Today we’d like to introduce you to Timothy Sher.
Timothy, can you briefly walk us through your story – how you started and how you got to where you are today.
Our family distribution business started in 1987 and has grown to one of the largest Asian food distribution in Los Angeles. Our father put in a lot of hard work, and now it’s up to his children to grow the business. I wanted to bring exotic Asian foods to American retail outlets, but a lot of time it was too early or the packaging too Asian. However, in recent years more imported goods are becoming more available and demanded.
I wanted a healthy alternative to potato chips, so my children and I can snack on something savory but healthy. During my search for various food expos, I reconnected with a family friend who produces the #1 rice crisps in Australia. I never thought about rice crackers as being tasty. His snacks was incredible, and at the same time, he wanted a trusted partner for the US market.
It was a perfect match, right time right place. We developed Rise Buddy to appeal to families and kids. Using a playful design, we wanted our chips to be eye-catching; and also have snackers feel great about snacking.
Rise Buddy are baked chips, made of brown rice, and Gluten-Free. While there are a lot of rice snacks or healthy chips available; our rice chips are crispy like “couch potato” chips, but oh so healthy. With an explosion of delicious flavors such as Sea Salt, BBQ, Pizza, and Sour Cream & Onion; Rise Buddy brown rice chips are the perfect buddy for any occasion or craving.
Has it been a smooth road?
We thought it would be easy, cause there is no other snack that tastes like your couch potato chips but made from whole grain goodness. What we didn’t expect is that we are going after a giant, and stores are very hesitant about giving up potato chip shelves for a newcomer, no matter the health benefits. The other part is trying to get enough awareness thru advertising, marketing and social media to be able to drive enough business to the outlets. It’s not a surprise, but a pleasurable learning experience. When we do succeed, we know that we made an amazing journey to get there.
We’d love to hear more about your business.
I don’t think the current success of our small family business is what I’m proud of… it’s that I work with my parents and siblings. My wife also works at the company, and we get to benefit from this situation. We work our behinds off, but also we get to have more time with our family. Every weekend we have our family dinners, that means grandparents, kids and all the grand-kids. Everyone that ever joins our dinners, says we are so blessed that we see our family all the time.
Yes, don’t get me wrong there are always problems with work; but we never make it personal and by dinner, we’ll be enjoying a meal together. We’re so appreciative of what my parents have built, and want to continue to make them proud. Always grateful.
Is our city a good place to do what you do?
Los Angeles is the melting pot of cultures and cuisine. If you want to start any food or beverage company, this is the place to do it. There are so many opportunities, but you need to be modest about spending cause not every company will be big, but you can always get a good income from working hard. Be creative, not wasteful.
Pricing:
- Check out Amazon for Rise Buddy = $18 for 12 pack; $45 for 36 pack
- $1.29 retail at select Los Angeles 7-eleven
Contact Info:
- Address: 6414 Gayhart St Commerce, CA 90040
- Phone: (323) 722-8648
- Email: [email protected]
- Instagram: www.instagram.com/rise_buddy
- Facebook: www.facebook.com/risebuddysnacks
Image Credit:
Pat & Paul Sher, Oliver Yeh & Gloira Kuo
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