This App Designer Is Trying to Start a Latin-American Sugar Craze in New York

Agency creative by day, 'panela' importer by night

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Sam von Hardenburgh spends her days making mobile apps as an experience designer for the digital agency Kettle. But her nights and weekends are spent working on a pretty sweet side project.

Sam von Hardenburgh (r.) and Said Fayad

Von Hardenburgh is the co-founder of Obelo, a New York-based company that sources raw, pure-cane sugar called panela from Latin America. The idea came from her interest in organic products, and her partner, Said Fayad's, desire to share the unique flavors of his native Colombia.

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