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From Our Founder, Marco Amselem

Like most Brazilians, I was first introduced to ‘paçoca’ (pronounce Pah-sō-Kah) very young, and this popular snack became a special part of my life. I have fond memories of going with my friends after school to buy paçoca from a neighborhood candy stand, or celebrating Festa Junina with my family, where I’d devour the pacoca as quickly as it was passed around.

I moved to San Diego in 2010 to focus on completing my MBA and train as an adventure racer. In 2013 I joined team Columbia Vidaraid, and the following year we won the podium at Adventure Race World Championship, a position we held for two consecutive years as the number one team in the World. All along, ‘paçoca’ was the taste of home I most longed for.

I brought pacoca back from Brazil whenever I had the chance–I especially loved having this sweet and savory snack while training. I even shared some with my American friends during training sessions, races, and at school. Everyone loved it and wanted more. This would soon become the inspiration for Pasokin.

In 2015, on a Skype call with my dad, I shared how excited people got when I shared pacoca with them. And there the idea to bring this beloved Brazilian snack to American families was born. We put together a business plan to introduce ‘paçoca’ to the US and got straight to work.

Our Peanut Butter Snack Recipe

The first challenge was to figure out our recipe. I was very familiar with the taste of pacoca, but never really thought about how to make it. So I traveled to Brazil with the mission of finding the perfect pacoca recipe. My older sister connected me with a number of respected chefs she knew from her days as a food magazine journalist, and they all told me the same thing: It’s a straightforward formula. The tricky part is to figure out the right proportion between peanut, sugar, and salt.

Once back in San Diego, after gathering various traditional and adapted Brazilian pacoca recipes, we ran the first test batches in my home kitchen. With a bit of ingenuity and many trips to the local hardware store, we were soon in production.

Our homemade presser allowed us to run small batches to share with family and friends for feedback. Too sweet or too salty, then back to the kitchen to adjust. It was messy and exhausting, but with our trusty homemade presser and the all-too-honest feedback from family and friends, we finally made the perfect Pasokin batch. We would even test our version alongside Brazilian brands of pacoca, and our taste testers would like Pasokin better every time.

The first batch of Pasokin was sold in September 2016. Since then, my wife (Juliana) and I have been running production out of our facility in San Diego, and together we’re responsible for everything—from roasting peanuts to packing and shipping. We spend a lot of long days and late nights fine-tuning every aspect of our small operation, and it’s worth it. We’ve come up with a no-frills, delicious peanut butter snack. Made without preservatives or chemical additives, Pasokin is a safe, all natural, and protein-rich snack the whole family can enjoy. How great is that?

OUR VALUES

AFFORDABLE AND
ACCESSIBLE

good food for all

HEALTHY AND NATURAL

while full of flavor

#pasokinlife

PB fuel for fun-loving, active families