"I grew up in a family of farmers,” says Camila Alves McConaughey, the Brazil-born, Austin-based model and entrepreneur. “My dad’s still a farmer, and the relationship with food, and where it comes from, has been ingrained in me since I was a little girl.”
So perhaps it’s fate that today Alves McConaughey is copartner—with Agatha Achindu, herself the daughter of a West African farmer—of Yummy Spoonfuls, an organic baby- and toddler-food brand. She’s also the founder of Women of Today, a digital lifestyle community that offers wellness tips, style inspiration, and tons of healthy recipes. “There’s so much in the world that we cannot control, but we have control of what we are putting into our bodies,” says Alves McConaughey. “I’m not talking about, ‘You’ve got to be 100% organic’—a lot of people cannot afford that—but everyone can make better choices.”
Whether it’s parents relying on the quality of Yummy Spoonfuls’ organic foods or home chefs whipping up nutritious recipes from her site (and sharing their own), Alves McConaughey is on a mission to make healthy eating effortless. “We dive into attainable, lifelong choices,” she says. “It’s about teaching people how to change habits instead of falling to trends.” Audience needs drive her business decisions. “I start by asking, ‘How can it be better for the customer?’ and ‘How can we offer it at a better price so more people have access to it?’ ” she says. Those answers aren’t pulled from thin air. “I love data,” says Alves McConaughey. “I dive into the data to set the direction of the business, to see what’s working and what’s not working. It’s about the community that we are building.”
While juggling her businesses and mom duties (she and husband Matthew McConaughey have three children: Levi, 11; Vida, 10; and Livingston, seven) has her constantly running around, Alves McConaughey has no plans to slow down. Yummy Spoonfuls is stocked at Walmart stores all across the country, and Women of Today, which has seen a 120-percent traffic increase in the last year, is expanding into events and live experiences. “Coming from a family of farmers, your work ethic is just there—it’s not even an option,” says Alves McConaughey. “You wake up before sunrise and work until long after dark.”
This article originally appeared in our Summer 2020 issue. Get the magazine here.