Brand executive turned founder Roma Patel started her company when she zeroed in on a gap in the market—and a gap in nutrition. Tejari, which she named after her two sons and the inspiration for the DTC company, is disrupting the protein category with its simplistic, clean plant-based blends. And with national distribution on the horizon, Patel’s background in brand-building and deep consumer empathy are the perfect mix for her marketing approach. Read on to hear what she’s learned as a founder thus far and how the mantra “lift as you climb” plays a big role in her career and company.