We caught up with the brilliant and insightful Claudia LaFleur a few weeks ago and have shared our conversation below.
Claudia, thanks for joining us, excited to have you contributing your stories and insights. We’d love to hear about a time you helped a customer really get an amazing result through their work with you.
I started La Criolla Del Sur out a personal need for home baked goods as I remember growing up in Argentina. Little did I know the response I would receive from customers tasting alfajores and facturas… the best comments had me in awe how I was able to remind patrons of their travels to South America, or taking them back to their childhood, or simply being happy to try something new.
Claudia, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I grew up in Argentina and migrated to the United States in the late 90s. I came as a teacher, but prior to that I was working and studying Restaurant Administration with a focus in local cuisine techniques. My love for cooking always was and it still is, very present… Although I never considered myself a baker, I tried here and there new baked goods and realized I missed our beloved “facturas” (buttery pastries). During the Holiday season in 2020 I started baking some South American confections and giving them as gifts and friends and family asked for more. My husband encouraged me to continue with these confections and see where they would take us. I applied for a Cottage Foods Licensed which allowed me to work from home preparing these confections. I firmly believed our communities in South Metro Atlanta were missing these confections and started participating in local Farmers Market. The reception from patrons was exceptional and I was able to develop more pastries and confections as people would as for options. Listening the comments from these customers about remembering trips to South America or taking them back to their days growing up there, made me feel I was doing something helpful for others.
We’d love to hear the story of how you built up your social media audience?
Social Media has helped La Criolla del Sur grow in a way I wasn’t expecting. I always believed word of mouth was the best way to generate interest and gain more customers, but posting photos and videos on Social Media and using certain words and phrases allowed for a different style of followers. I can remember the first time a customer came to my booth and said “I found you on IG and saw your alfajores (sandwich cookies) and just couldn’t miss trying them”. Being consistent with posts every week or every chance I have to share something online helps to get our brand out in an organic way.
How’d you build such a strong reputation within your market?
Consistency, humility and a smile are my drivers every day. Just because I like a confection does not mean everyone else will like it too. Learning when to not offer an item, no matter how much I love it, is very important when you are in the baked goods business. Being consistent reminds me of what I used to enjoy, and trust my customers will follow if they know what to expect. …there is a reason why a hamburger from a global establishment is successful… you know you will find the same sandwich here or thousands of miles away. A smile will always take you further in life… I had a professor who always reminded us, you can build your brand or reputation over several months and years, but a bad attitude or a missing smile can take it down in seconds. This has stuck with me over the years.
Contact Info:
- Instagram: @lacriolladelsur
- Facebook: www.facebook.com/lacriolladelsur