Story & Lesson Highlights with Karla McNeil-Rueda of Sacramento

We’re looking forward to introducing you to Karla McNeil-Rueda. Check out our conversation below.

Karla, a huge thanks to you for investing the time to share your wisdom with those who are seeking it. We think it’s so important for us to share stories with our neighbors, friends and community because knowledge multiples when we share with each other. Let’s jump in: What do you think is misunderstood about your business? 
One of the biggest misconceptions is that chocolate is just a sweet treat. At Cru, we see chocolate as a cultural bridge and a wellness food. And as a drink Every chcolate drink carries the story of the land, the farmers, and the traditions it comes from. People often don’t realize how complex and intentional chocolate can be—from sourcing to flavor to its role in health and community. We’re not just selling chocolate; we’re preserving heritage, supporting farmers directly, and creating experiences that reconnect people to nature and themselves.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Karla McNeil-Rueda, founder of Cru Chocolate, a woman-owned craft chocolate company reimagining the way people experience drinking chocolate. I was born and raised in Honduras, where cacao has been part of our culture for generations. When I moved to the U.S., I couldn’t find the rich, authentic drinking chocolate I grew up with — so I decided to make it myself, honoring our cacao traditions while creating something truly exceptional.

At Cru, we source cacao directly from women farmers and smallholder communities across Latin America, paying fair prices and building long-term relationships rooted in respect and sustainability. Every cup of Cru chocolate tells a story — of migration, resilience, and connection to the land.

What makes our chocolate unique is not only the flavor — deep, aromatic, and comforting — but also the purpose behind it. We see chocolate as more than a treat; it’s a way to preserve culture, empower farmers, and bring people together through something beautiful and meaningful.

Right now, we’re focused on growing Cru as the leading drinking chocolate brand in the U.S., creating spaces where people can slow down, savor, and reconnect — one cup at a time

Okay, so here’s a deep one: What’s a moment that really shaped how you see the world?
When I moved from Honduras to the U.S., I felt the weight of leaving home and the distance from the life I knew. That experience taught me that from your deepest losses can come your greatest joys. I now see the world as a place of paradoxes and contradictions, one that invites us to pause, reflect, and fall in awe of the simplicity and beauty of life. It’s this perspective that shapes everything I do, from honoring the people and stories behind the food we share to creating moments that connect us to each other and to our roots

What’s something you changed your mind about after failing hard?
Early on, I believed that success meant doing everything myself and trying to control every detail. I poured so much energy into building my chocolate business, only to realize that without trusting others and embracing collaboration, growth was impossible. Failing taught me that strength isn’t just about perseverance, it’s about connection, delegation, and lifting up the people around you. Now, I see failure as a teacher that opens the door to deeper creativity, stronger partnerships, and more meaningful impact.

Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What are the biggest lies your industry tells itself?
The chocolate industry tells itself chocolate is just a treat a candy to snack on rather than a drink, a food, or a source of culture and nourishment. It overlooks the stories of the farmers, the craft behind every drink, and the deeper connection chocolate can create. I believe chocolate can be celebrated for its flavor, its ritual, and the people who make it possible.

Okay, so before we go, let’s tackle one more area. When do you feel most at peace?
I feel most at peace when I’m living with purpose, not wasting my time and doing what I said I was going to do. simply honoring my own word, that alignment brings me calm, clarity, and a sense of true fulfillment.

Contact Info:

• Website: https://www.cruchocolate.com/
• Instagram: https://www.instagram.com/CruChocolate