We had the good fortune of connecting with Sofia Hernandez and we’ve shared our conversation below.
Hi Sofia, what was your thought process behind starting your own business?
Two years ago, while in business school, I started working on Josefa as my master thesis with four amazing friends. During this time, I focused on the development of the brand while still contemplating other opportunities after business school. But the more time I spent working on Josefa and learning about my family’s history of cajeta making and their legacy, the more excited I became about starting my own business. The way I saw it was that this was a once-in-a-lifetime opportunity and I had to seize it. Opportunities like working for a big-tech or e-comm company would always be there, but this one wouldn’t. I had the support of my husband, family, and friends so I went for it.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
My family has been making cajeta (goat’s milk caramel) for four generations. My great-grandparents started making it in 1927 and 90 years later I have decided to continue with my family’s heritage. Josefa was born out of the desire to celebrate my heritage and share cajeta, Mexico’s most cherished treat, with those around me. Working on this product that I hold so close to my heart has been the most thrilling part. The excitement I receive from customers and buyers when I tell them about Josefa, my family, and cajeta encourage me to keep on going and overcome challenges.
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?
My favorite time of the year in LA has to be summer. Between the beach and all the outdoor activities available the possibilities are endless. Silverlake and the Hollywood Bowl are my go-to Saturday plan. You can grab brunch at Botanica in Silverlake and walk down Sundet Blvd, maybe do some shopping. Then head to the Hollywood Bowl for the ultimate picnic (you can bring your own food/booze) and great music. I love Sunday mornings, the city is so quiet and hardly any cars on the street. Nothing beats a walk with some coffee in hand down the beach followed by breakfast. If you are in Venice head to Eggslut or Great White. You can then spend some time in Abbot Kinney and grab lunch at Valle (order the Tlayuda) or Gjelina.
I’m an active person so whenever someone is visiting I like to take them on a hike. I love Los Leones because it is an easy hike and on a clear and sunny day you can see the whole city. Later, you can grab breakfast/brunch at either Cafe Vida on the Palisades or Bardonna on Santa Monica. Both spots offer the possibility of walking around the area. Another weekend plan that I love is a beach day and Malibu. I like Will Rogers State Beach because it doesn’t get so crowded and after sucking up some sun you can then drive up to Malibu via the PCH and grab lunch at Broad Street Oyster Company.
You can’t miss Downtown! Buy tickets for the Broad, then visit Rafael Moneo’s Cathedral of Our Lady of the Angels and grab lunch at Grand Central Market. Whether you are into tacos, ramen, or burgers, you’ll find something delicious there.
Other weekend plans that summer offers are Friday Jazz nights at LACMA and movies at the Hollywood Cementary. Both plans involve friends, a picnic and great entertainment. Don’t forget about watching the sunset at Griffith Park and admire space from the Griffith Observatory.
Some of these activities are still closed due to COVID so let’s hope that they’ll open up in the months to come.