Today we’d like to introduce you to Leonardo Cotter
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I grew up in Venezuela, where the arepa is a cultural staple. It’s more than just a meal—it represents tradition, versatility, and comfort. The crispy edges of the arepa always stood out to me as the best part, and I thought, ‘Why not turn that crunch into a snack?’ That idea stayed with me, but it wasn’t until I moved to the U.S. amid the Venezuelan crisis in 2016 that it became more than just a thought.
In May 2017, after 18 months of developing a proprietary snack processing technology, I decided to create Craize. I wanted to bring a piece of authentic Latin heritage in a way that felt modern and accessible for a global consumer. its crispy edges were always my favorite. I took inspiration from the crispy outer edges of the Arepa to recreate this unique and healthy texture of our snackable cracker.
At Craize, we kept the ingredients clean and simple, using real fruits, spices, and seasonings but focusing on enhancing the flavor of these ingredients. It’s been a journey of innovation and passion, combining the traditional flavors I love with a technology-driven approach to create something new. Craize is now more than just a snack; it’s a bridge between cultures, with national distribution. Craize can now be found in Whole Foods, Publix, Albertsons, Costco, HEB, CVS, Stop and Shop, and multiple regional grocery chains.
It’s been an amazing journey, from a simple idea rooted in tradition to a product that people can enjoy anywhere in the world.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Not at all. Starting Craize has come with its share of challenges. Early on, one of the biggest struggles was developing the proprietary snack processing technology that gives Craize its unique crunch. It took 18 months of trial and error to get the texture right. During that time, there were moments of doubt—when the recipe didn’t work or the equipment wasn’t performing as we expected—but I knew the idea had potential, so we kept pushing.
Another major hurdle was launching the business during the Venezuelan crisis. Millions of Venezuelans, including myself, were leaving the country due to political instability and a lack of security. It was difficult to be far from home while trying to launch a product that’s so deeply connected to my cultural roots. But even more challenging was raising the capital we needed to grow.
As an immigrant, I faced additional obstacles when competing for retail space against well-established local companies with much more experience and resources. Convincing major national distributors and grocery chains to take a chance on us was a significant uphill battle. We had a unique product, but breaking into an industry where other brands have built decades of relationships was tough.
Alright, so let’s switch gears a bit and talk business. What should we know?
What should we know?
Craize is not just a snack company, we’re a team of passionate innovators dedicated to creating something truly different. We are a vertically integrated company, which means we control every step of our process, from sourcing clean, high-quality ingredients to developing our proprietary technology that gives Craize its signature crunch. This allows us to maintain the highest quality standards while giving us the flexibility to innovate in ways that bigger corporations can’t.
What do you do, what do you specialize in / what are you known for? What sets you apart from others? Craize specializes in creating unique, clean-label snacks inspired by the arepa, a traditional Latin American food. We’ve taken that inspiration and turned it into a super crunchy, gluten-free snack cracker that can be enjoyed by itself or paired with endless toppings. Our proprietary slow-toasting process sets us apart, creating the perfect light, crispy, and delicious texture. We’re also known for continuously innovating with new flavors and creative concepts, always staying ahead of the curve when it comes to snacking trends.
What truly sets us apart is our ability to innovate quickly and effectively. We’re nimble, and because we are vertically integrated, we can experiment with bold, disruptive ideas that larger corporations simply don’t have the flexibility to pursue.
What are you most proud of brand-wise?
I’m incredibly proud of the team we’ve built at Craize. Together, we’ve created a brand that isn’t just about selling snacks—it’s about sharing a piece of our culture and passion for food innovation. We’ve stayed true to our roots, keeping the flavors and traditions of the arepa alive, while transforming it into something new and exciting. Our ability to stay small but think big has allowed us to create a brand that is authentic, inventive, and always evolving. That’s what makes Craize so special.
What do you want our readers to know about your brand, offerings, services, etc.?
Craize is about more than just snacks—it’s about innovation, creativity, and bringing people together over food. We offer a range of delicious, gluten-free snack crackers made from simple, clean ingredients, and we’re constantly working on new products and flavors to keep things fresh. Whether you’re enjoying Craize on its own or pairing it with your favorite dips and toppings, we’ve created a snack that fits perfectly into any lifestyle. Most importantly, we want people to know that Craize is a brand built on passion, and we’re excited to continue bringing new, bold ideas to life.
How do you think about luck?
I don’t believe in luck, but I do believe in God. Everything we go through has a purpose, even though sometimes it feels complex, risky, or unpredictable. For others, things may seem to come more easily or faster. Definitively, Craize has not been an example of fast and easy; it has been a journey of learning and commitment. However, I do not doubt that our story exemplifies God’s hand at work in our business.
For me and the Craize team, it’s been a powerful experience to see how faith and hard work go hand in hand. We’ve learned that you must create the vessel to receive blessings; they won’t just appear magically. It’s not enough to wait for things to happen. You have to put in the effort, the perseverance, and the dedication, and then you’ll see how everything aligns. Our journey has shown me that faith and action create the conditions for success. God has blessed us just for the experience we have already lived. But I’m sure there is much to come yet.
Contact Info:
- Website: https://gocraize.com
- Instagram: https://www.instagram.com/gocraize/
- Facebook: https://www.facebook.com/GoCraize/
- Other: https://www.tiktok.com/@gocraize
