Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Rowena Scherer, Founder of eat2explore, located in New York, NY, USA.

What's your business, and who are your customers?

eat2explore is an award-winning educational food & culture “explorer box” that inspires families to cook, taste, and discover different world’s cuisines and cultures. New country and regional boxes will debut this year, including Jamaica and Thailand. Kids and families can try different foods from around the world, like arroz con pollo or beef shawarma, with eat2explore’s subscription box service. eat2explore brings the food of different countries (22 countries/regions like Italy, Kenya, Peru, etc.) straight to your kitchen table. Our customers are parents, grandparents, and educators.

Tell us about yourself

I founded eat2explore to teach my kids and kids around the world about different cuisines and countries while having fun. I am a busy working mom in New York City who grew up cooking with my family in Malaysia. As my kids were growing up, I forgot the joy of taking a break and cooking with my family. I created eat2explore for families and friends to have an opportunity to create lasting memories at home.

I started eat2explore in 2018 after a career in finance. I was happy to prove that it is never too late to pursue your love and passion. I vowed to build a company before I turned 50, and when I quit my finance career to focus full-time on eat2explore, I was 48. I combined my passion for food, travel, and children and created eat2explore.

I have an undergraduate degree in finance and psychology (double degree – Bachelor of Commerce and Bachelor of Art) from Victoria University in New Zealand and an Executive MBA from New York University Stern (both with full scholarships). I  also have a culinary degree from French Culinary Institute in NY.

What's your biggest accomplishment as a business owner?

My biggest accomplishments are successfully bringing eat2explore to life and achieving our mission of helping to create a more culturally aware society through food and education.

What's one of the hardest things that come with being a business owner?

One of the most difficult things to deal with as a business owner is a negative feedback from customers. It is always tough to feel like you are delivering the best product to your customers, and sometimes you cannot make them happy.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Be willing to listen, accept feedback and continue to find ways to improve or tweak the business.
  2. There will be “up” days and “down” days. Don’t let them affect your entrepreneurial journey, and don’t give up.
  3. Work never stops - that’s why you have to love what you are doing so that it never feels like work!

Is there anything else you'd like to share?

It is more important than ever to teach our kids about diversity, cultures, and people around the world. We can do our part by celebrating our diverse cultures, as well as embracing the things we have in common. We can spark a love for diversity and travel by doing simple things like learning to cook popular recipes from countries worldwide. Kids and parents can also learn fun facts about far-away places or maybe learn a bit more about their own countries of origin.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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