The (Silk) Road to success

Payam Fardanesh on "Made at Sac State — The Video Magazine" Season One
Payam Fardanesh (center) chats with “Made at Sac State – The Video Magazine” host Gloria Moraga and Professor Seung Bach, interim associate dean for undergraduate programs, about Silk Road Soda.

When Payam Fardanesh founded Silk Road Soda, his line of Mediterranean-inspired drinks, in 2012, he was selling one bottle at a time out of the trunk of his car. Four years later, he’s bringing the tastes of his childhood to the entire country.

In the past year alone, Fardanesh has inked deals with some of the biggest names in retail, catapulting his brand into the national spotlight. Still, the Sac State alumnus remains grounded in his family roots and the memories of his grandmother, brewing and sipping the same suds he sells today.

“I was re-creating my childhood when I made the product,” Fardanesh says. “It’s a pretty simple drink, but everyone in Iran has it.”

The entrepreneur spent his formative childhood years in Iran. The Silk Road Soda line is his version of his grandmother’s own recipe for the sweet-and-sour Mediterranean drink sekanjabin. It is traditional and simple, made primarily with mint, sugar and vinegar, and it is a staple in countries like Iran, Greece, and India.

Fardanesh was the first to bring it stateside on a commercial scale. Sacramento, he says, was the perfect place to test the market, thanks to the city’s diversity.

“There are so many different cultures that are really tied to Sacramento,” he says. “We really have a melting pot here. … It really was a launching pad for us.”

Silk Road Soda may have its roots in the Middle East, but the company got its start at Sac State: Fardanesh met his original business partner in the Master of Business Administration for Executives (EMBA) program. He earned his degree in 2011, launched the brand in 2012, and hasn’t looked back since.

In 2016, Fardanesh signed his first national contract with Cost Plus, and Silk Road Soda today is shipped by 10 different distributors to nearly every state in the country. The company’s growing success snowballed into a blockbuster pact with CostCo, where they will begin rolling out his product by the case starting in the Pacific Northwest later this year. That deal alone, he says, could end up accounting for over one-fifth of the company’s business.

This year, Fardanesh expects to sell more than 30,000 cases — an amount that no longer fits in the trunk of his car. That’s a problem he’s happy to have.

“For the younger entrepreneurs that think they can’t get it done here in town, I would say they’re wrong,” he says. “If you have a great idea and a good pitch and good promise, there are the faculties in our community to grow a small business.”

Click here to see Payam’s interview with Gloria Moraga in the College of Business Administration episode of the first season of Made at Sac State — The Video Magazine.


Dave Lucchetti helps build the West – and the community

Dave Lucchetti
“We’ve been very fortunate that we can help,” Dave Lucchetti says. (Sacramento State/Andrea Price)

Related video: Honorary doctorate ceremony for Dave Lucchetti

Dave Lucchetti, a Sacramento State alumnus and president and CEO of Pacific Coast Building Products, always has believed in giving back to the community, with a particular interest in helping the younger members of society.

Lucchetti (Physical Education ’67, Certificate ’68) will receive an honorary Doctor of Humane Letters from the California State University system during commencement ceremonies for the College of Health and Human Services at 8:30 a.m. Saturday, May 21, at Sleep Train Arena.

He and his wife, Christine, daughter of Pacific Coast Building founder Fred Anderson, are well known in the community for their philanthropic work. The Anderson-Lucchetti family has been involved in numerous campaigns for nonprofits, such as Sierra Adoption Services and Jesuit High School. In 2005, the family pledged funding to the Sutter Medical Center Foundation for construction of the Anderson-Lucchetti Women’s and Children’s Center.

“We’ve been very fortunate that we can help with these efforts,” Dave Lucchetti says. “We’re thankful for the ability to do that.”

Lucchetti came to Sacramento State via Delta College in Stockton. While at Sac State, he was a defensive back for two years under football coach Ray Clemons, although he downplays his contributions. “I didn’t play my senior year, and that team was very good,” Lucchetti says.

It also was at Sac State where Lucchetti met his future wife on a blind date. The two were married a short time later and, after serving with the Army Reserve, Lucchetti went to work at Lodi High School, where he coached various sports, and taught PE and history.

But after two years, it was time for a change.

“I had thought that was what I wanted to do the rest of my life,” Lucchetti says. “But then I realized I wasn’t sure.” So he went to work for this father-in-law in 1970.

Since then, the Rancho Cordova-based company has grown from six or seven locations to about 90, spread over several Western states. Pacific Coast Building Products not only manufactures building materials such as gypsum wall board and asphalt roofing, it also distributes roofing, drywall and masonry products; and in some areas, it contracts for roofing, insulation, and glazing work.

It’s a family-owned and -run business, and takes that designation seriously, not only in the way it treats employees but also in the way it conducts itself in the community.

When considering support for an organization, the primary focus for the Anderson-Lucchetti family is children and young people.

Lucchetti notes that there are families with serious issues and problems, and the children need to see there is another way of life. “We need to break that cycle so that these kids have a chance to be productive,” he says.

One of the organizations the family supports is Cristo Rey High School. Started by a Jesuit priest, Cristo Rey has campuses across the nation. The Sacramento school opened in 2006 and, like all Cristo Rey high schools, provides education and support for children from families living below the poverty level.

Each student takes part in a work-study program, working in office-type settings five days a month. The employer covers the costs of the student’s education, and the student not only learns skills but also sees firsthand what kind of life is available to him or her.

Pacific Coast Building Products employs many Cristo Rey students, Lucchetti says. It even reaches out to them once they graduate, offering them jobs while they attend college. “And college is one of the conditions,” Lucchetti says. “You go to school.”

Joining a company with a reputation for helping the community was an easy fit for Lucchetti. His parents, Frank and Cristina, ran a farm near Stockton. “My mom and dad were not wealthy at all, but always were active in the community and active in charitable organizations,” he says. “They were very giving people.”

The parents also instilled a sense of self-reliance in Dave and his two brothers. They gave the boys a small plot of land on the farm, and the three grew their own crops to sell at the family’s fruit stand. “That’s how we paid for high school and college,” Dave Lucchetti says. “It was a good experience.”

Lucchetti is impressed with the strides Sacramento State has made in recent years. “It’s moving into the next phase, and I think it’s doing well,” he says. “Its involvement in the community has improved over the last seven or eight years.”

He and Christine have met University President Robert S. Nelsen and his wife, Jody, and Dave observes that the new president is enthused about getting Sac State more involved in the community. “Every time I go to a function, he’s there,” Lucchetti says.

Community involvement also means the region needs to support the University, providing jobs for its students by attracting new businesses to the area and retaining those already here, Lucchetti says.

Meanwhile, Lucchetti continues his own personal involvement in helping the Sacramento area. The approach is best summed up by his description of how family members oversee one of the company’s foundations, deciding how funds are spent. “It’s with the condition that you don’t just give money out. You become involved in what the group is and get to know what they do. That works pretty well.”

Former CAMPers shoot for the green at charity golf tournament

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For two sons of migrant workers, the move to Sacramento for college was a night-and-day change from their small farming community homes: Sacramento State is home to more students than the combined populations of Galt and Esparto, the respective hometowns of David Garcia and Cuahutemoc Vargas, owners and co-founders of the midtown boutique Kulture.

Despite the dramatic change of scenery, Garcia and Vargas found a home away from home on campus in the College Assistance Migrant Program (CAMP), a federally funded scholarship program that helps first-year students from migrant and seasonal farmworker backgrounds transition to and succeed in college.

Years later, the former “CAMPers” are parlaying their successful business into a way to give back to the program that gave them so much.

“Sacramento for other people might not seem that big, but to me it was,” Vargas says. “So CAMP helped me a lot and made it easier. Since they did that for me, why wouldn’t I want to give back to them?”

Since 1981, CAMP has helped thousands of students from migrant families adjust to college life. Each year, the program fosters a family-like environment for a cohort of 70 students and provides assistance with everything from financial aid and housing to tutoring and counseling.

Garcia and Vargas met at Sacramento State through mutual friends at CAMP, connecting with each other and other CAMPers through shared experiences and humor. In 2013 at the urging of friends, the duo launched their own clothing line, Keepin’ It Paisa, and two years later opened Kulture at 1006 24th St.

The store celebrates the Latino migrant experience through clothing, art, home decor, and more. Their casual wear line Keepin’ It Paisa – a play on the phrase “keeping it real” – features shirts, hoodies, and hats with Spanish-language slogans and phrases that put a twist on colloquialisms and pop culture references. All the additional art, decorations, and products are hand-selected by Garcia and Vargas with a focus on bringing in local and authentic items.

“Pretty much all of the stuff that’s in here we can relate to,” Vargas says.

“People like hearing stories about, ‘Oh, where did this come from?'” Garcia says. “So they buy the story behind it, too; it’s not just an object.”

But for the two entrepreneurs, the best byproduct of their business is the ability to provide the same opportunities CAMP provided them to the next generation of CAMPers, which is what the Keepin’ It Paisa Charity Golf Tournament is all about.

Now in its third year, the tournament raises money that benefits CAMP students. The field has expanded from 80 players its first year to more than 140 in the 2016 competition, which will be held May 27 at Cherry Island Golf Course in Elverta. Proceeds go toward scholarships and an end-of-the-year mixer for CAMP students.

“In a classroom setting, some people are going to listen and focus, some people are going to tune out,” says Garcia, who met his wife through CAMP. “But in that atmosphere, it’s different if you’re out there playing volleyball or whatever, [students] come up to you and feel more comfortable.”

Few better understand the impact of CAMP than Vargas and Garcia; today, they are able to inspire a new generation of CAMPers to pursue their loftiest aspirations.

“I want to let people know that, yes, you can do it,” Vargas says. “Even if it doesn’t work out, go for it and follow your instincts. Don’t be afraid.”

Click here for more information about the Keepin It Paisa Golf Tournament and how to register.