As the New Year begins, we asked Susie, the founder of CHILE CRUNCH, a mini Q&A to give some insight about herself, her motivations, and the brand.
We hope you enjoy learning more about Susie Hojel as much as we did.
- Where do you see the business going in the future, ex: 5years?
I would like to see Chile Crunch sold in Canada and Europe. I went to Europe last year and I will be going to Canada this year to promote Chile Crunch. I think there are always new opportunities out there. Chile Crunch is a product that can be used internationally since compliment food from all different cultures and cuisines.
- What or who inspires you?
I find good food very exciting. When I eat dishes I enjoy, I like the challenge of trying to figure out how to make them. I love to cook; I find it very relaxing and creative. I spend hours in the kitchen making dishes just for myself. I will often call friends over and be my Guinea pigs. Most often the dishes turn out good, but when they don’t, I go back to the recipe and try to do adjust it. I find myself eating less meat these days, so Chile Crunch goes on everything I eat. I have been in business for over 15 years, and I am still addicted to my own product. I look at recipes as a starting point and then make them my own. Remember, a recipe is just a guide, a starting point. It does not mean you can’t adjust, add, or subtract ingredients according to your own taste.
- What made you want to start or be in this business?
I made Chile Crunch for myself, and then gave it to friends and family. They kept asking for more, so I blindly jumped into making it on a commercial level. I love the daily challenges I face. No 2 days are alike, and I have learned so much along the way.
- What does authenticity in your business mean to you?
I worked very hard to create an original product, it was my creation and authentically my own. I now face the reality that many other companies are copying Chile Crunch. In some ways it is a compliment, but it is very upsetting that others have products that are not authentically theirs. I know it is very naïve of me, but I feel that they should create their own dreams and not copy others.