And don’t forget, sugar is good for you!
We found Tia Fabi, from her real name Fabiola Huete (but don’t bother, every body calls her Tia Fabi) through her Instagram account and were pretty surprised to find jams on a platform that usually mostly shows fashion products. And also because after a week in Ecuador we hadn’t seen any jam. Looked like people were more into bolones for breakfast (a delicious but unreasonably greasy ball mixing plantain with cheese and butter and God knows what else)
Meeting with Fabiola we soon realized that what she has is a real family business. Her mother and grand mother gave her the jam recipes while design is managed by her niece and her son Jorge was our official translator for the day, just in case we couln’t speak Spanish. Which we obviously could. Well, most of the time.
And if you want to buy her a jar of jam, please don’t go to the supermarket. Way to impersonal. Fabiola will take your order on Whatsapp and then you’ll have to come pick it up at her house. Since Tia Fabi has launched her baby food about a year ago, it’s actually like she is almost part of each of her client’s family. People call her for more jars, tips on their baby’s feeding and they even begged for vegetables baby jars at the time when she only had fruit purée.
Tia Fabi launched her brand in 2010 and is eager to learn. Mostly on social networks. When to post a photo on Instagram? What to show? What to say? Fabiola was not born with those tools and yet she learns fast! And as everything is done by her, a little marketing strategy is needed as well! Launching baby food products is not easy as moms only want what’s best for their baby. So what better ambassadors then the babies themselves? So be it, Fabiola started posting photos of happy babies devouring her fruit purées and that was it, she started to sell. Smart move!
Again we were surprised by the simplicity of the process. The fruits are bought in the market or supermarket and then cooked in Fabiola’s kitchen, all this without any kind of preservatives. The “100% natural” is an argument that works everywhere in the world now. Depending on the fruit, the production time will not be the same, same for the smells. Jorge assured us that the smell of hot guava is terrible. Fabiola wouldn’t agree. Aaah those insolent kids.
After a bit of talking, it was time for the real deal to get started: TASTING TIME!!! Delicious jams served on local cheese was like heaven to us after several weeks of a rice and chicken diet. Blackberry, strawberry, mango, vino tinto, we could not get enough. So we left with 3 jars of Tia Fabi’s delicious jams, which was already a good news!
Next step for Tia Fabi: Getting through all the paperwork and go put her jams and baby food jars on the supermarkets’ shelves. With this women’s energy, no doubt it will be a success!