Walking Into the Unknown Like I’ve Been Here Before
What one woman said to me years ago, and how it's fueling SalviSoul's next step
She smirked, tilting her head slightly, and said, “It’s okay, don’t worry. This isn’t my first rodeo.” Then she turned and walked away.
Her confidence left me speechless. Me quedé con la boca abierta.
I was in my early twenties, managing a farmers market. She was a vendor setting up for the day. I don’t remember exactly what the moment was about—it was years ago—but I do remember the way she owned that phrase. No ego, just certainty. A quiet, unshakable knowing.
Baby, I know what I’m doing.
At that point in my life, confidence like that wasn’t my default setting. I had spent years second-guessing myself, questioning my place in rooms, in opportunities, in conversations. So watching her—this woman who didn’t need permission to trust herself—stuck with me.
Since then, I’ve searched my own experiences for moments where I, too, can say, This isn’t my first rodeo. Moments where I can recognize my own expertise, my own knowing.
The phrase also excited me because, as a kid learning English, I loved collecting expressions. Cool as a cucumber. Beating around the bush. Out of the blue. Each one a new way to understand the world, a new layer of meaning. But I had never heard this one before, and when I did, it clicked.
Confidence has been a journey for me. Maybe it’s because of my life experiences. Maybe it’s because I’m an immigrant. Maybe it’s because I’m the eldest daughter. Whatever the reason, I’ve had to work at believing in myself—even when I know I have what it takes.
But today, I’m standing in front of you with my own smirk.
This isn’t my first rodeo.
I’m betting on myself.
I’ve started building a CPG (consumer packaged goods) arm of SalviSoul. I want to bring Salvadoran food products to market. Right now, there aren’t many offerings that truly cater to Salvadoran cooks—or to those who want to familiarize themselves with Central American flavors.
So, I’ve been researching. Learning. Last week, that work took me to Natural Products Expo West, the largest trade show for natural and organic products. My goal? Learn everything I can about what it takes to build a product. Ask questions. Make connections. Get emails. I even brought The SalviSoul Cookbook with me—to show people, Look at what’s possible. Now, let’s make this possible.
And let me tell you—the emotional roller coaster was real.
Excitement. Terror. Determination. Doubt.
One moment, I was fired up. The next, I was hearing things like: You should have at least $250,000 in investment money you don’t mind losing. And suddenly, my hope balloon deflated.
But then I remembered that woman.
This isn’t my first rodeo.
SalviSoul has already created something that didn’t exist before.
For years, people told me The SalviSoul Cookbook was impossible. That I’d have to compromise, lower my expectations, be prepared to not get what I wanted.
And yet—there it is. On bookshelves.
Now, I’m carving out space on a different kind of shelf.
First, it was a bookshelf. Next, it’ll be a grocery shelf.
And I can’t wait to bring you along for the ride.
News
If you haven’t already filled out this waiting list, please do. Going to the Expo validated to me how CRUCIAL it is to talk with your community and ask them what they want, what you need. If you’re already filled it out, mil thankyous, feel free to pass it along to someone else you might be interested in sharing their feedback on a Salvadoran food products line.
The SalviSoul Book Club
If you’ve been reading the newsletter or following along on Instagram, then you know The SalviSoul Book Club is officially here! Since announcing it, the newsletter has gained over 100 new subscribers, and I’ve been giddy with excitement seeing everyone’s enthusiasm.
Insights from Gardenia and Me
Both Gardenia and I are so glad to be reading Coffeeland in a book club setting. Just a few paragraphs into the introduction, we were already asking so many questions. It’s been hard to get through the text quickly because there’s so much to unpack.
Coffee is everything in El Salvador
Gardenia:
Coffee is everything in El Salvador. It’s also what has separated the very rich from the very poor.
The coffee industry created a massive divide—one that ultimately led to the civil war. All this harm was caused by people who didn’t understand the land.
As a coffee brand owner, I see parallels between how plantation owners once exploited coffee pickers and how today’s roasters interact with producers. How are we choosing to connect with or support the people and places behind the coffee we drink?
Karla:
Different members of my family picked coffee in El Salvador, starting with my great-grandmother. From what my family tells me, it was brutal work. So reading about the wealthy men who profited from that labor—while knowing my ancestors’ firsthand experiences—is surreal.
It is WILD to read a sentence describing James Hill as someone who was considered a true Salvadoran. I read that, then put the book down and walked away. It’s little stuff like that, that can really trigger a person. But we persist.
Reading Schedule:
If you’re joining me tell me where are you in the reading. Gardenia and I are aiming for 7 pages a day, we technically we should be nearing page 50 soon. This next week, we’ll be reading pages 50-100.
Pro-tip, both of us are listening to the audio book and then reading along with a physical copy. It really helps!
Next week’s newsletter will be about something that really upset me when I saw it. So naturally I had to write about it. See you in the next one!
Con amor y SalviSoul,
Karla