When a person is born to undertake it is difficult for him to take another course. Maite Galdona (42) graduated as a psychologist in 2004 and then did a postgraduate degree in Body Psychotherapy. However, her passion for healthy eating led her to take parallel courses throughout those years. It was like that Galdona acquired knowledge about food and natural medicinevegetarian food, macrobiotics and raw food.
“My path as an entrepreneur began more than 12 years ago, with the concern of having my own financial support in a way that would give me freedom and where I could make my own decisions,” Galdona said in dialogue with Coffee & Business. The psychologist opted for healthy and conscious food to give “meaning to her path” as an entrepreneur.
Throughout those years, Galdona made food with vegetarian menusuntil in 2017 he decided to go further and raise your own brand: Maite cooks with soul. This is how he created a line of seven different flavors of vegetarian burgers, made from seeds, whole grains, legumes, organic oils, pure spices and vegetables. “A vegetarian frozen food option without industrial processes that alter its essence, without preservatives, colorants or chemical additives, made based on genuine, whole foods,” explained the businesswoman.
“I worked so that each one has its own well-differentiated identity: I selected different grains, seeds, oils and the types of vegetables that we use in their productions,” added Galdona.
A year later, in 2018, the businesswoman turned to the ANII (National Research and Innovation Agency) to promote your business project. Together they created the packaging (packaging) of its products, which meant a new achievement for the brand.
Maite Galdona
Chickpea medallions with spinach, coconut oil and turmeric
As the years passed, the natural products of Maite cooks with soul transcended her own store —which the entrepreneur had opened in 2017— and conquered more and more points of sale in Montevideo. In fact, at present, health food stores are the main sales channels for their food.
“Given the concern to continue growing and expanding the brand, in 2021 I began to look for a way to market the product in supermarkets”, pointed out Galdona, who recognized that it is difficult for a small entrepreneur to reach large commercial surfaces by their own means. Thus, the businesswoman came to sowing. The program promoted by the Presidency contributed to the fact that the brand, of artisanal origin, change its approach in the negotiationsin order for their products to reach supermarkets.
Maite kitchen with soul creations are currently available in 50 points of sale, which include small businesses, health food stores, frozen food stores and neighborhood supermarkets. In addition, the company recently closed an agreement with the Carrasco branch of Tienda Inglesa.
The objective is to expand the products to the different points of sale that this chain has in various areas of the country.
The food boxes, which contain four medallions, cost around $300.
Maite Galdona
Chickpea medallions with leek, chia seeds and curry
In five years the company managed to double its sales. In addition, Galdona expects this phenomenon to be replicated between now and 2024.
In recent times, Maite cooks with a soul has crossed the borders of the capital and its products are found in gondolas in other cities such as Rocha, Minas, San José and Canelones. “Little by little we are conquering new departments,” concluded Galdona.
