Alright – so today we’ve got the honor of introducing you to Lucia Flors. We think you’ll enjoy our conversation, we’ve shared it below.
Lucia, looking forward to hearing all of your stories today. We’d love to hear the backstory behind a risk you’ve taken – whether big or small, walk us through what it was like and how it ultimately turned out.
Starting Siesta Co. was a significant leap for Carlos and me. We were both established in our medical careers, comfortable in our routines, but we felt a deep longing to connect more with our Spanish roots and share that part of our heritage with our new home in the US.
The idea of venturing into the food industry, especially with a niche product like Spanish conservas, was daunting. It meant stepping away from the familiarity and security of our medical professions, investing our savings, and embracing a world neither of us had professional experience in.
We launched Siesta Co. amid the uncertainty of the pandemic. This timing added another layer of risk, as the world grappled with unprecedented challenges. But, it also provided us with a unique opportunity to focus on this passion project, which slowly blossomed into something much more.
The risk paid off. Not only did we find a receptive market hungry for authentic Spanish flavors, but we also rediscovered a part of ourselves in this journey. Siesta Co. has grown beyond our expectations, connecting us with a community of food lovers and allowing us to share a piece of our culture. The satisfaction and fulfillment this venture has brought us far outweigh the initial fears and uncertainties we faced.
Lucia, 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’m Lucia Flors, co-founder of Siesta Co., a brand born from a deep love for Spanish cuisine. My husband, Carlos, are both native Spaniards and started this Los Angeles-based company to fill a gap we noticed in the U.S. market for authentic, high-quality Spanish tinned seafood.
Our journey from physicians to purveyors of fine foods is driven by our passion to share a slice of Spain with the world. Siesta Co. specializes in a range of sustainably sourced seafood, such as anchovies, sardines, and mackerel, all preserved in the finest organic extra virgin olive oil.
We take pride in offering products that are not just delicious but also a true representation of Spain’s rich culinary heritage. Our commitment to sustainability and strong relationships with our canneries ensures the highest standards of quality and ethics in every tin.
At Siesta Co., we’re not just selling tinned fish; we’re inviting you to experience and embrace the vibrant, communal spirit of Spanish dining. Join us in this flavorful journey!
How’d you build such a strong reputation within your market?
The cornerstone of building our reputation in the market has been our genuine connection to Spanish culture. Carlos and I, both originally from Spain, have not just introduced a food product but have opened the doors to an entire culinary world. This deep cultural authenticity is infused in every aspect of Siesta Co., from the selection of ingredients to the storytelling that accompanies our products.
Our background gives us a unique perspective and understanding of the subtleties and nuances of Spanish gastronomy. We’re not merely selling tinned seafood; we’re offering an experience that transports our customers straight to the heart of Spain. This cultural richness and authenticity have resonated deeply with our customers, distinguishing Siesta Co. in a crowded market and helping us build a strong, reputable brand. We’ve always believed that more than a product, it’s the story and tradition behind it that captivates and retains customers. Our commitment to this ethos is what I believe has been fundamental in building our reputation within the market.
What’s been the most effective strategy for growing your clientele?
The best source of new clients for Siesta Co. has undoubtedly been our collaboration with specialty independent food stores. Working with these well-curated retailers has been an incredibly rewarding experience. Unlike online shopping, these stores offer a more emotionally driven, intimate experience, which aligns perfectly with our brand ethos.
As an early-stage brand, establishing relationships with these independent stores has been a powerful tool for growth. These collaborations have allowed us to connect deeply not just with the retailers themselves but also with their customers. The in-store experience provides a unique opportunity for consumers to interact with our products in a tangible way, to learn about our story, and to understand the essence of Siesta Co.
The feedback and insights gained from both customers and retailers in these settings have been invaluable. They’ve helped us fine-tune our offerings and understand our market better. More importantly, these partnerships have strengthened our presence in the community and enhanced our brand visibility. For Siesta Co., these specialty stores have been more than just sales channels; they’ve been platforms for storytelling, customer engagement, and building lasting relationships.
Contact Info:
- Website: siesta-co.com
- Instagram: https://www.instagram.com/siesta_co
- Linkedin: https://www.linkedin.com/company/siesta-co/