Underwhelmed by the nutritional offerings for his long distance endurance activities like running, hiking, and bikepacking, Abdullah Mustafa decided to do something about his palate fatigue and came up with the idea for Tater Boost in early 2021.
Tater Boost, which is a savory instant mashed potato mix built for endurance pursuits, contains natural nutrient-rich ingredients like potato flour, coconut milk powder, beet powder, cumin, and turmeric. It's lightweight, extremely quick and easy to make, requires no cooking, and needs only 30 seconds and a few ounces of cold or warm water (or milk or oil) to be brought to life. Tater Boost packets are conveniently packaged in resealable pouches that you use to rehydrate the mash by easily reseal, squish, and kneed to get the water to evenly distribute. Or you can always stir it all up with a long-handled spoon.
Currently available in two palate-pleasing flavors, Turmeric + Garlic and Beet Rosemary, the team at Tater Boost is getting ready to launch their third delicious easy-to-digest flavor.
“We noticed a strong craving for potato-based, salty snacks among fellow adventurers, highlighting a clear gap in the market for such products,” says Abdullah. “Potato flour was chosen for its nutritional benefits and ability to deliver sustained energy without the sugar rush commonly associated with sweet gels and powders.”
Delivering 300 potato-laden, long-lasting calories, with 50g of carbohydrates and 10g of fats in a superlight, easy to pack, 70g pouch (equipped with a foolproof fill line) Tater Boost also delivers an incredible gram-to-calorie ratio which was a priority for the team during the conceptualization phase.
Abdullah and his partner, Heather Chase, worked alongside a team of endurance athletes and nutritionists as well as the Food Innovation Centre at Oregon State University, to develop Tater Boost to their specific standards and requirements.
It took two years from idea to launch in 2023 for Abdullah and Heather to develop this savory endurance mash, find a team to help them produce and package it (although they now package it themselves in Salem, Oregon) and scheme up a great logo and tagline with the help of branding agency Moto Interactive.
“The bear [in the logo] symbolizes resilience and the outdoors,” says Abdullah, “while the shovel nose aligns with our slogan, 'Dig Deeper, Eat Strong,' representing the perseverance required in endurance sports and the process of harvesting potatoes.”
Heather and Abdullah are the perfect blend of tater and boost, as Heather is a self-proclaimed casual runner and bike commuter who loves spending time outdoors in the garden, while Abdullah is no stranger to tackling impressive and challenging endurance feats and is a decorated bikepacking racer, who previously held the fastest known time on The Oregon Outback. He's also a long-distance ultramarathon runner who will be competing in his first 100-miler in August of 2024 with Tater Boost as his secret weapon.
The deeply rooted duo who now call Salem, Oregon home agree that there have been lots of highs and lows in their small start-up journey.
“Funding the business using our own savings has involved significant personal sacrifices over the past three years,” says Abdullah, who has continued to work full-time managing a U.S. government contracting company and Heather as a mental health therapist.
But the challenges have been balanced out with many blessings.
“Witnessing the organic growth of the brand in real-time and receiving positive feedback from top endurance athletes and podcasters has been incredibly rewarding,” says Abdullah.
In fact, many of these endurance athletes have loved the product so much, they have come on board to represent Tater Boost through their affectionately named affiliate program as "Trail Taters."
“Our Trail Taters embody the essence of Tater Boost: exploration, voluntary suffering, joy/fun, and nutrition,” explains Abdullah, “These adventurers thrive on testing their limits in ultra-running, bikepacking, and hiking. They prioritize good nutrition and rely on Tater Boost for their fuel, spreading excitement and encouraging others to join the adventure with their infectious enthusiasm.”
While Tater Boost is relatively new on the adventure fuel scene, they are already making their mark, helping endurance athletes, and casual outdoor adventures alike get their vitamins, minerals, and nourishment in a quick and easy way. Plus the future is looking bright for the Boosters.
When asked what they want to be saying about the brand in three years time, Abdullah replied, “we couldn't be more honored knowing that Tater Boost is refueling countless adventure seekers globally. We can barely keep up with the demand as orders keep pouring in.”
Ali Becker is a freelance writer and adventure storyteller who spends half the year backpacking and bikepacking and the other half sleeping in strangers' beds as a professional house sitter. She and her partner, Mathieu, share their ups and downs on their IG channel at @trip.longer and hope to inspire others to get outside, adventure in nature and find their own freedom. You can learn more about them here: triplonger.ca.
