Ashwin Cheriyan’s Recipe for Success: Insights from Thistle Meal-Kit Delivery
I consider myself fortunate to have realized it early on, is that money and financial success aren’t the ultimate drivers of happiness. Ultimately, as we reach the end of our lives, it’s the meaningful stories we’ve lived and the positive impact we’ve had that bring fulfillment.
I had the recent pleasure of interviewing Ashwin Cheriyan, CEO and Co-Founder of Thistle at their Brand Refresh Event in Williamsburg, Brooklyn.
From the moment I indulged in Thistle’s freshly prepared plant-forward meal kits and savored their refreshing smoothies and juices, a warm smile graced my lips and satisfied my belly. Their tiramisu dessert, in particular, surpassed even the delights of Michelin-starred dining experiences I’ve savored in the past.
Thistle was founded in 2013 with a mission to make it easy to get and stay healthy while improving the sustainability of the food system. Co-founders Ashwin Cheriyan and Shiri Avnery, PhD saw how two generational problems, the declining health of the population and of the planet, pointed to a single solution: eat more plants. They developed a convenient service to empower people to transform their health while healing the planet — all through the power of irresistible plant-forward meals conveniently delivered directly to customer doorsteps. Designed by nutritionists and crafted by chefs, Thistle’s meal design reflects scientific, evidence-based principles of dietary choices that optimize health and longevity, featuring real, whole, plant-rich foods like fresh vegetables, fruits, nuts, legumes, and whole grains. Above all, Thistle aims to show that eating a healthy, plant-forward, planet-friendly diet can be the most delicious option on the table.
Thank you so much for doing this with us, Ashwin! Before we dive in, our readers would love to learn a bit more about you. Can you tell us a bit about your “childhood backstory?”
I was born in India and immigrated to this country at the age of seven, along with my parents and my brother. My story is pretty similar to many immigrants from India who came in the late ‘80s. So parents were physicians. They wanted to come to the U.S. in part because they had some relatives here, but primarily because they wanted to give my brother and me greater opportunity than they had.
For my dad, especially, this notion of growing up and feeling like he had one of three choices in terms of a successful career — doctor, lawyer, or engineer — felt really limiting. He always shares that he had to make that decision when he was 16, the career path he wanted to be on. He wanted us to have bigger dreams and a wider breadth of opportunities to pursue. So, we came to this country in the late ‘80s, which was a very strange transition from South India, which is tropical, to Skokie, Illinois, which is the opposite of tropics.
That was actually the first part of the Thistle story coincidentally, because my earliest memories of sitting around the dinner table often involved my parents talking about their work. They would discuss the patients they saw and the recurring story of patients suffering from chronic illnesses mostly related to diet and exercise. They would prescribe medicine but emphasize the need for behavior change to actually get better. The frustration was that patients would often return without making any changes, which left my parents feeling helpless as primary care physicians.
That story stuck with me from elementary school through college and even through law school, which I pursued because I didn’t know what I wanted to do. After practicing as a lawyer for over four years, I finally decided to pursue my endless curiosity about the connection between food and long-term health outcomes. That curiosity, which started at the dinner table, led to the genesis of the business I co-founded with my wife and college classmates.
We aimed to provide people with products and services that make it easy to invest in their long-term health. My wife, who holds a PhD in environmental science, wanted to integrate the same passion for human health with planetary health, exploring how our choices could positively impact the planet.
Thistle’s mission is to reconnect people with real food. How do you envision this philosophy transforming the way we approach food and health in the future?
First and foremost, in a country like the U.S., our understanding of how food is created, how the food system functions, the true cost of food, and its impact on our bodies over the short, medium, and long terms is distorted. Part of our job, if we do it well, is to serve as a platform that simplifies these complex topics for people to understand.
Our aim is to help individuals navigate the multifaceted decisions around food choice for each meal. Factors such as cultural influence, convenience, price, and taste all play a role. Amidst a world filled with misinformation, it’s crucial that everything we communicate to consumers is transparent and grounded in science.
Our goal is to establish a brand that people trust, providing judgment-free information and meeting people where they are. By delivering high-quality, delicious, and convenient products, we aim to drive real and lasting change in how people approach food and health.
Your meals are designed to nourish and energize. Can you share a story of how Thistle has helped someone achieve a personal health goal or unlock hidden potential?
We have an internal company Slack channel called “Win,” which is dedicated to sharing customer testimonials. These testimonials come in daily, and I’d like to share one or maybe two direct stories from our customers.
Here’s one from a recent customer who wrote in a week ago: “For the last two years, my blood glucose level has been over a hundred, in the pre-diabetic range of 105 to 115. Diabetes runs in my family with at least four relatives diagnosed. I’ve been eating Thistle for four months, not full-time, just six meals a week. I still eat the occasional grilled cheese sandwich or meatloaf dinner. But guess what? My fasting blood glucose is 87, well into the healthy normal range. I am no longer pre-diabetic. This is awesome. Thank you. I’m thrilled. This will literally increase my lifespan.”
Stories like this are common for us, and they highlight an important point: Our bodies are incredibly resilient. People often believe that change takes a long time, when in fact, it can happen in a matter of days or weeks. In this case, we see real results in a matter of months. This is just a small example of how powerful food can be as a healing mechanism, and we hear these stories all the time.
Thistle partners with local organizations. How do you envision these collaborations creating a ripple effect of positive change within communities?
One challenge that any food business faces is food waste or excess products. Learning that grocery stores throw away about a third of the food on their shelves, much of it fresh produce, and seeing Americans do the same with items in their fridges, made us feel incredibly guilty. From day one, our goal has been to find ways to ensure that any excess fresh ingredients or finished inventory are directed to those in need rather than ending up in compost.
We’ve partnered with local food pantries to donate any excess fresh produce we have. Fresh produce is something these pantries are excited to receive, as they often receive mostly canned foods. Witnessing the joy on people’s faces when they receive fresh produce is truly gratifying. Additionally, any finished meals that we don’t deliver directly to our customers are also donated to these food partners.
This approach allows us to directly support the local communities where we operate. The second aspect of our approach is educational. We aim to show up as a business in these local settings and provide support, whether it’s through storytelling or educating people about the deep connection between food and nutrition. This involves engaging with students, community members, and anyone interested in learning more.
Ultimately, it’s about education — helping people understand where their food comes from and how our approach differs from what most people have access to on a daily basis. We hope that by doing what may be a challenging task, we’re also doing what’s right.
You minimize waste throughout your supply chain. Can you describe a specific innovation or practice that embodies Thistle’s commitment to a circular food system?
I’ll provide another example of how we’ve innovated internally to minimize waste. At the end of any production cycle, especially one involving fresh produce, there are often leftover items that can’t be donated due to processing or manipulation. In the early days, we would compost these leftovers. However, we decided to explore other options.
Firstly, we reached out to local farmers who could use high-quality organic produce as feed for composting or animal feed. Donating these leftovers allowed us to give back to the same suppliers who provide us with products.
Secondly, we created a line of frozen soups that incorporate these ingredients as a base, which we can sell to customers. By utilizing these ingredients in soups, we not only minimize waste but also showcase our commitment to sustainability. These initiatives have been well-received by our customers and have helped us reduce our waste footprint.
Thistle aims to make healthy food accessible. What are some creative solutions you’re exploring to overcome barriers and make healthy eating a reality for everyone?
There are several components to accessibility. Firstly, there’s price. We recognize that Thistle may not be the cheapest option for everyone, priced around $13 to $15 per meal delivered to your doorstep. However, when compared to the cost of fast food meals, which can also exceed $10, we believe our offering of ultra-fresh, predominantly plant-based, high-quality organic ingredients provides good value.
Secondly, from a long-term perspective, as we become more efficient in our systems, our goal is to continually push prices down. We understand that affordability is a significant barrier for many individuals, and lowering prices over time is essential in addressing this issue.
Thirdly, we offer ongoing discounts for specific groups we’ve identified as potentially benefiting from our meals but may have lower incomes, such as students, teachers, first responders, and military veterans. We believe everyone deserves access to nutritious meals, regardless of income.
Lastly, convenience plays a crucial role in accessibility. Many people live in food deserts or lead busy lives where making healthy choices isn’t always easy. By delivering our products directly to customers’ doorsteps, we aim to remove one of the significant hurdles in accessing nutritious meals.
Imagine a future where healthy eating is the norm. How can Thistle contribute to leaving a lasting legacy that benefits generations to come?
I’d love to envision that future. It’s the future we constantly strive to imagine. In our world, there’s this cycle of fad diets that emerge every few years. Back in the early 2000s, it was the Atkins diet, then Keto, followed by the South Beach diet, and the list goes on. Nutrition, health, and their connection to weight and body image have been areas of perpetual search for effective solutions throughout history.
Many exploit these insecurities by peddling quick fixes devoid of scientific basis or reality, solely to capitalize on consumers’ vulnerability. Our aim is to ensure that our actions never undermine the trust of our consumers. We aspire to be a reliable partner whose brand embodies enduring values. Progress is an ongoing journey; perfection is elusive. However, we commit to transparency, keeping our consumers informed about our efforts, timelines, and new insights.
By consistently demonstrating transparency, we can sustain trust, thereby wielding greater influence through our platform over time. We aspire to witness this future materialize.
What are your dreams for the Thistle brand?
By our very definition our product inherently embodies the good we want to foster in the world. I often emphasize this to our team. Essentially, there are three types of companies. First, those solely focused on profit, evident in their singular emphasis on financial results. Then, there are companies that aim to do good but indirectly, through tangential initiatives. Take Tom’s, for example, with their buy-one-donate-one shoe model, which, while commendable, is still primarily a shoe company.
However, for us, our core product directly contributes to the positive outcome we envision for the world. It’s rare to find businesses where the primary product aligns so closely with positive impact, whether it’s on health, sustainability, or other important aspects. This alignment is what excites us the most; it’s a rallying point that’s easy to get behind.
The more we expand our platform, domestically and internationally, the greater our potential to positively impact more lives, both in the short and long term.
How have you used your success to bring goodness to the world?
The key insight that has resonated with me profoundly, and I consider myself fortunate to have realized it early on, is that money and financial success aren’t the ultimate drivers of happiness. Ultimately, as we reach the end of our lives, it’s the meaningful stories we’ve lived and the positive impact we’ve had that bring fulfillment.
Working on challenges where the outcome isn’t primarily financial has been crucial for me. I want to dedicate my time to problems where I can directly contribute to a positive impact. If that ever changes, if the focus shifts away from making a difference, then I should reconsider my path. As long as making a positive impact remains my guiding principle, I’ll continue on this journey.
Where can I readers learn more about Thistle?
Feel free to drop by our website at www.thistle.co and connect with us on social media @thistleco
Thank you for your wonderful insights, Ashwin. We wish you and Thistle continued success.
