Food entrepreneurship begins with inspiration, yet it frequently poses numerous challenges to transform that inspiration into a successful reality. A shining example of this journey is the Berkeley, California-based artisan food company ¡Ya Oaxaca!, which recently received significant support from PepsiCo as it strives to expand beyond its family-run roots into a more accessible market presence.
¡Ya Oaxaca! emerged as the grand prize winner of PepsiCo’s Greenhouse Accelerator: Juntos Crecemos Edition program, securing a grant of $100,000. This funding will play a crucial role in enhancing the brand’s distribution capabilities and increasing revenue from its range of authentic Mexican mole sauces, adobos, and salsas. The startup, founded by chef and PBS host Susana Trilling and her three sons—Kaelin Ulrich, Jesse Ulrich-Trilling, and Azul Couzens—has built a reputation not just on quality products but also on meaningful connections with consumers and the support of local farmers.
“I am inspired by how all eight finalists leveraged the resources and mentorship from PepsiCo to elevate their businesses,” remarked Antonio Escalona, Senior Vice President for Emerging Business at PepsiCo Foods North America. He noted that ¡Ya Oaxaca! differentiates itself by aiming to transform grocery aisles with bold flavors and innovative product variations, showcasing the potential for thriving within the food and beverage industry.
Despite being a relatively young brand, ¡Ya Oaxaca! has demonstrated outstanding feedback since being named a finalist in the Greenhouse Accelerator program. The company reported a 350% revenue increase and a 200% boost in retail distribution in just five months after receiving guidance from program mentors. This impressive growth reflects the strategic advantages gained through mentorship and industry resources—a critical element for any startup seeking to differentiate itself in a crowded marketplace.
What can budding food entrepreneurs take away from the success story of ¡Ya Oaxaca!? One key factor is maintaining authenticity. As CEO Azul Couzens articulated, “You can taste it.” This authenticity stems from their commitment to sourcing ingredients directly from local farmers. Heirloom corn and vibrant chiles not only sustain honest flavors but also support local economies.
The visual appeal of ¡Ya Oaxaca!’s products also plays a vital role in standing out on supermarket shelves. The brand features colorful packaging designed by family friends who contributed to the animated film “Coco” from Disney-Pixar. This creative choice not only enhances brand identity but also connects consumers with the story behind the product.
Beyond product quality and packaging, interaction with customers adds another dimension to ¡Ya Oaxaca!’s strategy. Couzens shared an experience from Expo West, where he noticed attendees’ astonished reactions to tasting the products. “You could see the lights in their eyes,” he recalled, underlining that customer engagement is vital for brand awareness and recognition.
To continue building momentum, ¡Ya Oaxaca! plans to collaborate with retail partners, including Whole Foods Market. Strategies such as enhanced promotions, including end-cap merchandising and increased sampling opportunities, are in the pipeline to further solidify the brand’s market presence.
For entrepreneurs in the artisan food space seeking to carve their niche, Couzens offered valuable guidance: enter the industry with an open mind ready to learn and adapt. A strong business acumen can be beneficial—articulating the brand’s story, understanding the product portfolio, and seizing opportunities can set the stage for long-term success.
In conclusion, the journey of ¡Ya Oaxaca! showcases the combination of authenticity, consumer engagement, creative branding, and strong mentorship as key components to thrive in the competitive grocery landscape. As more startup grocery brands aim for success, it is fundamental to recognize these elements as pivotal for standing out and creating a lasting impact.