Effectual Entrepreneurship, Third Edition
Practically Speaking
Mater Iniciativa – Cooking up the Ecosystem
This venture actively engages with local communities, ecosystems, and ingredients to create a sustainable model for culinary innovation and entrepreneurship.
Entrepreneur: Virgilio Martínez Véliz
Entity: Mater Iniciativa
Country: Peru
Pages 232-233 in
Chapter 14 The Crazy Quilt Principle: Form Partnerships (pp. 219 to 238)
"Anybody can cook food. And Michelin-star chefs can cook up tasty dreams, and gastronomic adventures. Virgilio Martinez Véliz, founder of Central Restaurante in Lima, Peru goes further: "At Central we cook ecosystems."
Quilt Weaver
And it is not only in his restaurant that he cooks them up. He does so through a variety of partnerships across the globe, partnering with Orient Express Hotels, a hospitality and leisure company that operates luxury hotels, train services, and river cruises worldwide, and XCaret Group, a leader in sustainable and socially responsible tourist recreation in Mexico. Martinez's Lima restaurants have spread to at least two other continents with multiple locations in London and Dubai.
Local Looms
However, the chef's heart is in his home in Peru, where he co-founded Mater Iniciativa, an interdisciplinary team of professionals dedicated to exploring Peru's diverse ecosystems in search of rare and unique ingredients by collaborating with local communities. Mater's outputs extend beyond food to span art, culture, communication, kitchen design, and culinary education and experimentations. In 2018 Martinez opened a laboratory in the middle of the Andes to work with local families to catalog different crops.
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Under Construction: Join Us in Co-Creation!

Video Resources
References & Links
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- Howard Schultz. (2025). In Wikipedia. https://en.wikipedia.org/w/index.php?title=Howard_Schultz&oldid=1285405168
- Howard Schultz: An Overview of the Entrepreneur’s Career - 2025. (n.d.-c). MasterClass. Retrieved April 20, 2025, from https://www.masterclass.com/articles/howard-schultz-life-and-career
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- Starbucks CEO Howard Schultz: How to Be Strategic Thinkers | Inc. - YouTube. (n.d.). Retrieved April 20, 2025, from https://www.youtube.com/watch?v=Q5Djl9_Xc3w
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- Starbucks’s Howard Schultz: From Coffee Entrepreneur to Three-Time CEO. (n.d.). WSJ. Retrieved April 20, 2025, from https://www.wsj.com/story/starbuckss-howard-schultz-from-coffee-entrepreneur-to-three-time-ceo-439768fc
- Taylor, K. (2017, December 13). From Brooklyn to Billionaire: The Story of How Howard Schultz Transformed Starbucks Into an $84 Billion Business. Inc. https://www.inc.com/business-insider/howard-schultz-chairman-former-ceo-starbucks-successful-billionaire-coffee.html
- The Man Behind Starbucks Reveals How He Changed the World—YouTube. (n.d.). Retrieved April 20, 2025, from https://www.youtube.com/watch?v=LnA7n9qSB7E&t=255s
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