Today we’d like to introduce you to Naomi Larsen.
Hi Naomi, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I am an immigrant from Japan, living in Utah for over 30 years. I’d never dreamed of running a food business until, about 5 years ago, a friend of mine jokingly suggested that we should start our own Japanese bento box business. I jumped on it and we clumsily began a bento box catering business. Then the friend/business partner had to move out of state.
I tried to carry on by myself, only to find it impossible, but I didn’t just give up all the work we invested and the knowledge we acquired. So I asked myself, what is the one food item I love and I’d be proud to present to the community? The answer was custard, especially the baked kind which is called flan around here. It is one of my favorite foods I grew up with in Japan, and there is no flan here with the exact same taste and texture. And the name should be Prin-Ya, which means a custard shop in Japanese (it’s spelled “purin” but I thought it was too close to Putin…)
I believe that, if you have a business, besides offering high-quality products, you need to have a purpose to serve the community. As an immigrant, I have a strong desire to be a part of, and to contribute to, the community I live in. I’m trying to achieve this by sourcing my ingredients locally, making donations to local organizations, and participating in fundraisers.
(Speaking of fundraisers, I am also a professional DJ so I do donate my service to those events when opportunities arise!)
I had been making baked custards since childhood and there was no need to change the recipe for it, but I wanted to create vegan versions too, for the vegan community in Utah was rapidly growing, and there were also many lactose-intolerant people, who would appreciate them. Once I perfected the recipes I put samples in a small wheelie cooler and visited small local grocers, cafes, and restaurants, asking them to consider selling my products in their locations. Nine out of ten said no, or gave me no response, but eventually, I got seven locations to sell wholesale. During the pandemic, I lost most of those accounts but I still have online shop and farmer’s markets, which I love vending at.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
In the beginning, I had a hard time finding stores who would sell my products. Also, they are something that if you have never tried, you most likely won’t buy it. I try to do sampling when I can, but never enough.
During the pandemic, along with the global supply chain problem, some of my ingredients became unavailable. The mason jars I use totally disappeared. I remember one time I couldn’t restock the stores because I didn’t have jars.
Other than that, I feel very lucky that my customers are very nice and supportive. I still struggle to make an actual profit, due to my lack of business skill, but I’ll figure out which direction to go.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I source my ingredients locally as much as possible, and customers appreciate that. Eggs from Clifford Family Farm (Orem), milk from Rosehill Dairy (Morgan), cacao powder from The Chocolate Conspiracy (Salt Lake City), matcha powder and masala chai tea from The Tea Grotto (Salt Lake City), espresso shots for Cappuccino custards from Salt Lake Roasting Co., and during the market season I buy berries and other fruits from local vendors like Week’s Berries and Tagge’s Fruits to use in my custards.
I do my best to reduce plastic waste. That is why my custards come in reusable glass jars, and I offer 50 cents credit for each jar returned.
What quality or characteristic do you feel is most important to your success?
Taste, quality ingredients, environmental consciousness.
Contact Info:
- Website: https://prin-ya-custard-online-store.square.site/
- Instagram: https://www.instagram.com/prinyacustard/
- Facebook: https://www.facebook.com/prinyajapanesecustard
