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Hidden Gems: Meet Aymara Lucero of Concerned Cook

Today we’d like to introduce you to Aymara Lucero.

Hi Aymara, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Concerned Cook was born in 2012 when I saw people struggling with nutritional education and cooking habits. So I decided it would be a proactive project to share my recipes with people who didn’t have the time or motivation to cook yet wanted to achieve a healthy lifestyle. Back then, Concerned Cook’s home was a traditional blog website until I transferred it to Instagram in 2013. The project spoke to a tight-knit digital community of individuals searching for simple savory recipes; inevitably, the brand started to combine other essential aspects of a well-rounded lifestyle, such as sustainable food waste tips, nutritional education, and local chef stories.

While Concerned Cook was a hobby, I was working on a Bachelor’s Degree in Psychology and a Master’s Degree in Science in Marketing from Florida International University. That’s when I started working in hospitality as a full-time marketing manager for restaurant groups and franchises. After years of immersing myself in the food & beverage industry, I decided to launch my marketing agency. Amplifying the voices of people passionate about all things food, hospitality, wellness, and sustainability has been one of my most significant roles thus far.

We all face challenges, but looking back would you describe it as a relatively smooth road?
When you start your own company, there is a lot to figure out, as you can imagine. However, finding the right people to partner with is one of my greatest challenges, yet it is also something that manifests itself in a very natural way. Partnering with another business owner depends significantly on how we click as people, like our values, mission, communication styles, etc. Saying “yes” or “no” to a project can be conflicting, especially when someone really wants to work with you. Another challenge I’ve been facing has been finding a team to delegate tasks to because I’m very involved with my projects, and sometimes it’s hard to trust someone else with something that your client entrusted to you.

Thanks – so what else should our readers know about Concerned Cook?
Since 2012, I’ve specialized in hospitality, experiential, and technology marketing; most of those years focused on full-time marketing management for restaurant groups and restaurant franchises in multiple markets. I’ve focused on becoming an expert by educating the community on healthy food, local restaurants, sustainable food products, and wellness. As a brand’s partner, we build a holistic marketing strategy to communicate the value they offer to their audience. My services include but are not limited to brand identity development, digital & traditional media, analytics, consumer journey, website strategy, community-building & partnerships, influencer campaigns, loyalty apps, ordering platforms, restaurant operations, and market research.

What quality or characteristic do you feel is most important to your success?
My tenacity and consistency have been a winning formula because they allow me to keep up a certain standard of work. In addition, they’ve allowed me to constantly challenge myself to learn more and improve, feel passionate about the brands I work with, and feel driven about helping my clients reach their goals as if they were my own.

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