In the heart of Costa Rica lies the canton of Sarchí. This canton, cradle of Costa Rican craftsmanship and traditions, is more than just a geographic location: it is a symbol of cultural identity. Here, where the painted oxcart designs — a national symbol of Costa Rica and UNESCO Intangible Cultural Heritage — embody the essence of a people, we find Dalais Rojas, a woman who has transformed her family heritage into a sustainable enterprise.
Dalais is a woman of dreams, goals, and projects that, as she puts it, "have not come easy." Born in Bajos del Toro Amarillo, a place traversed by a stunning sky-blue waterfall, she grew up in a close-knit family where her father taught her that “to achieve anything in life, you had to work — but with love; that was the secret to everything.” This philosophy guided her when she decided to reclaim her grandmother’s legacy: the artisanal making of cajetas.
"My grandmother used to make cajetas for a while to support the family while my grandfather farmed. She taught my dad how to make them when he was just seven," Dalais recounts. After facing financial hardship during the pandemic, she revived this tradition — which began over 90 years ago — with her husband by her side, to support their family. “I made them so I could send my kids to school. Many times, just to get bus fare, I had to go sell cajetas to the teachers.”
“Herencias de mi Tierra Sarchí”: A Product with Sarchí Soul
Dalais's enterprise, named Herencias de mi Tierra Sarchí (“Heritage from My Land Sarchí”), is a tribute to her roots. Her brand incorporates distinctive cultural elements from the canton: “like the carreta that has colochitos — the curly strokes of paint characteristic of this kind of craftsmanship. I feel like it’s the essence of Sarchí. Being from Sarchí is something you carry in your blood.” Each cajeta is more than a sweet — it’s a piece of history wrapped in creativity and dedication.
The support from the Joint SDG Fund through it's joint programme on digital transformation for local development has been instrumental in professionalizing her business and taking it to the next level. Led by the United Nations Resident Coordinator’s Office in Costa Rica, UN-Habitat, UN Women, and the United Nations Development Programme (UNDP), the programme equips women entrepreneurs with training in innovation in local governments in Atenas, Palmares, and Sarchí.
Through workshops in leadership, artificial intelligence, marketing, and digital tools, Dalais managed to transform her artisanal production into a recognized brand: “I have a brand now, I have an image, and my product is better presented.” These skills have allowed her to reach new audiences, participate in local fairs, and explore digital markets — something unthinkable before the programme. Now she dreams of exporting her products and sharing the spirit of Sarchí with the world.
Collective Impact: Value Chains and Opportunities
The growth of Herencias de mi Tierra Sarchí through the joint programme has not only benefited Dalais, but also created a multiplier effect in her community. “The man who sells us the milk — we’re giving him work now; the one who supplies the sugar, the one who sells us the coconuts. For example, women from Limón — a coastal province in the northeast — go to the beach to gather coconuts,” she explains. Her business has become a value chain supporting farming families, artisans, and distributors.
Furthermore, Dalais dreams of helping other women replicate her success: “My dream is, first and foremost, to give work to women who may have gone through what I did… who maybe can’t afford to send their kids to school.” Her story inspires others to take the entrepreneurial leap: “Let them say, ‘Look, Dalais had nothing, and now she has a factory, she has a brand.’”
Dalais has grown not just as a businesswoman but as a leader. The training she received from the Joint SDG Fund gave her the tools to believe in her potential: “I’m a woman who didn’t even finish sixth grade… but I didn’t stop there. I have degrees now, even university ones, and I keep learning.” Today, she sees herself as an empowered woman: “Women have so much to offer the world,” she says.
Her message to other women entrepreneurs reflects her life philosophy: “Limitations are in the mind… There will always be excuses, but if you stay stuck, nothing changes.”
Like the colorful Sarchí crafts that tell the story of their people, Dalais moves forward with strength, carrying not only her dreams but those of her entire community. Her path, like the oxcarts, leaves an indelible mark: “I’d like people to see me as a humble, simple woman who contributed something to Sarchí, to society, and to women.” In a world rapidly moving toward digitalization, her story is a reminder that sustainable development begins with people who, like her, believe in the power of their land and their people.
Note:
All joint programmes of the Joint SDG Fund are led by UN Resident Coordinators and implemented by the agencies, funds and programmes of the United Nations development system. With sincere appreciation for the contributions from the European Union and Governments of Belgium, Denmark, Germany, Ireland, Italy, Luxembourg, Monaco, The Netherlands, Norway, Poland, Portugal, Republic of Korea, Saudi Arabia, Spain, Sweden, Switzerland and our private sector funding partners, for a transformative movement towards achieving the SDGs by 2030.
