Chef Cza Jagto-Sevilla is the Founder and CEO of Avocadoria, a chain of retail kiosks selling value-added avocado products such as salads, cakes, desserts like ice cream, and shakes that appeal to both avocado lovers and health-conscious consumers. In this interview, Chef Cza, who recently won the 2024 Mansmith Young Market Masters Awards (YMMA), shares with us her approach to market-driving strategy, product innovation, and building a strong consumer brand.
Q1: What inspired you to choose avocado as the central ingredient for your product line, and how did you identify the market potential for avocado-based products?
A1: Avocado is my favorite fruit, and I’ve always been amazed by its versatility and health benefits. In the Philippines, however, I noticed a significant lack of demand for avocados, leaving our local avocado farmers under appreciated. I identified the market potential by observing growing global trends towards healthier, plant-based foods and recognizing that there was an opportunity to elevate our farmers while meeting consumer demand for nutritious options. By engaging with potential customers and conducting informal surveys, I saw a genuine interest in healthy, avocado-based products that could fill the gap in the local market.
Q2: Avocados were traditionally seen as a seasonal product. How have you managed to mitigate supply risk to ensure consistent availability year-round?
A2: To ensure a steady supply of avocados throughout the year, we’ve formed strong partnerships with local farmers as well as with the leading supplier. This collaboration allows us to source avocados directly from farmers, ensuring freshness while supporting local agriculture. We also implement careful planning and forecast demand, which helps us coordinate harvesting and distribution effectively, even during off-seasons.
Q3: What challenges did you face in shifting consumer perceptions around avocado-based products, and how did you overcome them?
A3: One of the main challenges was addressing misconceptions about avocado-based products, particularly the concerns surrounding organic ingredients and preservatives. To overcome this, we focused on transparency in our marketing. We shared the story of our sourcing process and highlighted that our products are 100% organic and free from preservatives. Engaging content on social media—such as behind-the-scenes looks at our production and interactive discussions—has helped educate our audience and build trust in our brand.
Q4: What has been your most popular product, and why do you think it resonates so well with your customers?
A4: Our most popular product is the “Avocado Lover” dessert. It features a base of avocado ice cream paired with tapioca pearls, homemade biscuits, and topped with mixed seeds, homemade condensed milk, and fresh avocado chunks. This unique combination creates an explosion of flavors and textures that customers adore. I believe its success is due to the harmony of its ingredients and the innovative take on a classic dessert, which has captured the hearts—and taste buds—of many.
Q5: Avocadoria’s offerings are unique in the market. How do you stay ahead of trends and continue to innovate in the food and beverage industry?
A5: At Avocadoria, we prioritize staying ahead of market trends through continuous research and development. By monitoring consumer preferences, emerging health trends, and food innovations, we are able to adapt and refine our offerings. We also encourage feedback from our customers, which fuels our creativity and helps us understand what they want. This commitment to innovation ensures we remain a leader in the avocado-based product space.
Q6: As a YMMA awardee, what advice do you have for aspiring food entrepreneurs who want to turn a passion into a scalable business?
A6: My advice would be to focus on three key areas:
- Quality: Ensure your product or service stands out in terms of quality and offers something unique that isn’t readily available in the market. Passion should drive innovation and the continual improvement of your offering.
- Understand the Market: Conduct thorough market research to understand your target audience, competition, and industry trends. This will allow you to position your product effectively and tailor your marketing strategies to reach your potential customers more effectively.
- Plan for Scalability: This includes efficient production methods, scalable distribution channels, and a flexible business model that can adapt to changes in the market or customer preferences.
Q7: How do you see Avocadoria growing in the next few years, and what’s next for the brand?
A7: I envision Avocadoria experiencing significant growth in the coming years, with plans for international expansion. Our goal is to attract more master franchisees, allowing us to share our love for avocados on a global scale. Ultimately, I aspire for Avocadoria to be recognized as the premier avocado brand from the Philippines, showcasing the richness of our local produce and the creativity of our avocado-made product offerings to the world.
Josiah Go is the chairman and chief innovation strategist of Mansmith and Fielders Inc., as well as the co-author of Marketing For Beginners (the number one book in marketing) and Entrepreneurship: The Four-Gate Model (the number one book in entrepreneurship).
