Check out Desiree Morales online!

• LinkedIn - Desiree P. Morales

• Instagram - @tropicalfruitboxusa

• Website - tropicalfruitbox.com

Full Transcript:

Note: This is an original transcript–edited for sense, length, and clarity.  If you have any questions or concerns, please email our host, Doria Lavagnino, at doria@sheventurespodcast.com.

Intro: 

Doria Lavagnino: This exotic fruit business began almost 30 years ago when her Cuban American father sold exotic and tropical produce from the back of his trunk. Neighbors sought these kinds of staples, but they weren’t easy to find in supermarkets. Fast-forward to today, she’s vice president of their family-owned produce company called Desbry. It has grown to a full-fledged business that is national — I’d imagine probably international. In 2019, she clinched an opportunity to expand the family business and founded Tropical Fruit Box, where you can go to her site and order fruits that I have never heard of — they look delicious — and have them delivered right to your door. She founded it and is the CEO of that company. Welcome today to SheVentures, Desiree Morales!

Desiree Morales: Hi. Thank you, Doria. Thank you for having me on.

Doria: It is a pleasure. I must say that this was educational for me. I learned a lot about fruit. I had no idea that I was missing out on so much. 

It Started With Her Dad

Doria: One of the things that I loved about your origin story: Many people these days are disillusioned with the American dream and [say] it can’t happen anymore. Yet, my father lived the American dream and your father did too. What do you think made him successful?

Desiree: I honestly think [my father] would have been successful no matter what industry he would go in. He’s a person that will survive; he will make the best out of anything. That is exactly what he did. He found a need. Customers were coming to Miami wanting to eat these tropical fruits and exotic fruits that he grew up in Cuba eating all the time. He saw the need, so he figured out a way to bring it into the United States. He tapped into the local supermarkets. 

It started in Miami and then went up the East Coast. Now we’re on the West Coast. We’re pretty much everywhere. Where our fruit is, our brand is. 

He tapped into a need. I think a lot of times it’s seeing what people need and creating a service for it. 

Doria: Absolutely. He saw that need. 

One of the things I really do notice among immigrant and first-generation entrepreneurs is that “get it-ness.” I think it softens over time. 

Desiree: Yes. It has, but I also think it’s a little different in the sense. My dad had the need, so he had to get here, survive, and figure out what he was going to do. That is not my need  —  thank God! We were very fortunate in our upbringing and everything. Our need is very different than their need was coming into a new country. 

Taking it to the Next Level

Desiree: My challenge was getting the company to today’s age, so finding a sort of a different need. 

I say I’m kind of like my father back then. I’m hopping into a different need — the need of today. 

Things are delivered to people’s doors and not everything is easily accessible in rural counties as it is in Miami or metropolitan cities. 

A lot of what we sell — like let’s say our tropical avocado, which is our number one seller. There’s this avocado craze, right? You need the tropical avocado, which is the larger one you find in every metropolitan city. If you go to a tiny town’s local market or supermarket, [they] probably won’t carry the tropical avocado. They’ll have the other avocado, the smaller one. 

Doria: Yes, that’s one I’m familiar with.

Desiree: In most cities, you don’t always have both.

I saw the need [that] people like their tropical avocados and want them, no matter where they are. Maybe they used to live in Miami, and now they’re living somewhere else, or they’re coming from Puerto Rico, and that’s the only avocado that you have there.

Doria: Yes, that’s what they know.

Was there an expectation when you were growing up that you would enter the family business?

Desiree: Not really. My brother is a doctor, so he didn’t go into the family business. My cousin is in the family business. [My parents] let us do whatever we wanted to do. We had to study, and we had to get an education, but they wanted us to really do what we would like to do. Whatever our calling and passion was in life, they wanted us to do it.

Doria: When did you know that your passion was going to be stepping into the shoes that you did, which was helping with your family business, and growing into an executive role? How did you start? What role did you start at?

Desiree: Yes. Well, I’ve been unloading containers, building up pallets, taking orders, calling each customer one by one —  I’ve really done it all. All my summers were always at the warehouse in the office [with] my dad. I was lucky in that he would always take me on his trips overseas. I would meet the farmers and know where all our fruit comes from. 

He was very big on that — that this fruit comes from somebody that is growing this for us. They care a lot about it. They’re experts on it. Let them educate you, me, [and] all of us here on how to eat this particular fruit. How does it grow? When do we pick it? He always says, “You’re only as good as your suppliers are.”

Doria: People talk so much about relational sales, and it seems like your father intuitively knew how important it is to have a good relationship with your suppliers. You’ve continued that, as well, and that makes so much sense. 

Desiree: Yes, I’m happy to say that most of the suppliers that started with him 40 years ago are our same suppliers now.

Doria: That’s incredible. [Other than] South America, where else do you grow?

Desiree: Dominican Republic, Ecuador, Costa Rica.

Doria: You’ve gotten to go to all these beautiful places?

Desiree: Yes, I have, thank God.

Doria: You started in high school or whenever you could start working. You learned everything that there was to do. You [came into] the business knowing all of it. I love what you said about bringing the business into 2023, which is an e-commerce-driven model. Do you think your father would have embraced that on his own, had you not been there?

Desiree: No, definitely not. He’s ready to retire.

Doria: Yeah, I can understand that.

The Stem of Tropical Fruit Box

Doria: What was the inspiration behind Tropical Fruit Box? When did you have this moment where you were like, “Yes, I want to do this. I want to take on. We have the suppliers. We have the structure set up. We just need to now get it to consumers and advertise.” How did that all come about?

Desiree: Well, funny enough, I was working a convention produce show. I was speaking to a buyer’s wife. She was telling me she was Puerto Rican; she wasn’t American born. She was saying how she couldn’t find tropical avocados where she lived. I was like, “Oh, don’t worry. I’ll send you some so you can have some samples.” When I left there, I was like “I can’t believe that she’s here.” Her husband does this for a living; he buys containers of tropical avocados and ships them all over the U.S. and she can’t easily find them where she is. It kind of made me think and my head was wrapped around that idea. I was like, “We need to get this to people because there’s a lot of people like her.” You hear these stories all the time — maybe not with that fruit, but with another fruit. 

Doria: Would you say that your market is primarily Spanish? People of Spanish origin?

Desiree: I wouldn’t say our market is [that] primarily.

Doria: It’s all people that are curious about fruit.

Desiree: Not only curious. We have a lot of Asian specialty fruit. It’s not just a Spanish background. I would say it’s a multicultural background. It’s all over. We live in a melting pot. I see it firsthand. There’s a need to try different things. There’s also a need that they would always have [these items] at home and now they don’t have it easily accessible.

The Barriers to Success

Doria: That was the need that you were trying to reach and succeeded in reaching. How was it starting the company? What were the barriers to entry, if any

Desiree: Oh, well, there were a lot of barriers. I wish I had a perfect story but I took it as something we have to overcome.

For instance, shipping out of South Florida is a challenge within itself. Anything that’s perishable — shipping it out of here is difficult. You need a liner, ice packs, certain travel days, sometimes you need refrigerator trucks — depending on what produce it is, depending on where it goes, what’s the length of transit. I think a lot of our struggles were packaging struggles and logistics. 

My background is in container loads. [That’s like ] if it’s a refrigerated truck that takes something from point A to point B. Now, going direct to consumer, you’re thinking you need something to take one box all over [the place]. It is not as controlled as a refrigerated truck — that’s [a] one step, one drop. 

Doria: I would imagine that online, you don’t know what kind of orders are going to be coming in at any given time. There’s so much variability in that.

Desiree: Exactly, yes. 

Doria: How do you handle that?

Desiree: You still kind of don’t know. You have to have inventory, which is what we do. You just don’t know. Things go up and down and commodities go up and down. It could be something that went viral on TikTok [and] not have anything to do with you. 

Doria: Yes, it’s so true.

Desiree: Everyone’s ordering pink pineapple because it’s on TikTok. Especially for Valentine’s Day, we got a lot of pink pineapple orders instead of flowers. We didn’t think that people would give it as a Valentine’s Day gift and now look!

Doria: Each year you’re learning more about how to market, what to market, and when.

The Pandemic’s Impact

Doria: What role did the pandemic play in your business? How did it affect your business?

Desiree: For us, it propelled the online Tropical Fruit Box business. We were ready to go right before the pandemic. Although we were challenged with our packaging and how we were going to get it directly to consumers from our warehouse, we had it all set. We had boxes in inventory and liners and ice packs. 

During the pandemic, there was a huge supply chain shortage of almost anything, especially packaging and cardboard boxes. Thank God we had it and we were ready to go. 

Doria: So, in a way, obviously the idea is good, but it was also a teeny bit of like being at the right place at the right time? I hate to say that about a pandemic.

Desiree: It was exactly. We were able to gather so many customers because [there were] now looking online to buy food that they weren’t before. That behavior is [something] that I truly believe has changed. People will always buy things online that they would have never bought online before, such as produce. I wouldn’t buy meat online. 

Doria: It’s so incredible that you mentioned this. I hadn’t really thought about this, but you’re right. I’ve noticed in New York [that there’s this] company called FreshDirect, and they deliver all your groceries. It was very novel at the time it came out. To your point, Instacart and all of them just started springing up, one after the other. 

I’m thinking about my daughter. She asked for a Postmates subscription for her birthday. That is exactly how people want food — when they want it, on their terms. 

Desiree: Yes, that is exactly it. 

Doria: It’s a great point that the pandemic really [changed] our behaviors in terms of eating. 

Desiree: Yes, and even older generations. We have people taking orders on the phone because there’s also an older generation that [isn’t] ordering online; they want to be calling and having someone take their order. They still want to receive fresh fruits and vegetables at their house.

Doria: Yeah, that is so true. It reminds me of my own mother who’s 88. She lives by herself. She really is fiercely independent. She does not want me to get her groceries — I have offered, I just want to say that to the world! Without Instacart or the other things she uses, she wouldn’t have been able to live independently as long as she has. There are so many benefits, I think. 

Desiree: Yes, there are a lot of benefits. I think it’s a behavior that’s gonna stay with us.

Doria: Yes, I agree, there’s too much money in it now.

A Plethora of Produce

Doria: I went on your website and I saw fruit that I had never heard of before. They were so beautiful also. I was like “Gosh, I don’t even know if I would want [to eat that] It’s so beautiful looking!” Okay, I hope I pronounce them correctly. Durian: Is that a popular one?

Desiree: Yes. That is popular, but it’s extremely seasonal. It’s flown in from Thailand.

Doria: Oh, my goodness.

Desiree: It’s very limited and seasonal.

Doria: The other one that caught my eye was rambutan.

Desiree: Yes, it’s hairy. You just peel off the skin. It’s sweet.

Doria: What is your favorite exotic fruit?

Desiree: I would say my favorite is the tropical avocado.

Doria: I’m curious. I’ll have to go [back and] look. I want to see how much bigger they are than normal ones.

Desiree: They’re bigger than a softball. They’re big.

Doria: That is big! That’s a serious avocado!

The Business Behind a Fruit Box

Doria: Because you are shipping or receiving fruits from [faraway] places, there’s an expense to that. They’re not inexpensive boxes, are they? Are they mostly for gifts or is it for people that can afford to do that? $100 for a box of fruit is a lot for some people.

Desiree: Right, it’s a lot. You also get 16 pounds of tropical fruit.

Doria: Good point.

Desiree: You can keep most of our fruit [longer]. You take it out of the box and you can extend the shelf life by putting it in the refrigerator. You can [also] leave it on the counter, which is what I like to do, so it ripens naturally — but it does last at least a week. You have to have a big family for 16 pounds of tropical fruit [that’s] not just apples or bananas.

Doria: People can mix and match.

Desiree: Absolutely. Our number one box online is the custom tropical fruit box. You get to choose which fruits you want in your box.

Doria: Do you have something that is a subscription offering? I know a lot of people do that.

Desiree: We do.

Doria: What does that look like?

Desiree: We have a lot of subscribers for cacao, a fruit that people make their chocolate with.Doria: I’ve read about that — that they get cacao and they use it with their children.

Desiree: Yes, they love it. It takes a while to take the cacao. It’s a process that takes a week, but that’s our number one subscription. 

Doria: It makes sense too, to do it with children. We live in a society — I know I do, living in New York — where we’re so disassociated from where food comes from, whether it be animals, fruit, or chocolate. To actually have your children understand this is where this comes from is a great learning lesson.

Desiree: It comes from the seed inside of the fruit. It’s crazy!

Doria: Do you give instructions with that [subscription] box on how to do it?

Desiree: We do.

Doria: That’s a good thing because I would not know!

On Taking a Different Path

Doria: If you were not working for your family business, what do you think you would have done for a living?

Desiree: That’s a tough one. What would I have done? I think I would still be in the fruit business somehow.

Doria: Cool, so you love what you do that much?

Desiree: I do. Maybe I would be making smoothies, but something fruit or food [related].

Doria: What are three things that you wish you had done differently in building any part of your business? It doesn’t have to be necessarily the most recent. It’s the hardest question, I promise!

Desiree: Okay, I have to think about it.

Doria: I’m glad! That means your answer will be authentic.

Desiree: Oh, yeah. 

Doria: They don’t have to be business related. They can be personal — I just want to add that.

Desiree: Okay, well, I don’t think I’ve aced anything. Everything could get better always.

Doria: That’s fair enough. Okay so how about what are three things that you’re satisfied with but that you feel you executed well?

Desiree: Well, I think going online and shipping our fruit was definitely [done] very well. It can get better, but I think it’s something that I really did well.

Another great execution is my family life, my husband, my three kids, and my school life, as well. I’m always in my children’s school volunteering. To me, that’s always number one.

Doria: So, that work-life balance is something that you’ve been able to achieve?

Desiree: Yes, [I’m] always trying to get better at it, but I think it’s something that I’m constantly working at.

Doria: Yes! Aren’t we all?

Desiree: Oh, yeah!

Doria: How old are your children?

Desiree: 12, 10, and seven.

Doria: They’ll get more and more independent.

Desiree: I don’t know. My 12-year-old is not that independent.

Doria: But you’ll be surprised. One day you wake up and they’re a different person.

Desiree: And you’ll want to bring the little kid back!

Doria: Some days I do want that, yes!

So family life! Then, what is one other thing that you’re happy about how it turned out?

Desiree: I think deciding to work with my father was the best decision I made.

Doria: How do you guys resolve disagreements?

Desiree: You know, we’re almost the same person. I don’t think we have disagreements. One will always bend if we see that the other one is going to be very stubborn and not bend, then the other will bend. We kind of know.

Doria: Okay, that’s good! Some people really can’t work with their families. The idea of it would make them run in the other direction.

Desiree: Right! If my brother and I had to work together — we’re so opposite, I don’t think we would be able to work together.

Doria: But you and your dad can. That’s wonderful.

Doing Things Differently

Doria: What are three lessons [you’ve] learned? I feel that they’re almost oftentimes more important, right? We learn so much from things that we wish we had done differently.

Desiree: Number one lesson learned, especially with the idea of Tropical Fruit Box — I’m happy we launched it when we did — but timing is everything. If we would have launched this pre-pandemic, I think we wouldn’t have been ready. It would have probably failed. I would say that is definitely a lesson. It’s all about timing.

Another lesson is we have to listen to our guts and say “We’re doing this and we’re doing it now. This is how we’re going to do it. We need to try. If we don’t try, I’m not going to be able to sleep at night.” That’s another lesson.

Doria: A big one. Many people think about things that they want to be perfected before they do them. That’s not entrepreneurship. You got to take a chance. I’m not talking about a reckless chance, but you do have to make yourself vulnerable in some way — put yourself out there.

Desiree: Yes, listen to your gut. That’s what I say. Listen to your heartbeat.

My number three is it’s okay to make mistakes, say you were wrong, learn from others, and listen. You’re not always the expert on everything. There are people around you — in my case, it was my best friends, my cousin, and my network around me — and without them, this wouldn’t have been possible. It’s backing everyone up within their expertise, even if it goes against your own thinking or logic. Listen to the expert that is doing that and back them up.

Doria: That’s fantastic and you’re so right. It’s humbling. I think I’ve always known this but it never hurts to be reminded: There’s so much I don’t know. The older I get, the more comfortable I am with coming into a room and saying, “I actually don’t know. You teach me.”

I think when people are younger — I don’t want to generalize it — they want to come off as being very knowledgeable and authoritarian. It’s such a waste of time. It’s all ego.

Before we let listeners know where they can find out more about you and your business, there are two more questions I want to ask. 

Morales’ Tips

Doria: What tips would you give to young women who want to be entrepreneurs today?

Desiree: One tip is you’re always learning, no matter how long you’re doing this. You’re always learning. It’s okay and you just need to do it. If you don’t try to do it, then you’ll never know if you could have done it or how you could have gotten better answers. I think you just have to do it.

Doria: That’s the biggest thing. I would imagine doing it and then pivoting as you get more information.

Desiree: Right, life is a pivot. Everything is so about ability. You have to be able to pivot. If you’re not, you’re not bettering yourself and the company and everything.

The Pivot of The Product

Doria: How much of a pivot from your initial idea is what you have today in Tropical Fruit Box?

Desiree: Well, my initial idea was that we were going to source and ship only the fruits that we were currently providing to retailers. By listening to customers, [we learned that] they wanted more than just a handful of fruits. 

Doria: How many do you have?

Desiree: As of right now, we have about 80 different fruits that we offer. They’re all tropical, exotic fruits. It was initially maybe 10.

“Super Morales”

Doria: This is like my silly question. If you had one superpower, what would you want it to be?

Desiree: If I could be in a bunch of places at the same time.

Doria: Like if you could clone yourself?

Desiree: Yes, if there could be like 10 of me everywhere, Yeah, that would be great.

Doria: Yes, I can relate to that! We could get 10 times the work done!

Desiree: Yes!

Get Your Pink Pineapples

Doria: I want to thank you for coming on today. Where can our listeners find out more about your offerings?

Desiree: Thank you so much, Doria, for having me. You can go straight to our website at tropicalfruitbox.com. You can find everything we have there.

Doria: Excellent and I’m sure you have social media as well, newsletters, all that kind of stuff?

Desiree: Yes, it’s all on our website. Our Instagram is @tropicalfruitboxusa.

Doria: What’s your biggest seller for Mother’s Day?

Desiree: The pink pineapple gift box.

Doria: Alright, there you go! That is an original gift! Thank you so much for coming on and sharing your story!
Desiree: Thank you so much.

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