Content below was written by Jillian Clark with editing provided by Lorena Prakash.
Lorena Prakash is the owner of a successful business, Duzu Dates, that provides gourmet dates to consumers, both online and through retail stores in Calgary, Alberta.
Lorena was visiting relatives in Dubai when her entrepreneurial journey started.
Lorena’s Story
“I was really enjoying my vacation, having just met my cousin, his wife, and two kids, for the first time in my life. Perhaps the overall excitement of everything the trip represented, transferred to enhancing the taste of the dates. It was toward the end of the trip that I tried Bateel Dates as they seemed to be an excellent choice to bring home as gifts. I felt like I’d tasted a piece of heaven.
Family and friends who tasted these gourmet dates were also surprised how much they liked dates. We each savored the experience until the last one was gone.
Even though I absolutely loved the dates, I had no intention of starting that as a business, nor any other business. It was two years later when consolidation / centralization of sales occurred at the media company where I worked and I was laid off that I started to explore my own business. I didn’t want to take the “rebound” job, so I turned down two offers from competitive media company’s, and decided to really search my heart before deciding what I wanted to do. I never want to look back and ask myself “I wonder what could have been if…”.
I also felt adamant that I didn’t want my life in anyone else’s hands again.
As I was pondering options, which included real estate sales; finance and securities management, I kept thinking about the dates. I started to obsess about them and turned my attention to researching dates, where they grow, the various varieties, the nutrition benefits, the market trends, and so forth.
It had been awhile since I had worked, so friends started to ask questions – such as – ‘aren’t you applying for any jobs?’ My answer would be –‘ I kind of have an idea involving dates – the kind you eat’. I would get a puzzled look and then they started sending me job postings of jobs they thought I’d be good for.
I recall one conversation with a very close friend and successful CEO in Calgary where I finally said out loud – “I can’t stop thinking about the dates. I feel like I need to pursue my idea.” I thought he’d be the ‘voice of reason’ and talk me out of it, but instead he just said – “then that’s what you must do. “
The Story of Creation
While the Bateel dates that I ate in Dubai were delicious, I felt that I could bring the taste experience to North America or at least Canada.
While I had researched about the dates, now that I was starting the business I needed to dig deeper. I found an organic medjool date supplier, and I tested recipes in my kitchen. I learned to work with different wholesome, yet heavenly, ingredients. I roasted almonds as filling, played with flavors of paprika, chili powder, and cayenne.
Today, I have opted to work with the simply dry roasted organic almonds. Then the dates are dipped in Master Chocolat (Bernard & Sons) luxurious milk and dark chocolate. Pink himalayan salt sprinkled on top adds another layer of flavor to each bite giving it a sweet and salty caramel taste – but much healthier!
Early on, crystallized cubes of ginger became another favorite filling which offers a different sort of spicy kick. The same coating of milk and dark chocolate combines the richest flavors in each artisanal date. These original roasted almond and crystallized ginger dates remain prime Duzu’s product and consumer favorite.
Trials with Chocolate
Product development did not end in my kitchen. The coating of chocolate proved to be the trickiest step to master in my testing phases. I knew I wanted my dates to be enrobed in chocolate; it was the finishing touch they needed to elevate them from simply healthy to simply irresistible. The only problem: fine chocolate requires tempering.
Tempering is a heating, stirring, and cooling technique that gives chocolate a lovely shine and snap with each bite. When poorly executed, the chocolate blooms: the sugar crystals rise to the surface, resulting in a dull gray appearance. The chocolate tastes the same, but lacks the visual appeal of premium brands.
Tempering chocolate is a necessary step when working with real cocoa in order to achieve the desirable smooth look. We only use real chocolate made from real cocoa at Duzu Dates, so I was forced to learn all about tempering techniques.
After a few attempts of my own—resulting in some unattractive, bloomed chocolate—I approached Albert Karylo, the chocolatier and culinary instructor at SAIT Polytechnic in Calgary. With his help, I improved my chocolate-dipping and salt-sprinkling techniques, creating the first delightful batch of Duzu Dates. Today, I work with renowned chocolatier, Bernard Callebaut of the Callebaut family. He represents Master Chocolat (Bernard & Sons) in Calgary, and his organic, Fair Trade chocolate hugs each chocolate-dipped date recipe. Through Bernard’s expertise, advice, and support of my business, I have been able to develop far quicker than I would have without
Entrepreneurial Advice
I asked Lorena questions that will be helpful to you as you start your business, shown below:
What was your biggest challenge getting started?
I think it was fear. I asked myself, “is this really a good idea? I probably should just get a ‘real job’.” I didn’t know where to start, I had so many questions, “where to buy dates? How do I package?” There was a huge learning curve. There was many more areas that I hadn’t even thought of such as import licenses.
What advice would you give yourself if you were just starting out in your own business? Or said another way, “what do you know now that you wish you knew then?”
I wish I knew how expensive it would be. I wish I knew how much capital is needed and the intricate details for food products, (e.g. where to store dates, business licenses, city permits, etc.) Or the other hand, had I known the complexity, maybe I would have been overwhelmed and not started the business and I’m really glad I started this business.
What is the best business advice you have received?
I’ve received a lot of great advice. I meet with the former CEO of Servpro, a multi-million dollar business that he built from scratch. I said to him, “I wish I’d started 10 years ago!” He replied with a smile, “It is good that you are not starting 10 years from now.”
How do you get yourself started for the day?
Before I get up, I spend 15 – 20 minutes literally visualizing my day; what I need to bring with me; the most efficient route; meetings and how I hope they will go; what I have set out as the top priorities for the day and step through each of them.
What do you believe are the most important things to having an entrepreneurial mindset?
To quickly know what you don’t know; be extremely resourceful; resilient, and undeterred.
How have you found entrepreneurship different from corporate life?
When corporate people have ideas, there’s a team and infrastructure in place to make it happen; with a start-up, all of that has to be built from scratch.
Is there a group of individuals that you meet with on a regular basis to discuss your business?
There is an informal group of entrepreneurs that sell at the local farmers market and are growing their businesses via retail and wholesale channels. I’m fortunate to have a wide and varied network that covers those who are content with their small family business and those who are growing and expanding nationwide. It gives me different perspectives as I grow my business.
Lorena, thanks for your time and sharing your advice.