Ask any Venezuelan what a typical breakfast was while growing up, and you will likely get one answer: arepas. For millions of Venezuelans across the world, the arepa is not only a delicious and convenient meal, which can be served and stuffed with any product of their choosing, but an important part of their culture and traditions. Arepas, however, can take up to 30 minutes to cook. For many busy people, taking 30 minutes to cook breakfast is not a viable option. So was the case for Mafe and Coco, two Venezuelan sisters living in Miami, Florida. So they decided to take matters into their own hands and founded TOAST-IT, the first ready to eat arepa in the market.
Mafe and Coco were born and raised in Caracas, Venezuela. Due to the country’s political and economic crisis, the sisters emigrated to the United States six years ago. Mafe has spent over nine years in the field of corporate finance, working for companies like Pfizer Pharmaceuticals, Citi Bank and PepsiCo. Coco completed her education in Miami, and later specialized in data science. With busy careers and lifestyles all while having to reinvent themselves in a new country, the sisters found themselves losing some of their most beloved traditions. “One of these traditions was eating arepas every day like we were used to when we were growing up in Venezuela. We looked everywhere for a convenient and healthy alternative, but we could not find it anywhere,” Mafe told IQLatino. She also always knew she wanted to start her own company one day, so she teamed up with her sister Coco to create their own company, TOAST-IT, a few months ago.
TOAST-IT arepas are made using top quality ingredients and sold frozen to be quickly and conveniently heated in a toaster. “We founded TOAST-IT with a clear mission to export our culture and make arepas accessible not only to Venezuelans and Colombians, but to people from other nationalities who love arepas,” the sisters said. With their product, they hope to help keep the tradition alive among younger generations who have had to switch their breakfast choices to more convenient alternatives.
For the young entrepreneurs, starting their own product has meant having to get out of their comfort zone. “We love pushing the envelope creatively and seeing the result of our work pan out in the real world, which can sometimes be hard to do in the corporate world,” Mafe said. “We are not going to lie, wearing so many different hats can be exhausting at times, but seeing your idea materialize in the real world sitting in a supermarket shelf is the most exciting feeling we have ever felt,” she added.
The sisters offered some great advice for fellow Latino entrepreneurs who would like to start their own venture or product in the United States. “If you are passionate about your idea, think about how you want to see your venture in 2 years, and then make a plan that will help you achieve that,” they said. Additionally, they recommend looking for mentors. “We have encountered so many amazing people along the way that have been happy to share their wisdom and help in any way they can, especially fellow entrepreneurs. We know how hard you need to work and how much you have to give up to make your dream come true, which is the reason why we want to see other entrepreneurs succeed,” they added.
To learn more about TOAST-IT, shop, or a find a store, click here.