In this episode of the Startup CPG Podcast, Daniel Scharff speaks with Hector Saldivar, founder and CEO of Tia Lupita Foods, about his journey from sharing his mother’s hot sauce recipe to building a nationally recognized, better-for-you Mexican-inspired brand.
Hector shares how he grew Tia Lupita from kitchen batches to retail shelves, the challenges of competing in the crowded hot sauce category, and the strategies he used to stand out with authentic branding and premium positioning. He opens up about his SharkTank experience (and the realities of renegotiating after the cameras stop rolling), lessons learned from fundraising and retail expansion, and the pivotal moments that led to Tia Lupita’s acquisition by Vilore Foods.
They also dive deep into entrepreneurship, resilience, and the balance between seizing opportunities and pacing growth.
Tune in to gain valuable perspective on building and scaling a food brand!
Listen in as they share about:
Founding Story of Tia Lupita Foods- SharkTank Experience
- Early Growth and Retail Expansion
- Differentiation in the Hot Sauce Market
- Trends in Hot Sauce & Chili Crisp
- Fundraising and Acquisition Journey
- Retailer & Distribution Strategy
- Advice to Entrepreneurs
Episode Links:
Website: https://tialupitafoods.com/
LinkedIn: https://www.linkedin.com/in/hector-sald%C3%ADvar-16a34a/
Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.
Show Links:
- Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
- Join the Startup CPG Slack community (20K+ members and growing!)
- Follow @startupcpg
- Visit host Daniel's Linkedin
- Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
- Episode music by Super Fantastics
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