Note from Adam - This episode was prerecorded on January 26, 2026 as noted with the conversation about the snow storm. A lot as happened in the Middle East since this recording. There are some very powerful segments like this one about the importance Benita places on bridging cultural and political differences around the table:
Enjoy the episode!
🧀 Beyond the Dieline Ep. 2: From Pharma Sales to Syrian Cheese Pioneer
What happens when a global pandemic shuts down your career in pharmaceutical sales? If you’re Benita Kasbo, you don’t just pivot—you preserve a culture.
In this episode of Beyond the Dieline, Tom Seymour sits down with the founder of Kasbo’s Market to discuss the “grit” required to introduce an entirely new category to the American dairy aisle.
💡 The Big Takeaways:
The Power of the Pivot: Benita moved from a 15-year career in pharma to launching a CPG brand during the 2020 lockdowns.
The Secret Ingredient: Ever heard of Mahlab? It’s a spice made from the pits of St. Lucy cherry trees, giving Syrian cheese its nutty, aromatic signature. Benita is currently working with Cornell University to see if these trees can be grown right here in New York.
Retail Reality Check: Benita shares why being “your own biggest fan” is a requirement, not an option, when you’re pitching to buyers who have never heard of your product category.
The “Chobani” Blueprint: Just as Hamdi Ulukaya transformed the yogurt aisle with Greek yogurt, Benita is on a mission to move Middle Eastern cuisine beyond the “Mediterranean” label and into its own authentic spotlight.
🕒 Key Moments:
[04:45] – The transition from sampling medicine to sampling cheese.
[09:20] – What exactly is Mahlab, and why is it a game-changer for flavor profiles?
[22:15] – The “9 No’s for every 1 Yes” mentality in CPG sales.
[38:40] – Finding a spice supplier in Lebanon via TikTok (yes, really!).
