Saidi moved to New York and transitioned into consulting. However, an inspiring idea soon took shape: an alternative milk derived from pistachios. Having grown up with pistachios as a staple in her home, this concept was both meaningful and practical. She recognized that pistachio milk provided distinct benefits—better sustainability compared to almond milk and enhanced nutrition compared to oat milk. Fueled by this realization, she founded Táche and officially launched the brand in 2020.

      Táche products rapidly started appearing in cafés and grocery stores, including well-known retailers like Erewhon and Sprouts. Recently, the brand further broadened its reach by entering Whole Foods, making its three-ingredient pistachio milk available to an even larger audience—demonstrating the appeal of a simple, thoughtfully crafted product that aligns with cultural familiarity and modern consumer values regarding sustainability and health.

      Tune in to the latest episode of Second Life to see how Saidi's journey shows the intersection of professional experience in marketing, public relations, and brand strategy with personal inspiration to create something innovative. And keep scrolling to shop some of our top picks from Táche.

      - Táche Pistachio Milk

      - Limited Edition Pumpkin Spice Barista

      - Táche Pistachio Milk - Original Barista Pistachio Milk

      - Táche X Iota Pistachio Milk Latte Lip Treatment

      - Táche Pistachio Milk - Barista Starter Pack

      Next: This Co-founder Is Shaping a New Candy Culture

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