A Tasteful Legacy
2020 saw the transition of LiquidArtisans.com into Tasteur.com. Discover the personal story behind the world’s no.1 Food & Drink platform.
This time last year, I was fortunate to see my father in person and wish him happy birthday. On his birthday eve, the two of us had dinner together, as we often did. Little did I know, it was to be our last birthday celebration together. In April 2020, I lost him, very suddenly and tragically to the lockdown lunacy. The last few months have been painful and paralyzing. Whilst most entrepreneurs were finding ways to pivot and take advantage of the situation, I was struggling to find reason for existence. The gloomy reality combined with my intense grief were a debilitating combination.
My father was a positive soul and free spirit. He would always climb above life’s intense challenges and see glimmers of hope. But the thought of being caged and unable to enjoy life’s small pleasures were too much, even for him. His fighter’s heart buckled under the pressure. Life for my father was about spending time with his family and friends. It was about enjoying fresh air, nature and culture. But above all, my father had an incredible palette! Until lockdown his daily routine included walks into town, where he’d pick up a long espresso with pastry and sit to do his crossword. He would also meet me on a regular basis so we could explore the local lunch offerings together. My father loved street food and fine dining alike. He appreciated the full spectrum of life… Like his nature, his taste in food was non-discriminatory.
From a young age, I learned about the flavours of the world. My father was born in Persia (as it was then called), raised in India and lived in 5 additional countries including Italy where he met my mother. Weekend meals consisted of Persian cuisine and weekdays were never without a good pasta al-dente. We were not afraid to spice things up, the hotter and more exotic the better! Alcohol wasn’t off limits either. However, my father taught me how to savour as opposed to guzzle. He introduced me to Martini Rosso, Campari cocktails, Bloody Mary (with extra seasoning of course), fine whisky and dry wine! Among his many traits, I inherited my father’s eclectic taste and curious personality. It is no coincidence that I entered the world of ‘foodie’ startups…
In 2019 I launched LiquidArtisans.com, a revolutionary platform showcasing independent ‘Artisan’ wine and beverage producers around the world. Its uniqueness lay in the fact that it was more than just an online marketplace. As well as enabling direct sales between producers and consumers, the platform also connected them in the physical realm. The map feature helped users to pinpoint local wineries, distilleries, breweries, etc. so that they could plan day trips/activities and develop personal connections with Artisans, near and far.
As 2020 unfolded, it became apparent that LiquidArtisans was well equipped to support the radical changes that were taking place in society and in commerce. ‘Direct to consumer’ sales brought fresher, cheaper produce to buyers, as well as increased profits to struggling small businesses. Furthermore, by cutting the supply chain, the environmental footprint was reduced. Yet as innovative as the platform was, the world was needing more than a just glass of wine. With restaurants shutting down and international travel being limited, farmers were finding themselves with excess produce that needed to be unloaded. . . I had an important tool in my hands and realized that LiquidArtisans must evolve to support the full extent of our shifting food and drink experience.
As I lay motionless and bereaved, sparks of inspiration kept flitting into my mind and although it was a struggle, I got back on my path. So it happened that Tasteur.com was born. The new platform went live at the end of November (in time for my father’s birthday)! It has the same underlying premise and key features of LiquidArtisans, but now supports all kinds of food and drink sales, as well as a full range of culinary experiences and taste filled discoveries. Tasteur lets you explore the tastes of the world at a local level. Think of it as the first ever global farmer’s market! As with LiquidArtisans, Tasteur is not just about selling, it’s about connecting with quality makers, growers and passionate professionals. It is also about improving our relationship with food and its surrounding ecosystem. Food is essential for the body and connection is a necessity of the soul. The two combined have the power to light up the world.
My father and I connected through food. It was a key component in our relationship and probably his most comfortable method of expression and giving. It is my mission to convey his unique spirit through the Tasteur platform, by bringing light to all corners of the earth via the colourful flavours and connection of souls.