Domenica Rueda Paz, MBA '25, has always been driven by a deep desire to make a difference. Her journey took a transformative turn when she became a Spring 2024 recipient of the Srinivasan Family Awards for Projects in Emerging Markets, a prestigious grant program run by the Center for Emerging Markets.
Rueda Paz's story begins in the lush landscapes of Ecuador, her home country. “I was born and raised in Quito, Ecuador, and have always been passionate about contributing to the development of my country and the region,” she shares. This passion led her to partner with Cloud Forest Organics (CFO) and its founder, Craig Leon, whose efforts to protect and reforest the Andean Amazon deeply inspired her. Recognizing the need for a sustainable revenue stream to support ongoing reforestation, they identified an opportunity to commercialize bottled water from the Andean cloud forest.
Her research journey was filled with discoveries. “Only a few water brands offer natural mineral water that is naturally alkaline and rich in minerals and electrolytes,” she notes. Most large corporations, however, provide purified tap water. Her market research revealed that physical sales through convenience stores were the primary distribution channel, shaping her strategy to introduce premium, sustainably sourced water from the cloud forests.
The path was not without its challenges. “Ecuador is a small country with very little information online, so finding market-specific statistics from reliable sources became challenging,” Rueda Paz explains. To overcome this, she leveraged Northeastern's extensive library resources, accessed case studies in Spanish from local universities, and engaged with industry leaders. Her time with the local community and CFO workers deepened her understanding of the water access issues faced by rural areas, where many relied on water trucks or bottled water due to limited government-provided drinking water.
The support from the Center for Emerging Markets was instrumental in her success. “The grant was essential to be able to travel to Ecuador, conduct water studies, and visit the site in Baeza,” she says. This experience shaped her as a researcher and a leader, equipping her with critical thinking skills and a broader understanding of business models that create social and environmental value.
Rueda Paz's vision extends beyond her immediate project. “In the short term, the biggest impact of this project will be raising awareness about the role cloud forests play in combatting climate change and how reforestation can generate water, preserve healthy forests, and restore wildlife,” she explains. Her long-term goal is to inspire other regions in the Amazon to adopt similar sustainable water-sourcing models, creating a ripple effect of positive environmental impact.
As she reflects on her journey, Rueda Paz is filled with gratitude for the support she received and the lessons she learned. “I also hope that through my story, other students are motivated to get involved in these kinds of projects in emerging markets,” she says. Her story is a testament to the power of passion, perseverance, and the impact of cross-border learning.
Her journey is far from over. With her unwavering dedication to creating impactful solutions, Rueda Paz looks forward to future projects in Ecuador and beyond, and she is committed to addressing global water challenges and promoting sustainable development.