Ricardo Mendoza

“PATIENCE AND A SINCERE WILLINGNESS TO EMBRACE AUSTRALIA'S DIVERSE CULTURE ARE KEY TO OVERCOMING THE CHALLENGES OF CULTURAL ADJUSTMENT”

Ricardo Mendoza

Country of Origin: Colombia

Occupation: Founder and Director of Cheeky Foods, importers and distributors of Latin American food products.

State of Residency: Victoria

Favourite place in Australia: Wilsons Promontory National Park

Upon arrival: Surprised by the amazing quality of a cup of coffee here with baristas expertly extracting the best flavours from each bean.

Photo by Edgar Orejuela

Story edited by Lucy Coulson

Ricardo, the visionary and mastermind behind Cheeky Foods, is the Australia's leading direct importer of Latin American food products. Established in 2009, Cheeky Foods' mission is to enhance the Australian culinary scene with the lively and distinctive flavours of Latin America.Despite the geographical distance from his cultural roots, Ricardo's profound passion led him to establish Cheeky Foods - a company dedicated to fostering a cross-cultural culinary experience. Beyond merely providing Latin groceries, Cheeky Foods serves as a conduit for sharing the authentic tastes of Latin American cuisine with Australia. In each product from Cheeky Foods, you'll discover a glimpse of Colombian and Latin American culture, bridging the gastronomic gap between continents.

TELL US YOUR STORY

My journey began in Brisbane, Australia, in 2003, when I pursued a Bachelor of Business in Marketing & Management at Queensland University of Technology (QUT). Over the next four years, I learned business management skills. Seeking further knowledge, I ventured to Melbourne for a Master's in Accounting at La Trobe University. I decided I wanted to embark on an entrepreneurial path as I had Management, Business Strategy and Marteking Strategy skills. In 2009, with some initial investment and support from my parents, I founded Cheeky Foods with the aim of importing Latin American products to Australia. I started with a small order of frozen native Latin American fruit juices and little by little I started bringing in new product lines.

I have been always motivated by a deep love for Latin American flavours, so I also aimed to bridge culinary gaps. I started collaborating with chefs, organising events, and participating in festivals to showcased the diversity of Latin American cuisine, fostering community connections. Personally, I love cooking and in my free time I love hosting friends in my house sharing with them some of my favourite dishes from back home.

Brothers Ricardo and Juan Carlos at one of their favourite camping spots in Victoria:Wilsons Promontory

Instrumental to the company's growth has been my brother Juan Carlos Mendoza, whose advice has helped us grow from strength to strength, and my first employee and now my right hand Angela Perez with whom I make every day operational decisions. Of course, we've made mistakes along the way, but we've learned from them and adjusted our processes to continue improving. I'm incredibly fortunate to have a dedicated team of workers who have become my chosen friends and family here.

Cheeky Foods is now synonymous with quality, authenticity, and the spirit of Latin America. My commitment, entrepreneurial spirit, and the support of a great team behind me has turned it into a thriving enterprise of which we are all very proud of. Today, Cheeky Foods stands as a bridge connecting continents through food products. The story of Cheeky Foods and me continues to unfold, bringing Latin America's vibrant tastes to Australia, a testament to cultural dedication and community support.

Although I am extremely busy and focused in growing Cheeky foods, I make sure I spend some time looking after myself and enjoying my dog Rocco. Whenever possible I will go to the gym, plan a camping weekend away, hike or do any sport to stay healthy physically and mentally.

CHALLENGES

Cultural adjustment - Adapting to a new cultural environment was very challenging at the beginning. Variations in language, customs, social norms and daily practices necessitated a period of adjustment. Successfully navigating these difficulties required both patience and a sincere willingness to embrace Australia's diverse culture.

Ricardo at the Cheeky foods warehouse.

Distance - Overcoming the geographical distance from Latin America and the challenge of sourcing authentic Latin products in Australia involved not only logistical obstacles but also introducing unfamiliar flavours to a new market.

Establishing a niche market - Introducing Latin American products in a market unfamiliar with the region's flavours required me to create a nich market. I faced the challenge of making Cheeky Foods stand out and appeal to Australian consumers. Creating awareness, educating the market about the uniqueness of Latin American gastronomy, and building trust were all critical elements in establishing a presence in a market that may not have been familiar with these culinary delights. The slow but steady growth of Cheeky Foods showcases my success in overcoming this challenge.

CONTRASTS AND SIMILARITIES 

Ricardo, Rocco and friends

Friendliness - The locals are friendly and welcoming, just like in Colombia. Australians are known for their hospitality and are often happy to meet foreigners.

Language barrier - If your English isn’t great, or you’re not used to the Aussie accent, of course you will experience a language barrier when you arrive. It can take some time getting used to this but with time and practice it gets better.

Climate - Although there are warm parts of the country, Victoria isn’t one of them. It’s cold in winter but feels more like home in summer.

PIECE OF ADVICE

Prepare - Before you arrive, get familiar with the Australian culture, laws and customs. Research where you want to go so you can understand its climate, cost of living, and local culture; and get less of a shock when you get there.

Cost of living - Australia is a lot more expensive than Colombia. It’s important to understand the currency, banking system and cost of living here before you come. Have a budget in place, and consider rent, transport (car, public transport, bike, walking are all common) and daily expenses. Being financially prepared will make for a smoother transition and reduce stress during your first days in Australia.

Network - Attend local events, join community Facebook groups, and participate in social activities. There are plenty of these for Latin Americans but try the local ones too so you meet people from all backgrounds. Building a social circle helps with feelings of isolation and also provides a sense of belonging that’s really important when you move somewhere new.

Make it stand out

Ricardo and Angela Perez with the current Cheeky foods team.

IN THE NEXT FEW YEARS…

In the coming years, Ricardo aims to strengthen his company's market position and drive growth by expanding operations, diversifying the product line, and opening new branches to reach a broader audience. Committed to innovation, they plan to launch products addressing market gaps. Additionally, he is dedicated to expanding his team and hopes to become an industry benchmark, for excellence and innovation in every aspect. 

IF YOU WANT TO KNOW MORE ABOUT RICARDO:

www.cheekyfoods.com.au IG: @CheekyFoods   FB:CheekyFoods    LinkedIn: Ricardo Mendoza

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With love and gratitude - Latin Stories Australia team