Today we’d like to introduce you to Suzanne Vicente de la Flor.
Hi Suzanne, so excited to have you with us today. What can you tell us about your story?
I’ve always had a love of baking cookies and it wasn’t until I came across a Ted Talk that changed my whole perspective on what a cookie really was. The speaker talked about how while working in hospice care they noticed the only thing that would bring joy to their patients was the smell of freshly baked cookies. Even though some patients couldn’t eat much by then, the smell alone had them reliving and recanting happy memories. It made me emotional to think that a cookie can do that for some people, and I wanted that for my cookies. So, I became determined to perfect my own chocolate chip cookie. I began playing with mix-ins, ingredients, and the size of my cookies until I created our original cookie, the “Choreo”.
Shortly after receiving raving reviews from family and friends, I approached my husband with the idea of “Choco Loco Cookies” and he simply responded with “let’s do it!” So here we are 7 months later, we’ve been featured in Orlando Magazine & Pulptown’s Holiday Gift Guides, we’ve had the pleasure of collaborating with various foodies throughout Central Florida, and participate monthly in our local communities farmers market. Also, we have been included in one of Orlando’s largest yearly festivals, the Spring Fiesta this April and we are on our way to releasing our 20th cookie by the end of the year. Growing this business has not always been the easiest while juggling being a mother and an entrepreneur but as stressful as it can be I always strive to remind myself and our customers to always #besweettoyourinnerloco.
We all face challenges, but looking back would you describe it as a relatively smooth road?
I’d be loco if I told you it’s been a smooth road to where we are today. To start at the beginning, my first struggles were overcoming my own personal hesitations with starting a business. We all know the risk associated with creating something new but creating something people will enjoy to eat is nerve wrecking. Not to mention finding the right supplies and overcoming the equipment issues as I worked on perfecting our recipes was like the perfect storm of stress. Next, there’s everything it takes to get the business side running like taxes and understanding state laws all while trying to create a new brand. Let’s just say it took me quite some time just to get the logo to look exactly as I envisioned it. Last and most importantly, it was scary to leave my job to take on this full time. It was a life decision that I didn’t take lightly and I continue to work on it as I try to create a startup and balance family life. So, the road has definitely not been smooth since we started Choco Loco Cookies, but looking back thus far I wouldn’t have had it any other way.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
We specialize in deliciously large 6oz. and up gourmet cookies. From stuffed cookies with some of your favorite goodies to mountainous cookies drizzled with delicious chocolate we strive to drive every customer loco with every bit. We believe our cookies are best known for the signature base we took months to perfect. Whether it’s a vanilla, chocolate, or cinnamon based dough, it’s a perfect blend of rich texture and quality ingredients that our customers have learned to expect from a Choco Loco Cookie. We are a 4 loco team (myself, my husband, and our two little girls) and our goal was to make cookies that are fun, quirky, and an experience. Each of us has a part in the process of baking, packing, and taste testing so when you get a cookie, you know it is approved by the whole family. So whether it be the look, smell, or taste we want our cookies to create a lasting memory for everyone who experiences them. We are committed to put a smile on the face of as many “Locos” out there.
I’m proud of taking this leap of faith that is called, “Choco Loco Cookies.” This business started with an idea, “to make delicious cookies” and since then I have pushed myself out of more comfort zones that I ever had before, I’ve truly built something unique from scratch, and I’ve been able to take on this new role as an entrepreneur. I remember first starting and questioning, “will anyone even want my cookies” and 7 months later we are extremely grateful to have people (aka our “Loco’s”) follow us and anticipate each new cookie launch. I’m proud of being able to share this with my husband who’s not just my partner in life but in business where we get to grow our family and this idea together. So, I feel that I have many things to be proud of so far in this journey, but I would say I am most proud of the overwhelming support of friends, family, and strangers alike who have helped us get to where we are today.
We’d love to hear about how you think about risk taking?
I have always had a love/hate relationship with risk, mainly that I always hated taking risks, but I sometimes love that I did take them. I’ve never been much of a risk taker but I found that having the right partner who supports you can often soften the blow when you face failure. It’s always important to understand that failure leads to growth and allows you to appreciate the next challenge that much more. Now, I never said that risk is fun or welcomed, but sometimes it’s just about stepping up to the plate even when you’re filled with doubt.
Creating Choco Loco Cookies has been nothing but risks. From leaving my job and taking on this full time, to creating my recipes from scratch, to constantly stepping out of my comfort zone to build the brand, there’s risk everywhere. It’s taught me the power of perspective when asking “what if” questions. From starting the business and asking, “what if no one likes my cookies” to today when I am creating a new recipe and asking, “what if they do”. A “what if” question can be powerful if used correctly. If I didn’t take these risks then I believe I was going to be sitting idle, waiting for something that wasn’t going to come on its own. So I like to think that I took on the risk to making something of my own to risk creating something great.
Pricing:
- $5 per cookie
Contact Info:
- Email: chocolococookies@yahoo.com
- Website: www.chocolococookies.com
- Instagram: https://www.instagram.com/chocolococookies/
- Facebook: https://www.facebook.com/ChocoLocoCookies/
- Twitter: https://mobile.twitter.com/chocolococookie
Image Credits
Mavic_hero
Maria Landis
