After spending a decade working in the nonprofit and philanthropy world, Janeen Mendoza Cruz realized that the space was not genuinely interested in investing in people of color, despite its promises. She was exhausted from advocating for herself and her community, so she decided to quit in February 2020. As the pandemic hit and the world shut down, Cruz sat on her couch and thought about her future. One day, a friend asked if she could get some salsa, which Cruz and her husband had been making using a family recipe. The salsa was popular among their friends and colleagues, leading Cruz to consider turning her side hustle into a business. She felt like she had no choice but to try something new.