Today we’d like to introduce you to Evanice Holz.
Evanice, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I realized my dream was in a state of perpetual desire. The universe wasn’t going to hand me my dream job, if I wanted it, I needed to take the first step in making it happen for myself. The research and development phase was obsessive; any spare time was spent online, researching what goes into starting a food business or in my tiny kitchen developing recipes. After I had legitimized the business end and had a menu I felt proud of, I immersed myself into what being a small business owner is all about––DIY. I taught myself basic design and started working on my branding which led to me designing anything from my logo, signage, website–you name it
I then reached out to venues, like Block Party Highland Park, where I could potentially sell and serve my food. This was all over a span of one month before I had my first pop-up in July 2017. Since inception, I’ve followed my instinct to pave a path for myself and to honor the process it takes to get me there. Fast forward through two and a half years of figuring out what works for me and the business, from vending at massive festivals to operating pop-ups five days a week, Señoreata is now a fully operating catering company during the week, catering events big and small all over Los Angeles with a weekly pop up every Sunday at Smorgasburg LA.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Struggles are found in the minutia of everyday. If ‘smooth’ existed, everyone would have a business. Thus far, the biggest challenge has been balancing my creative mind with the responsibilities of being a business owner. As the chef, I develop recipes and cook them for service–it’s my passion. Becoming a business owner has presented itself with a foreign agenda I’ve had to learn in order to operate daily. So I do my best to stay balanced. When I started Señoreata, I gave myself two requisites, and they are to go at my own pace and give myself breaks where I can. This means, maybe my company grows a little slower, but I’m able to sustain it because I’m not burned out. Taking time to reset and reflect has kept me inspired, whether it’s a weekend road trip, a vacation abroad, or an afternoon in the park.
Alright – so let’s talk business. Tell us about Señoreata – what should we know?
Señoreata is a catering company rooted in modern Cuban cuisine. The entire menu is 100% plant-based without compromising traditional flavors and familiar textures. Outside of catering hours, we pop up every Sunday exclusively at Smorgasburg in DTLA from 10 AM-4 PM. My menu focuses on the dishes I grew up eating, like Cuban Sandwiches, Meat Pies, Guava Cheese Strudels, Picadillo, Ropa Vieja, and Arroz con Pollo. I even have plant-based Papa Rellena on the menu!
Being a first-generation Cuban-Brazilian-American female business owner is something I’m very proud of and never take for granted. Woman-owned and operated means I’m in the kitchen prepping, I’m at events vending, and I’m behind the scenes doing the paperwork. Having that kind of commitment to my craft is something most people can taste. It’s very gratifying knowing the food I’m serving is health-conscious just by being made from plants, making it something I feel good serving to all my guests. Cuban food is a rarity in California, let alone most states, and I’m grateful to be one of few chefs modernizing this heritage cuisine to make a positive impact on the environment and the lives of animals.
Is there a characteristic or quality that you feel is essential to success?
Balance. Without it, either I’d be a galavanting on a distant adventure abandoning responsibility or awfully fatigued cooking in a kitchen and serving customers. Both of those are transparent to customers, they either see the person doesn’t have their heart in it or they taste it. Remembering living life abundantly above all things is a rule and the way in which you earn in order to live your dream life should fulfill you along the way.
That said, I feel there’s a stigma many people are embarrassed to address in growing a business, which is having a “day job”. Most small business owners I know have part-time, full-time, or freelance work they do in order to pay their bills and fund their companies. Unless you are financially blessed or have investors, this is a vital means to growing confidently, without the stress of how you’re going to pay for things or make improvements. Having another job or side income while you pursue your dream, doesn’t make you any less authentic. It’s been vital in my company’s growth and I’m very proud of it!
Contact Info:
- Address: Sundays 10AM-4PM at Smorgasburg LA: 777 S Alameda St, Los Angeles, CA 90021
- Website: www.senoreata.com
- Email: [email protected]
- Instagram: www.instagram.com/senoreata
- Facebook: www.facebook.com/senoreata
- Yelp: https://www.yelp.com/biz/senoreata-los-angeles-2?osq=senoreata
Image Credit:
All images of me in the kitchen are by Adri Law. All food photos are by Marissa Rea.
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