Meet Joanna Villarreal | Founder, Owner and Spice Curator

We had the good fortune of connecting with Joanna Villarreal and we’ve shared our conversation below.

Hi Joanna, every day, we about how much execution matters, but we think ideas matter as well. How did you come up with the idea for your business?
I’ve always loved to cook and recreate recipes that have either been passed down or that I’ve tried along the way. From your traditional Tex-Mex cuisine to island inspired meals from our now home of Hawaii. Most conventional spices found in stores today have some type of contaminates, preservatives or chemicals that are not necessary. I wanted to create something that was healthy, free of all of the junk but still tasted good. Our blends are handcrafted in small batches using a Hawaiian Style Sea Salt commonly known as Alaea Salt which is low in sodium and contains many beneficial minerals. This was also very important to me as there is significant family history of high blood pressure and diabetes. I wanted my seasonings to be universal so that anyone could use them, from first time cooks to long time chefs.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
La Morena Spices and More was created after the collapse of the Hawaii visitor industry due to Covid-19. I was suddenly left without a job and an overburdened unemployment system not knowing how long I could sustain without any form income. After much research and testing, we created a line of seven different handcrafted seasonings and bbq rubs that are preservative, GMO and gluten free. They contain no artificial ingredients and are only made with the highest quality organic ingredients some of which are locally sourced. Our exclusive use of Hawaiian Style Alaea Sea Salt sets our products apart from the rest by combining a high grade Pacific Sea Salt with the red clay sourced right from our island home of Kauai. The clay or Alaea is full of beneficial minerals and makes the salt low in sodium which means you can season heavily for lots of great flavor without having to worry about it being salty. We also use glass bottles with eco friendly packaging that is biodegradable and compostable to limit our carbon footprint.

My most proud blend would have to be our House Bouillon. I realized that the chicken bouillon we were using was making me very sick and had lots of harmful ingredients. Many of my meals required it especially our rice and beans. I have managed to create a 100% vegan bouillon that tastes just like the one we have always used except now I don’t have to worry about feeling sick or getting a headache after cooking with it. Many of my customers use it when fasting and love it so much even if they are not vegan.

Starting my own business was no easy task. From learning all about the FDA requirements to realizing how much the outrageous cost of shipping goods to a small island in the middle of nowhere could be. Storefronts are very expensive here and hard to come by as well as the availability of commercial support kitchens which are required to use for making and packaging products. Learning to be flexible and overcoming obstacles becomes almost second nature. Its very important to have a strong support system and always make time for yourself. Owning your own business is possible, you just have to go for it!

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Hiking the Kalalau Trail is a must when on Kauai, We would also go snorkeling at Tunnels beach and stay for sunset. The views out of and in the water are spectacular. Poke bowls from Kilauea Market and Cafe are a must as well as a stop to Tahiti Nui for the best live music and Mai Tais.

The east side has great whale watching in the winter and fun hikes to waterfalls like Makalea and Hoopii Falls.

Then we could drive south to sunny Poipu and send the day the best botanical gardens the island has to offer and where they shot some of the Jurassic Park movies. We would also stop at Mahaulepu beach where gillians island was filmed. You can usually spot an endangered monk seal sleeping on the beach.

Finally the west side of the island has Polihale beach which is the longest stretch of beach of all the islands. its remote location and clear waters with jaw dropping cliffs makes it a must see. Up top you have Kokee State Park with lots of wonderful hikes. Its like walking on the clouds, the elevation is so high!

If you love the adventurous life, Kauai is an amazing place to spend a week!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I would like to dedicate this shoutout to my husband Javier. He is the one who planted the seed of starting my own business and continuously encouraged me even when I didn’t think it was possible. He has helped me every step of the way from the design of the packaging to filling bottles to even working the market booths with me. He has been very instrumental in my growth this past year all while still working his own full time job.

My repeat customers who thank me for creating the blends that I have because now they too can enjoy tasty food without having to worry if there is anything harmful in the ingredients. They motivate me to continue to creating and making more products even when there are times you want to give up.

Jenny Curiel is the first social media influencer who really gave me a chance. I was just starting out and she had a solid following on social media. She tried my seasonings and now uses them in her everyday cooking and shows off her wonderful recipes and sends new customers my way.

Website: www.LaMorenaSpice.com

Instagram: https://www.instagram.com/lamorenaspice

Facebook: https://www.facebook.com/lamorenaspice

Image Credits
These are all my original photos