Sharing Food Culture with Cynthia Duran of Xinca Foods
Cynthia Duran, founder of Xinca Foods, shares her journey of creating the first Salvadorian frozen food brand in the U.S. She talked about her family’s love of food, their cultural roots, and the challenges of entrepreneurship. Cynthia emphasizes the significance of community support and feedback in building her brand, as well as her future plans for growth and product development. She reflects on her recent pitch competition wins, including Naturally Rising Seattle’s People Choice Award, the personal growth she has experienced through her entrepreneurial journey, and the impact she hopes to make in the world through her food.
Takeaways:
Cynthia's family culture influenced her passion for cooking.
Food is a way to connect with cultural roots.
Xinca Foods aims to share Salvadorian culture with a wider audience.
Community feedback is crucial for product development.
Cynthia's journey has been filled with challenges and triumphs.
The importance of quality in food production cannot be overstated.
Cynthia's experience in data analysis helps her understand consumer behavior.
Building a brand requires resilience and adaptability.
A better world means being kind and supporting one another.
Chapters
03:00 - Cynthia Duran: The Journey Begins
06:01 - Cultural Connections Through Food
08:46 - Learning to Cook: A Family Tradition
11:44 - The Birth of Xinca Foods
14:40 - Bringing Salvadoran Cuisine to the U.S.
17:29 - Market Research and Product Selection
20:43 - The Importance of Packaging
23:39 - Future Products and Expansion Plans
32:44 - Strategic Product Development
33:40 - The Decision to Manufacture In-House
35:05 - Quality Control and Unique Product Standards
37:10 - Flexibility in Product Development
38:36 - Retailer Relationships and Market Insights
40:02 - New Product Development: Chicken and Cheese Pupusa
42:45 - Family Feedback and Recipe Testing
44:55 - Navigating Challenges in CPG
48:03 - Lessons from Manufacturing Challenges
54:20 - The Tough Reality of Entrepreneurship
57:55 - Leveraging Past Experience in Building a Brand
58:51 - Data-Driven Insights in Entrepreneurship
01:01:30 - Balancing Heart and Mind in Decision Making
01:02:55 - The Power of Storytelling in Pitch Competitions
01:08:40 - Scaling and Future Plans for Xinca
01:12:52 - Lessons Learned and Personal Growth
01:19:03 - Building Community and Impacting Culture
Sound Bites
“My parents always said, you need to be independent. You need to learn how to cook for yourself.”
“Growing up, I thought everyone in the United States knew what loroco was, but it turns out only people who grew up in Salvadorian or Guatemalan households knew.”
“I was thinking, why can't I find pupusas in the freezer aisle?”
“Salvadorian people are the third largest Latino community in the United States.”
“The quesadilla dessert is a great segue for us because not only is it a traditional Salvadorian dessert, it's also appealing to consumers.”
“One thing I've learned is packaging is everything, especially when you're in CPG.”
“Dwight from Town and Country said “Your product is selling itself even if you're not standing in front of the case.””
”I really like making that impact, but I didn't realize it when I started this business. I was just making food for my community.”
“We were looking for a co-packer, but there wasn't really anyone that could make the product the way I wanted it.”
“We were like, well, we don't really have a choice. We have to have a custom machine to make the product to my specific specifications, right?”
“It’s a great advantage for me because other people can't really do that or can't really do their own research and development the way that I can because I have the ability to do that in my own place.”
“This is a very cash intensive, time consuming type of business.”
“Sometimes we can think with our heart, but you also have to think with your mind, right?”
“I'm just happy that I won both. I didn't realize I would win anything.”
“I feel like I've gotten to know myself a bit more. My limits are far beyond what I thought I could, you know?”
