Tortilla Factory Updates

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Here are more up-to-date pictures from the work being done on the factory.

We recently purchased a dough divider that is being shipped from Connecticut. We hope to move the tortilla machine into the space within the next couple of weeks. The goal was to have production going by now, so that Nature’s Food Market & Juice Bar would be able to make their Raw Pumpkin Cheesecakes for Thanksgiving. But, if you contact Wendy at the Market, you may be able to place a special order.

Tim (Created Whole) and Chuck (Nature’s Food Market) have been hard at work everyday getting the place up to health code. If you refer back to a few blog posts ago, you will see what the space looked like a month ago.

In a few weeks we will post before and after pictures.

Our dream is happening!

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Cinnamon Crispy Tortilllas

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Projects, projects, projects. The key is learning to prioritize.  I haven’t found the key yet, but this is what I did start and finish.  A recipe page today.  It’s part of the Website Project.

The Story of June

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It’s August, a month for summer to say goodbye, but still, Bakersfield greets you with a desert dry heat and a sun that tricks you to believe that your sticky skin is bronzing into a tan.  No. Sorry. A sun this hot says a hello with no bronze, only burn.

I’d forgotten the Bakersfield summers of all engulfing heat.  Living at the beach makes for endless, mild summers that flow so seamlessly, one never knows where Summer begins or ends.  I lose track of my days and weeks, thinking Tuesday is Saturday, and not realizing that I do have responsibilities besides riding my bike and walking along the beach.  Not realizing that it’s no longer June.

June was when we planned on starting out as a vendor at the SLO Market Nights, a crowded, shoulder-to-shoulder street fair and farmer’s market that happens every Thursday night, in San Luis Obispo, California.  Preceding June’s entrance, May was when we  hoped to be in our tortilla factory space.  Who knows what April gifted us with, but apparently not anything memorable.  March, greeted us with the purchase of a tortilla machine.

That was five months ago.  So why is there no factory ready?  Where is that agreement with Whole Foods and The Veggie Grill?  What is taking so long?

That, I don’t know.

Five months of waiting.  Waiting with frustration, and a deteriorating mood due to the fact that I don’t even have tortillas to eat (It’s been three months since I’ve eaten a tortilla. This shouldn’t be happening!!!  My dad owns the company!!!).  Wondering what to do to help.  Feeling like there isn’t even a business to call a business.

Today, I saw it again.  I saw the dream, I felt the excitement of progress.  There are other people dreaming with Created Whole and just as excited, if not more, to see us succeed.  Sometimes things happen slower than we think they should, but “shoulds” are rules without relevance.

This is happening.  Seeing the developments made me realize the gravity of how small we are, how much we have to work, and how fast this will grow.  Get ready, there’s a lot of work ahead.

Here are some pictures of the building where we will have our new Tortilla home!

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Make Burritos For Lunch!

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Ethnic foods are gaining in popularity. The Hispanic population is growing faster than the overall population in the United States, and due to this, Latin foods are becoming more popular among consumers. The Hispanic population encompasses 15 percent of the total population in the U.S., and that number is expected to grow to 30 percent by 2050. Sales of Hispanic foods are at 7 billion dollars annually, and expected to rise to 12 billion by 2014.

Until recently, ethnic foods in the natural marketplace were hard to find, but since 1990 the ethnic purchasing power has more than doubled. This generation is the most diverse in American history, and with that diversity comes an opportunity for unique, tasty, and healthy products.

What’s so cool about being in the tortilla business is that we don’t have to educate people on what a tortilla is; everyone knows. I think the surprise comes when people realize that a whole wheat tortilla can actually taste good. One of our biggest compliments is when one of our Hispanic friends or customers say, “I grew up on grandma’s or mom’s homemade tortillas and these [Created Whole Tortillas] are GOOD!”

We are really blessed to be entering the market at this time, with such an exceptional product. The opportunities ahead of us are limitless.

Make burritos for lunch!
www.thebesttortilla.com/order

information and facts taken from the following articles:
Ethnic Cuisine Heats up Naturals Market
Hispanic Foods Heat up the Market

Tortilla Development

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These days, there are a lot of things in the works for us. For Created Whole, it has been almost two years since our first production day, production that happened and for only a short while longer will happen at a small tortilleria, one that we don’t own. To finally have purchased our own tortilla equipment is a huge and exciting step for us.

We’ve only just begun the journey, and at this point, our business is undergoing many changes. What we started out thinking, believing, and focusing on, has adapted and changed. We’ve tested the market and we have a different plan in how and where to market than when we started. It in a sense feels like we are only now launching.

There’s interesting balance between feeling like Created Whole is not progressing and then questioning how we are going to be able to keep up. The growth of the company is insignificant in comparison to the growth that has been seen in our individual characters. God has been opening doors and events and situations have happened that only can be attributed to divine appointments.

To give a brief update on some areas we are working on right now is the manufacturing side of things, where a lot of work has to be done in setting up the factory. Working out supply and distribution. And the major area of focus is marketing. We are focusing on creating a better website, one that looks professional, credible, is easy to navigate, and has an awesome store front. We plan on relying heavily on online orders. You can see the website we have right now at www.thebesttortilla.com. We are also putting together press kits and marketing plans to get our name out there. And, we are looking for people with talents and skills that can be utilized in this growth stage of the company and that would be willing to donate their time and strengths on a volunteer basis. If you want to be part of the growth, let us know. Email Tim@thebesttortilla.com.

Never Say Never

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The woman sitting across from Kara stretches her arms wide, as to create emphasis. “Kara,” she says, “Do you realize that, on one hand, you are completely spontaneous, facing what many people fear with excitement and enjoyment, relishing the unplanned adventures, and on the polar opposite end, cling to a suffocating control and structure that has wanted to choke out any and all of the beauty in life that you so desperately are searching?”

That would be a quite accurate observation.

Kara is an anomaly, not following the normal post-college life that many of her friends have chosen with marriages, homes, kids, and office jobs. “I thought I wanted all of that right out of college, but really, I had no idea. In God’s wisdom, I didn’t get what I hoped for, and how I thought my life would be is very, very different from my current reality. I am very blessed and thankful that God knows best and that my plans didn’t happen,” she says.

If you told Kara four years ago that she would be a flight attendant, living in Los Angeles, in a quaint beach apartment, having traveled to Haiti, Costa Rica, Honduras, Belize, Hawaii, British Columbia, Germany, Czech Republic, Amsterdam, Belgium, Guatemala, all in the span of one year, as well as developing a strategy to take a little tortilla company mainstream, she would have looked at you and asked if you were feeling ok…or if you were smoking crack.

She never wanted to be a flight attendant, had no desire to live in LA, and traveling that much seemed too unbelievably awesome. “I remember flying out of LAX as a passenger years ago, taking a red-eye out, noticing the flight attendants, and thinking, ‘I’d hate to do that job.’ It’s crazy for me to think of how I actually love my job, how I like LA, and how lucky I am to have made a great community of friends.”

To Kara, flying is still “just a job,” and her passion, and what she knows to be her future, is Created Whole. Her creativity, enthusiasm, and natural interest in people, combined with a degree in Marketing, have created a natural fit as Lead of Marketing and Promotions. “I believe in our company. I can’t imagine my life without tortillas, and honestly, I don’t know how other people live without them either. They shouldn’t have to. My personal mission is that people no longer be without an awesome tasting whole wheat tortilla,” she says with a laugh.

In Kara’s “fun time”, she enjoys riding her Cannondale road-bike, spending time with friends, and dreaming up the next adventure. The “Must-See List” includes Italy, Chile, Israel, and Thailand, and the chart toppers for the “Must-Do List” are learning Spanish, sky-diving, and biking from Canada to Mexico.

Why Not Tortillas?

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A similar post has appeared in our blog addressing howwe got started in the tortilla business.When people ask us how we got into the tortilla manufacturing business, they are often searching for some explanation regarding a certain ethnic background. It only makes sense, right? Well, we don’t have any Central or South American background. Our background is living on a farm in the San Joaquin Valley, driving tractors through the fields, and flying airplanes. What we do have is a knowledgeable dietitian on staff and an interest in health.

Typically, people with our background, don’t make tortillas. Created Whole is nothing typical. We are breaking stereotypes. We are going to big manufacturers who tell us that what we are doing is impossible, but we know it’s possible. We have people that have grown up eating “mama’s tortillas” tasting ours and telling us Created Whole Tortillas are incredible! A product like this has to go to the masses. We are determined not to waste the potential at our fingertips and what God has blessed us with.

Wheat tortillas are the fastest growing product line, not only in the tortilla industry, but in the entire grain products industry. 62 percent of the food industry, both commercial and non-commercial businesses, reported using tortilla products in their operations. People are requesting whole wheat tortillas in restaurants and food establishments. People are expecting great tasting products that are also healthy. Tortillas are versatile and consumable. They are eaten at breakfast, lunch, and dinner, as an appetizer, entree, dessert, or snack. With our background in health, along with an exceptional product, and industry timing, it’s only natural that we should enter this market.

So maybe instead of asking “Why tortillas?”, we should ask, “WHY NOT TORTILLAS?

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