Story & Lesson Highlights with Refugio Rodriguez Ruiz of Antelope Valley

We’re looking forward to introducing you to Refugio Rodriguez Ruiz. Check out our conversation below.

Refugio, 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? 
I think a lot of people assume we’re just a candy or snack stand, but RefiSnacks is really a full-service catering brand. We can show up for just about any type of event—birthdays, weddings, school functions, corporate gatherings, community festivals—and create a whole experience around it. We do fresh drinks, desserts, custom menus, themed setups, and even interactive stations. It’s not just about selling candy; it’s about bringing joy, flavor, and connection to people’s celebrations.

Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Refugio “Refi” Rodriguez Ruiz, and I’m the founder of RefiSnacks. What started as a small idea during the pandemic has grown into a full-service snack and catering brand rooted in community, culture, and connection. We’re known for bold flavors, colorful presentations, and creating experiences that feel fun, inclusive, and memorable—whether it’s at a farmers market, a school event, a wedding, or a city festival.

What makes RefiSnacks special is that it’s about more than food. It’s about making people feel seen, welcomed, and celebrated. Our brand is built on the belief that kindness matters, and that even something as simple as a treat can bring people together. Every setup, every cup, and every event is designed to spark joy and create moments people remember.

I’m working on growing RefiSnacks into something bigger than myself—expanding into larger events, launching new products, and building a brand that represents resilience, creativity, and heart. My story is one of starting with very little, believing in a dream, and showing up consistently for my community. RefiSnacks is proof that when you lead with purpose, passion, and love, you can build something meaningful that truly belongs to the people it serves.

Amazing, so let’s take a moment to go back in time. What was your earliest memory of feeling powerful?
One of my earliest memories of feeling truly powerful was organizing an “Earth Clean Up” with my friend Raymiro Gomez Galiano. Raymiro is also a young entrepreneur and the founder of a nonprofit called New Colors Foundation. He had already been hosting community cleanups in our desert, bringing people together to care for the land, and we decided to collaborate and merge both of our worlds.

I helped him with the marketing and spreading awareness about the important work he was doing in our community. Seeing people show up, take action, and care because of something I helped amplify made me realize I had a voice—and that it mattered. In that moment, I felt seen. I felt capable of creating change. It showed me that impact isn’t just about business; it’s about using your platform, no matter how small, to serve something bigger than yourself.

Was there ever a time you almost gave up?
So many times. I think as an entrepreneur, almost giving up becomes part of the journey. It’s part of the stigma—you hit moments where everything feels heavy, where doubt creeps in, and you wonder if it’s worth it. Over time, you learn that this is life. You learn that showing up for yourself and for the brand you’ve worked so hard to build is the real work.

One moment that really tested me was at the AV Fairgrounds. The CEO called me to confront me about a grass turf I had placed in my booth. The way he spoke to me, without being willing to hear my side of the story, cut deeply. I had looked up to him. I had only ever heard great things about him. So being dismissed—and having the call end abruptly while I was still trying to explain—made me feel small. I cried. I felt defeated. In that moment, I wanted to give up.

It hurt to feel like someone “at the top” saw me as just another little worker ant.

But I later realized that moment said more about them than it did about me. It taught me that not every leader leads with kindness, and that your worth can’t be defined by how someone else treats you. I learned that in life, when one door closes, another opens—sometimes bigger, sometimes smaller—but it does open. And the real power is choosing to keep walking forward, even when it hurts.

So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. Is the public version of you the real you?
That’s a great question, and one I’ve been sitting with for a while.

I think everyone has a public persona. When people are around, you “turn on,” and when no one is there, you return to yourself—at least that’s how I see it. I genuinely love being alone in my own little world, creating, dreaming, and building new versions of my business. But most importantly, I love spending time with my family—my brother, my mom, my dad, and especially my niece and nephew. My niece, who is also my goddaughter, really knows the real me.

She sees the corky, funny, unserious side that most people never get to experience. She brings me so much joy. I can be having the worst day, and the moment I see her, everything melts away. Suddenly I’m on the living room floor, at war with my little princess over teddy bears and cotton balls. In those moments, I feel healed. That’s the truest version of me.

Now, my public persona is different. In public, I am very business-focused. I’m direct, kind, and intentional. I work hard to connect with my customers and make sure they feel seen, because they truly matter to me. But that version of me carries a more transactional energy—it’s purposeful, professional, and driven.

Both versions are real. One is soft, playful, and deeply personal. The other is focused, grounded, and built for the world. Together, they make me who I am.

Okay, we’ve made it essentially to the end. One last question before you go. Could you give everything your best, even if no one ever praised you for it?
Absolutely. I already do. Every day, I show up for myself and for the legacy I am building, even when no one is watching and no one is applauding. I believe I am walking in God’s plan, and I fully trust that the work I’m doing is for Him.

I had to learn how to stop trying to control everything and instead give it all to God—to let Him work His magic in my life and in my business. That shift changed everything for me. Now, I move with faith instead of fear.

The only praise I truly need is from my King. As long as I know I’m honoring Him and staying aligned with my purpose, that is enough. Everything else is just a bonus.

Contact Info:

• Website: https://www.refisnacks.com
• Instagram: @refisnacks
• Linkedin: refugio rodriguez
• Facebook: @refisnacks
• Yelp: @refisnacks
• Youtube: @refisnacks

Image Credits
@refisnacks marketing team, Arturo – Clips Photography, & Ventura Foundation