100% Plant-based Italian Food

Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Denis Fregonese, co-founder of Pianta, located in Los Angeles, CA, USA.

What's your business, and who are your customers?

My business name is PIANTA, and it means plant in Italian. My wife and I picked this name because we are vegan and Italian. So what's a better name!! Our products are original and delicious. Anyone can find our products in several farmer's markets in Los Angeles.

Tell us about yourself

I graduated as an electrical engineer, but I discovered in the years that my destiny was supposed to be different from being behind a desk. I left my friends, job, and family and moved to Los Angeles to follow the American dream. Living in LA opened my mind to health-conscious food. I first opened a raw and vegan business because I wanted to inspire people on how important it is to introduce raw food into your diet. I made exciting products- from several desserts, hummus, crackers, and my favorite MAMMA MIA Burger, a raw sprouted plant-based burger that blew many people's minds, from those who are more than 20 years raw vegan and those who want to eat something healthy.

Unfortunately, it is not something that appeals to most people. For this reason, I start Pianta (plant-based Italian food). I kept some of the raw products, and with our Mamma Mia patty, I made our famous Bolognese sauce and our original classic lasagna. Also, other pasta sauces like pesto, arrabbiata, or our incredible almond ricotta and handmade Ravioli.

I started working on my business because, through the food, I wanted to inspire people. Especially those that are not vegan- they can enjoy delicious food and, by doing so, will benefit from their health and make a significant impact on our planet. Each day, this pushes me to wake up and spread the message to as many people as possible: "One bite at a time."

What's your biggest accomplishment as a business owner?

My biggest accomplishment as a business owner is that I can make money from something that I love to do. I believe that each of us has a mission, and mine is definitely to spread a positive message through food.

What's one of the hardest things that come with being a business owner?

"All that glitters is not gold." We, who built and are still making our own business go through a roller coaster. Some days are perfect, but for others, it seems like one bad thing happens after another without giving you the time to take a breath. But even so, I must persevere.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Have a good business plan. Fail to plan, plan to fail.
Be flexible and be able to adapt to the different circumstances that will arise.
Never give up. While fighting for your dream, there is always hope. By giving up, you will take your ideas, passions, and dreams with you.

I'd love to share the story of the bamboo tree. It has to be watered and fertilized every day. It doesn't break through the land for five years. After five years, once it breaks through the ground, it will grow 90 feet tall in five weeks. It can be very similar to building a business. You might have the opportunity to see some companies that proliferate in life, but at that point, you should ask yourself a question: How long did it take to build a business? Five weeks or five years? Many people don't see all the hard work behind building a business; they only see the results. So the next time you are observing a thriving business, think about the story of the bamboo tree.

Where can people find you and your business?

Website: https://www.pianta.la/
Facebook: https://www.facebook.com/pianta.ita.foods/
Instagram: https://www.instagram.com/pianta.foods/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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