In the heart of Medellín, a remarkable local hero emerged from adversity to create Tostaditos Susanita. Meet Susanita Posada, the woman whose journey from heartbreak to entrepreneurship has shaped her family’s destiny and left an indelible mark on her community.
Susanaita Posada’s life took an unexpected turn in 1981 when she faced the daunting challenge of raising four young children after her marriage ended. With little work experience and an unwavering commitment to her family’s well-being, she embarked on a journey that would ultimately lead to founding a beloved
Antioquian company now employs 460 people.
“The strength of a mother is supernatural, and my mother’s story reiterates it. An internal voice made her impulsive, even if she didn’t feel much, even if she felt about to faint, ‘I have to be able, God, give me strength,’ she said to herself, and Susana found the answer in a place where she was taught since she was little,” CEO of Tostaditos Susanita, Andres Peláez said.
With no prior work experience, Susanita initially turned to typing to make ends meet, earning a meager income that barely sustained her family. However, she began teaching cooking classes from home, seeking every opportunity to provide for her children.
“The need to pay for the Columbus School for my four children kept me awake. I dreamed of raising them, and that’s when the light bulb went on…that’s how I started calling my friends one day and asking, ‘Do you want to join an excellent cooking course that there’s going to be?’ That’s how I got 30 students; they didn’t know I would dictate it,” Posada said.
Susana’s entrepreneurial spirit, inherited from her father, a renowned paisa merchant, sets her apart. She learned the art of making homemade seasoned bread and toast, initially intending to enhance her cooking classes. Little did she know that this skill would become the foundation of a thriving business.
“My dad was always very entrepreneurial and a great example for everyone. He had a fabric store in the center of Medellín called Almacén Parisina, where everyone, my siblings and I, learned to work on vacation,” Posada said.
With her homemade recipes and the business acumen inherited from her father, Susana started selling her toast door-to-door. The response from her neighbors was really positive in terms of sales, and “Tostadas Susanita” was officially born. She registered her brand with the Camara de Comercio, beginning the journey of a huge company.
“One day at Susy’s family gathering at her house, she learned to make toast, tried it, and started selling it at neighbors’ doors to family and friends for 100 pesos; she had no idea of the price, and this story has no end from that moment on,” Juan Gonzalo Posada, Susanita’s brother said.
Today, Tostadas Susanita is not merely a company; it’s an emblem of Antioquia and Colombia. With 460 employees, it has become a beloved brand in the country, featured in major retail chains like Grupo Éxito. Susana’s inspiring story was highlighted in Grupo Éxito’s “Together We Build Country” campaign, celebrating her as a Colombian entrepreneur.
“After several disappointments, Susanita’s life has consisted of overcoming adversity. This grandmother has nurtured the Colombian identity with love and dedication for over four decades. Today, their toasts are part of the breakfast of many homes. This is the story of a woman who, with the same dedication with which she takes care of the products that come out of the oven, takes care of the well-being of her four children, seven grandchildren, and 460 employees.” Grupo Éxito said in Horneando Sueños Podcast.
Susanita Posada’s journey is a testament to the power of determination and resilience. She emerged as a beacon of hope for her family and community from heartbreak and financial struggle. Tostaditos Susanita is more than just a toast; it’s a symbol of pride, a reminder that in the face of adversity, one can create a legacy that shines brightly for generations to come.
“Susanita, my Tita, is the greatest example, who helps me and teaches me daily to persist, insist, and never give up. I was born with Tosatidos Susanita, and she is another cousin and sister that we always talk about. More than a company, it is a home for everyone, and as we always say, ‘Susanita, amor que sabe,’” Susanita’s grandson, Matias Pettit, said.
