Pisqueya, a brand that embodies the rich flavors and cultural heritage of the Caribbean, has a remarkable story to tell. It all began in 1986 when Cristina and Eduardo, parents of Maritza Abreu, migrated from the Dominican Republic to the United States. In Brooklyn, New York, they opened a small café called Cibao, later renamed Puerto Viejo.
Abreu spent much of her childhood in the family kitchen, where the flavors of Pisqueya originated. Reflecting on her early memories, Abreu recalls, “As a child, I had mixed feelings about my parents’ business. I didn’t see it as a restaurant to invite my friends to. It was a place where you walked in, looked at the steam counter, chose rice, beans, and a protein, paid, and left.” Yet, it was a community hub where local workers gathered for lunch.
In 2011, a fire destroyed part of the family restaurant. For Abreu, who was focused on her corporate career at the time, working for companies like JP Morgan, Raminova, and Optima Fund, the news from her brother Eduardo was devastating. However, facing this tragedy together allowed them to revitalize the place and build a new chapter of the family legacy.
The fire exposed the original architecture and hidden soul of the place, inspiring a transformation from her parents’ café to a Dominican bistro, more appealing to the changing neighborhood brought by gentrification. This intergenerational project allowed each family member to integrate their experience and business vision.
For Abreu, this fire sparked her “Eureka moment,” combining her knowledge of corporate entrepreneurship, finance, and marketing with her passion for Caribbean flavors. In 2014, she launched Pisqueya, her own brand of seasonings and sauces.
Despite being born in New York, Abreu acknowledges her deep roots in the Dominican Republic. Pisqueya, a fusion of ‘picante’ (spicy) and ‘Quisqueya’ (a poetic name for the Dominican Republic), celebrates this hybrid identity and the culinary richness of the Caribbean.
Motivated by the desire to share the delicious flavors of Puerto Viejo and address the lack of Latino flavors in mainstream brands, Abreu aims to promote sustainable local agriculture and highlight the stories of immigrant entrepreneurs like her parents.
Pisqueya reflects the values Abreu learned from her parents: family, love, community, and passion. Through initiatives like Extend a Paw, she supports local animal welfare groups in the Caribbean, educating people about kindness and empathy for both animals and humans.
UPS has been instrumental in scaling her business. Abreu emphasizes UPS’s commitment to diversity and inclusion, which aligns with Pisqueya’s values. Through programs like “Seamos Imparables” (Let’s Be Unstoppable) and partnerships with organizations like The Lonely Entrepreneur, UPS supports minority entrepreneurs with training, mentoring, and access to funding.
By joining The Lonely Entrepreneur’s learning community, entrepreneurs gain access to a wealth of resources and personalized mentoring, preparing them to apply for UPS grants through the Accion Opportunity Fund.
In conclusion, Pisqueya is not just a brand; it’s a testament to resilience, cultural pride, and entrepreneurial spirit. From tragedy to triumph, Maritza Abreu’s journey exemplifies the power of heritage, passion, and community in shaping a successful business.