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Devin: What is your superpower?

Juan: Love for family.

Artisan Tropic, a family-owned snack company, began as a mission to heal. My guest on today’s episode, Juan Pablo Guzman, shared how his sister’s health struggles inspired the family to reconnect with real food, creating snacks that nourish both people and the planet.

“Our whole family went on this collective journey of reconnecting to real food,” Juan explained, adding, “We became passionate about using food as a way to heal ourselves, our communities, and our planet.” Artisan Tropic launched in 2014 with plantain and cassava chips and recently expanded to include grain-free crackers made from cassava and plantain flour.

But Artisan Tropic is about more than just snacks. Juan’s commitment to sustainability and regenerative agriculture sets the company apart. He described their efforts to work directly with small farmers in Colombia, implementing farming practices that prioritize soil health, biodiversity, and fair wages. “Regenerative agriculture is really just doing things the way our grandparents did them,” he said. “It’s farming in a way that supports life on the farm—soil life, plant life, and biodiversity.”

In 2021, Artisan Tropic piloted a regenerative farming project on a family farm, integrating crops like plantain, cacao, and coffee. Now, through a partnership with Acceso, Artisan Tropic is scaling this model, supporting over 4,000 farmers with technical training, small loans, and guaranteed crop markets. “Within two years of working with Acceso, farmers are making twice as much as they used to,” Juan noted.

Artisan Tropic is currently raising capital through a regulated investment crowdfunding campaign on WeFunder. The funds will help the company expand its retail presence with partners like Whole Foods and Costco. “What better way to put your money to work,” Juan asked, “not just for a financial return, but also for the triple impact that your investment unlocks in our supply system?”

Listening to Juan’s story, it’s hard not to feel inspired. Artisan Tropic is more than a brand—it’s a movement toward healthier snacks, sustainable farming, and a better future.

tl;dr:

Artisan Tropic began as a family mission to heal through real food and better nutrition.

The company uses regenerative agriculture, supporting small farmers and sustainable farming practices in Colombia.

Artisan Tropic’s snacks, including plantain chips and grain-free crackers, prioritize health and sustainability.

Juan Guzman’s family values and love drive the company’s mission and commitment to future generations.

Artisan Tropic is crowdfunding on WeFunder to scale operations and expand its triple-impact model.

How to Develop Love for Family As a Superpower

Juan Guzman’s superpower is his deep love for family, which drives his personal and professional life. As Juan explained, “My love for my family is my superpower. I try to be present. I try to love and I try to listen.” This unwavering commitment to family has shaped Artisan Tropic’s mission, inspired its founding, and continues to influence how Juan leads the company. His dedication to creating a better food system stems from a desire to leave a legacy for his children and future generations.

Illustrative Story:Juan shared a touching story about how his family’s bond deepened over time. While living in New Mexico, he and his sister dreamed of being closer as a family. When Juan moved to Dallas, his sister, her family, and their parents followed, creating a close-knit community where their children could grow up together. “There’s nothing that makes me happier than seeing the cousins playing together,” he said. This family cohesion inspires Juan to build a company that reflects their shared values of love, health, and sustainability.

Tips for Developing This Superpower:

Prioritize Presence: Be fully engaged with your loved ones by putting away distractions like phones.

Foster Connection: Create opportunities to spend meaningful time with family, even across distances.

Lead with Love: Let your love for family guide your decisions, personally and professionally.

Think Generationally: Consider how your actions today can impact future generations.

By following Juan’s example and advice, you can make love for family a skill. With practice and effort, you could make it a superpower that enables you to do more good in the world.

Remember, however, that research into success suggests that building on your own superpowers is more important than creating new ones or overcoming weaknesses. You do you!

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Guest Profile

Juan Pablo Guzman (he/him):

CEO / Co-Founder, Artisan Tropic

About Artisan Tropic: At Artisan Tropic, we’re a family-owned business dedicated to making nourishing foods that taste great and do good. Inspired by our family’s Colombian heritage, we craft all of our products with high-quality, better-for-you ingredients and planet-friendly practices.

Website: artisantropic.com

Company Facebook Page: facebook.com/Artisantropic

Instagram Handle: @artisantropic

Other URL: wefunder.com/artisantropic

Biographical Information: Prior to founding and working with Artisan Tropic, I played professional football for 12 years, and it was a real joy, a gift and blessing to be able to do that for so long as a job and career. Football gave me in memories, friendships, and experiences what I could never have learned and acquired anywhere else, and for that I’m forever thankful!

LinkedIn Profile: linkedin.com/in/juanpguzman

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