Torshi (pickled vegetables) are very much considered in Iranian food culture. In this post I will discuss the things that we can learn from this delicious flavor and how it is made and served for our startups and businesses.
In most restaurants and in most houses, it is found and consumed. Its commercial products are booming. This famous Iranian and Middle Eastern flavor alongside the main course is a good way to keep vegetables in good shape and make them available through winter.
[In the new series of writings in my blog, I plan to write about Iranian philosophy and concepts and cultural symbols, and through this we will find solutions and teachings appropriate to our culture in different areas of business. Teachings that have been around for centuries in literature, arts, music, and social culture, in the areas of team building, product and service design, and customer-oriented marketing. Unfortunately, due to lack of content production in comparison to foreign educational resources, these have been largely neglected.]
Torshi production at home workshops has created jobs and earned money for many Iranian women in towns and villages in the form of personal or cooperative activities, and brands of Ammeh Layla are growing and growing.
Torshi as an Iranian cultural phenomenon has important points that are addressed here from the business point of view:
Torshi: Symbol of patience and hope for better future
Why are Iranian moms make Torshi? What gives them so much energy that they are bothering today to make such a delicous flavour to go with tasty meals over next several years? If there is no hope, If there is no image of happy children coming back from school to a warm meal, what what is thier motivation to put themself in such trouble?
You can not get a delicious Torshi and do not ask what year is it made? Torshi over the table is a souvenir from the past.
Entrepreneurs are very optimistic and hopeful for the future. Members of a startup team are working hard today in hopes of building a better life for themselves in the future. Startup minus hope ment nothing.
A good Torshi takes time
Torshi consumers can recognize the difference between quality and taste of perennial pickles and fresh pickles. Without passage of time, pickles do not get in the right place, and will not become what is expected to be.
In every business, even innovative businesses that have the potential for rapid development, time is a key element. The passage of time separates good and bad decisions apart. It clears up good and bad ideas and shows us what works. Every business needs time to get somewhere. Of course, this does not mean that we can stand still. Chemical interactions are also taking place in the pickling pit on the corner.
Torshi means precise attention to the details
The production of Torshi requires time and patience. The fruit and vegetables that turn into pickles should be well chosen, well washed and the vinegar used has to be a good vinegar. In addition, the choice of spice is also important and will change the taste of Torshi. Add some dry mint, Angelica and … Pickles can be prepared with different flavors.
Torshi on the table is a customer satisfaction strategy
Although today we do not observe much of this, historically in our culture, attention has been paid to detail and delivering more than what is expected. The presence of pickles and other ingredients over the table and alongside the main meal, is not necessarily important as much as the food in the culture of many societies.
In Iranian culture, the time that has been spent for the food and side dishes, Torshi and other flavours, and the details that have been taken care of, is a kind of respect and recognition for someone sitting on the table.
This under-promise and over-deliver in the business can be greatly appealing to attract new customers and keep current customers happy. Paying attention to detail, providing more than what they have paid for, though a small thing, even in the amount of a small bowl of Torish can east the mind of cost conscious customers.
It is your turn:
What do you think about this strategy? What pieces of knowledge can you adopt for you culture to use in business, today? Please share your thoughts with me and our readers.