The Rise of Toast-It: A Latin American Entrepreneur’s Journey
Early Inspiration
Mafe Römer-Cabezas and her sister, Coco Cabezas, were introduced to the concept of entrepreneurship at a young age through their grandparents. Their grandfather and grandmother, immigrants from Spain, started a steel distributing business in Venezuela. This early exposure to business sparked an interest in the sisters, who grew up in Venezuela until Coco was in high school and Mafe was out of college.
A Move to Miami and a New Beginning
The Cabezas sisters moved to Miami to continue their education. Mafe earned an MBA from the Babson F.W. Olin Graduate School of Business and got hired as a financial planning analyst for Pepsico. Coco landed a job in the banking industry. However, the sisters soon found themselves missing their country’s cuisine, particularly arepas, a popular type of flatbread in Colombia and Venezuela made of corn dough and stuffed with fillings like meat or cheese.
The Birth of Toast-It
When they lived in Venezuela, their mom used to make arepas every day for breakfast. Living in the U.S., they didn’t have the time to cook, so Coco started thinking about how to have a quick and easy arepa option. This idea led to the creation of Toast-It, a brand of healthy, ready-to-eat arepas made with corn and cassava flour.
From Small Beginnings to National Distribution
The sisters started by making arepas in their kitchen and packing them in boxes to sell to friends and family. They eventually began knocking on doors for retail, starting with smaller independent grocery stores. After submitting applications to larger retailers, they received a call back from Publix, announcing that they had gained distribution in 500 stores.
Shark Tank and Beyond
The sisters ended up on "Shark Tank," where they pitched their product to a panel of investors. Mafe recalled being nervous but Coco’s calm demeanor helped them stay focused. They gained exposure and support from the show, which helped them gain more traction and eventually got their products into Walmart stores.
Conclusion
Mafe and Coco Cabezas’ journey from leaving their corporate jobs to launching Toast-It is a testament to the power of entrepreneurship and the importance of following one’s passion. From humble beginnings to national distribution, their story is an inspiration to entrepreneurs everywhere.
FAQs
Q: What inspired the Cabezas sisters to start Toast-It?
A: Their love for arepas and their desire to have a quick and easy arepa option while living in the U.S.
Q: How did they get their product into Publix stores?
A: They submitted applications to larger retailers and received a call back from Publix, announcing that they had gained distribution in 500 stores.
Q: What was their experience like on "Shark Tank"?
A: Mafe was nervous, but Coco’s calm demeanor helped them stay focused. They received support and exposure from the show, which helped them gain more traction.
Q: How did they get their products into Walmart stores?
A: They pitched their product to a panel of investors on "Shark Tank" and gained exposure and support, which helped them get their products into Walmart stores.
