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Just Panela LLC
Scott started Just Panela LLC in 2015. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on Just Panela LLC?
I had just moved to Medellin, Colombia in 2011. I would, about every morning, go to my local “Juan Valdez” brand coffee shop and notice these single serves of “Panela” ‘endulzante’. Spanish for ‘sweetener’.
I wrote it off as just another artificial sweetener but my curiosity got the best of me. I asked the barista “What is this Panela stuff?”. They replied “It’s sugar!”. Alright I’ll give it a try. I opened a sachet of this fluffy golden powder.
It wasn’t a crystal or hard like a rock like refined or turbinado sugars. I put it in my cappuccino and that was the famed “ Aha! ” moment. It made for the best cappuccino I had ever had.
My favorite business entrepreneur quote comes from Difference, Written by Bernadette Jiwa. It goes something like this:
“Don’t look for a void in the market and then go try and fill that void. Find something that when people experience it they say to themselves “Well this is what I wanted all along.”.
Panela did that for me. It’s organic, unprocessed, unrefined, and natural. It is not crack cocaine - chemical sugar. It keeps the natural properties of the cane grass including taste, texture, color, vitamins, minerals, and amino acids.
Contributors to this article:
- Pat Walls, Founder @ Starter Story
- Wiki Updater