May is Asian American Pacific Islander Month! We sat down with our founder Caroll Lee to chat about how she's celebrating AAPI culture this month and her favorite Korean-inspired dish on the Provenance menu.
What inspired you to become an entrepreneur, and how did your cultural background influence your decision to pursue this path?
My mother and father emigrated from Korea in 1969 to follow work opportunities and create a life for their growing family in the United States. I was the first person in my family born in the US and they gave me an American name to honor my birth in their new country. I inhabited 2 worlds and cultures - Korean at home and American at school. When it came to food, I wanted all the American junk food – Stouffer’s French bread pizza, McDonald’s fries, and Fun Dip were some of my favorites! But my mom made a Korean meal almost every night of the week, and now Korean dishes are my comfort food and give me memories of being loved and cared for. When I founded Provenance, the menu philosophy was based on the Korean diet I grew up with – simple, whole ingredients with a large variety of vegetables, minimal red meat, abundant fish, long-simmered broths, and foods that are rich in gut-friendly probiotic bacteria.
As an Asian American woman in business, what strategies do you use to manage stress and maintain your well-being?
I’m very fortunate that my company, which I love with all my heart but can be stressful to run, provides a service that is all about reducing stress, providing convenience, and promoting health and well-being. Obviously, nutrition is very important to me. I know I have to fuel myself with the highest quality, nutrient-dense ingredients to perform my best physically and mentally. Stocking my fridge with meals from Provenance means that I can have a healthy meal any time I need one. Also, knowing that I’m feeding my family delicious meals made with love from trusted kitchens with sustainably sourced ingredients certainly helps me power through the rough days and celebrate the great ones.
How are you celebrating AAPI Heritage Month this May?
I always enjoy supporting the work of people who express themselves through art and cuisine. This month especially, I’ll be enjoying music, art, film, and food from different AAPI cultures to support local artists and expose myself to new ideas and experiences. I’m part of a network of AAPI founders and creatives called Gold House, and I get so many great ideas of brands and artists to support through them. It’s inspiring to recognize my shared cultural experiences with some of the most celebrated entrepreneurs, actors, filmmakers, musicians, and chefs, and it feels more and more common in recent years, which is really encouraging.
What advice would you give to other people, particularly those from underrepresented communities, who are looking to start their own businesses?
Resilience is the name of the game. “Failure” and rejection are inevitable, but you needn’t assign negative meanings to them. There’s a lot to learn from all experiences. My business coach Victoria Song taught me the importance of having faith that all the seeds you are planting will bear fruit in some way in some timeline. The how and when are less important than holding that belief and continuing to sow those seeds. As she says, “Know that what was meant for you will not miss you”
What’s your favorite dish on the Provenance menu?
It’s definitely hard to pick one favorite because I love so many of the meals on our menu. But if I had to say, I’m partial to our Japchae. It’s a Korean dish that’s served at celebrations and is a real crowd-pleaser. It’s made with sweet potato glass noodles that are naturally gluten-free and are more nutrient-dense than your standard white flour noodle. Many different vegetables are carefully seasoned and stir-fried in a slightly sweet sauce, including spinach, onion, red bell peppers, carrots, and mushrooms, then topped with strips of cooked egg and scallions. Our version of the dish uses coconut aminos so it’s soy-free. My mom made this dish for just about every party she hosted or potluck she attended, and it’s not only delicious and nutritious, it brings up beloved memories of time spent together over food that celebrates our culture.