A quick internet search reveals that an entrepreneur is described as one who “organizes and operates a business or businesses, taking on greater than normal risks to do so.” That may be the ‘official’ definition, but here in New Jersey, we have our own way of describing an entrepreneur – we call it, “Monica Lee.”
Monica is the vice president of Route 66 International, Inc., a New Jersey-based company, founded in 2016, that imports and processes Korean seaweed primarily for use in sushi and other dishes served by restaurants across the United States.
But what is remarkable about Monica is not the importing of Korean seaweed, but rather her vision for the future when seaweed, compromised significantly by politics and global warming, faces sustainability challenges and ceases to be plentiful. Unlike others who respond to current situations, Monica — ever the entrepreneur — looks ahead, pondering the ‘what if’ questions, seeking new paths and untried solutions.
Every morning, Monica tells herself to be brave and have the courage to keep growing. As she says, “I don’t often follow what is common practice because I prefer instead to go beyond what is seen as traditional knowledge and experience to forge new paths.” Business owners like Monica think differently. They do not accept the status quo, but instead take risks that may lead them onto untried paths. While dealing with today’s immediate obstacles, she also looks ahead to the next ten or twenty years, wondering how the food (especially sushi) industry will adjust to formidable obstacles.
Instead of being overwhelmed by a dire prediction, Monica starts by doing her research. She reaches out to identify partners who will create a powerful synergy with her company. Next, she seeks to gain support from organizations, the state, and other local and federal government agencies, as well as from experienced business leaders. She is not deterred by comments such as, “your company is too young; your company is too small; your ideas are too new and need more testing.” Rather, these comments spur her on to work harder, dig deeper, and find new ways to succeed. For example, if the seaweed supply is vulnerable, what are the alternatives? Investigations showed that soy wrappers are an excellent option, with soy growing conveniently here in the United States. This is one terrific opportunity.
Timing is everything!
On the last day of a national restaurant trade conference in Chicago, just as vendors were preparing to close up their booths, Monica bumped into an exhibitor who had the machinery and equipment to create distinctive sushi wraps. He had no customers in the United States up until this point. At last Monica had found the right company to partner with in her quest to identify new ways to prepare sushi wraps.
Instead of being intimidated by the odds against her, Monica has always reflected on the worst-case scenarios and then looked at all the possibilities while creating an action plan. One perfect example of her determination occurred when the decision was made for Route 66 to build its own seaweed roasting factory. Industry leaders told her it could take up to two years to complete the construction and to obtain all the construction permits and business operating licenses in place. Two years! Undaunted, Monica pushed ahead and, not surprisingly, the factory was completed in five months. But that was only the beginning.
Monica knew she had to step up her marketing efforts in order to move into the mainstream food sector, as well as addressing financial considerations and building a team of experts internally and externally, all while positioning the organization as one not to be ignored. She promoted their novel approaches to sushi wraps and demonstrated that the company is worthy of attention.
From soy wraps to new concepts for ‘Grab and Go Rice Bowls’ to wraps for hand rolled sushi, new ideas continue to percolate, with Monica consistently looking forward, forging ahead on her journey as an entrepreneur.
“A business is like a tree,” she says, “when you plant it, it seems small and fragile but when you nurture it, it grows and the branches spread out far and wide as it flourishes.”
