Arash Hashemi: The Journey of Kaizen's Pasta Founder
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Arash Hashemi is the co-founder of Kaizen Food Company, a business that has produced pasta and rice that is high in protein and fiber while being low in net carbs. Their products are meant for people who are trying to be healthier and reach their fitness goals while still being able to enjoy a plate of pasta.
Arash has over a million followers on Instagram alone, where he shares plenty of delicious and healthy recipes that helped him make his own weight loss journey much more enjoyable.
I have had the pleasure of speaking with Arash to learn more about his knowledge of health and wellness and his personal journey. You can also read my personal review of Kaizen pasta here.
Christine: After years of failed diets, what led you to succeed on your weight loss journey?
Arash: What led me to succeed was the realization that health and weight loss would require true, intrinsic change — not a fad diet or extra time at the gym. When I fully grasped that I would not only need to change my habits and diet, but how I approached it, was when I devoted myself to change.
In the past, I had concocted extreme diets and exercise plans for myself. I would sign myself up for the big goal of losing 50, 60, or 100 lbs and get disappointed when it wouldn’t happen in the snap of a finger.
Starting at 350 lbs, my success began with accepting that change would take time. Instead of challenging myself to see big changes on the scale or a five-mile run, I created realistic goals with the understanding that change would take longer. This mindset shift was a huge turning point for me. I started focusing on the little things.
Christine: What was it like to quit your job with the sole goal of getting healthy and changing your lifestyle?
Arash: Scary. It can be terrifying to quit a job to accept a new one. Quitting with no next step in mind other than getting healthy…the self-doubt was difficult to silence at first.
That being said, I was at a true crossroads. If I continued down the path I had been on, nothing would change. My life was flashing before my eyes; I needed to redirect. There was so much good and positivity around me and ahead of me, I knew that to experience it fully, I needed to love myself. That mindset is what drove me to change my life. That, and the unwavering support of my wife Madalina.
Christine: You are a health influencer with over 3 million followers. What do you think draws people to @ShredHappens, and what are your goals for your account?
Arash: As I have gained followers on ShredHappens over the years since I started the account, I have never changed its tone or focus. If anything, I have opened up my life more and displayed more of myself. I think the same thing that draws people into friendships translates to social media – authenticity.
Also, I strive to create recipes that are approachable, easy to grasp, and easy to make. Almost everything I make can be made faster (and cheaper!) than ordering takeout or DoorDash. Anyone who wants to prepare the recipes I post on my account can. It is simple, healthy, accessible food. And, of course, delicious.
Christine: Tell me about the lupini bean – why hasn’t this been used in pasta in the past?
Arash: Lupini beans are basically the lowest carb, highest protein bean in the world. They are grain-free, gluten-free, and non-GMO, and high in zinc, magnesium, and fiber. They have almost double the protein of chickpeas.
Lupini (or lupin) beans are a yellow cousin of the lima bean with roots in the Middle East that have a recorded history of use that dates back to Ancient Egypt! Primarily consumed in Mediterranean and Latin American diets, they are similar to fava beans in terms of size and shape.
Lupini beans are one of the most sustainable crops in the world, they naturally generate nitrogen and put it back into the soil, helping farmers reduce synthetic fertilizers to improve crop yield and improve soil health.
The lupini bean and our unique recipe have led to Kaizen’s unique position — the lowest carb, highest protein, gluten-free certified pasta on the market today.
Christine: You and your wife co-founded Kaizen together. What advice do you have for other aspirational food entrepreneurs?
Arash: Be prepared for failure. Nothing is going to go according to plan, no matter how much you prepare. Do not give up if things don’t go according to plan. Focus on the learning, what you need to do differently, and quickly focus on scoring the next goal. Talk to others in the field and build a diverse network. We have gained invaluable insights by seeking the counsel of others in the industry.
Communicate with your customers. Our focus on direct-to-consumer sales allowed Kaizen to remain connected to our customers. We listened to feedback and incorporated that into recipes, our packaging, our branding, and every other aspect of the business.
It is customer feedback that brought us to our current recipe, which receives consistently positive consumer feedback. We obsess over customer ratings and feel that we are the most nutritious and delicious low-carb, high-protein pasta on the market.
