From Carne Asada to Grain-Free Tortillas: The Siete Foods Story
Veronica Garza and Her Journey to Creating a Billion-Dollar Brand
Veronica Garza didn’t know what "grain-free" meant in 2014. However, her journey towards creating a grain-free and gluten-free tortilla would change her life and the lives of many others. As a professor at the University of Texas at Laredo, Garza was diagnosed with two autoimmune disorders, lupus and Hashimoto’s disease, and was forced to overhaul her diet to alleviate her symptoms.
The Discovery of Grain-Free Tortillas
Garza’s older brother Rob introduced her to a paleo diet, which involved eliminating certain foods to determine which ones caused inflammation. This led Garza to experiment with making grain-free tortillas using almond flour. Her family was impressed with the product, and they encouraged her to sell it at their CrossFit gym in Laredo.
From Local to National Success
The tortilla was a hit, and soon Garza was getting feedback from customers who appreciated the gluten-free and grain-free option. This led her to start a small business, which eventually ballooned into Siete Foods, a national brand of grain-free and gluten-free Mexican American food products. Today, Siete Foods is a billion-dollar brand with a wide range of products, including chips, salsas, and cookies, sold at major retailers across the United States.
The Role of Family and Collaboration
Veronica’s brother, Miguel, joined the business, and the two siblings worked together to build Siete Foods. Miguel’s persistence and business acumen played a crucial role in getting their products into stores. He convinced Veronica to start a business, and later, they together built a team that included Eva Longoria as an investor.
From Local Stores to Whole Foods
The journey to get on the shelves of Whole Foods was not easy. A customer at a local co-op store, Wheatsville, was connected to an executive at Whole Foods and sent an email introducing Siete Foods to the company. The email was a chain of forwards, and it led to an inquiry about carrying their products in-store.
Conclusion
Siete Foods is a testament to the power of innovation, hard work, and family collaboration. From a small, locally made grain-free tortilla to a national brand of grain-free and gluten-free Mexican American food products, Siete Foods has come a long way. The company’s commitment to creating products that are both delicious and healthy has resonated with customers across the United States.
FAQs
Q: What does the name "Siete" mean?
A: Siete is the Spanish word for "seven," which is the number of principles that guide the company’s mission, including authenticity, family, community, sustainability, and more.
Q: How did Siete Foods get Eva Longoria to be an investor?
A: Eva Longoria is a long-time fan of the brand and saw the potential for Siete Foods to be a game-changer in the food industry. She joined the company as an investor, bringing her expertise and network to help grow the business.
Q: Why is Siente Foods a Mexican American food brand and not a Mexican brand?
A: Siente Foods is committed to celebrating the rich cultural heritage of Mexican Americans and the diverse experiences that shape their lives. The brand’s products are inspired by traditional Mexican recipes, but they are also tailored to meet the needs of a diverse range of consumers, including those with dietary restrictions.
