Today we’d like to introduce you to Sarah Ayala.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
As a kid, my family moved all around the world, which gave us wonderful experiences of new cultures, cuisines, and languages. In high school, as an avid language student, I thought I’d either be a diplomat or in International trade so that really shaped my college study. After completing a Bachelor in Languages and a Master of International Business (including working on a project in a paper mill in Chile for eight months), I spent a couple of years evaluating business ideas and helping entrepreneurs develop their business plans in a corporate venture capital group in a large timber manufacturing company.
A colleague of mine from forestry was the one who challenged me to think about which industry I felt strongly about rather than just the function I was fulfilling. “I love wood!” he would joke, but elaborated, how much he loved the smell, the look, the feel of timber. While I was pondering what industry would make me feel the same way, a headhunter put me in touch with the CEO of a fresh produce company. Before I knew it, I was living in one of the fruit bowls of the country exporting cherries, berries, apples, avocados, and persimmons. The fresh produce industry is a fast-paced, Mother Nature, who can be a bit unpredictable, calls the shots and our products have a short shelf life. I loved everything about fruit; I loved export. I had found my calling.
I moved to Brisbane, Australia, when a larger produce company enticed me over, and I spent six years there enjoying working with large grower groups and retailers. While living in Brisbane, I met and fell in love with an Argentinean Chemical Engineer. A few years later he had an opportunity in the USA, and we moved here with our then, 18-month daughter and thinking about growing the family further. It seemed to be an opportune time to complete a Ph.D., which I did, looking at how suppliers, importers, and retailers can create more innovative value chains to better serve consumers in agricultural industries.
While finishing my dissertation, I was introduced to the people at Tahi Honey in New Zealand. They were looking for a US distributor, and I enthusiastically took on that challenge. From there, I’ve just expanded products, suppliers, and channels. While the products I carry have longer shelf life than berries and persimmons, most are natural products such as honey, olive and avocado oil, natural nut butters, hand made fruit chutneys, vanilla, and organic tea.
I think everyone has a unique combination of passions, life experiences, and acquired skills, and the intersection of those things are a great place to find the right business idea. The Kiwi Importer, bringing in some of New Zealand’s best foodie products into the USA certainly is that for me.
We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Building a business is not at all smooth. I think one of the keys to business success is to be able to tackle each bump in the road head on to get over it (or around it) as quickly as possible while putting processes in place so that specific bump (ideally) doesn’t get in your way again.
We’ve had products and campaigns fail. We’ve had people try to scam us and suffered losses from theft. We’ve purchased too much of some products and not enough of others. I’m building new professional relationships in the US from scratch not having grown up or gone to school here. I think the biggest challenge currently, though, is managing our growth. That’s a balancing act for sure.
Fortunately, we have had lots of successful moments and plans that go right too! But a smooth road? Nope!
We’d love to hear more about your business.
The Kiwi Importer is an importer, wholesaler, and online retailer of New Zealand’s best natural and gourmet food, and we’re expanding into skin care.
I find myself drawn to working with businesses that have a deeper purpose beyond the bottom line. For example, Tahi manuka honey’s business model places conservation and community at the same importance as commerce. Profits from Tahi honey go to replanting native forest, reestablishing wetlands and rebuilding sand dunes. Our vanilla range started as a trade aid project after a devastating cyclone hit Tonga and the income continues to build up the grower community and Tui balms donate 100% of profits to registered charities.
What were you like growing up?
Growing up, I wanted to see everything and do everything, and I had so many interests. I was outgoing, and I’d sign up for anything and everything I could, Particularly drama, debate, dance, and music. My poor mum, I drove her mad! My natural instinct is still to sign up, get involved, say yes! I do Jiu Jitsu four times a week with my husband and kids, and I love yoga, but I try to not over commit to activities. We’re always out and about doing something though.
Contact Info:
- Address: 1810 First Oaks St
Suite 190
Richmond
Texas
77441 - Website: https://kiwiimporter.com/shop/
- Email: customerservice@kiwiimporter.com
- Instagram: https://www.instagram.com/kiwiimporter/
- Facebook: https://www.facebook.com/kiwi.importer/
- Twitter: https://twitter.com/kiwi_importer
Image Credit:
Sarah Ayala
Nadia Eves (almond butter image)
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