Today we’d like to introduce you to Karen Sanabria Russo.
Hi Karen, thanks for joining us today. We’d love for you to start by introducing yourself.
I’m a 32 years old Venezuelan who came here as an asylum seeker.
I started my business during the pandemic, in August 2020. A couple of months after arriving in the United States and giving birth to my first son, I found myself in need of generating some income.
I have always liked to cook and my desserts have always received compliments, so that is why it seemed the most logical decision to try to sell them, that would let me work from home, so I could take care of my baby.
As a Venezuelan, intuitively the first thing I thought of cooking were typical dishes from my country, so I started with “cachitos” (Venezuelan ham stuffed bread), Tequeños (our very own version of cheese sticks), and sweet bread, then I introduced the desserts I used to eat in my country. Now I am trying to create my own based on my personal taste.
At first, my in-laws helped me sell my products at work, and then I became known through word of mouth and my Instagram account.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
It’s been a bit complicated. Starting a food business during a pandemic, in a new country, and with a newborn was not easy on a psychological level. My products had very good receptivity, which made it more challenging, but definitely rewarding.
Appreciate you sharing that. What should we know about Panacea?
I have never studied cooking, so I investigate and do tests until I find the flavor and look that I want, that is why all my recipes are my own.
I focus my business on creating fresh products, with deep and balanced flavors. All my preparations are made for each order on the same day of delivery to ensure freshness and quality. This combination of elements I think is what makes me stand out.
I specialize in fine pastry, but my “cachitos” (typical Venezuelan ham stuffed bread) are also a flagship product.
To maintain my standards, I only work to order, made in advance, any day of the week, and they can be picked up or delivered. My menu includes cakes, to mini pastries.
Do you have any advice for those looking to network or find a mentor?
The quality of the product will always make you known through powerful word of mouth. In addition, quality of service creates loyal customers, and of course, good pictures and content on social networks. That’s what worked for me.
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