There are many Venezuelans who, due to the economic and political crisis that has affected their country in recent years, have had to set off for new horizons and leave their homeland to look for a better future for themselves and their family. Such is the case of the businesswoman and founder of Arepas Latin Cuisine Joanna Torres, with whom we had the pleasure of conversing with recently.
This talented young woman has a fascinating history of success and is a true inspiration to any Latino wanting to open paths in the United States or anywhere else in the world. That is why, from International Salsa Magazine, we decided to contact her and share her journey in the land of opportunities.
Arrival in San Jose
The first American city where Joanna arrived was Miami and her goal was to do a master’s degree, since she had studied her undergraduate career in Venezuela. Once there, she realized that she had a lot of trouble learning to speak English and there were few opportunities to practice it, since all with whom she interacted with spoke Spanish.
It was then when a friend suggested the idea of moving with her to the city of San Jose, where it would make it easier for her to learn the language and spend time with people who spoke it all the time.
How Joanna began to conceive the idea of becoming a businesswoman
Two years after Joanna arrived in San Jose, she began working in a clinic and, together with her experience in administration and accounting, she learned everything she could about medical coding and the way medical procedures were coded. This gave her enough experience to dare to open his own medical consulting firm which has more than 22 years of operation and a total of 150 employees in Venezuela.
The entire staff of the consulting firm residing in the South American country speaks English and takes care of serving all customers in the United States. Joanna even took it upon herself to provide her workers with their own fiber optic internet by contacting some telecommunications engineers, since this service in Venezuela is extremely poor.
Since the medical consulting firm gave her the necessary experience as a businesswoman, she decided to expand into another area she was very passionate about: cooking. Joanna had been wanting to start a food truck in parallel to her current company for some time and saw the opportunity to do so through a friend and former college classmate who owned restaurants and food businesses. She proposed to Joanna to buy one of her restaurants and partner with her, which she finally accepted and that is how the first Arepa Latin Cuisine restaurant was born.
Reducing failure possibilities for Arepas Latin Cuisine
Joanna was aware that the possibilities of failure of her idea were high, but she told us that her extensive knowledge of finance was fundamental to overcome all obstacles.
She was always clear that she had to look for ways to generate more income within the same company. That is why she and her staff have been responsible for providing lunch to employees from technology companies, making food for events such as birthdays or weddings, organizing pop-ups (temporary restaurants created to promote new menus and specific events) in order to innovate and always earn a stable income in the corporation.
The businesswoman points out that she always tries to innovate, and with regard to this, she said ”I have invented some taco-arepas with which I use arepa flour to make the tacos and give them a different touch, so it would be a combination of both dishes. I always try to innovate and do different things to surprise people and keep them from getting bored”.
”At the San Francisco headquarters, we have chosen the strong liquor license to start offering Venezuelan typical drinks and rum such as Diplomático or Ron Santa Teresa. We are also doing some remodeling in the place to make it much more pleasing to the eye” she continued.
In addition, both the San Jose and San Francisco headquarters offer live music for diners to enjoy good Latin music while tasting their food. There is also a dance floor for those who wish to move to the rhythm of the orchestra of that day.
Joana’s grandmother as an inspiration to create Arepas Latin Cuisine
After taking the required steps, the first Arepas Latin Cuisine restaurant headquarters were opened in October 2021, but it was not easy. This was an effort made over many years in which Joanna did her best to be able to reach that point.
The beginning of everything was her grandmother, with whom the Venezuelan learned everything she knows about cooking. She was a cook, a cooking teacher and taught cookery courses and workshops to support her 12 children because she was widowed at a very young age. Joanna tells us that, at that time, she and her children made ground corn arepas to sell to markets and restaurants.
All this made her an inspiration to Joanna and led her to learn to cook since she was just nine. As a child, she knew that cooking would be important in her life.
Lots of secrets that Joanna learned from her, such as the way in which the dough has to be kneaded, the difference between making homemade arepas and arepas to sell, the amounts of ingredients to be used, the way to prepare the fillings for the dishes, among other things.
Reception to Venezuelan food in San Jose
Joanna ensures that her recipes have been a boom in California, since there was no authentic Venezuelan food in San Jose, so her project was a pioneer in this area.
The reception her food has got with Americans, Chinese, Indians, Vietnamese and many other nationalities has been truly amazing because dishes from Arepas Latin Cuisine, besides being extremely delicious, were something that has never been seen before.
The taste for food at Arepas reached such a point that the restaurant provides lunch to more than 300 employees in several technology companies such as Netflix, Snapchat and Tinder. It is worth noting that workers who are benefited greatly appreciate being able to enjoy a rich and varied menu every day.
The biggest challenges Joanna faces as a businesswoman
One of the biggest challenges Joanna has faced is to find employees who know the Venezuelan and Colombian cuisine (there are also several Colombian dishes on the menu) as it should be. ”Finding cooks with great experience has been complicated, but with the arrival of Venezuelan and Colombian migrants in California, we have been able to find staff with knowledge in the culinary arena” said the businesswoman on this topic.
For her, it is vitally important to employ people who are very clear about how to cook the main Colombian and Venezuelan dishes, so she takes this into account when recruiting her talents.
In addition to that, Joanna also sells Venezuelan products and has a hard time finding them in San Jose, so she has to bring them directly from Florida in order to sell them in California.
Advice for Latino migrants
When Joanna was asked to give advice to future Latino migrants who wish to move to the United States, the first thing that she pointed out was that they must work very hard in that country to get ahead. In her particular case, she claims to have had three jobs at the same time, since she was alone in the United States and lived only from what she earned.
She also added that ”you have to make sacrifices to succeed in life and always do things well according to the laws of the country that welcomes you. I think that there are many Venezuelans who confuse ‘native cunning’ (taking advantage or others and the economic, political and judicial system failures to do whatever you want without consequences) with intelligence, which makes them believe that they are above others and make serious mistakes. You have to do things well and eventually the much-desired success will come,” said Joanna on such an important issue.
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