Founder Feature: Cynthia Duran of Xinca Foods
Cynthia Duran, founder of Xinca Foods, explains her transition from a tech career at Microsoft and T-Mobile to bootstrapping a Salvadoran frozen food brand. She details the strategic decision to self-manufacture in Arlington, Washington, to preserve product authenticity and avoid co-packers. Duran discusses pausing national growth to focus on consumer awareness, learning from Texas market entry, and optimizing packaging and pricing for regional demand. She outlines her distribution strategy of partnering with regional distributors like Town & Country before considering national players like Unfi or KeHE.