Marisol Villalobos grew up on breadfruit, a starchy vegetable that is a staple of the Puerto Rican diet. But for the agricultural entrepreneur, the fruit isn’t just a part of her heritage—it’s the foundation for a growing movement to support local farmers and promote sustainable agriculture across the island. And now, thanks to Villalobos’s Amazon storefront, breadfruit is finding its way to customers across the U.S.
In 2018, Villalobos and her husband, Jesús Martes Cordero, launched Amasar, a company built around breadfruit’s potential to nourish both people and the planet. Since then, the company has partnered with more than 30 local farmers to cultivate breadfruit. Through a newly approved initiative, Amasar is also working with dairy, poultry, and goat farmers to plant breadfruit trees on their lands—providing shade for livestock, enriching the soil, and creating new revenue streams. Breadfruit trees, which thrive for over 80 years, also help capture carbon.
Villalobos believes that connecting this local impact to a broader customer base is essential to keeping the movement going. Through its Amazon storefront, Amasar has introduced breadfruit products to customers throughout the U.S. who might never have encountered them otherwise. By using Amazon A+ Content to create detailed product pages that bring Amasar’s brand story to life, Villalobos has also been able to educate her customers on breadfruit’s nutritional and environmental benefits.
“Climate change is real, and we need sustainable food solutions,” said Villalobos. “With breadfruit, we’re not just providing nutrition—we’re regenerating farmland and reducing food waste. And now, through Amazon, we’re able to share that mission with customers beyond Puerto Rico.”
This community-driven model all traces back to a moment of homesickness.
During a stint living abroad in Milan, Villalobos longed for the flavors of Puerto Rico, especially breadfruit, which she couldn’t find in the Italian markets. When her godmother sent her one in a care package, it sparked more than nostalgia. It planted the seed for what would become Amasar. As Villalobos researched breadfruit, she learned of its nutritional benefits, and that it could be dehydrated into flour to create a gluten-free, protein-rich ingredient.
“It’s rare to find a single food with all the amino acids we need in our diet, but breadfruit has them all,” said Villalobos.
Motivated by the fruit’s superfood potential, she and Martes Cordero returned to Puerto Rico, planting 500 breadfruit trees on their land and partnering with farmers across the island to scale production. Their vision was clear: Build a business rooted in Puerto Rican tradition that could also drive positive change.
“The root of Amasar is ama, which means love: love for the planet, love for the community and love for nutrition,” she said.
By 2023, Amasar had built a loyal local following, selling flour blends and pancake and waffle mixes in Puerto Rican supermarkets. But Villalobos knew that to deepen their community impact, they needed a way to scale beyond the island.
“Puerto Rico was our pilot. Once we proved the concept, we were ready to go full blast in the U.S.,” she said. “Amazon has been central to that strategy.”
Though still early in her journey as an Amazon seller, Villalobos has already seen sales triple in 2024. She’s exploring how she might use tools like Fulfillment by Amazon (FBA) to pick, pack and ship her products to customers across the country. Soon, she said, she’ll start using Amazon Ads to advertise.
“For me, purchasing on Amazon is just a click away, and that’s very important,” said Villalobos. “I also love that people can leave Amazon reviews—it helps spread the word and makes customers feel more confident when trying something new.”
As Amasar scales, Villalobos remains focused on the mission that inspired her from the start: using breadfruit to uplift her community and create lasting, sustainable change.
“Breadfruit has been serving Puerto Ricans for over 200 years. With Amasar, we hope to continue that tradition,” she said. “We want to make breadfruit a staple not just in Puerto Rico, but in kitchens around the world.”