New retail locations coming soon!
About Us
Why are we certified?
Obtaining certifications as a woman-owned and minority-owned company serve as a recognition of diversity, promoting inclusivity and equal opportunities in the business landscape. By being certified as woman-owned and minority-owned, PhoLicious demonstrates our commitment to supporting underrepresented groups and fostering a more equitable business environment. part of our mission is to play a crucial role in promoting diversity, driving economic growth, and creating a more inclusive business ecosystem. As well as providing authentic pho to customers around the world!
The Extraordinary Journey
Experience the extraordinary journey of PhoLicious, where passion, determination, and the pursuit of the American dream converge. Mama Thu and Papa Le embarked on a perilous escape from Vietnam with their daughter, Anh, surviving pirate attacks and finding refuge in the United States as refugees.
In 2002, their hard work bore fruit as Anh became the first in her family to attend college. Fate intervened when Anh met Joseph in 2004, and their unwavering dedication propelled Anh to graduate in 2008 with a BSN in Nursing.
Fast Forward to 2020…
Building a life together in Texas, Anh as an ER nurse and Joseph climbing the ranks in the hotel industry, their weekly trips to a local Pho restaurant became cherished family moments, evoking memories of Anh's childhood and her mother's homemade Pho. However, when the pandemic struck, their beloved Pho outings vanished, and the demanding nature of their careers left little time for hours-long Pho preparation.
So what did they do next?
Determined to reintroduce their favorite meal into their lives, the entire family rallied to brainstorm a way to create authentic Pho in a fraction of the time. Drawing from Mama Thu's wisdom, Anh embarked on an experimental journey, refusing to compromise on flavor, taste, or authenticity. After numerous trials and errors, Anh reached a breakthrough, satisfying their cravings with a Pho kit. Yet, they yearned for the true restaurant experience.
Enter Mama Thu and Papa Le, ready to pass down their cherished Pho recipe, an heirloom cherished over generations in Vietnam. Mama Thu's secret spice blend elevated the PhoLicious Kit to unparalleled perfection. The undeniable excellence of their Pho propelled them to share it with the world, giving birth to the PhoLicious Kit in May 2021.
Anh & Joseph going all in!
Transitioning from a "side gig," PhoLicious rapidly gained popularity online. In October 2021, they embarked on a courageous leap of faith, selling their house, quitting their jobs, moved into a camper and committing wholeheartedly to building PhoLicious. With no investors or family backing, their determination was the sole driving force. The PhoLicious brand soared on Amazon, but their vision extended beyond.
The Big Find? 2021
Their aspirations materialized when selected to participate in the prestigious QVC THE BIG FIND contest, where their Pho captivated judges and secured them a coveted Big Ticket. This remarkable opportunity catapulted PhoLicious onto QVC, igniting their journey toward becoming a national brand.
Time for Open Call 2022
Eager to share their Pho with even more enthusiasts, PhoLicious seized the chance to pitch to Walmart and Sam's Club at the Walmart Open Call in June 2022. Nerves pulsed through their veins, but their unwavering passion shone through. Two successful pitches later, the buyers were captivated with just one bite. PhoLicious triumphed, securing a launch in one of the USA's largest chains.
PhoLicious is now available in 28 Sam's Clubs everyday,
The Quest for Texas Best - HEB - 2023
2023 kicked off with the announcement that applications for the HEB 10th annual "Quest for Texas Best" competition were now open. Aiming to bring our authentic Vietnamese instant pho to Texans. Joseph & Anh jumped on the opportunity to apply in February of 2023. Shortly after, they were thrilled to become one of the top 10 finalists, leading to a nerve-filled 20-minute pitch in front of 7 prestigious judges and a crowd of over 200 H-E-B partners on August 9th 2023.
The suspenseful hours that followed led to an incredible moment - PhoLicious was crowned the GRAND CHAMPION! They were awarded $35,000, a year of free groceries, and the placement PhoLicious products on H-E-B shelves across Texas! (Coming Fall of 2023)
From our Founder, Anh Trousdale: "We are deeply appreciative of HEB's support and recognition of our hard work and dedication. Being TEXAS proud, this achievement holds a special place in our hearts. It is a testament to the passion and love we have for what we do, and we are thrilled to be part of such a prestigious competition. God works in amazing ways, and each failure we questioned along the way, have all lead us here! Trust in God and his plan, good things will happen!"
PhoLicious extends heartfelt gratitude to its customers for embracing their love for Pho. Supporting PhoLicious means supporting small businesses and embracing the true essence of the American dream. Their journey stands as a testament: If they can achieve their dreams, so can you. Join us in celebrating the taste, tradition, and triumph of PhoLicious.
SEE HERE FOR LOCATIONS
WE THANK YOU FROM THE BOTTOM OF OUR HEARTS FOR SUPPORTING SMALL BUSINESS AND THE AMERICAN DREAM!
Media Articles / Links
- August 10, 2023 - Houston businesses win 2023 H-E-B Quest for Texas Best ... - https://www.houstonchronicle.com/business/retail/article/heb-names-winners-pholicious-verdegreens-l-amp-l-18289388.php
- August 10, 2023 - Houston-area entrepreneurs win H-E-B Quest for Texas Best competition - https://www.bizjournals.com/houston/news/2023/08/10/heb-quest-best-texas-competition-2023.html
- August 10, 2023 - H-E-B 'Quest for Texas Best' competition crowns top finalists - https://www.beaumontenterprise.com/news/article/heb-quest-best-finalist-18289364.php
- August 10, 2023 - H-E-B's Quest for Texas Best winners include instant pho, ... - https://www.dallasnews.com/business/retail/2023/08/10/h-e-bs-quest-for-texas-best-winners-include-instant-pho-creamy-yogurt-and-cotton-candy/
- August 9, 2023 - H-E-B names winners of 10th Annual H-E-B Quest for Texas Best competition - https://newsroom.heb.com/h-e-b-announces-2023-quest-for-texas-best-winners/
- August 3, 2023 - H-E-B Quest for Texas Best creates path for small businesses to grow into major brands - https://www.houstonchronicle.com/business/retail/article/h-e-b-quest-texas-best-creates-path-small-18264202.php