The Sweet Success of EnjoyFruitRolls

When Zoia and Konstantin arrived in the United States in January 2023 with their four children—two sets of twins—they were fleeing the war in their native Ukraine. Their journey was more than a relocation; they had lost everything familiar and now faced the challenges of a new country, a new language, and unfamiliar systems. Throughout these difficulties, they understood the importance of rebuilding stability, pursuing self-sufficiency, and upholding a family tradition rooted in love, health, and creativity.

As a devoted parent, Zoia was committed to providing their children with healthy, natural, nourishing snacks that were sugar-free and free of added preservatives. This dedication led her to make homemade fruit roll-ups from simple, whole ingredients. Soon, she wanted to share her creations with others, and this straightforward recipe, originally made for their children, became the foundation of her small business, EnjoyFruitRolls.

Zoia’s dedication to capturing the flavor and goodness of real fruit in every bite. She was offered an entrepreneurial opportunity in her new country, but the path ahead was uncertain. Building a food business in a new country meant navigating unfamiliar systems, regulations, and language barriers. By July 2024, Zoia had a clear vision of selling her fruit rolls at a local farmers’ market, but she did not know how to obtain the required permits or where to begin. She reached out to the IRC’s Small Business Development Center (IRC SBDC) in San Diego and was introduced to Small Business Development Counselor Hanna Rico. Zoia and the counselor collaborated to map out each step of the food business start-up process.

Through one-on-one technical assistance, the Small Business Development Advisor helped Zoia with business registration, licensing, and health compliance requirements. She identified training opportunities with the County of San Diego and helped Zoia schedule and attend the required training. Access to capital was another challenge Zoia faced. To address this, Zoia was among the 21 Ukrainian women who participated in the IRC WE STAR Program BWIA cohort in August 2024. After successfully completing the 5-week program, she received a $200 seed grant to cover her business registration and other startup costs. In September 2024, Zoia passed her home kitchen inspection and received a Class B Cottage Food Operations Permit from San Diego County, allowing her to start her EnjoyFruitRolls business. Committed to growing her business, Zoia continued to access IRC’s WE STAR one-on-one technical assistance and training sessions to support her expansion beyond the startup phase. Through one-on-one technical assistance, Zoia obtained trademark registration for her business name and planned a transition from a sole proprietorship to an S Corporation.

 By early 2025, EnjoyFruitRolls had grown into a thriving family business. Zoia and her husband, Konstantin, sold at multiple farmers’ markets across San Diego, and by April 2025, their gross sales had exceeded $20,000. Soon, Zoia’s fruit roll business became the family’s primary source of income, allowing Zoia and her husband to work full-time on the business to meet increasing demand. As sales continued to grow, the family began preparing to transition from a home kitchen to a commercial kitchen. In September 2025, with continued support from the IRC SBDC, Zoia qualified for a $20,000 loan to purchase commercial equipment and scale operations. In December 2025, Zoia reported gross sales revenue of $160,000 for 2025. As a next step, she is exploring government contracting opportunities to further expand the business once the commercial kitchen is fully established.  

Zoia said, “We are so grateful for programs like the IRC Small Business Program and the IRC BWIA Program in San Diego that support small businesses like ours. Even with very little English, we were able to obtain the necessary permits and access local markets. Step by step, we are building a business that supports our family and brings joy to others. Today, EnjoyFruitRolls is a proud local favorite and a reflection of steady progress from uncertainty to stability. Each batch is handcrafted in small quantities from fresh fruit using a slow, low-temperature process that preserves flavor and nutrients. With a strong foundation in place and clear plans for expansion, Zoia and Konstantin continue advancing their original mission, building a sustainable future for their family, and contributing to the local economy.” 

Isela is a professional chef, entrepreneur, wife, and mother of three beautiful daughters. She has over 20 years of experience in the food and business industries in Colombia and the U.S. Isela came to the U.S. as a political asylee who fled her home in Cartagena due to the persecution by the government for her activism defending Black and Afro-descendant communities of Colombia. Isela was introduced to IRC resettlement services in February 2019 through the Survivors of the Torture program. 

Once Isela was settled and ready to start her business, she was referred to IRC’s Small Business Development Center and the WE STAR Program, where she received one-on-one business counseling services. She was able to establish her business and access a $15,000 business loan to buy a food truck for her business. Isela sells at local farmers’ markets, supplies to local specialty grocers, and caters for special events. The company is now investing in a food trailer to develop a restaurant chain and become a staple for Colombian food.

About IRC San Diego:

IRC San Diego’s “WE STAR” Program recognizes entrepreneurship as a viable option for low-income, immigrant, and refugee women to achieve economic mobility and lift themselves out of poverty. Many of these women face obstacles to financial stability, including a lack of: access to linguistically- and culturally-appropriate services, formal education, transportation, access to financial capital, and familiarity with business customs and regulations in the US. With WE’s support, barriers are reduced for these women to open and operate a successful small business through training and workshops, 1:1 business counseling, business licensing assistance, access to microloans, and assistance with marketing and bookkeeping, as well as social and emotional wellness support.