How Two Grandmas Sparked a Superfood Dream in Portland

In the heart of Portland, Oregon, a woman with roots in the highlands of Tibet is reimagining traditional foods for modern life. Jolma Ren, founder of Amza Superfoods– a company founded to bring healthy, convenient, and nutritious snacks to Portland, one farmers’ market at a time.

But her journey didn’t start with business plans or packaging. It started with two grandmothers and a dream more than a decade in the making.

A Legacy Born in the Amdo Region of Tibet

Jolma was born and raised in Rebgong (རེབ་གོང་།), in the culturally rich Amdo region of Tibet. Growing up in a nomadic family, she was deeply connected to the land and its traditions. Tsamba (or tsampa)—a roasted barley flour often mixed with tea or butter—and bread layered with ground flaxseeds were everyday staples, nourishing both body and spirit.

Her late grandmother, Sonam, though illiterate and a nomad, instilled in her the value of curiosity and education. “You can’t know anything if you stay in your own kitchen,” she told Jolma—words that would become the compass for Jolma’s global journey.

That journey took her from the Tibetan plateau to Europe and then to the United States. She started learning English at age 30, eventually earning a degree from Cambridge and building a successful career in tech and web development. But the wisdom of her grandmother and the culinary traditions of her homeland continued to call her back.

From Code to Cuisine: Creating Amza Superfoods

“I was inspired by the women who couldn’t read or write, but who passed down their knowledge through food,” Jolma says. After her grandmother’s passing, she launched the Beyond Her Kitchen blog and wrote a memoir cookbook to honor their legacy.

Her next step? Turning that inspiration into something convenient that everyone could enjoy.

In 2023, Jolma paused her tech career to launch Amza Superfoods, a line of convenient, healthy products rooted in Tibetan culture and gut-friendly superfoods. The brand has become a favorite at Portland-area farmers markets like PSU, Beaverton, and Hollywood, with a new presence this summer at the OHSU Farmers Market.

Amza’s signature items are crafted with ingredients sourced from fellow vendors and infused with tradition, offering a modern twist on ancient nourishment.

Finding Support and Building a Brand

Starting a food business wasn’t easy. Jolma had to navigate regulations, certifications, and market research—entirely new terrain. In a small business newsletter, she discovered Claudia Cardenas, a business coach with Business Impact NW, and reached out.

Mentors like Claudia Cardenas play a pivotal role in the success of small business owners, especially women navigating the overwhelming world of entrepreneurship. Claudia, a business coach with Business Impact NW, has been working with Jolma for two years, helping her build Amza Superfoods from an idea into a brand rooted in cultural heritage and strategic growth. Drawing from her own journey—growing up in her grandmother’s restaurant, spending 16 years at NIKE learning the power of storytelling, and launching her own consulting business- Claudia understands the challenges of starting out. She not only offered emotional support to Jolma but also helped her craft a business strategy, not just a business plan.  She also helped her narrow her product focus, identify strategic markets like farmers markets, and develop both short- and long-term goals.

What makes Claudia’s mentorship so impactful is her ability to cut through the noise of overwhelming government and private-sector resources and help founders communicate their stories with clarity and confidence.

“Jolma is at a critical point with developing her internal operations, but she’s a real go-getter,” Claudia says. “She’s really putting in the work, and we’re starting to see it pay off.”

As Jolma faces challenges like accessing capital—a common hurdle for small and women-owned businesses—she continues to lean on the strategic guidance and experience Claudia brings. The support of mentors like Claudia not only strengthens today’s entrepreneurs but ensures a legacy of resilient, resourceful women paving the way for future generations—just as Claudia’s grandmother did for her.

Building a Dream, One Market at a Time

Despite her success, challenges remain—particularly when it comes to scaling up and accessing capital, a common hurdle for small, women-owned businesses. Jolma’s next milestone? Investing in machinery to increase production so she can meet the demand of potential grocery store partnerships.

But no matter how far Amza Superfoods goes, Jolma will never forget where it all started.

“Tibet is a beautiful, ancient culture,” she says. “It’s gentle, natural, and full of love for all beings. Our food may be unfamiliar here, but it’s made with ingredients Americans are searching for—heart-healthy, gut-friendly superfoods with soul.”

Inspiring Future Entrepreneurs

Jolma hopes her story inspires others to follow their dreams, no matter how distant they may seem. “If you can dream it, you can do it,” she says. “Just start. Ask for help.”

Now, Jolma is living hers—blending old-world wisdom with new-world opportunity, one lovingly crafted product at a time.  If you’re interested in the business coaching that’s helped Jolma and countless other entrepreneurs like her, learn more about our Business Coaching resources.

Where to Find Amza Superfoods

You can find Amza Superfoods at the following Portland-area farmers markets:

• Portland Farmers Market at PSU
  
• Beaverton Farmers Market
  
• Hollywood Farmers Market
  
• OHSU Farmers Market (starting in June)

You can also catch Jolma and Amza Superfoods at Tibet Fest at the Seattle Center this August, along with other food showcases around the country.

Follow Jolma’s journey and discover the heartwarming story behind every bite by visiting Amza Superfoods.