How Siete Foods, a Billion-Dollar Brand of Grain-Free and Gluten-Free Mexican American Food Products, Became a Household Name
A Family’s Journey to Stay Together Through Food
Veronica Garza, a professor at the University of Texas at Laredo, was diagnosed with autoimmune disorders, such as lupus and Hashimoto’s disease, which led her to adopt a diet that eliminated grains, gluten, and certain trigger foods. This journey began with a conversation with her older brother, Rob, who had discovered a paleo diet through CrossFit. The elimination diet helped alleviate her symptoms, but it also meant giving up traditional Mexican staples, like tortillas.
The Birth of Siete Foods
Garza experimented with making grain-free tortillas using almond flour and found a recipe that impressed her family. They encouraged her to sell the tortillas at the CrossFit gym they owned, which was a hit with health-conscious clients. The feedback was overwhelmingly positive, with some even using the tortillas as a substitute for traditional flour or corn tortillas.
From Local Success to National Brand
Miguel Garza, the youngest sibling, joined the venture, and together they refined the product, expanding the line to include chips, salsas, and cookies. The product’s popularity grew, and they started getting attention from major retailers. They secured a contract with Whole Foods, which was a significant milestone for the company.
A Company’s Rise to Success
The Garza family attributes their success to perseverance, adaptability, and a relentless pursuit of their vision. Veronica and Miguel sat down with Bísness School to share their story and the secrets to their rapid growth.
Conversations that Led to Success
Veronica and Miguel shared stories of their journey, from picking up traction at the CrossFit gym to getting their product into major retailers. They discussed how their family’s Mexican American heritage inspired their brand and their decision to create a grain-free and gluten-free food line that incorporated traditional Mexican recipes.
Conclusion
Siete Foods’ success is a testament to the power of innovation, determination, and family support. What began as a family’s love for healthy eating and a desire to share their cultural heritage has grown into a national brand, available in major retailers across the United States. The Garza family’s story serves as an inspiration to entrepreneurs everywhere, demonstrating that with persistence and passion, even the most innovative ideas can become a reality.
Frequently Asked Questions
Q: What does the name "Siete" mean?
A: The name "Siete" is Spanish for "seven," which represents the seven essential staples in Mexican American cuisine, including tortillas, chips, salsas, and more.
Q: How did Siete Foods get Eva Longoria on board as an investor?
A: Eva Longoria, an actress and producer, was impressed by the company’s mission to bring Mexican American recipes to the mainstream and agreed to partner with them.
Q: Why is Siente Foods considered a Mexican American food brand and not a Mexican one?
A: The Garza family chose to identify as a Mexican American brand, reflecting their dual heritage and the blending of traditions that results from their cultural backgrounds.
