Before signing up for the CIBS Costa Rica trip, I knew the country was famous for both its surfing and tourism attractions, and the phrase Pura Vida, which translates to “simple life.” As someone who loves to surf and is curious about how lifestyle mindsets influence all aspects of life, even business practices, I couldn’t pass up this opportunity.
During the first week of my trip, I noticed similarities and differences in both the business environment and culture compared to the United States. On the similarity side, Costa Rica has a strong commitment to ESG principles (Environmental, social, and governance), heavy educational investment, and maintains free trade agreements. The most striking difference was the entrepreneurial spirit. In the U.S., businesses are driven by providing a solution and profitability. In contrast, Costa Rican businesses are started because an individual was passionate about an idea or seeks personal fulfillment.
I was able to see this mindset firsthand during our trip to the Bici Chocolate Factory. The founder, Andrés Fernandez, guided us through the entire chocolate-making process, from a cacao pod to a chocolate bar. As consumers, we don’t get to see the labor, creativity, and passion that goes into products like a chocolate bar. Being able to see Andrés’ long and creative approach was eye-opening. He isn’t driven by profits; instead, he was driven by the Mesoamerican chocolatiers who came before him and a commitment to creating an ethical product.
Bici’s origin story is both humble and personal. Andrés first started off making chocolate in his mother’s garage. In an effort to become more efficient, he came up with a creative way to grind cacao beans. By attaching an old car alternator to a bicycle, Andrés was able to grind his cacao beans much faster and power his production line by just exercising on the bike. Like any entrepreneur, he ran into many setbacks, but what I realized as he was sharing his setbacks throughout the years, it was clear he fell more in love with the process itself. Every challenge only deepened his commitment to the product.
Having the opportunity to speak to a local business leaders like Andrés taught me that the Pura Vida mindset celebrates passion and creativity as much as profit. Meaningful work can sometimes come from your community values and curiosity, not just profit and loss statements.
