Thuong Tan
Founder & CEO, Noodelist
Noodelist - A taste of instant joy
Thuong Tan, a female founder and a proud Asian-Finnish immigrant based in Silicon Valley, is running Noodelist, her own consumer packaged goods startup with a mission to introduce a premium plant-based version of instant noodles to the marketplace.
“Born in Vietnam, I don’t eat rice.
Raised in Finland, I don’t eat potatoes.
Based in Silicon Valley, I don’t eat burritos.
I live on noodles – I am the Noodelist!”
Before starting Noodelist, I was working for Business Finland, the Finnish innovation funding, trade, investment, and travel promotion organization. Literally sitting on the other side of the table for 14 years before I took the leap of faith and started a company in 2019.
I am in Silicon Valley, the place known for technology innovations and talented programmers but I don’t code. I don’t have any clue about programming languages. If you say Java, I would tell you that my favorite drink is a double espresso over ice. The languages I actually know are Finnish, Cantonese, Vietnamese and English. What I know well is how to hustle and find my way on things I don’t know.
A Founder Who Doesn’t Cook
“I grew up being spoiled by my mom’s homemade Vietnamese food. I did try to learn the family recipes and my mom’s cooking secrets but I was always kicked out of the kitchen for nibbling on the food before it was even half ready. I knew nothing about the food and consumer packaged goods industry, yet I knew that if I’m going to pour my heart and soul into something, it’s going to be around food and branding. I need to create through my passion.”
“There’s definitely no such thing as too old to start a company.”
…Or Fit Into 30 Under 30 List
“We see a lot of listings about young and rising stars who are under 20, 30 or even 40. I already turned 41 when I started Noodelist – a company on a mission to create the best instant noodles 2.0 which are better-for-you, guilt-free, and plant-based. I was able to quit my steady job and focus on Noodelist with the checks from friends and family and the honeymoon fund from our wedding. I would not have enough courage and the network to ask for angel checks when in my 20s or 30s.
There is never a right time to start a company. And there’s definitely no such thing as too old to start a company either. It’s not about making into the list. It’s about making your idea into reality.”
Looking Back
“Noodelist would not have come to life without my heritage and immigrant experiences. Being Vietnamese-Chinese has taught me to appreciate and demand the homemade level of Asian flavors that my mom cooked for me. Growing up in Finland is where I learned to appreciate the art of simplicity and honesty and the famous “sisu” – a Finnish concept described as stoic determination, grit, bravery and resilience.
And from living in Silicon Valley since 2003, I have been inspired by the entrepreneurial mindset and the encouraging environment where people are not just talking about their ideas but find opportunities and start to execute on them. It’s not just about pitching but actually doing and delivering.
I wanted to share and convey all of my background and learnings through Noodelist.
Being an improbable founder in Silicon Valley – I want to encourage everyone to embrace the skills you have. To give it a try and just do it with who you are, what you know, with what you have. It can be more than you can ever prepare for. If the only thing you have to lose is money – then go for it.“
(via https://theshift.fi/the-improbable-food-startup-founder/)
