Portland Community College | Portland, Oregon

Thaan Charcoal: Building Community Around the Fire

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For more than a decade, Thaan Charcoal has been redefining the art of live-fire cooking. What began as a solution to inconsistent, messy charcoal in professional kitchens has evolved into a thriving Portland-based company designing high-performance charcoal and beautifully crafted grills for chefs and home cooks alike.

From Kitchen Problem to Innovation

Founder Toby Roberts first imagined Thaan Charcoal while leading the Pok Pok restaurant group, where he and his colleagues struggled to find charcoal that met their standards. That changed when he connected with longtime partners in Thailand—Desmond and Tracy Foo, a family-run operation with over 30 years of sustainable charcoal innovation.

Together, they developed Thaan Charcoal: cleaner, hotter-burning, and more consistent than anything they could find in the U.S. market. The brand quickly became a favorite among chefs, known for exceptional quality and thoughtful design.

At the heart of Thaan is a simple belief: fire has always been the center of culture and community. The company’s mission is to help people experience that connection—slowing down, cooking together, and creating meaning around a shared flame.

Expanding from Chefs to Home Cooks

In 2025, Thaan Charcoal reached an exciting milestone: the launch of the Thaan Table Grill, a compact consumer version of the company’s professional-grade grill. Designed to bring live-fire cooking to backyards, patios, and dinner tables e

verywhere, the product quickly generated enthusiasm nationwide.

That enthusiasm culminated in a recent Kickstarter campaign, which closed on November 19, 2025, raising an incredible $169,575 to bring the Thaan Table Grill to market. More than 700 customers reserved their grill ahead of the Kickstarter launch with hundreds more joining the Thaan family—proof of strong demand and community support.

Partnering with the PCC SBDC

Before connecting with the Portland Community College SBDC, Toby faced several challenges:

• Accessing capital and refining his investor pitch

• Identifying the right revenue channels for the professional grill

• Exploring opportunities to reshore manufacturing

• Managing growth with a small team

Through the Capital Access Team, Toby honed his pitch, built a targeted investor list, and strengthened his confidence in investment conversations. He also worked with the Oregon SBDC Global Trade Center to understand export resources and STEP grants, conducted market research on professional grill equipment, and connected with the Manufacturing Advising Team (MAT) to explore domestic production.

The PCC SBDC team also linked him to additional marketing support and strategy tools to help refine the company’s growth priorities, providing Toby with the comprehensive support he needed.

Meaningful Shifts and Real Results

Since engaging with the PCC SBDC, Toby has focused on strengthening the core business—making strategic decisions rooted in long-term sustainability rather than short-term distraction. Notable achievements include:

• Building and pitching to a list of targeted investors

• Documenting strategic goals to guide his team

• Increasing margins by shifting major customers from pallet to full-container orders

• Reducing out-of-stock issues through improved planning

• Achieving a major crowdfunding victory with the launch of the Thaan Table Grill

“I’ve been able to tune out the shiny distractions and prioritize what’s real and meaningful,” Toby shared. “The guidance I’ve received helped me move toward a more investable position and build momentum where it matters.”

Advice for Other Entrepreneurs

“Reach out to them as early and often as possible. The PCC SBDC is full of insights and resources, and they’re incredibly helpful when you need critical feedback or a new perspective. It’s hard to convey just how valuable their engagement is.”

Ready to Ignite Your Entrepreneurial Journey with the PCC SBDC?

Are you ready to embark on your entrepreneurial journey or seeking support to take your small business to new heights? The PCC SBDC is here to help. Reach out to us and let your journey begin. Thaan Charcoal’s story is just one example of the countless success stories our clients have created. Embrace the joy of entrepreneurship and create your unique path to success!

Want to learn more about how the PCC Small Business Development Center can help you start or grow your business?

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