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Forty under 40 Award winner profile: Tala Mobayen

CEO, Victoria Pulse Trading Corp.

BIV is proud to recognize Tala Mobayen, CEO of Victoria Pulse Trading Corp., and 39 exceptional business leaders with 2022 Forty under 40 Awards.

Each recipient is featured in BIV's annual Forty under 40 Magazine, and will be celebrated at an awards gala Feb. 22. Profiles of each award recipient – originally published in the magazine – will be available at in the days ahead.

Who or what is responsible for your work ethic?

My parents. My father taught me resilience and my mother taught me how to create a network. They were immigrants living in a country where the most basic health requirements came at a cost and they needed a very strict work ethic to be successful.

What drives you?

Curiosity and sense of achievement.

A favourite book you would recommend?

Good to Great by Jim Collins. Forty Rules of Love by Elif Shafak

Now that you are (or are close to) entering your 40s, what goals have you set for yourself?

To vertically integrate further down the value chain by creating ingredients to supply the plant protein sector, and by incorporating blockchain technology for traceability and transparency. This will fulfill my mission of feeding the world more effectively, with minimum waste along the supply chain.

What was your childhood career dream?

I have always wanted a career that would enable me to see the world from a global mindset and be able to interact with different cultures internationally. I am very grateful to have achieved it.

What was your toughest business or professional decision?

Deciding to work in a family business while keeping the dynamics between the family members respectful and professional.

What advice would you give your 20-year-old self?

Believe in yourself and keep taking on a challenge to find your inner strength.

What is your best habit?


Tell us one improbable fact about yourself.

Going to Burning Man for the first time in 2022. It was a place where I discovered a different part of myself that I would not have in my routine life.

Best piece of advice ever received?

If you have not failed in your life or career, you have not risked enough and tapped into your true potential.

What is the biggest lesson you’ve learned in business?

Being laser-focused on your top main goal while still noticing the distractions around you.

What career highlight are you most proud of?

I’m proud of being part of a global industry leadership confederation that makes decisions involving food systems, global drought conditions and supply chains to ensure the world has access to basic pulse proteins.

What’s left to accomplish?

We are all citizens of this planet. Working in the agriculture industry has made me feel personally and professionally responsible to create a sustainable planet and to be conscious of our carbon footprint. Nourish the world by promoting sustainable agricultural products, and by being mindful of the carbon footprint along the global supply chain

Read the profiles of all 40 award recipients in BIV's annual Forty under 40 Magazine. Register to recognize this year's winner at the Forty under 40 Awards gala on Feb. 22.