Meet Ashley Ugarte

We’re excited to introduce you to the always interesting and insightful Ashley Ugarte. We hope you’ll enjoy our conversation with Ashley below.

Ashley, so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?

I found my purpose by combining my passion for chocolate with my desire to honor my Mexican heritage. Growing up, the traditions of my family, like sipping Mexican hot chocolate while making tamales, left a deep impression on me. Working as a chocolatier at Dandelion Chocolate solidified my love for the craft, but I noticed Mexican cacao—the origin of chocolate—was often overlooked. That realization lit a fire within me to create something that celebrated the rich history and culture of Mexican cacao.

My purpose became clear when I saw how people responded to my products, particularly Mexican Americans who felt a sense of pride and connection through the chocolate I create. Each bar, drink, and class is an opportunity to share stories, support farmers, and preserve a legacy, all while building a business that represents more than just a product—it represents culture, community, and craft.

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?

I’m Ashley, the founder of Hijita, a small-batch chocolate company rooted in my Mexican heritage. At Hijita, we create artisanal chocolate bars, drinking chocolate tablets, and beverages using regenerative Mexican cacao. What excites me most about my work is that every product tells a story—one of ancestral wisdom, cultural pride, and a deep respect for the farmers who cultivate cacao in southern Mexico. It’s more than just chocolate; it’s a way to honor my roots and share the richness of Mexican culture with others.

What makes Hijita truly special is our focus on using heirloom cacao grown through sustainable agroforestry systems and our commitment to equity and wellness. Every ingredient is thoughtfully sourced, and every bar and drink celebrates the traditions that inspired me growing up. I want people to not only taste chocolate that’s ethically made but also feel a connection to its origin and story.

Looking ahead, we’re in an exciting period of growth. We’ve recently expanded our reach by partnering with top chefs in Austin, such as the teams behind Nixta Taqueria and Comadre Panaderia. We’re also launching new retail partnerships with cafes, bakeries, and gift shops across the country, and scaling our e-commerce platform to serve customers nationwide. At the same time, we continue to engage with our community by participating in farmers markets, offering chocolate education classes, and donating to local events and fundraisers. For me, the journey with Hijita is about more than growing a business—it’s about fostering connection, celebrating heritage, and building something deeply meaningful.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

1. Resilience and Adaptability
One of the most impactful qualities in my journey has been resilience—the ability to keep going despite obstacles—and adaptability to navigate challenges creatively. Starting and growing Hijita required handling everything from sourcing high-quality cacao to scaling production in a limited workspace. For those early in their journey, my advice is to expect challenges and view them as opportunities to learn. Develop a mindset focused on problem-solving and staying flexible, as no business journey ever goes exactly as planned.

2. A Strong Sense of Purpose
Having a clear sense of purpose has been my guiding light. For me, it’s about honoring my Mexican heritage while building a sustainable business that supports farmers and highlights Mexican cacao. Knowing why I started Hijita has helped me make tough decisions and stay focused during moments of doubt. For others just starting, take time to identify your “why.” This purpose will keep you grounded and give meaning to your work, especially when things get difficult.

3. Communication and Storytelling Skills
The ability to communicate effectively and tell a compelling story about my brand has been crucial in engaging customers, building relationships with partners, and creating a loyal community. Sharing the cultural significance of Mexican cacao resonates deeply with my audience and sets Hijita apart in a competitive industry. For those starting out, invest time in crafting and sharing your story—through writing, public speaking, or social media. Authenticity is key; people connect with real, heartfelt narratives.

We’ve all got limited resources, time, energy, focus etc – so if you had to choose between going all in on your strengths or working on areas where you aren’t as strong, what would you choose?

When I started Hijita, I leaned into my strengths in chocolate making, storytelling, and cultural authenticity. These skills helped me connect with customers and build a brand that resonates. At the same time, I realized I lacked certain business skills, like accounting and scaling operations. Instead of trying to master everything at once, I sought help—investing in tools, watching online webinars, and asking mentors for advice. This allowed me to stay focused on my core strengths while gradually improving in areas that were critical for growth.

The key is to acknowledge your weaknesses without letting them overwhelm you. Delegate, outsource, or learn just enough to fill gaps as needed. For me, embracing my strengths fully gave Hijita its unique identity, while addressing other areas strategically ensured the business was sustainable and scalable. Strengths are where passion lives, and when you harness that, it fuels the motivation to improve everything else.

Contact Info:

• Website: https://www.hijita.com
• Instagram: hijita_co
• Linkedin: https://linkedin.com/company/hijita

Image Credits

Bianca Catbagan