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hessam shirm

@shirm

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My grandpa would always tell me that you will never be able to find “perfect”. You won’t look up in the sky one day and magically “perfect” will fall in your lap. A perfect life, a perfect relationship, a perfect partner, a perfect work, etc. But, he would say, you can always put your head down and work to create a version of “perfect” that is best for you. This changed my life forever. . He was my best friend. Raised me and taught me everything I know when it comes to being a man and steering a life together. Taught me love. Taught me respect. Taught me how to be a gentleman. How to take care of everyone. Taught me to treat the janitor the same as the boss. How to work hard and stay the course. How to never settle. How to always forgive whether you are right or wrong. To be happy. To not take life too seriously. Most importantly, to always have one hand for yourself, and give your other hand to those that need it. Always. . I’ve hit rock bottom twice in my life. In work. In relationship. Both things that my grandpa would look at and remind me that it’s just a chapter. It’s just an opportunity to learn from and become even better the next time around. To use those as fuel, forgive, and remind people that your values will never be broken no matter how hard they try. If it wasn’t for you over the last 10 years, I don’t where I would be in life. Your strength was truly magical. . It’s been the hardest week of my life and one of the hardest posts I’ve had to put together as we mourn your loss. As much as It feels like I’ve lost a piece of me, what I do know is that you are still right here with me, Krystal, and the whole family. Watching and protecting us. You left here living the most amazing 90 years you could have lived. You left every room with them wanting more of you. You were an icon. You were and are still the GOAT! You were one of one. Your laughs, jokes, one liners, punch lines, hugs, kisses, and the ability to turn my frown upside down will never be forgotten. I will always love you. Chakeretam. Koochighetam. . Rest In Peace, Bababozorg. You were perfect. . Mehdi Gorji. 1933- 2024. by @shirm
198
3 years ago
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Unfair advantages are found in the things that anyone could do, but very few choose to do. . We started working on Berkeley in 2023. From the beginning, we understood what it could mean for @palmettosuperfoods - a home adjacent to one of the world’s great universities, inside the new Helen Diller Anchor House, serving students, athletes, faculty, and the greater Berkeley community. We also understood what it would take. A first-generation space meant building from the ground up. Nearly three years of construction, changes, delays, and problem-solving followed. There were moments when moving on would have been easier. We chose to stay. Some opportunities are worth being patient for, and some visions require you to keep showing up long before there’s anything to celebrate. . That willingness has become part of who we are as a team. Whether it takes three months or three years: show up, do the work, protect the vision, and keep moving the mission forward. This one is also personal for Charles and me. The University of California system helped shape us as undergraduates at @ucriversideofficial. Years later, bringing a company we built into that same @uofcalifornia community is a full-circle moment we don’t take lightly and are grateful for. . And now, nearly three years later, Palmetto Superfoods #20 is officially open at @ucberkeleyofficial. To the UC and Anchor House teams, our construction and development partners, our Palmetto Superfoods team, and everyone who helped get these doors open - thank you. . 20 stores later, the advantage remains the same: being willing to do the work when it’s boring, when the payoff is far away, and when no one is watching. Berkeley, this is where your study break begins. 🌴🐻 taken in Berkeley, California by @shirm
16
8 days ago
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Grateful for the spotlight, even more grateful for the community. . A special thank you to @ryannelson23, the entire @gooddaysac team, and @cbssacramento for taking the time to visit our @palmettosuperfoods location at the UV and share a little more about who we are, what we’re building, and why Sacramento has become such an important part of our story. . Located near Sacramento State, this store represents so much of what Palmetto Superfoods was built around: community, family, wellness, and bringing people together. From run clubs and local events to fundraisers and community partnerships, we want this location to be more than somewhere you stop for a bowl or smoothie. . Moments like this are never about one person. They’re a reflection of the team behind the counter, the people who believed in bringing Palmetto Superfoods to Sacramento, and most importantly, every customer who has walked through our doors and welcomed us into their community. . Thank you, Sacramento. We’re grateful to be here, and we’re just getting started. If you’re in the area, come visit us at the UV - and if you have an event, fundraiser, club, organization, or idea you think we can help bring to life, reach out. We’d love to hear from you.🌴 taken in Sacramento, California by @shirm
17
15 days ago
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blessed for number 20 | thank you, Berkeley. taken in Berkeley, California by @shirm
30
17 days ago
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@gooddaysac → @ucberkeleyofficial . from talking brand to prepping for our 20th @palmettosuperfoods ribbon cutting. a day was had. grateful. . see you in the morning, Berkeley! 🌴🐻 taken in Berkeley, California by @shirm
25
18 days ago
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Some of the best things in life start with absolutely no plan. . At the end of 2024, I took a last-minute trip to Seattle with Andy. No agenda. I had never met Johnny. One spontaneous trip turned into Johnny showing us the city that made him who he is, teaching us the history of chicken teriyaki, and eventually bringing us to the back of a warehouse to try his version. . I’ll never forget it. Seattle rain. Cold. Dark. A tiny griddle - and some of the best chicken teriyaki I had ever tasted. Crispy skin-on chicken, that mac salad, and a teriyaki sauce he had been perfecting. But the food wasn’t the only thing that stuck with me. Johnny did. His energy, positivity and hospitality were contagious. You could feel that what he was cooking was an extension of who he was. . A few months later, @andythenguyen formulated a team and we were off helping Johnny build Flavor Belly. This past weekend, we celebrated one year of learning, growing and serving a community that has embraced the brand. . A lot of people helped get Flavor Belly here - partners, investors, staff, cooks, creatives, friends, family, Haven City and every person who has supported along the way. But Johnny, this one is about you. Thank you for the trust, for listening and for always being open to growth. . Your acts of service are at the core of what you do. Your staff feels it, your customers see it, and the brand reflects it. From that rainy night in Seattle to being back in the kitchen with you for Year One, that’s where @shirmco will always be - behind you, supporting you, protecting the brand and helping fuel wherever you take it. . Keep the main thing the main thing, never discount the little things, and keep serving people the way only you know how. One year down, many more to go. Keep bringing the FLAVOR, @bigboyjohnny___ - proud of you. taken in Flavor Belly by @shirm
32
21 days ago
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august | the soundtrack to my life. . 1. meeting of a lifetime @kidcudi 2. @elrusola 3. @sunnydazedlala B4L🤞🏼 4. @tmntpizzeriala ‼️ 5. 🎧 6. one year for the @onepiececafeofficial 7. @taqueriafrontera 8. @vandythepink 9. @krystalkim 💁🏻‍♀️ 10. @palmettosuperfoods x @itsblume 11. @sonnys__la 12. @blennedy_ 🤞🏼 13. @olhsohouse 14. @joshuavides @petersenmuseum 15. @krystalkim 16. @vandythepink 17. @tacosroyale 18. @hottonguepizza 19. @taconazo 🐟 20. 💭 taken in Los Angeles, California by @shirm
19
a month ago
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Year 6 - thank you @outsidelands 🌴 taken in San Francisco, California by @shirm
22
2 months ago
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thank you for always being you. . happy birthday to my wife. my biggest supporter. my rock. the one who understands & always gives selflessly. today, to eternity, cheers. . i love you, Krystal. by @shirm
32
3 months ago
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Without self-belief nothing can be accomplished. With it, nothing is impossible. . 19 stores later, we still approach every opening like it’s our first. The city changes. The address changes. The floor plan changes. But the fundamentals never do. Before a single bowl is served, we obsess over the details. The design. The flow. The furniture. The music. The artwork. The hospitality. The energy. The experience. Every decision made with intention to ensure that when someone walks through our doors, they know exactly what Palmetto Superfoods stands for. . Los Gatos has been on our radar for a long time. It’s a beautiful community filled with families, students, professionals, and health-conscious individuals who value quality, connection, and experience. To finally open our doors here and expand our Northern California footprint to 19 locations is something we’re incredibly grateful for. . What made this opening even more special was seeing the community show up the way they did. A packed Media Day. An even bigger Grand Opening. Red Bull helping fuel guests waiting in line for hours. The Mayor of Los Gatos spending time with our team and local residents while presenting us with a city certificate. New faces. Familiar faces. Families. Friends. Community. Moments like these remind us why we do what we do. . As mathematician Paul Halmos once said: “The true mark of a pro is that he understands, loves, and is good at even the drudgery of his profession.” The reality is that great brands aren’t built from the exciting moments alone. They’re built from the repetitive ones. The ordinary ones. The thousands of decisions, tasks, checklists, conversations, and improvements that happen long before opening day ever arrives. . Those are the things we will never skip. Those are the things that protect the brand. Those are the things that allow us to continue serving communities throughout California with consistency, care, and intention. . To the City of Los Gatos, the Mayor, our staff, our partners, everyone who stood in line, and every person who continues to support what we’re building, thank you. taken in Los Gatos, California by @shirm
16
3 months ago
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The Finale | Media Day. . One year later, it all comes together. . From the signed lease to the final touches on media day, every detail of this store has been intentional. The design. The flow. The furniture. The music. The artwork. The product. The energy. Every decision made with the same question in mind: How do we create a space that serves people well and feels worthy of the community it belongs to? . It’s been a few months Los Gatos, but good things take time. This week, we officially welcomed creators, media, foodies, partners, and friends into our newest Palmetto Superfoods before opening the doors to the public. Store #20. . A milestone we’re incredibly proud of, but one that also reminds us of where it all started. Back in 2019, before there were multiple cities, multiple states, and countless grand openings, there was a simple belief: bring good people together, serve great products, and create something bigger than a transaction. That’s what our media days have always represented. They’re not about showing off a finished store. They’re about bringing the community together under the palm before the ribbon is ever cut. They’re about sharing what we’ve built, listening, learning, celebrating, and creating momentum for the journey ahead. . As legendary coach John Wooden famously began each practice with the fundamentals; dribbling - we’ve always believed growth works the same way. No matter how many stores we open, the fundamentals never change. . Serve people well.
Protect the brand.
Obsess over the details.
Stay humble.
Keep improving. And keep dribbling. . To everyone who has followed along on this Los Gatos journey, thank you. Your support means more than you’ll ever know. Now it’s time. . Los Gatos officially opens this Saturday, May 30th at 10:00 AM. . Let’s do what we’ve always done best and bring the community together once more under the palm! taken in Los Gatos, California by @shirm
27
4 months ago
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year 1 of forever. taken in San José del Cabo, Baja California Sur by @shirm
32
4 months ago
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