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For Thaifusions founder Max Borthwick, his business is based on two things: love for family and passion for Thai food.
Borthwick and his mother Toi founded the Seattle-based company more than a decade ago, offering authentic, ready-to-eat Thai sauces and curries. Last summer, Thaifusions was selected as one of the food and beverage brands to participate in the Target Takeoff Accelerator program. It’s also the only small Washington-based company that is part of this year’s cohort.
The International Examiner sat down with Borthwick as he shared how Thaifusions has grown over the years and what’s next for this business that has caught the attention of a major global brand.
IE: Tell us about this Target Takeoff Accelerator program? Why was it such a great opportunity for a small business to be selected?
Max Borthwick: It was a great honor to be selected for this program along with a wonderful cohort of small and emerging businesses from across the country. Target Takeoff gave us opportunities that we might not otherwise have to interact directly with buyers and directors. Our mentors helped us understand the pitching process for a great retail brand like Target. Most importantly, it’s an opportunity for smaller, underserved family businesses like ours to continue sharing our story with a much larger audience.
IE: What are some of the best lessons you’ve learned as an entrepreneur through this program?
MB: That we are relevant and necessary in large channels and that customers really demand quality in their products with real people and stories behind them. It is also inspiring to learn together with other companies, to exchange ideas and to support each other in the process.
IE: Thaifusions presents the authenticity of Thai food to the American public. What does it say about companies like Target that serve companies like yours?
MB: It shows that Target values diversity and is aware of the growing multicultural landscape in this country. US consumer habits are changing. In this accelerator program, we share our voices, both in our personal and business stories, to inspire others to share their own stories through their products.
We are grateful that our customers have found a connection to our history as a Thai / American family. We hope that through additional presence through things like Target Takeoff, more people can identify with our story and that is what drives us.
IE: What advice do you have for other AAPI-owned small businesses trying to make a name for themselves in the larger corporate world?
MB: My advice is to believe in your story. It’s unique and needs to be told and there is a need. Don’t be afraid to share your passion. And when the going gets tough, hold on. It’s not always easy, but maybe just a phone call or email away from taking you to the next level. That’s the exciting thing about owning a small business. There are so many options out there.
IE: What’s next for Thai fusion? How do you see your brand and your company developing in 2022?
MB: Hopefully with the notoriety and opportunity we got with Target Takeoff, more retailers and customers will learn more about Thaifusions and our family history. My mother, Toi, deserves all credit. After all, she was always our inspiration. Their drive and willingness not to compromise on quality and authenticity has brought us here.
