Iliana is the Founder/CEO of Iliana Maura Divinely Dairy-Free Butter. Read our interview with Iliana about her experiences with Xcelerate Business Advising.

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What sparked the idea for your business–and what vision or purpose drives the work you do today?

My business was sparked by a lifelong passion for food, health, and mindful living.  I've always been a food lover and someone who pays close attention to what nourishes the body.  Years ago, when I moved from Los Angeles to Sonoma County, I formed an unexpected bond with a neighbor's cow.  That simple connection opened my eyes to the environmental and ethical impact of dairy production, and it changed the direction of my life.  I realized that I wanted to create food that was not only deeply delicious but also aligned with compassion, sustainability, and wellness.  

That moment became the seed for Iliana Maura: a brand built on the belief that the best food in the world can be plant-based, nutrient-dense, elegant, and kind to the planet. Today, my purpose is to elevate dairy-free products so they feel luxurious, sophisticated, and truly exceptional–not an alternative, but the one people genuinely prefer reaching for, whether they're vegan, flexitarian, or simply choosing what tastes and feels best.

My vision is to offer people something beautiful: food that supports their health, protects animals and habitats, and reflects a deeper respect for all living beings. Every product I create is rooted in this mission.  It's what drives me every day.

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When you first connected with Xcelerate, where were you in your business journey? What challenges or aspirations brought you to us?

When I first connected with Xcelerate, I was in an early but pivotal stage of building my business. I had a strong product and a clear sense of purpose, but I didn't yet have the roadmap, connections, or industry knowledge I needed to grow in a sustainable and strategic way.  I was juggling everything alone– formulation, branding, pricing, retail strategy, and figuring out how to prepare for pitching to stores and buyers.  I knew I had something special, but I didn't yet know how to navigate the next steps with confidence.

Xcelerate has made it possible for me to connect and work with coaches such as Lori Spencer, David Hill, and Alison Blosse,r as well as participate in Industry cohorts through the Oregon Entrepreneurs Network. 

The guidance I've received from these coaches, along with the insights shared by the many industry leaders in the cohorts, has been truly invaluable. Their expertise has directly strengthened my confidence and the growth of my business.

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What goals did you focus on with Xcelerate this year, and what progress are you most proud of?

This year, my goals with Xcelerate centered around strengthening the foundations of my business so I could grow with clarity and confidence. I focused on refining my pricing and cost of goods, improving my retail readiness, and preparing for a stronger pitch to buyers and investors. With the support of Xcelerate and their coaches, I made major progress in all of these areas. 

I’m especially proud of how far I’ve come in understanding my numbers and building a pricing structure that supports sustainable growth.  The coaching I received helped me fine-tune my cost of goods, analyze margins more strategically, and make informed decisions about packaging, production, and scalability.  But I would say the progress I am the proudest of is getting my dairy-free butter on the shelves at New Seasons Market and Market of Choice.

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Can you share a moment this year when something clicked for you as a business owner–something that changed the way you think or lead?

One moment that truly clicked for me this year was realizing that I am no longer “trying to build a business”–I am a business owner, and my product has real value in the marketplace. This shift happened gradually, but it crystallized when I began receiving consistent feedback from chefs, mentors, retail buyers, and customers who all recognized the quality and uniqueness of my butter. Hearing industry professionals call it the best vegan butter they’ve ever tasted helped me fully step into my role with confidence, rather than hesitation.

But the deeper shift was internal. I began to understand that I don’t have to wait for someone else’s validation to lead with clarity. I realized how important it is to trust my instincts–from my product formulation to my branding to the way I show up in professional settings. This year taught me that leadership isn’t about having all the answers; it’s about owning my decisions, being adaptable, and believing in the vision I’m building.

That moment of “clicking” changed everything. It reshaped the way I approach opportunities, communicate with buyers, and make strategic choices. I now lead with a greater sense of grounded confidence, clarity, and purpose–and that has transformed both me and my business.

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What were some of the biggest challenges you navigated this year, and how did Xcelerate’s support help you move through them?

One of the biggest challenges I faced this year was figuring out how to successfully enter retail stores. There were many moving parts I needed to master all at once: making sure my packaging was retail-ready, getting my pricing structure exactly right, understanding how to approach buyers, and learning what to do once a buyer said yes. I knew my product was strong, but navigating the actual process of getting into grocery stores such as New Seasons Market and Market of Choice–from the first outreach to the moment it went on the shelf–was something I had never done before, and it felt overwhelming at times.

Xcelerate's support helped me move through every part of that journey. The coaches they connected me with guided me on packaging decisions, refined my pricing, and walked me through best practices for approaching buyers. They helped me understand the expectations of retail, how to communicate my value, and how to manage the steps that come after acceptance–from onboarding to ongoing relationship-building. Having that kind of expert support gave me the confidence and the practical knowledge I needed to take those leaps, and it played a huge role in my ability to secure those retail opportunities this year.

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If you’ve been part of Xcelerate for multiple years, how would you describe the ongoing impact of that support over time? And if you’re newer to the community, what early changes or wins have you already noticed?

Being part of Xcelerate for over two years has had a transformative impact on my business. I've gained deeper knowledge, stronger skills, and more confidence in myself as a founder. What stands out most is how consistently Xcelerate has met me exactly where I was in my journey–whether I needed help understanding my cost of goods, refining my pitch, improving my packaging, or learning how to approach buyers.

Over time, this support has helped me develop a clearer strategic foundation, a more polished retail presence, and the ability to make smarter, more informed decisions. The ongoing mentorship and the industry cohorts I’ve participated in have given me access to expertise I would never have been able to afford on my own. Each coach contributed something different: clarity around numbers, guidance on market entry, insight into branding and storytelling, and the kind of nuanced advice that only comes from people who understand this industry from the inside out.

The early wins I’ve experienced–getting into stores, strengthening my packaging, tightening my pricing, and learning how to talk to buyers–are direct results of that long-term support. But equally important is the steady growth in my confidence. I’ve gone from feeling unsure about how to move forward to feeling grounded, prepared, and capable of leading this business in a meaningful, sustainable way.

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What milestones or wins have felt especially meaningful along the way–whether in growth, confidence, or community impact? 

Some of the most meaningful milestones for me have been getting my dairy-free butter into Market of Choice and New Seasons Market. Those were major goals for me, and successfully onboarding with both retailers–and then seeing the product sell well once it hit the shelves–has been incredibly rewarding.  

It is also a milestone seeing a surge in sales this year from online orders, our local Hood River Farmers Market, as well as from my very first local account, Treebird Market. These wins help build my confidence and momentum.

Another milestone that has meant a great deal is developing strong relationships throughout this journey–from store staff to corporate buyers to fellow entrepreneurs. Building those connections, feeling part of a supportive community, and contributing to the local food ecosystem have been some of the most fulfilling parts of this experience.

Finally, the personal growth that has come from building this business has been a milestone in itself. The progress of my company has affected every part of my life. I’ve grown so much in confidence, clarity, resilience, and belief in my own abilities. Those internal shifts have been just as meaningful as the external achievements, and together they represent some of the biggest wins of my journey so far.

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What about Xcelerate’s approach feels uniquely impactful or aligned with the way you do business? 

What I find most impactful about Xcelerate’s approach is how personal, flexible, and practically useful their support is. As a solo founder navigating production, pricing, packaging, and retail strategy all at once, I need guidance that fits the real pace and demands of my life–not a rigid program. Xcelerate meets me exactly where I am. Their scheduling flexibility, their willingness to tailor mentorship to my immediate needs, and the range of category experts they make accessible would be nearly impossible for me to find or afford on my own.

The affordability and accessibility of their mentors have been a game-changer. Being able to work with high-level industry experts–people who deeply understand retail, cost of goods, branding, pitching, and market entry–at either no cost or a dramatically reduced rate has allowed me to get the kind of support that directly moves my business forward. That level of access simply doesn’t exist anywhere else.

What also aligns with the way I do business is their practical, real-world approach. They don’t offer one-size-fits-all advice; they listen, understand my stage and goals, and help me take clear, actionable steps. Whether it’s refining pricing, preparing for buyers, or strengthening my packaging and messaging, Xcelerate’s support always feels relevant, strategic, and grounded in real industry experience.

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How has your identity–as a woman and through your intersecting experiences–shaped the way you lead, make decisions, or build community through your business?

My identity as a woman, along with the experiences that have shaped my life, has had a profound influence on the way I lead and make decisions in my business. I bring a strong sense of empathy, intuition, and emotional awareness into everything I do. These qualities guide how I communicate with mentors, buyers, customers, and collaborators. They help me listen more deeply, navigate challenges with resilience, and build relationships based on authenticity, respect, and mutual understanding.

As a woman, I’ve often had to find my own way forward, especially in spaces where I’ve had to advocate for myself, trust my instincts, and keep moving even when the path wasn’t clear. Those experiences taught me to be resourceful, adaptable, and courageous. They also taught me that leading with compassion is not a weakness– it’s a strength. It helps me connect with people in meaningful ways and build community around values like kindness, quality, and integrity.

My intersecting experiences–from personal challenges to professional growth–have also made me committed to creating a business that reflects my values. I care deeply about health, the planet, and the well-being of animals, and those commitments shape every decision I make, from ingredient choices to packaging to the way I show up for my customers. They remind me that business can be both conscious and successful, and that leadership can be both strong and heart-centered.

Overall, my identity and experiences allow me to lead with clarity, empathy, and purpose–and they ground the way I build community through my business.

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How do you personally define success–for yourself and your business? Has that definition evolved since joining Xcelerate?

I define success as building a business that feels aligned with my values–one that creates something genuinely good for people, animals, and the planet, while allowing me to grow in a way that feels healthy, sustainable, and true to who I am. Success isn’t just about reaching retail stores or hitting certain numbers; it’s about knowing that I’m creating a product I’m proud of, making thoughtful decisions, and moving forward with clarity and integrity.

Since joining Xcelerate, my definition of success has absolutely evolved. In the beginning, I saw success mostly as “figuring things out”–cracking the code on pricing, packaging, and getting into stores. But over time, with their support, success has come to mean something deeper: confidence in my expertise, trust in my instincts, and the ability to navigate challenges with more ease and perspective. Xcelerate helped me see that success is also the growth happening behind the scenes–the knowledge I’ve gained, the relationships I’ve built, the communities I've become a part of, and the increasing confidence I feel as a founder.

Today, success feels less like hitting a finish line and more like building something meaningful step by step, with purpose, resilience, and a strong foundation. And that shift is something Xcelerate helped make possible.

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Looking ahead, what are you most excited to create or grow next–and how has Xcelerate helped prepare you for that next chapter?

Looking ahead, I’m excited to continue expanding my line of dairy-free butter–developing new flavors, refining my current offerings, and growing my presence in retail stores. There is so much creative possibility within my category, and I feel energized by the idea of building out a fuller product line that reflects quality, elegance, and wellness.

I’m also excited about something deeper and more long-term. As my business grows, I want to use my platform to give back in meaningful ways–especially by supporting animal sanctuaries, raising awareness about animal welfare, and contributing to the health of our planet. Building community around compassion and mindful living is an important part of my vision.

Another piece that feels very aligned with my purpose is education. Self-improvement has been a major part of my entrepreneurial journey, and I’d love to share that with others–whether through a podcast, a YouTube series, or another platform. I want to help people learn how to eat well, make healthier choices, and feel empowered in their own lives. Creating content that blends food, wellness, and personal growth feels like a natural extension of what I’m already building.

Xcelerate has helped prepare me for all of this by giving me the foundational tools I need to grow sustainably–from pricing and packaging to retail strategy, production, and pitching. Their support has strengthened both my business and my confidence, making me feel equipped not just to grow my product line, but to step more fully into the broader mission I ultimately want to build.

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Is there anything else you'd like to share about your Xcelerate experience?

I’m incredibly grateful for the support I've received from Xcelerate. Their encouragement, enthusiasm, kindness, and genuine investment in my growth have made a meaningful difference in my journey as a founder.  I've benefited so much from their mentorship and resources, and I truly appreciate the care they put into helping women succeed.

I hope that one day I can give back to others in the same spirit–offering support and opportunities to women the way Xcelerate has done for me. It’s been an honor to be part of this community.