Every business starts with a story that flows into its ​corporate culture.

WHAT’S YOUR ‘WHY’?

Every business begins with a story — a founder's dream realized in ​a garage, friends aiming to make a difference, or a failed ​entrepreneur stumbling upon innovation on a rainy day. But too ​often then not, the initial spark fades amid growth.

Rapid expansion, hiring missteps, or shifts in priorities can obscure ​the founding purpose. If this resonates with you, you're not alone.

Losing sight of your purpose, of your story, is a leading cause of ​business failure. If you're experiencing this, then you've come to the ​right place.

OUR STORY

I was 10 days shy of turning 5 when my grandmother, Yeghsa (short for ​Yeghisapet), passed on to her heavenly forever.

My earliest memories are of her. The way she looks in this very picture, in her ​green shirt and grey skirt, bringing me snacks every Saturday morning. ​Bubblegum, candy watch, and peanut flavored chips.

As i grew older, green unconsciously became my favorite color, and now, the ​color of our brand. The color of Yeghsa's brand.

Every piece of her is ingrained in our culture. It is in her legacy that we serve. It is ​her name that we carry. It is her that we thrive to make proud. SHE is our WHY.

And i, just like in this picture, have been trying to imitate her footsteps since 1989.

To and from Yeghsa, with love.

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