Sandro Roco: Sanzo
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We, like 99.9% of the Earth's population, are hooked on seltzer. That being said, we've found a lot of flavored seltzer brands going either off the rails (coconut...flavored water?), or sticking to the humdrum lemon/lime we've done one too many times. Then, colorful Sanzo cans started popping up in our periphery. We were hooked by the flavors like calamansi and lychee, all made with honest-to-god fruit juice and not "fruit essence" whatever that is. We were able to catch up with founder Sandro Roco at Southeast: one of the retail locations they sell out of located in The Market Line. His words left us incredibly inspired, and left our backpacks incredibly full of seltzer cans upon leaving. Read on for insight into how this small business scaled up to reach funding heights and rave reviews.
Full name, age, where are you from?
Sandro Roco, 34 years old, Queens, New York.
What is your role at Sanzo?
I am the Founder and Chief Executive Officer of Sanzo.
What was growing up like for you and did you have family meals growing up?
My first job was in high school as a summer delivery boy for my then girlfriend's family's deli. It was the first time I was exposed to not only restaurants, but also to what it means to work at a small, family-owned business. I think that experience really planted the seed for what I do today at Sanzo as well as how I think about and talk to anyone in the service industry.
My parents also really valued food as a way of learning about culture. And as a more rotund child growing up, I seemed to take this lesson very well. My parents were also religious about ensuring we had home-cooked meals and ate together as a family. No TV dinners or Lunchables at our home and I think growing up with that routine also made me value food not just as a requirement to live, but an activity that could bring people together.
What are your earliest memories of dining out?
My earliest memories of dining out are the fun places kids would be taken by their parents. I’m talking classic chain restaurant memories like the sizzle of the fajitas at Chili’s and classic burgers with the free cookie at Fuddruckers.
That said, as a pretty good student, the fondest memory I have is being an avid participant in Pizza Hut’s Book-It program. After playing basketball games on Friday nights in my local CYO league, my parents would bring me to Pizza Hut to claim my personal pan pizza prize as my reward – it was pure bliss.
Was there a definitive moment or person that drew you to this industry?
Anthony Bourdain. His example of living a fulfilling life while always showing empathy for others – especially those who do not look like you or come from the same life circumstances as you – is a great example to me about a life well-lived. No matter what far-flung part of the world he was in, Anthony was always present in the company he was with, using food & drinks as the ultimate vehicle for human connection. He showed me (and so many people around the world) just how critical this industry is to living a full life.
If you could give a piece of advice to someone who wanted to pursue your career, what would it be?
Very simply, founders have to be all in. Especially at the early stage when it is truly just you (and perhaps your cofounder), the world doesn’t know or really care about whatever it is that you’re creating. So it takes other-worldly resourcefulness, conviction and resilience to keep going.
Founders will get broken early and often, and the sooner folks accept that the journey will be long and windy, the better off you’ll be.
Even if you’re in the fortunate position for your company to not just stick around but actually see growth, be prepared for that journey to be pretty lonely. There is a lot that you as a founder will have to carry by yourself. Your best friends and family, though they love you, also ultimately have their own lives to live.
If after reading all of this, you think you still want to start a business, then welcome aboard.
While there are incredible lows, the highs and the fulfillment of creating something and putting it out into the world are unparalleled. I can’t imagine I’d have ever learned so much about myself if I didn’t undergo the creative process, and I’ve been blessed that this humble beverage company has taken me to places and allowed me to meet people I never imagined I would.
I’ve also been able to develop a group of founder friends in whom I can confide about all of my struggles and vice versa. While I still have to face these unique problems by myself as a founder, it’s helpful to know that others are doing the same.
What do you think working in this industry during this time has taught you?
Unlike the big beverage companies that have research & development budgets of tens of millions of dollars per year with hundreds of people on their payroll, Sanzo started with my own money, from my 500 square foot studio apartment, with some cans of seltzer water, purees I bought from Amazon, a $20 kitchen scale, and a Google Sheet. My scrappiness from the very beginning helped me be incredibly thoughtful about where I put money and how to best launch (and scale) a successful brand.
With that said, the reception to Sanzo since launching in 2019 has been so incredible and humbling. I think customers are more ready than ever to buy from brands that represent culture in a real and authentic way. Sanzo not only resonates with the incredible buying power of Asian Americans, but it is also a really approachable step into flavors that some people might be less familiar with but are truly delicious and deserve their time in the spotlight.
What's your favorite ice cream flavor on the menu?
When I’m feeling really fancy, Jeni’s brambleberry crisp is maybe the best ice cream I’ve ever had. But otherwise, a classic coffee or strawberry will always do.
What is your favorite place to go out and eat at and what are you ordering?
This is such a tough question as a New Yorker! It is really important to me to support fellow AAPI-owned businesses all over the city. Some of my favorite restaurants recently have been Bonnie’s, Kopitiam, and Di An Di, all of which we actually partnered with throughout December on specialty Sanzo cocktails that gave back to one of my favorite non-profits, Welcome to Chinatown. Wherever you find me dining out, I’m always ordering noodles :)
Word Association
Caffeine | Nguyen Coffee Supply
Munchies | Whisps
Shots | bourbon, please
Condiment | Fly by Jing
First Date | Gersi. It’s where my fiancé and I had our first date :)
Home | My mom and dad
Vice | carbs – really trying to shed these in the run-up to my wedding and it’s very hard!
Future | I’m getting married in April, so my fiancé and I are often thinking about family and the life we’ll have together.
