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

Hi Verónica, what was your thought process behind starting your own business?
I am Verónica Guerrero, I Was born and raised in Monterrey, Mexico. I grew up in the tortilla industry as that’s what all my family did for a living and still does actually. However, I tried to step away from it several times, some how it always came back to me.

At age of 22 , I made the decisión to quit my job, at the time I was working for my uncle, but I felt the need to leave if I wanted to grow. So, I enrolled in an exchange program I had heard about, they tell you that you may me chosen in any state in the US. I secretly wanted to come to Los Angeles, although after I signed up i wasn’t getting any calls or messages, frustrated, I would call the agency to ask why I wasn’t being contacted by any families, they’d tell me that’s how it works sometimes and would ask me to be patient. Couple of months passed by, I literally had just surrendered to the idea of moving to the states. Then one day, there it was , a call from an unknown number that would change my entire life, yes, you guessed it right, my soon to-be sponsor family was calling me from beautiful Marina del Rey in California.

What was my thought process behind starting my own business?
I honestly didn’t think it through, and I am so glad because I am pretty sure I would never have started it.

It was in 2012, I remember the very moment when I got @tostadaslapenita into Northgate Market, I was driving back home I kept thinking what have I got myself into? How am I going to do this?

It was definitely a huge challenge. The hardest part was to get in I thought, I was very Hopeful and excited to see our product on shelves, however, I could not sell one bag!

It was frustrating, I’d work long hours day after day getting the product out there, I would get home feeling depleted.
I can’t count all the no’s I received, even family members telling me that I should just give it up and go back to Mexico, I’d be asked how much longer I was going to keep working like that? they didn’t get it, I know people thought I was crazy, But honestly I think you have to have little bit of that when you want something really bad. So, I didn’t listen instead I just kept on hustling.

My biggest takeaways are

– Believe in you and your product/your passion as if your life depends on it!
– Don’t overthink it, just go after that dream! It may or not work out, but it will definitely lead you to where you’re supposed to be!
– Don’t let yourself be discouraged when things go wrong, it’s part of the process, you’ve probable heard it before and think it sounds easy , trust me, i know how tough it can be, but I’ll tell you that the difficult phases and challenges I went through are the ones that shaped me and taught me the most, I now look back at those moments and remember them with gratitude. Embrace the hard times and push through them, remember why you’re doing it and don’t stop! It’s the most rewarding journey.

I still have long ways to go, but as a female Latina Immigrant, I feel extremely grateful with this country for being the land of opportunities.

Our dreams have no boundaries, they don’t distinguish your skin color, shape, religion, language or where you come from, they’re waiting for you, you just have to make them come true.

“whatever the mind can conceive and believe, it can achieve” – Napoleon Hill

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?
I started this business because it was something I knew everything about and loved, I was so excited to bring my uncle’s product to another country! that for me was mind-blowing!

It took me years before the business started to build a stronger customer base, from time to time I was running low in resources, and by resources I am talking about money. If you’re an entrepreneur reading this, you’d know what I am talking about.

The business was barely paying the bills, I was frequently questioned by my family/friends how much longer I would go working long hours, never taking days off, and even though I refused to listen, i am not gonna lie that i almost gave up. Though, there was something inside of me that kept telling to keep going, I did not know how I was going to make it work but only the thought of looking back and see myself quitting early or that I should’ve stayed little bit longer was too painful. So, I stayed, but this time I focused in learning and growing, and that became my lifesaver, I surrounded myself by people that supported me and believed in me, that would help me grow, I worked on my faith too, turned to God and asked for help, knowing that theres someone/something bigger than us, like that quote from the alchemist “when you want something, the whole universe conspires in helping you achieve it”.

I lived it, and I am here to say it again that its not going to be easy but if its your passion, you already know its going to bring purpose into your life, we need more of that!

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
first place would be the beaches, Newport and laguna beach are my favorite. Definitely take them on a drive on the PCH
Santa Barbara
San Diego Old Town
Big Bear in winter
Napa for its wineries

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Thanks to All the people that believed in me and help me with words of encouragement and advices, to all my customers that gave my product an opportunity, Especially Northgate Gonzalez Market, the Gonzalez Family and Lupillo Ramirez for saying yes 9 years ago.
All the small businesses that have also contributed for my product to be displayed and sold, Pescaderia El Golfo, Amapola, La Venadita Meat Market, Mariscos Venados, Mad Culichi, El Marisquero, El Mariscazo.
Thank you to Vallarta Supermarkets for allowing our product to be part of their product line and expand to more areas.

We appreciate you and we will continue to bring you the best quality in product and service you deserve.

Instagram: @tostadaslapenita

Linkedin: Veronica Guerrero

Image Credits
I, Veronica Guerrero, certified that I have the rights and permissions for the image uploaded here.

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