By Lauri Lee
Northside Economic Development Coalition
The beautiful, artistic fruit sculptures handcrafted by Fruta Artesana are a new trend in Madison helping to put the special into special occasions.
“I custom carve theme centerpieces out of fruit for special events and hotel functions,” said Eder Valle, owner of Fruta Artesana. “Using watermelon, I carved a Cinderella theme during the Latino Art Fair at the Overture Center,” said Valle. “It included the castle and the iconic scene where the prince gives Cinderella the glass slipper.”
Valle’s custom work is inspired by the client or the occasion itself. “To fit a theme at the Edgewater, I carved a Wisconsin Badger helmet,” he said, “showing that my work goes beyond watermelon roses.”
In addition to watermelon, sculptures can be made from cantaloupe, honeydew, pineapple, strawberry, mango, radish, kiwi and grapes. From smaller events, such as showers or birthday parties, to larger events, such as grand openings or conferences, a unique artistic food centerpiece provides a distinctive element that enhances any event.
Like many new entrepreneurs, Valle has had to start from scratch to carve out his business growth patch. It was his father’s inspiration as a caterer in Los Angeles making apple swans during his youth that inspired his new business.
For Valle, who actually is a chemist for AgriChemical Technologies Inc. studying proteins and turning soy flour into industrial-grade adhesive, figuring out how to grow a successful food business is not related to his chemistry career.
So, where to start? Valle practiced his art for 18 months. Then he took ServSafe classes through Latino Academy to receive the certification necessary to start his business. The next step was to find a certified commercial kitchen where he would be licensed to create his sculptures.
By becoming a FEED Kitchens member, Valle rents a kitchen space by the hour and also has access to the large walk-in refrigerator to keep his creations fresh until the time of the event. Since FEED is a business incubator, staff helps him with regulations, assists him in sourcing fresh produce, and guides him to resources to learn how to pitch his ideas in a client meeting, close negotiations, and where to get help with marketing, bookkeeping and other needed business skills.
Fruta Artesana is owned by Eder Valle (Eder rhymes with cheddar and Valle is pronounced Val). Visit www.frutaartesana.com for more information, phone 520-2119 or email frutaartesana@gmail.com.