Today we’d like to introduce you to Susanna Guerrini.
Hi Susanna, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
My story is really one of resilience, faith, and starting over.
I came to the United States from Venezuela 27 years ago looking for opportunities and a better future. Like many immigrants, I worked hard, adapted to a new culture, and focused on building a life for my family. For years, I never imagined I would become a business owner.
A few years ago, after going through a divorce and one of the most challenging periods of my life, I found myself searching for a new purpose. I had been sharing my homemade avocado salsa with friends and family for years, and they always encouraged me to sell it. During that difficult time in my life, I decided to take a leap of faith and turn my salsa into a business. I never imagined that a recipe I loved making for others would one day become Texuela Salsa.
What started as a family recipe eventually became Texuela Salsa, a Venezuelan-inspired avocado salsa with a Texas twist. I didn’t have a business background, a big business plan, or investors. What I did have was determination and a willingness to learn.
When I started Texuela Salsa, I knew very little about running a business. What I did know was that if I wanted to succeed, I needed to educate myself. I took courses, attended workshops, and learned everything I could about entrepreneurship. I learned how to register a company, obtain permits, create a brand, build a website, and market my products.
Instagram was completely new to me. I had to learn how to tell my story, connect with customers, create content, and promote my business online. Every step was a learning experience. There were many times when I felt overwhelmed, but I refused to give up.
As a small business owner, I became the salesperson, marketer, accountant, delivery driver, customer service representative, and everything in between. I made mistakes, learned from them, and kept moving forward. Every challenge taught me something new and helped me grow, not only as a business owner but also as a person.
Today, Texuela Salsa continues to grow beyond anything I imagined when I first started. We are now carried in seven stores across the Dallas-Fort Worth Metroplex, and we’ve had the opportunity to introduce our salsa to thousands of people through farmers markets, festivals, and food events throughout Texas.
One of the highlights of this journey has been participating in the State Fair of Texas as part of the GO TEXAN Pavilion, sharing our product with visitors from all over the state. We’ve also participated in major food shows and festivals throughout Texas and in Albuquerque, New Mexico, where we connected with food lovers and industry professionals from across the country.
Along the way, Texuela Salsa has received recognition through awards such as the Scovie Awards, Zest Fest Fiery Food Challenge, and the International Flavor Awards. Seeing people enjoy something I created is still surreal. Every award, every customer testimonial, and every new retail partner reminds me how far this journey has come from the days when I was simply making salsa in my kitchen for friends and family.
What means the most to me is being able to inspire others. As a Latina entrepreneur who rebuilt her life after a difficult chapter, I hope my story encourages women, immigrants, and anyone facing challenges to keep moving forward. Sometimes the hardest moments in life end up leading us exactly where we’re meant to be.
Looking back, I’m grateful for every twist and turn. Texuela Salsa is more than a business, it’s proof that it’s never too late to start over, learn something new, follow your dreams, and create something meaningful.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely has not been a smooth road.
About two years before starting Texuela Salsa, I was involved in an accident that left me with five broken vertebrae. Since then, I have lived with chronic back pain. There are days when the pain is challenging, especially when running a food business that often requires long hours, lifting, standing, and attending events. I had to learn to work differently, pace myself, and give myself more time to complete certain tasks. Even so, I have always tried to give my best to my customers and never let my challenges define me.
Another obstacle was that I knew very little about running a business when I started. I had to learn everything from scratch. I spent countless hours watching YouTube videos, taking classes, attending workshops, and asking questions. I learned about permits, licensing, social media marketing, accounting, branding, and everything else that comes with being a business owner. It was overwhelming at times, but I was determined to figure it out.
Finances were also a challenge. Like many small business owners, I had limited resources and had to be creative. Along the way, I was fortunate to meet people who felt like angels sent to help me reach my dream. One example was when I needed access to a licensed commercial kitchen to produce my salsa. The rental costs were far beyond what I could afford. One day, while visiting a store to introduce my salsa, the owner learned about my situation and offered me the use of his licensed kitchen at a very affordable price. That act of kindness helped make my business possible.
Throughout this journey, I have learned that you cannot build a business alone. There have been many people who believed in me, encouraged me, opened doors for me, and helped me keep moving forward when things seemed impossible.
Looking back, every challenge taught me something valuable. The obstacles made me stronger, more resilient, and more grateful for every opportunity. They also taught me that sometimes when you take a leap of faith and keep working toward your goals, the right people appear at the right time to help you along the way.
Thanks – so what else should our readers know about Texuela Salsa LL?
Texuela Salsa is a Texas-based company that creates fresh avocado salsa inspired by my Venezuelan roots and my life in Texas. The name “Texuela” comes from combining Texas and Venezuela, which perfectly represents who we are and the flavors behind our products.
What makes our salsa unique is that we make it with fresh ingredients and delicious avocados. Avocado is the star of our recipe and gives our salsa its naturally creamy texture and fresh flavor. It’s incredibly versatile and can be enjoyed as a dip, marinade, salad dressing, topping, or even as a plant-based queso alternative.
We offer several heat levels, so there is something for everyone. Our Original salsa contains no habanero peppers and is perfect for those who enjoy flavor without the heat. Our Medium salsa contains a little habanero, our Hot salsa contains a lot of habanero, and our Extra Hot salsa takes it to another level with even more habanero combined with ghost pepper for those who love spicy food.
One thing that has surprised us is how popular our salsa has become within the plant-based community. Many customers use it as a plant-based queso alternative. Most plant-based quesos are made with cashews, but our avocado-based salsa is naturally creamy and completely nut-free, making it a great option for people with nut allergies or anyone looking for a different plant-based alternative.
Our products are plant based, gluten-free, dairy-free, soy-free, keto-friendly, and made with simple ingredients and no artificial preservatives.
What I’m most proud of is that Texuela Salsa started with a family recipe and has grown into an award-winning brand. Along the way, we have received recognition from the Scovie Awards, Zest Fest Fiery Food Challenge, and the International Flavor Awards. We are currently carried in seven stores across the Dallas-Fort Worth Metroplex and have had the opportunity to share our products at farmers markets, festivals, food shows, and the State Fair of Texas through the GO TEXAN Pavilion.
More than anything, I want people to know that Texuela Salsa is built on passion, perseverance, and community. Every jar represents not only a unique flavor but also a story of resilience, hard work, and the belief that it is never too late to pursue your dreams. We love meeting our customers face-to-face, hearing their stories, and seeing how they incorporate our salsa into their meals.
As we continue to grow, our mission remains the same: to create healthy, delicious products that bring people together while sharing a little bit of Venezuela and Texas in every jar.
We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
I don’t know if I would call it luck. I believe that God places people and opportunities in our lives when we need them most.
My journey has included some very difficult challenges. Two years before starting Texuela Salsa, I was involved in an accident that left me with five broken vertebrae. I still deal with back pain today, and there have been many days when simple tasks take longer or require extra effort. I also went through a divorce, which was another life-changing experience that forced me to start over and rediscover myself.
But when I look back, I don’t focus on the challenges. I focus on the people, opportunities, and blessings that helped me move forward. Every time I faced an obstacle, someone seemed to appear at the right moment to help. When I needed knowledge, I found classes, workshops, and resources that taught me how to build a business. When I needed a licensed commercial kitchen and couldn’t afford the high rent, a store owner offered me access to his kitchen at a price I could manage. That act of kindness helped make Texuela Salsa possible.
I have learned that success is not something we achieve alone. It comes from hard work, faith, perseverance, and the support of people who believe in us. I am incredibly grateful for every person who has encouraged me, opened a door for me, shared advice, bought a jar of salsa, or simply believed in my dream.
Some people may call it luck, but I see it as a combination of faith, determination, and many blessings along the way. Every challenge taught me something, every obstacle made me stronger, and every opportunity reminded me to keep moving forward. Looking back, I can see that even the most difficult moments helped shape the person and business owner I am today.
Contact Info:
- Website: https://www.texuelasalsa.com
- Instagram: https://www.instagram.com/texuelasalsa/
- Facebook: https://www.facebook.com/texuelasalsa
