Recipe for ROI
by Jenna Niederkrom
In her home kitchen, Veronica Ume-Ezeoke (M.B.A. ’17) moves seamlessly between the culinary worlds of her Korean childhood and her husband’s Nigerian homeland.
The smell of sizzling kimchi fried rice fills her kitchen, while across the counter, dried crayfish for a Nigerian stew awaits.
What began as a love for family recipes grew into an Instagram channel where Korean and Nigerian cuisines collided with marketing savvy and measurable audience engagement. Before becoming an entrepreneur, Ume-Ezeoke gained corporate experience in marketing, communications and project management at Tenet Healthcare, Baylor Scott & White Health and Clarify Health, a health care tech startup.
From MBA to entrepreneurial insight
To advance her business acumen, she decided to earn her Master of Business Administration at the St. Mary’s University’s Greehey School of Business. The MBA Program was transformative, Ume-Ezeoke said.
“The corporate experience taught me how to execute efficiently, while the MBA helped me step back to focus on strategy, ROI (Return on Investment) and long-term growth,” she said. “The MBA Program challenges you to think critically and strategically. It’s not just about learning theory — it’s about applying it to real-world situations, whether that’s a marketing plan, a financial analysis or growing my Instagram following.”
“The MBA Program challenges you to think critically and strategically. It’s not just about learning theory — it’s about applying it to real-world situations, whether that’s a marketing plan, a financial analysis or growing my Instagram following.”
— Veronica Ume-Ezeoke
Gail E. Kaciuba, Ph.D., Professor Emerita of Accounting, recalls Ume-Ezeoke’s remarkable combination of creativity and analytical skills:
“Veronica had this unique ability to think strategically while still being incredibly hands-on,” Kaciuba said. “She could see the big picture and the details at the same time — it’s rare and exactly what makes her entrepreneurial approach so compelling.”
Now, Ume-Ezeoke is just as comfortable analyzing ROI as she is balancing bold spices.
Building a digital platform
Her love for food first developed into a digital journal on Instagram as a hobby.
“It was messy. It was fun. And it felt like I was building my own little world,” she recalled.
Every post — from photographing her dishes under a ring light to trying new flavor combinations — became a lesson in content creation, branding, audience engagement and business strategy. Her previous food channel grew to reach more than 30,000 followers, creating an audience that served as both a marketing base and a testing ground for new ideas.
Her social media acumen is evident: her most viral video had more than 4 million views, and a homemade fish sauce recipe generated nearly 1 million impressions, demonstrating the scale of engagement she brought to that platform.
“It’s like a business in miniature,” she said. “I’ve learned how to measure success, pivot when needed and be consistent with my brand.”
Launching CNTRD JUICE
Now, Ume-Ezeoke is quietly stirring up a new venture. Her Instagram success paved the way for her juice bar, CNTRD JUICE in Dallas, which launched in September — selling out on several initial days of business.
Blending fresh ingredients, bold flavors and creative branding, the venture embodies her philosophy of intentional storytelling and calculated risk-taking. From local wellness events to collaborations with regional brands, she’s already building a loyal following and a vibrant community around CNTRD JUICE. While still gathering performance data, the launch reflects the same mix of creativity, strategy and connection that has defined her journey from family recipes to entrepreneurial success.
Culinary storytelling
Growing up in San Antonio, Ume-Ezeoke learned early that food isn’t just sustenance — it’s storytelling.
“Food was always a way we came together,” she said. “I learned that cooking isn’t just about following a recipe, it’s about telling a story and sharing it with the people you love.”
Her Korean heritage introduced her to traditional flavors and meticulous cooking techniques, rooted in family meals and childhood memories. Her husband’s Nigerian culinary background added another dimension, bringing comfort and community to the table with dishes like jollof rice and rich stews.
“I had the opportunity to shadow his mom in the kitchen, learning why you boil before braising and the importance of seasonings like dried crayfish,” Ume-Ezeoke said.
Today, the fusion of these culinary worlds defines much of her cooking, blending bold flavors, deep tradition and thoughtful experimentation.
Looking back on her journey, Ume-Ezeoke emphasizes the value of integrating passion and professional growth.
“Let your passions inform your professional growth,” she said. “That combination is where you find impact and fulfillment.”
