Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Denise Malkoon, co-owner of Americano Foods, located in Phoenix, AZ, USA.
What's your business, and who are your customers?
Americano Foods produces flavored, low-sugar, low-net carb peanut butters and almond butters. Customers who are attracted to our products are those who are focused not only on unique flavors and great nutritional stats but on who and what they are investing their dollars in. They recognize that every dollar spent is a vote for what survives in a competitive market. They look for value beyond the brand and beyond its products. They look for brands (and the people behind that) who are invested in society and care about the health and greater wellbeing of all humans.
Tell us about yourself
The idea for Americano Peanut Butter and Almond Butter came about on a volunteer trip with TECHO, a non-profit poverty relief agency, in the South American country of Uruguay. Although the peanut was first cultivated in that region over 3,000 years ago, we noticed a bizarre incident that would, in turn, inspire the idea for an all-natural peanut butter. Peanuts grew abundantly in Uruguay, yet children and adults preferred to consume spreads such as dulce de leche, which are much sweeter but much lower in nutritional value. Traditional peanut butter was simply not good enough!
In 2013, after much trial and error, broken equipment, and taste testing, a natural peanut butter company was born in the Malkoon family kitchen. Jeff and I set out to local farmer's markets. We believe that what you put in your body is a major contributing factor to the overall health and wellness of individuals and the community at large. Our flavored peanut and almond butter line is low-sugar and low-net carb but still tasty. The Americano peanut and almond butter line have since expanded to thousands of physical and online retail locations, including Sprouts, Kroger, Amazon Prime, and many specialty grocers.
What's your biggest accomplishment as a business owner?
Touching thousands, especially folks in the diabetic community, with a better-for-you alternative to sugary spreads and, in doing so, improving the health and overall wellbeing of families and children.
What's one of the hardest things that come with being a business owner?
Trusting your intuition and knowing when to pivot or persist.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
- Know your "why" and revisit it often, especially when making critical decisions.
- Create and foster a supportive community of mentors, friends, family.
- Nothing good happens overnight; take time to build processes and meaningful connections with customers. Avoid persuasive marketing and instead offer a conscious consumer connection.
Is there anything else you'd like to share?
Get curious about your body, listen to what it is saying from the inside out and provide yourself with more nutrient-dense foods that fuel you instead of contributing to long-term health challenges.
Where can people find you and your business?
Website: https://eatamericano.com/
Facebook: https://www.facebook.com/AmericanoFoods
Instagram: https://www.instagram.com/americanofoods/
Twitter: https://twitter.com/americanofoods
LinkedIn: https://www.linkedin.com/company/americanofoods/
If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.
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