{"id":21510,"date":"2016-05-25T12:35:21","date_gmt":"2016-05-25T16:35:21","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=21510"},"modified":"2020-04-03T17:53:57","modified_gmt":"2020-04-03T21:53:57","slug":"tortilla-machine-flatev-makes-sizzling-debut-kickstarter","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/tortilla-machine-flatev-makes-sizzling-debut-kickstarter","title":{"rendered":"Tortilla machine Flatev makes a sizzling debut on Kickstarter"},"content":{"rendered":"\n

When Carlos Ruiz studied abroad in Switzerland, he missed eating his favorite homemade meal from his native Mexico: tacos made with hot-off-the-griddle tortillas. So he invited friends over for an authentic Mexican meal, calling his mother for her tortilla recipe and checking out tutorials on YouTube.<\/p>\n\n\n\n

But he could never replicate the flavor he remembered from his childhood. Then a couple days later, as Ruiz was drinking a cup of coffee from a Nespresso, something clicked.<\/p>\n\n\n\n

\u201cI got inspired and thought, \u2018Why can\u2019t something high quality very conveniently come in a pod?\u2019\u201d says Ruiz, a WeWork Williamsburg<\/a> member. \u201cWhat if you can push a button and get a tortilla? If you don\u2019t have time to make a fresh tortilla, why not develop a machine that solves that problem?\u201d<\/p>\n\n\n\n

That\u2019s how Flatev<\/a> was born. The machine does all the work, making sure each tortilla is fresh and has the right consistency. The company\u2019s Kickstarter campaign has taken off, nearly tripling its goal of $50,000.<\/p>\n\n\n\n

What makes it new?<\/strong><\/h2>\n\n\n\n

The Flatev might sound like a niche product, but the Mexican food market in the U.S. continues to grow, especially on the coasts.<\/p>\n\n\n\n

\u201cTortillas in the U.S. are a $12 billion market,\u201d Ruiz says. \u201cWhen we entered the market, we made sure to go into New York and California.\u201d<\/p>\n\n\n\n

Ruiz acknowledges that Nespresso and Keurig thought of the pod long before his machine hit the scene. But he\u2019s applied the same type of technology to piping-hot tortillas.<\/p>\n\n\n\n

Filled with dough, the Flatev pods are easily recyclable. And the flavors run the gamut from blue corn to chile.<\/p>\n\n\n\n

What\u2019s next for the company?<\/strong><\/h2>\n\n\n\n

\u201cWe believe Flatev is the flatbread revolution, and the tortilla is only the start,\u201d says Ruiz. \u201cWe want to revolutionize the bread industry, but we know it\u2019s going to take time.\u201d<\/p>\n\n\n\n

The only thing that\u2019s keeping Ruiz from taking on the world with the bread revolution?<\/p>\n\n\n\n

\u201cThe biggest barrier for us is if you\u2019ve never tried a product in top restaurants, you can\u2019t imagine what it\u2019s like,\u201d Ruiz says. \u201cBut every time we test our products, people try it and really love it. We see it in the look on their faces.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

When Carlos Ruiz studied abroad in Switzerland, he missed eating his favorite homemade meal from his native Mexico: tacos made with hot-off-the-griddle tortillas. So he invited friends over for an authentic Mexican meal, calling his mother for her tortilla recipe and checking out tutorials on YouTube. But he could never replicate the flavor he remembered […]<\/p>\n","protected":false},"author":917,"featured_media":34792,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[],"class_list":["post-21510","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight"],"acf":[],"yoast_head":"\nTortilla machine Flatev makes a sizzling debut on Kickstarter<\/title>\n<meta name=\"description\" content=\"\u201cWhat if you can push a button and get a tortilla?" asked Carlos Ruiz, a WeWork Williamsburg member. 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