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Todo Verde's Ramirez Wins Fancy Face-Off

Todo Verde founder winning Fancy Face Off

Chef Jocelyn Ramirez, best-selling cookbook author, New York Times cooking contributor, and founder of Todo Verde, maker of true-to-culture, Non-GMO, Mexican seasonings, was named winner of the Fancy Face-Off pitch competition at the Winter Fancy Food Show, Monday.

The other makers competing were Eric Ruiz founder of Eric’s Nopales, Eric Ji Sun Wu, founder of Sobo Foods, and Mariah Wood, co-founder at Tilden Cocktails. Wood, maker of non-alcohilic cocktails, won the Audience Choice award.

“I watched the matriarch of my family cook with grace, love, passion, and flavor,” said Ramirez. “She instilled in me a deep passion for food. Todo Verde is what I bring to the table.”

Ramirez explained that although there are roughly 35 regional taco styles throughout Mexico, the hard shell tacos that so many Americans eat on a weekly basis, are not true to any of them.

“I’m proposing a true-to-culture solution that can be on your plate within 20 minutes,” she said of her seasonings which are available in Al Pastor, Tinga, and Carnitas varieties.

The judges were Cathy Strange, ambassador of food culture at Whole Foods Market, Gary F.X. LaMorte, founder of Honest Hospitality, and Sheree Williams, founder, executive director, and publisher/editor at The Global Food and Drink Initiative.

“The flavors were a lot but it was very balanced and that is very difficult to do,” said Strange of the Todo Verde seasonings. 

LaMorte said of the winning product, “Any time you’re offering an upgrade to something people are already utilizing, but you make it better, you’re going to be in a great place and expanding education is great. I also think people can use it in ratios that they’re comfortable with as far as intensity goes which is fantastic.”

Williams liked the story behind Ramirez’s product and that she’s representing her culture in an authentic way.

Ramirez’s prize includes $10,000 as well as a promotional package and a copy of SFA's The State of the Specialty Food Industry and 10-Year Category Tracking and Forecasts, 2023-2024 Edition. As Audience Choice award winner, Wood received a $1,000 and a promotional package.

SFA News Daily spoke with Ramirez after her win.

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