Criolite Case Study: A Growth Journey From Kitchen Startup To National Recognition

Background

In 2016, Criolite operated out of a modest 900 sq ft kitchen with under $50K in annual revenue. Despite a powerful mission, the brand lacked marketing direction, digital presence, and scalable systems.

That’s when Curao Marketing and Ivelisse Arroyo stepped in to build a comprehensive growth strategy from the ground up.

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Challenges

Lack of Marketing Infrastructure

Criolite had no digital footprint, making it invisible to potential customers searching for healthy alternatives online.
There was no content or communication strategy, so the brand's story and health value were not reaching the market.
Marketing efforts were reactive and fragmented, without a structured funnel or automation tools to support consistent growth.

Undefined Brand Identity & Audience

The brand lacked a clear positioning for health-conscious consumers, especially those managing chronic conditions.
Chef Rosa’s expertise and credibility were underutilized; there was no personal branding to humanize the brand or inspire trust.
Sub-brands and product lines were undefined, leading to confusion in packaging, messaging, and audience segmentation.

Scalability & Operational Cohesion

As demand increased, Criolite had no systems to manage scaling operations, from fulfillment to customer service.
Teams operated in silos with limited performance tracking, hindering accountability and decision-making.
There was no unified visual identity across sub-brands, causing inconsistencies in retail presence and consumer perception.

A Multi-Phase Strategy to Build, Scale, and Lead a Health-Focused Brand

To address Criolite’s challenges holistically, Curao deployed a phased growth marketing and positioning strategy.

From the first Instagram post to executive negotiations and performance systems, each step was designed to create sustainable, scalable impact.

Digital & Brand Foundation (2016–2017)
Developed Criolite’s social media presence, content framework, and communications strategy; combining content marketing with targeted media outreach to align with wellness storytelling.
Founder & Brand Evolution
Elevated Chef Rosa’s visibility through personal brand strategy, launched sub-brands (Barilite, Criolite Sport, Criolite Plus, Panino Boricua, Bones, Adobo and Sofrito Criolite, etc.), and secured key partnerships with health organizations and financial institutions.
Fractional Leadership (2018–2025)
Ivelisse Arroyo stepped in as fractional Director of Marketing, leading negotiations with retailers like Walmart and Farmacias Caridad (Caridad Pharmacies), and worked on strategic partnerships with brands such as MMM Healthcare insurance, Puerto Rican Diabetes Association, and Banco Popular de Puerto Rico.
Systems & Scalability
Curao has worked on designing and implementing email marketing technology, campaign automation, and visual brand unification. We will introduce OKRs, SOPs (Standard Operating Procedures) and performance dashboards to support scale such as exporting.

Digital Systems for Performance & Process Optimization

Curao rolled out scalable tools and workflows to professionalize Criolite’s go-to-market strategy and support its shift to a modern, data-enabled business model:

eCommerce Transformation (2024): Guided Criolite’s transition from a primarily physical retail business to a fully integrated eCommerce operation working alongside their developer's team; optimizing online ordering, digital logistics coordination, and customer acquisition through digital channels.

Revenue Operations and Digital Enablement at Criolite

Integrated Revenue Operations Ecosystem

Curao implemented a cohesive RevOps framework at Criolite, aligning marketing, sales, and customer success into a single performance-driven system:

Email Marketing Infrastructure: Developed automated email campaigns for lead nurturing, retention, and seasonal promotions; that is significantly boosting engagement and recurring purchases.
Social Media Integration: Synced social channels with e-commerce, digital advertising and CMS to create a unified view of customer behavior and trigger real-time marketing actions.
Customer Success Alignment: Integrated post-sale online support and effective communication between marketing and sales to reduce churn, drive upsells, and personalize communication.

$ 0 million

Revenue Growth

From 50K to 2.8M+ annually

0 sq.ft.

Facility Expansion

From 900 sq ft to an 11,000 sq ft USDA-compliant facility

0 %

On-time delivery rates

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