I figured this is a differentiated product, but it has traditional roots that people from Latin American cultures, as well as many other cultures, know about and understand. There are powder drink mixes available but almost all of them contain questionable ingredient lists and none of them provide flavor from actual fruit. The decision to move forward with creating my first line of products, all-natural simple ingredient instant Agua Fresca powder mixes, was driven by both a gut-instinct and market data showing that nothing like this existed in the market. The first challenge was just going from ideation to creation and committing to a brand that I feel embodies what I want to bring to the world. I am thankful the road hasn’t been so hard I can’t drive down it lol, but there have definitely been challenges that have tested my anxiety levels along the way.
I am both a creative and an analytical person and launching a brand of food and beverages that encompasses my cultural pride as a Latina and allows me to create the products that I feel will add to the evolution of Latin American foods in stores is really a dream come true that I never knew I had. I’ve loved aspects of all these roles but creating TUYYO has been the one that has brought all my career interests together. I have always been passionate about food and have worked in the industry for a retailer, a couple of brands, as a consultant, and now as an entrepreneur. What should our readers know about your business? Risk will always be present, but I’m ready to face it head on. I had to be ok with this reality and still feel that the venture was worth pursuing.
#Yojimbo fairfax how to#
In launching TUYYO, I had the vision and the knowledge of how to do some of it, but all the risk comes from the multitude of unknowns and things out of my control. This way of thinking has helped me be brave enough to make these decisions that otherwise I may have shied away from or overthought to a point where I wouldn’t make any decision. But I go into it thinking, ‘well if this doesn’t work out, I always have X’.
Some people may think that these are just choices, but every choice is a risk taken or not taken.įor me, I’ve looked at opportunities that have arisen in my life and career and have not shied away from the path that I wanted to pursue the most. Everything is a risk, for example choosing to go to college or not, and if you choose to go to college do you stay near home, do you go to the expensive school and amass loads of debt, or do you go to the state school that saves you from taking on that debt. But I view risk as a given in life and the only difference in the risk level is how far people are willing to step into the unknown. I’d say I was raised as a pragmatic risk-taker which sounds like an oxymoron. Hi Stefanie, we’d love to hear about how you approach risk and risk-taking We had the good fortune of connecting with Stefanie Garcia Turner and we’ve shared our conversation below.
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