Maritza Abreu is the founder and CEO of Pisqueya, a chili sauce brand that uses “authentic” Latin recipes and natural ingredients.
However, Abreu didn’t think he would become an entrepreneur before. As a recent college graduate, Abreu wanted her parents to be proud because they were immigrants to the United States from the Dominican Republic in the late 1980s. At the time, Abreu thought she needed to work at a business. famous profession.
After that, Abreu started applying for an internal consultant position and worked for 2 years at JPMorgan Chase. Although this job played a pivotal role in her later career, Abreu found her unsuitable for it. The young businessman shared: “I remember very clearly the first day I walked into the office, I thought ‘this is not where I belong’.”
Abreu cherishes a “dream” of wanting to share something special with the world, which is the special taste in the small restaurant her parents opened in Brooklyn (USA). But unfortunately, this restaurant burned down in 2012. At that time, people around enthusiastically helped, helping Abreu’s parents rebuild.
She said: “The menu that my mother prepared consisted of dishes with strong hometown flavors that the city people at that time knew very little about our culture. However, they still enthusiastically accepted that taste and for Treat everyone like family.”
“The Latin lifestyle and cooking style is basically tied to farm-to-table principles,” Abreu said.
To bring back that distinctive flavor, Abreu took a trip to “retrace the roots” and witnessed with his own eyes the “power of food”. It was the catalyst for his bold move into self-employment. As a result, Abreu decided to continue the family legacy.
From the very beginning, Abreu was well aware of the stark difference between the unique flavors of spices from her homeland and those sold on the market. The products that Abreu develops will not have artificial ingredients to enhance the taste.
According to Abreu, Pisqueya is doing things differently to honor traditions and practices that go back thousands of years, while embodying Latin culture. But Abreu doesn’t just want to share age-old recipes, she also wants to tell stories about her family, who came to America in search of a better life.
Products of Pisqueya.
It’s important for her brand to be able to share stories about businesses that have grown strong and sustainable, Abreu stressed. To her, this is the epitome of aspiring entrepreneurs and proves that getting rich doesn’t have to be stereotyped.
“I overcame my own fear and got used to finding my own path,” she said.
Abreu’s entrepreneurial journey is also not without its surprises and challenges. What surprised Abreu was that the Latin American culinary space lacked the presence of women, while they were the ones who “created miracles in the Latin kitchen.”
Furthermore, Abreu also had to find a way to make its products unique. “Consumer choices are still limited by availability and affordability,” she explains. “The market has been saturated with cheap spices, high in additives, salt, and sugar. and other harmful substances.”
With Pisqueya’s future wide open, Abreu is pleased with the growing community of customers who support the brand, where they seek authentic flavors over unhealthy alternatives.
“By developing the flavors that raised me up, people like me are creating a new generation of entrepreneurs, a generation that celebrates authenticity and inclusion, and inspires other young people,” Abreu said. .”
Abreu said that the revenue from Pisqueya’s “Hot Like Fuego” product will be donated to animal rights organizations in the Dominican Republic – mainly run by women.
Growing up at the intersection of two economies, Abreu had the opportunity to see the difference and realize how brave and persistent her parents were to build a small business with limited resources. . “They are examples of entrepreneurship and purpose,” she said. “My parents are the people I admire most.”
Theo The Entrepreuner