RALLY | Sandro Roco on the Evolution of CPG

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Spotlight | Sandro Roco?

We are honored to spotlight Sandro Roco from Sanzo . After beginning his career as a nuclear engineer and working in tech, Sandro decided to start Sanzo to expand the sparkling water industry and celebrate Asian flavors. His work has been celebrated in Eater for increasing AAPI representation in grocery stores around the country.?

How has your API identity impacted your career and/or startup journey? Do you face any unique challenges or opportunities compared to your peers?

Being a Filipino American and part of the broader Asian Pacific Islander (API) community has deeply influenced my entrepreneurial journey with Sanzo. Growing up, I didn’t see flavors like calamansi, lychee, or yuzu represented in mainstream products, let alone on store shelves. So, when I launched Sanzo, it was about more than just creating a product—it was about representation, about bringing our culture and flavors to the forefront in an authentic way.

One unique challenge I’ve faced is walking that fine line between staying true to my roots while ensuring the brand is accessible to a broader audience. There’s always the concern of being “too niche” or “too ethnic” in an industry that has historically favored certain established flavors. But the opportunity lies in the fact that people are more open now than ever to exploring new flavors and cultures. There’s a growing appetite for authenticity, and I think being a part of the API community allows me to tap into that in a meaningful way. The challenge is also a strength: by embracing my heritage, I’ve been able to connect with an underserved market and elevate these flavors to the mainstream.

How do you see food & beverage consumer packaged goods (CPG) evolving and changing in the coming years? What is your long-term conviction in the space?

We’re seeing a major shift in the food and beverage industry, where brands with deep cultural authenticity are no longer niche—they’re becoming mainstream. The recent acquisition of Siete Family Foods by PepsiCo for $1.2 billion is a perfect example. It’s clear that consumers today are gravitating toward products that are not just innovative but also rooted in a real sense of culture and tradition. This is a huge opportunity for brands that are bringing authentic stories and flavors to the table, as there’s a growing appetite for connection through food and drink.

In the beverage space, I believe this trend will continue to evolve. Consumers want more than just a product—they want to feel a part of something larger, and they’re seeking out brands that resonate with their personal experiences or introduce them to new ones. Authenticity, transparency, and cultural representation will continue to drive the industry forward. It’s no longer about fitting into traditional, established flavors; it's about bringing something fresh and meaningful that can stand alongside the legacy brands in grocery aisles.

My long-term conviction in the space is that culturally-driven brands like Sanzo are positioned for success, especially in a market as large as carbonated soft drinks, which do ~$100 billion in the US, per a recent Wall Street Journal estimate.

As the market opens up to these stories and flavors, there’s an immense opportunity to scale while staying true to our mission. We’re seeing a broader acceptance and excitement around cultural diversity in food and beverage, and that’s something I’m incredibly optimistic about.

What do you want to improve on as a founder? What is your advice for others who are facing a similar challenge or situation?

One area I’ve had to work on as a founder is patience, especially when it comes to scaling. It’s easy to get caught up in the excitement of rapid growth, but scaling too fast can lead to cracks in the foundation. Early on, I wanted to rush to expand distribution and roll out new products, but I realized that doing so without the right infrastructure or strategy in place could backfire.

If you’re facing a similar situation, my advice is to focus on building sustainably. Make sure the systems, processes, and team you have in place can support growth before you start expanding too quickly. Sometimes it’s better to move a little slower and ensure you’re growing the right way, rather than chasing rapid gains that might not last. Patience can be tough, but it’s critical for long-term success.

What’s a small, step-change habit that has served you well, and you would recommend other founders to adopt?

One small habit that’s made a big difference for me is starting each day by prioritizing just one or two key tasks that will have the biggest impact. It sounds simple, but it’s easy to get bogged down in a long to-do list that can be overwhelming. By focusing on the top priorities, I’m able to move the needle in a meaningful way, even on the busiest days.

I also recommend setting aside time—whether it’s 10 minutes in the morning or the evening—for reflection. As a founder, your days can be chaotic, so creating space to think strategically, or even just check in with how you’re feeling, helps keep you grounded. It’s a small practice, but over time, it adds up to greater clarity and intentionality in how you approach your day and your business.

What are unique challenges API founders face? What is your advice for other API founders navigating these challenges?

API founders often face a unique set of challenges, particularly around visibility and representation. In many cases, we don’t always have the same level of access to networks, mentors, or capital as some of our peers. There’s also an underlying pressure to conform to certain stereotypes or downplay our cultural identity to appeal to the mainstream. This can create an internal struggle between staying true to who you are and navigating the business world in ways that seem more “acceptable” or traditional.

My advice for other API founders is to embrace your identity and use it as your differentiator. The world is shifting, and there’s a growing demand for products and brands that offer authenticity and diversity. Don’t shy away from your culture—instead, let it be a core part of your narrative. Also, actively seek out and build networks that support API founders. There are organizations like Gold House that exist to help amplify our voices and open doors that may have been previously closed. Surround yourself with mentors, investors, and peers who understand your journey and can offer the guidance you need.

Why is representation in startup leadership important to you? Why might Gold House Ventures be an impactful fund in the ecosystem?

Representation in startup leadership is incredibly important to me because it’s about more than just being seen—it’s about creating opportunities and breaking down barriers for others who come after us. When you have diverse leaders at the helm, it challenges the status quo and broadens the perspectives within industries that have historically been dominated by a narrow set of voices. For me, it’s about showing that there’s no one “right” way to be a successful entrepreneur. We all come from different backgrounds, and those differences can be powerful assets.

Gold House Ventures is positioned to be a game changer in this ecosystem because it’s not just a fund—it’s a community. By specifically supporting API founders and creators, Gold House is providing resources and access that many of us didn’t have before. They understand the unique challenges we face, and more importantly, they see the potential we bring to the table. With their focus on elevating Asian voices in entrepreneurship, they’re not just investing in companies—they’re investing in a future where diverse leadership is the norm, not the exception. This kind of support can have a ripple effect, inspiring the next generation of API founders to take bold steps in their own entrepreneurial journeys.

What’s a fun fact about you other people may not expect?

A fun fact that surprises people is that before Sanzo, I actually started my career as a nuclear engineer! I was working in the energy sector before making the jump to tech and eventually launching a beverage company. It’s quite the pivot, but I like to think that the analytical and problem-solving skills I developed as an engineer have come in handy in the entrepreneurial world. Plus, I’m always down for a good science conversation—people don’t usually expect that from someone running a sparkling water brand!

Upcoming Gold House Network Opportunities

LNY Campaign Spotlight Form: If your brand has any new product launches or campaigns for Lunar New Year, we’d love to highlight you in our Asian Pacific Founders Catalog! We are excited to be opening up our ERG Catalog Submission Form again!

Garnier Gold Green Grant Applications: In collaboration with GarnierUSA, Gold House seeks to empower Asian Pacific entrepreneurs in their journey towards sustainable business practices. Apply here by February 6th for a chance to win scholarships totaling $20,000, mentorship from a Garnier executive, exclusive event invitations and social platform amplification, and more!?

Music Accelerator Program: Applications for the Gold House Futures Music Accelerator are now open through February 10th! In partnership with Spotify and Live Nation, this program supports three emerging API music artists. Artists will have the opportunity to record a Spotify Single, perform at an artist showcase, and receive mentorship and amplification from industry leaders. You can learn more and apply here.?

Recent Gold Wins

• Beacons was recently named as 1 of 30 early-stage startups most likely to become a unicorn by Business Insider. Congratulations to the team!?
• The team over at Boomerang recently announced a new partnership with Universal Studios Orlando. If you lose something valuable at the parks, Boomerang offers their recovery platform throughout Universal. Read more here.?
• Kristy Kim , the founder of TomoCredit – a financial wellness platform, recently shared insights on how to get hired at a promising startup in 2025. You can read more in Yahoo Finance here.?

Engage With Us?

Join our Gold House Futures Network – a curated community of the most promising next-gen API creatives, entrepreneurs, and social impact leaders! By being part of the network, founders receive:

• Amplification: Members of the Futures Network receive resources from Gold House’s corporate and cultural leadership network to accelerate their ambitions.
• Collaboration: From business partnerships to soundtrack inclusion, Futures gain access to collaboration opportunities both within the network and with industry leaders.
• Community: Exclusive events and curated programming cultivate a community of founders and creators.

Our recent survey found that 94% of founders were likely to recommend the Futures Network to other founders citing a supportive API community and expansive network. Apply to join our Futures Network here!

Ideas? Questions??

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