Today we’d like to introduce you to Homayoon Ershadi.
Hi Homayoon, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I grew up in Iran, in a household where food was never just fuel, it was tradition, care, and connection. On hot summer days, my mother would make pitchers of Sekanjabin: a cooling Persian drink made from fruit, herbs, and vinegar. It was something that people had relied on for centuries to replenish and so she would make it for us as well. I never thought much of it and it was simply something we drank.
It wasn’t until drinking a glass of this Sekanjabin after a 60-mile long training ride on a hot summer day that I realized just how powerful of a beverage it is for muscle recovery and replenishment. Instead of my legs cramping like usual, I was able to go out the next day and ride just as hard. The best part about this homemade Sekanjabin recipe was that it didn’t have any synthetic ingredients in it, unlike most nutrition products I was consuming.
That’s when I started to learn the recipe from her and make more of it myself, sharing it with friends and colleagues. Those who tried it kept asking for more and that’s when I decided this is something worth sharing with the world.
So I set out to bring this centuries-old tradition into the hands of modern-day adventurers who value both function and culture. I called it Jabin, short for Sekanjabin, and started making small batches of it in my parents’ basement before moving on to our own production space in order to keep up with demand.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Scaling the company hasn’t been easy, especially when you’re trying to go against industry norms and create your product with actual fruits and herbs instead of synthetic flavors, colors, and preservatives.
We’ve had to navigate production bottlenecks, packaging challenges, and intense competition in the beverage aisle. But every obstacle has been a chance to reaffirm our purpose. When customers told us glass bottles weren’t practical, we transitioned to sleek aluminum cans that are lighter, more sustainable, and easier to carry without compromising what’s inside .
At the end of the day, this isn’t just about a drink. It’s about reclaiming the standards of what “healthy” means. It’s about sharing a legacy that predates processed food, using science to make nature more accessible, and staying grounded in the belief that great products are born not just from market analysis, but from real personal need.
Thanks – so what else should our readers know about Jabin Beverage Company?
Jabin Beverage Company is a functional beverage company inspired by Sekanjabin, an ancient Persian recipe made with real fruits, herbs, and a splash of organic apple cider vinegar. Formulated to support hydration, recovery, and gut health, Jabin delivers clean, refreshing flavor without synthetic ingredients or added junk.
Founded in North Carolina and rooted in personal tradition, the brand bridges centuries-old wellness practices with modern nutritional science. Today, Jabin is redefining what it means to hydrate by offering a product that’s as culturally rich as it is functionally effective.
So maybe we end on discussing what matters most to you and why?
My purpose in business is to better the planet and people. I do this by:
-Bringing high quality beverages made with real fruits and herbs to the masses in shelf-stable functional format
-Educating the world about Persian culture and our products’ roots, sharing nuances that are completely unknown and rarely covered in the media.
Contact Info:
- Website: https://drinkjabin.com/
- Instagram: https://www.instagram.com/drinkjabin
- Facebook: https://www.facebook.com/JabinBeverageCo/
- LinkedIn: http://linkedin.com/company/jabin-beverage/
- Youtube: https://www.youtube.com/@DrinkJabin
