00:00So when I got into food in 2014 I was really clear about the mission I originally you know when I wanted to sell my hot sauces I had a friend who was a brilliant businessman and he said to me you should write a business plan and he said in that business plan make sure there's a great marketing plan within it.
00:17And so I taught myself how to write a business plan just from online templates and I use that till today as like a guiding principle for the way that I do business in the way that I even write books and I remember you know he said you should think about the strengths and the weaknesses of this business you're trying to develop and one of the weaknesses was that there wasn't a lot of stories that there weren't a lot of positive stories what about African food.
00:46And then I started to think about well if you're going to tell positive stories about your people and where you come from it needs to be so much more bigger than you right so it can't just be Somali cuisine it has to be you know cuisines from the continent of Africa use the Indian Ocean to draw people in as you said folks are often talking about their Nona their grandmother abuela and I been thinking for a long time I never see these women on TV I never even see them in the
01:16pages and this is so strange to me and this is so strange to me and so I came up with the idea of okay let's tell the stories of these women keep their stories their recipes while still talking positively about ourselves
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