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My name is Ryan and you're listening to The Vegan Report. If you are an ethical vegan and you care

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to do more to end animal abuse, then this podcast is for you. Every Tuesday, discover passionate,

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thought-provoking and inspiring vegan leaders from all walks of life who will inspire you to take

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actions. Today, I want you to imagine being able to shop for every vegan product you like

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on one website. And the shipping is free. Well, that is the whole concept of Market 57,

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or in French, Marché 57, an initiative that is making being vegan very easy. And the easier it

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is to be vegan, the more people can be vegan for the end of animal exploitation. When I first heard

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about Market 57, I thought, I guess this is one more creative way to advance animal rights. We

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don't often think about vegan entrepreneurs as part of the effort to end animal abuse,

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but I think they play a key role in that fight. So for this episode, I have with me Tamar Pinochian,

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who is behind the Market 57 website. Tamar, welcome to the podcast. Thank you so much for

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being here. Thank you for inviting me. Tamar, in addition of Market 57, you have your own line of

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delicious vegan food. So you have the website with all the vegan products from so many different

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brands, but you yourself make vegan products and sell them on your website. And your vegan food

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line is called Vegan 57. Is that a clear summary of your business situation? Yes, it is. We first

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started about 10 years ago with 57 Calves. That's what it was called initially. And it was just a

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vegan restaurant. In the beginning, my mom and I were changing our diet. We were eating less and

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less animal products. And 10 years ago in Laval, when we used to go out to eat something quick to

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grab and go, vegan items were not very popular in restaurants. So the best bet would be a vegan

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burger from Harveys if we had went out at night. And at that time, my mom had a fully Middle Eastern

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restaurant in Laval, and she didn't want to sell meat anymore. So we decided that we were going to

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change the restaurants, we were going to change the menu. And initially, we started a vegetarian

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menu. So we had falafel sandwiches in the style of Mexican burrito with salsa and corn and everything.

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We had a Greek falafel sandwich, which had a tzatziki like sauce. And then we had the traditional,

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of course. And we were called 57 Calves, because each one of the falafel balls, the regular ones,

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was 57 calories. So when we discovered that, we said it was cute to name our restaurant that way.

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And it was vegetarian. I say vegetarian because we used to have, let's say, the Greek sauce,

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we used to have it with the vegetarian version, and we used to have the vegan version without the

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real yogurt. So after some time, we had a lot of vegans who used to come to our restaurant,

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and they would ask us, why have two options when you could have the same delicious sauce and vegan

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only? And of course, it made sense to not have both versions of one sauce available, but to have

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one vegan version. And of course, because the menu was only falafel based, we thought, well,

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we don't want to eat falafel every day, and I'm sure the customers don't. So why don't we expand

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the menu? And we expanded the menu, we added vegan versions of shawarma plates, chichito plates, so

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simile meat and simile chicken plates and sandwiches, like a filet cheesesteak sandwich,

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but completely vegan with vegan cheese, vegan TVP, seasoned like beef. And we called ourselves 57

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vegan because it no longer made sense to just refer to the falafels. That's how our journey started

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with 57 Vegan. After some time, about three years in, our restaurant was very, very small. So when

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people used to come in, we had like three tables, very small. It was mostly a takeout counter,

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and it began to bother people, of course, people would come all the way from downtown, make the

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trip to La Valla, there would be no place to sit or to hang out. So it started fading away the

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restaurant part of it, of course, but we were still popular. People used to talk about us,

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they used to order catering a lot. And we decided that, well, if we were to expand, what was the

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best way to get our product in the hands of a bigger audience, let's say. And while going to

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the grocery store, while walking down the ready to eat counter, we noticed that there is a lack

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of good vegan sandwiches ready to eat. So we decided to try our luck. We wrapped up our sandwiches,

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made our little stickers, put our brand on those sandwiches and went out to try to sell. And the

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rest was history. That's how it all started. We began our journey of distribution. We started

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distributing in grocery stores around town, and we decided to close the restaurant and just

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concentrate on that, concentrate on getting all our products out in the grocery stores so that we

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could be closer to the customer instead of annoying them with our very small restaurant.

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That's amazing. What does your line of products look like nowadays?

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We have a range of six vegan ready to eat sandwiches. We have one of them is a breakfast

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sandwich. It's like a tofu based scrambled egg sandwich. We have the shawarma and shish

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coke, traditional tastes that are all vegan. We have a baked falafel sandwich. We have Philly

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cheese sandwich and a quesadilla with refried beans. We also, it's been two years now, we've

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packed up our protein. We marinate our own protein, of course. So we packed it up and packaged them

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and we sell our protein frozen. So it's pre-marinated, ready to eat. You just have

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to heat it up in a skillet or in the oven and you just add it to your menu, to your recipes.

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We also have vegan baklava and of course the sauces that we make like the garlic sauce,

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the smoky mayo, spicy mayo. We sell all of those.

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How did the website part appear?

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You mean Marché 57?

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Yes.

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Before the pandemic, I had Saint-Cent Végan and it was a e-commerce website too, even though we

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were distributing in grocery stores. But with the pandemic, we noticed that our friends in the

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business who had small businesses like us and did not necessarily have an e-commerce website,

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were having of course trouble getting to customers. And because people were told not to leave their

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houses and try to order everything online, we decided that we were going to try to help

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our customers and try to help our friends and business by making a website that was

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actually on our website. It was on our own brand's website for Saint-Cent Végan.com. We started to add

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their products and word was getting out and more people wanted to add their items on our website.

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And I was trying to send suppliers to the website to distribute my own brand, but they were going

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and seeing other brands too. So it was becoming a little confusing. I decided to make a separate

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website called it Marche Saint-Cent Concepts to keep track of it belonging to us as well.

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And that's how it grew. Marche Saint-Cent Concepts started that way in the hopes of helping our

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customers and our friends. And then slowly, slowly it grew. We contacted other distributors who used

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to sell vegan products. And that's how we decided that we're going to try to see where it goes,

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add as many vegan products as we can to make it a website where anybody who is trying to be vegan,

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anybody who is trying to change their habits, they don't have to second guess, is this vegan?

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Is this not? Everything on the website is vegan. It's only vegan. We try to get stuff from local

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businesses. Of course, that was the aim. So I said, well, we were going to help the local businesses

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and other brands as well. Yeah, I think you distribute Beyond Meat products, for example.

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And what I like about this concept is I have my list of vegan products. And often I have to go

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and visit different shops in order to get them. But on your website, they're all in the same place.

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So I can just fill my, what's it called, my basket, my online basket with all of those products

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in one shopping spree instead of going to different places. And so I love that part of it.

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And I love that I don't have to move. I don't have to go out.

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Yes, you don't. We deliver. But that's, for me, that's magic. You know,

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delivering food, I understand delivering, you know, products that don't need to be kept frozen or

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something like that. But delivering food, that is, I feel like a whole other ballgame. So can you

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describe how you deliver food? What is the art of delivering food to people?

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Oh, that dilemma started with Same Content Vegan when we started distributing. And of course,

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we need to get everything to the stores, refrigerated. You know, Matpak has strict

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rules about that. And of course, we want our stuff to stay fresh and top quality while we deliver.

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So we started saying, okay, we don't have enough volume to have a big truck yet.

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But there are no small cars with refrigeration systems. Or we tried calling so many different

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companies who do the refrigeration for trucks. Every time we used to tell them, okay, what if we

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buy a Dodge Caravan or something small? Can you turn it into a fridge for us? And they would laugh

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at us like, are you crazy? You know, why would you even? But we were small, you know, we couldn't

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afford a truck and we didn't need it. So while I was looking for a car, you know, trying to see

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what we could possibly use, I came across the Kia Soul. And the Kia Soul has an electric version.

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And the cargo space is fairly big. So I was discussing it with my business partners and

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like, okay, let's give it a try. Let's go see it. Let's go see the car. We went to see the car.

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And like I said, the cargo space is fairly big. We decided we were going to take off the back seat

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as well. So we bought the car. And then the challenge was how to actually refrigerate this car.

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I had seen online while researching that there is the Coltainer company. And essentially,

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they make containers, big containers with a refrigeration system in it. And we ordered one.

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It cost very expensive. And when it came, it was extremely, extremely small. It's so small.

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We couldn't even get three boxes in it. I guess we made a mistake with the measurement.

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So because my uncle and my dad are very creative and very handy, we put that container apart.

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We used the system, the cooling system, and we built our own box custom and behind the Kia.

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And like that, we had a custom refrigerated car, electric, everything electric. So that kind of

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completed our St. Comsett Vegan's vision of, okay, vegan business, I guess vegan car,

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if you can call it vegan, because it was all electric. And that's how we started to deliver

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our products fresh. It stayed cold and good with good quality. And then with Maschho St. Comsett,

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that's just what followed. We had to get all the products to the customer fresh.

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So we would pack it and put it in the car, join it on the delivery route of the day.

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And that's how it is. Of course, it's a lot of logistics. I have to plan, okay, which postal

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codes can go on which routes on which day. It's a challenge to set up a website that way as well,

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because I am not a programmer. I do not know how to make a website. I've learned everything on the

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go. That's how entrepreneurship is. You can't say I don't know, you have to say how do I figure it

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out? And we did a lot of figuring out as we go. Of course, I ship Quebec wide as well. For Quebec

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wide, it's another story. We have to insulate boxes, add ice packs, make sure it's the next day

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service. So all that needs coordination as well. And until you find a good website that gets you

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good quotes and good prices, you lose a lot of money. You lose a lot of packages on the go and

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pure later or Globix or whoever has a delay and they can't ship it on time. So it's very challenging.

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But it's all part of the fun, I guess. And you mentioned how this is the challenge of being an

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entrepreneur. And if we look at your profile, I mean, you studied psychology at Concordia

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University, I think. So this is not the typical profile. If I had to guess, you know, what will

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be the career of this person only based on your studies, I would not think that you would become

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a vegan entrepreneur and distributing food around Montreal. So how did you get involved in this,

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in the entrepreneurship world, starting with that restaurant with your mom to where you are now?

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So while I was studying psychology, of course, psychology is a topic that I love very much.

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And I think having learned psychology, it's helped me deal with people, and it's helped me

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understand people better. So when I get comments of you know, you guys have great customer service,

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I'm like, yes, psychology, you know, like, because you're able to see from the other side,

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see from the other person's perspective, and really understand the person instead of just judging or

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whatever. And while I was studying, I was of course, working as a first real job, I was working

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at a call center. And because I was very, how do you say like, I'm very ambitious, and I always

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want to go higher. So quickly, quickly, I started going up in the ranks, I was like, I'm going to

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I started going up in the ranks, I was a team leader, I was a trainer from the for the project.

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So I saw that I love that aspect of working with people, training people being in leadership

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positions. After that, I went to work for my uncle's company, it's an IT company. And I went

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in as a project manager. And I had to deal with of course, the company employees and quickly do the

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HR when it's a family business, you start wearing a million hats. So that's where I learned how to

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multitask and how to wear different hats, you know, HR needs help, you have to wear the HR

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hat, you have to do, I don't know, grants, and you have to do accounting and end of year, everything

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that needs to be done, you have to kind of figure it out and get it done. Because it was a small

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business as well, at the time. And I saw that I absolutely love the business world. So I'm like,

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okay, forget psychology, psychology helps me get here. It helps me deal with the employees and the

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customers. But I absolutely love the business world. And because I had, I guess, the leadership

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skills, I knew I had to do more. My mom's business at the time, of course, I mentioned that we were

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changing it, and she needed help. So who was the best person to do that to me? So I kind of joined

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her to do that. And I have to mention that I absolutely hate spending time in the kitchen,

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and I hate cooking. But I kind of was thrown at this. And I took it upon myself to make it

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successful. So here I am today. That's kind of my journey. Well, she was the one cooking, I think.

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Yes, the recipes are all my mom. So you guys don't have to read. They're all delicious.

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I'm not the one who came up with them. They are I've tasted them. I was going to ask you about,

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you know, giving us tips for making good vegan food, but maybe you're the wrong person.

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I'm the wrong person for that. But I mean, based on the experience and working in the kitchen,

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of course, you pick up some stuff. But the most important thing to remember is that, you know,

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if you're not a vegan, and you think, Oh, my God, vegan food must be so boring and so tasteless,

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that is not true. Because even if you are a meat eater, or you know, you buy chicken or meat or

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whatever you want to eat, before you marinate it and put spices and sauces, it tastes nothing,

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you know, it doesn't taste good. So it's the same concept. It's just the protein, the base that is

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changing. So vegan food can be very tasty, better than meat and chicken.

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I agree with you. I think this is such a good point. I never met someone who ate, you know,

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raw meat and found it actually, actually, no, I met one person, a friend of mine, and her and

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her father used to, you know, purchase like minced meat, and eat it, like, without cooking it.

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Thing that they eat, but again, they do put spices on it.

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Well, she she did not put any spices on nothing. It was. I think this is an outlier situation.

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So you mentioned, you know, how veganism is tasty. Often, people use the plant based label

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instead of the vegan label. Because, well, veganism has also a social and political and

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cultural connotation that is not strictly, you know, reserved to food and the world of cooking.

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So why did you make the choice of adopting the vegan label instead of maybe

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calling yourself 57 plant based? Yeah, it was just simpler. I mean, you see it and you know

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that it's vegan. There's no questions asked. Recently, I saw someone have posted an item.

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I'm not going to mention what it is, but they had posted on one of the vegan groups that they

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have bought an item that had the plant based symbol and it had a plant based, I guess, mention

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on the packaging. But if you looked at the ingredients, it contains something with fish.

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So I think either companies, some companies don't understand what plant based is,

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or they're using it as a loophole to like pass their products to another population.

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I'm not sure why they would do that. But with me, there's no question. It's vegan. It's vegan.

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There's no animal products at all. Just keep it simple. I mean, it's vegan.

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Why would I call it anything else? I love that. And also, you won't name any product, but I will.

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There's Bissell, I think they sell butter and they often call their one of their product,

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plant based, made of vegetable oil. But then you look in the description and there is a

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milk. And I mentioned that because my parents bought me a box of that butter and they had good

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intentions and all. But then you look at the ingredients and you find that it's just bad

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marketing on their part. Vegan, like I mentioned, has also a social

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dimension to it. So how do you relate to that dimension of veganism with your company, but

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also in your personal life? Yeah. So when we first opened, when we first made our restaurant,

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vegetarian and vegan, we had a lot of old customers who used to come in and they would be like,

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why did you change? You're going to close down in no time. Who eats vegan? Why would you even

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remove your meats from your menu? So that was one issue. They would not understand that there is a

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change coming and that it is better for their health. But also they used to ask us, for example,

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the falafel that is always vegan, it has always been vegan. There is no animal product in it

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whatsoever. But they used to come in and say, give me falafels, but not this vegan thing that

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you're promoting. But it's the same recipe. It's the same ingredients. It's chickpeas, fava beans,

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spices. There is absolutely nothing in it that is animal based. But because we were certainly

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suddenly called 57V and they thought that our menu changed and our ingredients change and there's

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something tricky we're doing to make it a vegan recipe. Maybe it's a vegan recipe, maybe it's a

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vegan thing. To make it a vegan recipe. Meanwhile, the only thing is that there is no animal products

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in it. Same thing with my grandpa. I always tell the story. He used to come and eat the shawarma

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sandwich for a very long time, thinking that it was meat, even though our restaurant was vegan.

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Until one day one of his friends told him that, you know, that's not meat, that's soy based,

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he stopped eating it. And it's all in here, you know. There's nothing wrong with eating vegan or

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plant based. The only thing is there are no animal products. But as soon as you say vegan,

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they understand that, I don't know, maybe there's some weird ingredients we're adding in it.

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I understand because a lot of the popular items that are vegan have a lot of like

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ingredients list that are so long and the words you can't even pronounce. So people generally

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think that when it's vegan, it's probably, you know, all those artificial ingredients that are

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in it. But it's not true. You just have to pay attention even with non-vegan products, products

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that are, you know, animal based or cookies or whatever that contain milk. You look at the

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ingredients list, you're going to see a lot of words that you can't even pronounce, a lot of

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artificial flavors, a lot of ingredients that aren't bad for you. So anything you eat, there

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is a risk of not eating something good for you. Look at the ingredients list. But vegan does not

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mean that it's artificial. Vegan only means that there are no animal products in it. So that was

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something that we had to teach our customers, you know, educate. Of course, the customers who used

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to be eat meaters and came to our restaurant again after we switched to vegan. So it took a while.

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It was challenging, but the result is good. You know, I had a lot of friends who are still not

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vegan, but who used to come to my restaurant and who used to eat the vegan silly cheese and who

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used to enjoy it and who still tell me, oh Tamarino, we miss your restaurant, we miss your silly cheese,

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but they still eat meat, but they were willing to, you know, once a week or twice a week,

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switch to plant based. And I think that's what we want. We want everybody to start reducing.

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It's good for the environment for the animals. Yes, but it's also good for their health. So

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I completely agree. I mean, I was recently watching a speech of someone from the meat industry and she

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was talking about how meat was good because there were no hormones in meat. And I was thinking,

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okay, but what about the antibiotics for starter? I mean, they're in their blood and in their flesh

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and doesn't sound very yummy. Yeah, exactly. Exactly. You know, my parents,

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because of the Middle Eastern mentality, of course, it took a lot of time for me to,

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especially with my dad, to understand that we don't want to have dairy anymore and we don't want to

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have meat, red meat. And for him, it's like, what is wrong with having that? Because back in time

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and back in, you know, even in Armenia or in Lebanon, you know, Middle Eastern countries as well,

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the meat industry hasn't or wasn't in their time like it is right now. Right now, we are feeding

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our animals such bad ingredients and trying to force them to reproduce in such short periods of

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times and giving them vitamins. And I don't know what to keep them, you know, on their feet and to

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keep them from reproducing. So it's not the same thing. I try to explain that, you know,

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you think that meat in your time was was okay and people weren't getting sick or

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even in Armenia, it hasn't started yet to become so industrialized, let's say, for them to have the

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need to reproduce their animals so fast and so much. So maybe in their countries, the meat was

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better. But here you can't compare it anymore. I mean, the amount of things that the animals have

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to eat and go through in order to be able to keep up with the demand, it's just you shouldn't eat

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it. That's it. Well, I was going to ask you about the reaction of your family to your vegan

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transition, because you're from Armenia. And I think most people are not very familiar with

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Armenia, what is Armenia. And I was thinking about a discussion I had with a guest on

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Serbia. And that guest started a sanctuary, an animal sanctuary in Serbia. And she was telling

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me about how people related so differently to animals, compared to Western countries.

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And her field of concentration or focus was dogs. And she was telling me that, oh, there,

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you don't keep the dog inside the house, the dog stay outside, and you don't really think about

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does the dog get cold outside or something like that. So it's a whole different mindset

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related to animals. And I'm always curious if that cultural difference, so can you tell us more about

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Armenia and also animal rights in Armenia?

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So we have a lot of stray dogs in Armenia. I have no idea why, honestly, but we do.

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When I went to Armenia, I guess it was maybe 2018. I don't remember, like a while ago.

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I had seen that during my trip, there was going to be a vegan festival in Armenia, believe it or not.

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It had just started. And I said, okay, I'm gonna bring my 57 pounds of meat and I'm gonna

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go there. I'm gonna do a live so that the audience here in Quebec know that I'm in Armenia and that

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there's a vegan festival there. I was so excited and I went and there was like one table. That was

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the festival. It was outside. There was one table and it was like a few people talking about veganism

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and giving up. So it was just just starting. And I was like, oh, I'm gonna go there. I'm gonna

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eat meat and I'm gonna go to the festival. I'm gonna go there. And then I saw a few people

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talking about veganism and giving up. So it was just just starting. When I went back again,

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pre-pandemic, there were cafes that were completely vegan. There were in restaurants,

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the menus had vegan items. I remember my aunt, my aunt's been vegan almost all her life. So when

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she was in the kitchen, she was like, what does she eat? How does she live? Because she wouldn't

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eat any animal products. And it was so foreign for them. It doesn't make sense. I also sing. So I had

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gone to a couple of singing lessons in Armenia. And I told the vocal coach, I told him, he used

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to always tell me, Tamar, you're gonna eat meat, you're gonna eat well, and that's how you're gonna

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know. And it was so foreign to him. He said, why don't you eat meat? You need your energy. If you

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don't eat meat, you're not gonna have any energy to sing. So that's how it is. That's how it was.

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Now there are so many cafes. There are so many items on menus everywhere you go in restaurants.

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So it has evolved. Anybody going to Armenia who is vegan will have plenty of choices.

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And I know that there are a lot of animal rights organizations. I know one I follow,

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she takes care of horses, another one of dogs. So yeah, it's getting there. It's getting there.

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Definitely. I'm so happy to hear that. And you, by the way, you have a beautiful voice in, you know,

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preparing for this episode, I found some videos of you singing in Armenian.

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In Armenian. Thank you. You're amazing. Okay. Thank you.

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Oh, you've been going around sneaky, sneaky.

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I mean, I need to prepare for my guests. It's the least I can do when they give me so generously of

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their time, you know. I'm a bit curious about your aunt because how did she become vegan? Did she

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tell you the story of her vegan? She just never really enjoyed meat. So she was vegetarian most

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of her life. And then by reading and researching, she's very big on researching and, you know,

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natural ingredients and supplements and everything. So she just decided that, okay, vegan is the way

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to go. And I remember we were young and she used to come over to eat and we were just like,

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but what is she going to eat? You know, it was always a dilemma for my parents too. Like, oh,

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she's coming over. So what can we cook so that she doesn't stay hungry? You know,

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she's not going to eat what we're having. So, yeah. So we were always, we had her always to

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see what she was doing and learn from her. It's very kind from them to think about her

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and her wellbeing. You know, I still think that half of my family believe that I just

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breathe air and drink water and that's, you know, that's my diet. They absolutely don't know what,

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how I survive. Yeah. Yeah. I want to go back to entrepreneurship. Do you believe that

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thinking about your background and your family background, you're not the only entrepreneur in

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your family. You mentioned your uncle. Do you think that there is something innate about

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being an entrepreneur that there is a calling and that, you know, you need to have those innate

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qualities or that calling in order to become an entrepreneur? Or do you think that it's something

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accessible for everyone? Entrepreneurship is accessible to everyone, but whether you can be

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successful and whether you can keep up with all the challenges, I think those are skills

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that you can learn, but also you have to have a thick skin and you have to have at least,

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you have to like to lead and manage because a lot of people, you know, they are put in management

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positions, but they can't do it. They don't know how to manage people and they don't enjoy it. So

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whether it's innate or not, I don't know. I guess the leadership part of it and being able to manage

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is you have to have it in you. But skills are learned. A lot of things I learned on the job

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and I wouldn't have learned otherwise, you know, so I guess.

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And yeah, you make a pertinent point. And I guess maybe the alternative for people who

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are less comfortable with leading would be to find a business partner who could take care of that

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side of the business while you do yours. Definitely. So when you have business partners,

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of course it helps because then you have someone to rely on to go to for questions and when you

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need help. Also mentors, I know people are very big on mentors. For a very short period of time,

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I had an external mentor and he helped a lot with questions I had. So I had a lot of questions

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I had. So I very much encourage people to go out there and meet people in their industry and, you

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know, talk to them. Oftentimes we think that if we go and bother someone in business, then they

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won't want to help us. But we've all been through the same cycle. You know, we've all been there.

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We have been through the challenges and we have had to go and find the answers and we've had to

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had to go and get mentors or help from other people in the business. So definitely don't

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shy away from trying to get the help. I was researching entrepreneurship and

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one of the first things that came up was fear. Most people, I think, fear launching their business.

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They're not comfortable with the risk and they fear to fail. And I want to get a bit practical

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because this whole podcast is an invitation for vegans to do more. And maybe that looks like

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building your own vegan business. What would you say to someone who has a good idea, wants to

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launch their business, but is afraid and that fear is stopping them from pursuing their passion?

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We are all afraid. We've been afraid since day one. And if you're not afraid, then it's not a big

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enough challenge. So definitely go out there and try. The worst thing is that you're going to fail.

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I mean, that's the worst that's going to happen. And you have to try if it's something in you. And

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if it's something that you've wanted or you still want and you have to try. I mean, anything is in

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life is that way. If you don't try, you don't know. So the fear doesn't go away. Every day,

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there's a new fear that adds up. I'm going to tell you that. Every day, there's a new challenge.

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Every time you add a project, there is new challenges. If you grow, there's new challenges.

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If you stay small, there's challenges. You want to grow your team, you need more employees, or

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you have to grow your demand. You need machines and nobody can make the machine you need. So you

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have to go figure out what an engineer, but it's good. It's fun. It keeps you alive. Or else it

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would be boring. You would close after a while. Well, I get that feeling from you that you're

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pursuing the challenge and the excitement of entrepreneurship. Yes, it's not all exciting.

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There's a lot of yelling and screaming and tears too, but it's all part of the process. So

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I'm not saying this to make anybody afraid. Of course, you need to pursue your dreams. That's

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why we're alive. That's what's going to keep us alive. If everybody didn't pursue their dreams,

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we wouldn't have all these inventions and all these choices. Things fail, sure, but you get up

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and you try something else. That's the worst of it. There's nothing else that's going to happen to.

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You just fail and you try again. In our journey, you think we didn't fail? We failed. We've had

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products we've launched and it flopped and we said, okay, we're scrapping that project. So let's

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try something else. So sure, it happens, but you got to pursue it. You have to try.

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Well, I'm so glad that you are sharing this part of your entrepreneurial journey because

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when you look at big brands or brands you are familiar with, you look at the success,

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you look at how shiny it is and how beautiful and all. And I guess you don't see the tears.

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You don't see the sweat. You don't see all the efforts and pain of

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making that brand and making that brand shine. Exactly. You mentioned big brands. There are so

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many big brands whose products we bring on Raxa St. Comsets only to find that after a year or even

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after a few months, they're discontinued. They just scrapped the project. So even big brands have that.

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It's going to happen, but they're still making fortunes. They're still making other products.

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It's just one or two products that flopped. So it's going to happen.

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And I want to also share that think about, I guess, your everyday life. And we all failed at some

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point. I guess entrepreneurship is the same as the rest of life. It's not something exceptional.

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Yeah, exactly. Well, you chose quite a particular niche, which is veganism to launch your business.

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If you were able to go back in the past and talk with your past self,

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what would you have said to that person, to that younger Tamar, on the challenges of

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launching a vegan business for a vegan clientele, but also, like you mentioned, people for

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an ever-growing number of meat eaters who are also interested in vegan food?

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Yeah. What would I tell myself? It's going to be hard, but you're going to succeed.

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It was a niche, of course, and we were right at the beginning of the trend, I guess, especially in Laval.

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But what would I tell myself? Just trust. There was a lot of nights where we were

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or months where we were like, okay, we're just going to close down. We can't do this. This is too small.

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And if it was so small, the big brands wouldn't do it, wouldn't put vegan products on their shelves,

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on their catalogs. I think every day there is more and more people who are understanding the benefits

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of at least switching to plant-based a couple of times a week. And I think that's the biggest

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thing. And it's only going to grow. So trust yourself. You got it.

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And a vegan clientele is a committed and I feel like loyal clientele. I know that I go out of my

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way to go and seek vegan products that I like. And it is because partly I'm making this purchasing

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choice out of convictions. It's not just a transaction for me. I'm actually thinking about

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it as if I'm voting for more of that in my world. Yeah, they're very loyal customer-based. And

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if we grew, it's because of our customers and word of mouth. So we are forever grateful to them,

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especially the ones who used to come to the restaurant, because they're the ones who went

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out and started buying from the grocery stores before everybody else started learning about us.

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So the vegan community is a very interesting community. They are very committed, as you said.

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They are very caring for the environment and for the animals. And they take care of

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making sure that the vegan local businesses thrive and to make sure to spread the word

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about those businesses for sure. Now you have said the word local a few times in this conversation,

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but I know you're ambitious. So what are your plans for the future? Do you want to expand

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your brand to more than Quebec, more than even Canada? I know that most of my listeners actually

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are from Canada, yes, but also from the US and Europe. So when should they expect to see

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57 Vegan on their... That would be amazing if we got to the US and to Europe. That would be a dream,

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honestly, because of the challenges of our short life products. For example, the sandwiches that

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only are good for seven days, their shelf life is seven days only. It's a little hard for me to ship

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to Europe, especially. But right now we need to move our kitchen. So that's the first challenge

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we're facing. We need to move everything by end of February. The second challenge is production.

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Everything is made by hand here. All the sandwiches are rolled by hand, filled by hand.

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The proteins are marinated, cooked. It's one person doing that. So we are looking at automation

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and machines so that we can start thinking about going into Ontario and going Canada wide, why not?

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We have challenges with the machines, of course, we have challenges with space. So it's coming,

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and we would love to expand, of course. So I think the first step would be to go to Ontario

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and then Canada wide. And then for sure, we would love to be in the US as well.

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And of course, there will be links in the description for people. Even if you're in the US,

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you know, click on that link and get inspired by what you have done. Yeah, in that space. I think

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it's worth it. And just even to get yourself angry if you're listening to this before lunch or dinner.

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So Tamar, I think we have covered much of the points I wanted covered for this conversation.

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Did you have anything more to add before we stop the recording?

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I would just thank you for this invitation and for meeting me at the Vegan Festival.

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I think you're doing a great job. I don't think there's enough podcasts about veganism. Or they

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started and they stopped. I've been following the couple who started and then they stopped. So

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I wish you luck very much. And I hope that your audience grows so much and you're able to educate

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people and to advance veganism even more and reach a lot of people.

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Thank you, Tamar. This is the kind of compliments that I wanted to hear.

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I like to hear. So thank you so much. It goes straight to my heart. So Tamar, thank you again

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for having answered my question and having been a guest on this show.

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It has been a pleasure and thank you so much for your work and your excellent product,

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which I absolutely love. They're delicious. So thank you for your hard work.

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We'll speak soon, I hope.

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Thank you everyone for listening and thank you so much for being a friend of this show.

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As always, please share this episode with your community. Let's inspire more people to take action.

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If you're listening to this on Apple podcasts, please leave a five star review.

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Finally, you can always follow me on Instagram at veganreportpodcast.

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Thank you again for listening. Take care and see you soon.