H.A. Hang: Sarela Herrada of SIMPLi

The coolest part of our business has always been our clients. We’re amazed by all they do: CEOs and business owners, world travelers, authors, inventors, healers, entrepreneurs, newscasters, artists, pro athletes, musicians, caretakers, and philanthropists. 

We launched this series to share the stories of our clients and form connections within the H.A. community. Enjoy!

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Home Appétit: What’s the one-sentence elevator pitch for SIMPLi? What inspired you to start the company?
Sarela Herrada: SIMPLi is a regenerative organic pantry brand bringing thoughtfully sourced, single-origin staples like heirloom beans, ancient grains and single-origin oils from farming communities around the world into everyday kitchens.

There was very little transparency around where everyday ingredients came from, how they were grown or how the farmers growing them were being supported.

My husband, Matt, and I believed there had to be a better model. We wanted to shorten the distance between farmers and consumers and make responsibly grown, traceable food part of people's everyday kitchens.

We started with quinoa sourced directly from Indigenous farmers in Peru, and have since grown into a much larger pantry portfolio sourced from more than 13 countries.

Where did you grow up? If not in the area, how did you land in Philly?
I was born and raised in Lima, Peru, and moved to the U.S. with my family when I was a teenager. I went on to attend Penn State and, after graduating, moved around a bit for work, including spending time in Washington, D.C.

I eventually came to Philadelphia to earn an MBA at Wharton, and that's when Philly really became home. My husband and I are now raising our three kids here, so what initially brought me here has turned into a much deeper connection to the city.

How often are you traveling? How do you keep up with your suppliers?
Travel is a big part of my life—I’m on the road at least once a month. I spend a meaningful amount of time visiting farming communities, meeting with partners and being on the ground where our ingredients are grown. 

For us, those relationships can't exist only through emails or purchase orders. Direct relationships with farming communities have been part of SIMPLi from the beginning.

When I'm not physically there, we're in constant communication with our local teams and partners. We think of our farming communities and suppliers as part of the SIMPLi family, so we're talking about what they're seeing in the fields, upcoming harvests, challenges they're facing and what they need from us.

The travel can definitely be a lot, especially with three young kids at home, but being in the field is also one of the parts of the job that keeps me most connected to why we started SIMPLi in the first place.

I’m sure you’ve seen and experienced so much as you while building SIMPLi. What is a favorite story or impactful moment that stands out?
There are so many, but some of the most meaningful moments have been going back to the farming communities in Peru where this all started and seeing how the relationships have evolved.

We recently brought together women farmers from our sourcing communities in Peru for a dinner and conversation with the Whole Foods Market team. Hearing these women talk about farming as something that has sustained their families for generations, and then hearing younger women talk about studying environmental engineering and bringing that knowledge back to their communities, was incredibly powerful.

It was a reminder that regenerative agriculture isn't an abstract idea. It's families, livelihoods, knowledge passed down through generations and people making decisions every day about how to care for their land. Those are the moments when the growth of SIMPLi feels especially meaningful because you can see the connection between something sitting on a grocery store shelf here in Philadelphia and the person and community who grew it.

What has surprised you most about living in Philly?
How much of a community it feels like. Philly is a major city, but it doesn't always behave like one. You get to know your neighborhood, your local restaurants and the people you see all the time. There's a real sense of loyalty to local businesses and people building things here.

I've also loved how strong the food culture is. There's obviously an incredible restaurant scene, but there's also a genuine appreciation for where food comes from and the people behind it.

It's become the place where Matt and I are building both our company and our family, so my relationship with Philly today is very different from when I first arrived for Wharton.

When you aren’t on the clock, where do you like to eat and hang out? Some of your favorite spots around town?
I love Oyster House in Center City. I’m a big oyster person, so that’s always a favorite. My Loup in Rittenhouse is another go-to, especially for the scallops. And with three kids, you can probably find us in Rittenhouse Square almost every day. It’s become one of our favorite places to spend time together as a family.

You can find SIMPLi's heirloom beans, ancient grains and single-origin oils in stores like Whole Foods Market, Sprouts, or online on their website. Learn more about PANTRi, a quarterly membership to stock your pantry with nutrient-dense staples, exciting new discoveries, and food that supports how you want to live and eat. As a special offer for Home Appétit customers, enjoy $50 off a PANTRi membership with code HOMEAPPETIT50, valid through October 31, 2026.