November 28, 2024 • 25 mins
The Co-Founder and President of Siete Chips, Veronica Garza, is here to talk with Amy about how she created an amazing brand of delicious grain-free Mexican food from a health based dietary need that she had.
People say not to mix business and family, but for the Garza family their business is their family and we absolutely love that! They live by their core value of “Family first, family second and business third,” and everyone from their customers to their business partners are included in their family. Amy & Veronica talk about all their amazing products and why celebrities are so obsessed with Siete.
Amy and Veronica then talk about how a brand that started with just chips has created such a powerful social media presence and how you feel nothing but love and passion from the company.
Finally, we know Amy is always thankful for Siete Chips, but what is Veronica grateful for?
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HOST: Amy Brown // RadioAmy.com // @RadioAmy
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:08):
Okay, cats up little food for yourself life.
Speaker 2 (00:18):
Oh it's pretty but hey, it's pretty beautiful thing beautiful
that for a little more, fan.
Speaker 1 (00:27):
Said he you're kicking with full with Amy Brown. Okay,
Happy Thursday.
Speaker 3 (00:34):
Today's guest is Veronica Garza, who's co founder and president
of STA Foods. And Veronica, I want to go back
to the beginning of where this all started and why
it started, because this started because of a need with
you and your lifestyle, and I want you to tell
everybody of like the beginnings of CIA.
Speaker 1 (00:55):
Foods, because this was this was a real health issue.
Speaker 3 (00:58):
Like this started because you couldn't eat the foods that
the rest of your family could eat.
Speaker 1 (01:03):
And you were the innovator, the creator. So take us
back to that.
Speaker 2 (01:07):
We got started officially as a business in twenty fourteen.
I had started making a product about four years before that,
really just to solve a problem for myself with many
health issues that I deal with. So I got diagnosed
with my first autoimmune condition when I was seventeen years old.
(01:28):
I was still a senior in high school and was
dealing with that for many years.
Speaker 4 (01:33):
It was a.
Speaker 2 (01:34):
Platelet disorder where my platelet counts would just drop significantly
hospitalized a couple of times for that.
Speaker 4 (01:44):
That led to a couple of other.
Speaker 2 (01:45):
Conditions over the years, one of those being lupus. Was
struggling with that for many years until two thousand and nine.
My older brother had started doing CrossFit and.
Speaker 4 (01:58):
Through that had discovered sort of a.
Speaker 2 (02:00):
Different way of eating. A lot of people talking about
following a paleo type of diet, eating grain free, incorporating
more whole foods into their diets, and he suggested that
I start doing the same. So I was skeptical at
first because that was totally against everything I had heard
growing up. And I went and chatted with the doctor
(02:20):
about it, and he basically told me, you have lupus.
There's really nothing that you can do about it. You're
always going to have it. Food's not going to help.
Speaker 3 (02:28):
Wow.
Speaker 4 (02:28):
So I think I.
Speaker 2 (02:30):
Am a little bit stubborn because I think hearing him
say that made me want to give.
Speaker 4 (02:34):
It a try.
Speaker 2 (02:35):
So I started eating a paleo type of diet, eliminated
all grains and found that, you know, it did help
me to start feeling better. But the only thing that
allowed me to actually stick with this diet was the
fact that my whole family decided to do.
Speaker 4 (02:50):
It with me.
Speaker 2 (02:51):
So we were all adults, we all had graduated college,
and this included my parents who had you know, been
eating just I guess this and aured American with a
little bit of a Mexican influenced diet for all of
their lives.
Speaker 4 (03:05):
They decided to join me on this too, and it was.
Speaker 2 (03:08):
Nice to be able to sit at the table with
my family for dinner and not feel like the weird
person eating the weird food because we were all doing
it together. I did find that although I was feeling
good and my family was feeling good, none of them
really have any sort of health issues that they deal with,
but you know, they were thriving on this type of diet.
(03:29):
We were still we felt like we were missing something.
So growing up on the border, we grew up in Laredo, Texas,
Mexican American family, things like dorfiav were part of our
diet on a daily basis. That was something that we
were having to live without. So we would get together
for what we call it god Masada, where we just
took lots of grill, lots of meats in the backyard.
(03:49):
We would have to put our fajithas.
Speaker 4 (03:51):
Inside a piece of lettuce, and it just.
Speaker 2 (03:53):
Didn't feel right. It actually felt a little bit like
I was turning my back on my culture, you know,
not being able to put played.
Speaker 4 (04:00):
In a lot of these foods.
Speaker 2 (04:01):
So I decided to do something about it. I don't
have any professional background in cooking. I just like to
tinker in the kitchen. I had memories of making tothias
with my grandmother when I would go visit her at
her home, and I took those memories and threw together
some ingredients that were more nutrients than whole food ingredients
and created what became our first product, which was an
(04:24):
almond flower sofia let. My family tried it and they
loved it, and things just kind of went from there.
But initially there was really no plan for it to
be a business. It was just solving a problem for
me and my family.
Speaker 3 (04:36):
Yeah, and then you were able to bring back that
traditional thing, that one thing you're missing from your family
dinner night where you could put the meat in a tortilla.
Like you were just solving that problem and filling that void.
So the next thing I want to get into, That's
what I want to discuss, is when it became a business,
and I also want to share with people how y'all
(04:57):
run your business. And to me, it's so awesome to
see your family and how tight and close y'all are,
and to even hear you say they knew I had
to eat this way and they all ate with you.
I mean, do you think that you would have been
able to because some people don't have that or they
don't understand like the importance of community or maybe even
(05:18):
just asking others to join in with them and see
like what can happen, Like the power of having support.
Speaker 2 (05:24):
Yeah, well, the business really started only because I had
that support. I would have never done this without my
family for a lot of reasons. One, doing something alone
just isn't very fun. But then also I think just
having my family with me, knowing that they had my back,
gave me confidence that I could do it because I
(05:45):
remember there being a moment where, you know, we had
this recipe and you know, I was just making it
in my kitchen for years. But you know, my my
younger brother was really instrumental in getting the business off
the ground. At first just convincing me and my mom
that we could do it, and then having my mom
turn towards me and say, yeah, like, I'm going.
Speaker 4 (06:07):
To do this with you.
Speaker 2 (06:09):
I think we can do it together. We've never done
anything like this before, but I think as a family,
it's possible. And I do believe that's the only reason
why this business.
Speaker 4 (06:19):
Is what it is, because we started it together.
Speaker 3 (06:22):
I had the honor to come down to a little
weekend that y'all hosted with some different people and we
got to just have an awesome weekend in Austin with
great girls that I met who you know, y'all kind
of y'all bring people together, and I love that about y'all.
But you hosted us for the weekend. And I was
a big fan of CoA just from I mean I
(06:43):
would see your chips at Whole Foods or my local
little health food store in Nashville called the Turn Up Truck.
And I love that y'all have expanded and we'll get
into all the different places y'all are now. But when
I got invited, I was like, Oh, this is going
to be so great. But I had no idea I
was walking into like something. Just the energy that y'all
have was just so welcoming and loving and inviting. And
(07:06):
then you know, you hosted a dinner for us and
we all went and your brother Miguel got up and said,
you know, we are family first, family second, and business third,
and so I want you to I want you to
talk a little bit through that. Like once y'all decided okay,
(07:26):
well we're yeah, we're family.
Speaker 1 (07:28):
Obviously we've learned y'all do things together.
Speaker 3 (07:31):
And this would have happened if your family was like, okay, yeah,
we can make this happen. But what was it like
in the beginning of the business to go from the
just the tortillas and okay, we're deciding we're going to
make these and sell them now to I mean, then
take us through all the products y'all have. Now, That's
what I want you to talk about, too, is the
importance of the ingredients and why you're able to eat
(07:53):
these tortillas and these chips versus the traditional Because obviously
we touched on that you had the autoimmune disease and
you couldn't are the loop as too, you couldn't have
certain foods. But some people may be struggling with, oh,
when I eat that, I don't really feel that good.
But I've never been diagnosed with anything, you know, but
kind of just paying attention to your body and how
oh wow, well maybe Sea could be a good option.
(08:16):
And they have all these different kinds of products. So
I know, I kind of just like gave a little menu,
want to what I want to talk about in this thing.
But we'll start with the business first and the motto
of family and business.
Speaker 4 (08:27):
So you got it exactly right.
Speaker 2 (08:29):
Our very first core value is family first, family, second,
business third, And I remember we sat down and put
them on paper one day. It was really just things
that we valued as a family growing up, things that
our parents taught us, and we put it to paper
and implemented those things, those values in our business. So
(08:50):
the family first, family, second, business third, it doesn't really
mean our family. I hope it doesn't sound like that.
We mean just the idea of family and treating everybody
that we encounter like family with the same love and
respect as you would, you know, with your brothers and
sisters or parents. We implement that value when we're dealing
(09:12):
with customers, fans, partners, grocery partners, and it.
Speaker 4 (09:18):
Really is just something that our parents taught us.
Speaker 2 (09:20):
So I'm glad that you felt that when you came
to hang out with us here.
Speaker 4 (09:24):
In Austin, and we do like to tell everybody, like.
Speaker 2 (09:26):
You know, when when you purchase our products, when you
know you come and visit our office, you are you are.
Speaker 4 (09:31):
Part of that family. We love that.
Speaker 2 (09:33):
The same goes for our employees, like when they join
our team, they're included in this value. We're not talking
about the goddesstep family, is what I'm trying to say.
Speaker 3 (09:42):
Right, No, I mean, but I think it's an important way.
I mean, sometimes people are just like so they're at
work and it's so it's like a lot of times
they have a family that they care about. But it's
so easy to let work come first, honestly, in the
daily hustle and the grind and trying to figure all out,
like where are your priorities? And you'll really do prioritize
(10:03):
that at your core and it shows. And I've witnessed
it firsthand, and I love that. You even say, even
if you're just purchasing our products like now boom, you
just entered the family. And I mean, it's that it's
that easy and you do feel that love.
Speaker 1 (10:19):
And you know, I get a.
Speaker 3 (10:21):
Variety of the products, but it started with the tortillas,
So talk us through like the growth of Like, Okay,
now now that we've done tortillas, should we try chips?
Speaker 1 (10:35):
Like what did that look like?
Speaker 2 (10:36):
So we started with an almond flowerfilla, and very soon
after that, I started realizing that there were a lot
of people who wanted a grain free toilla option. We're
looking for healthier options, but you know, might have like
a an allergy to nuts. So I started looking into
(10:59):
other things because a big part of why we even
have this business is because I want people to feel included,
especially when it comes to food. Food is such an
important part of our culture in the United States, my
culture as a Mexican American.
Speaker 4 (11:15):
And I know that it's the same across any culture.
Speaker 2 (11:17):
Food just has a way to bring people together. I
always want people to feel included, like they can sit
around the table and you know, not feel like a
weird person because they have to eat a certain way.
So everything that we've made has really just been to
try to solve that problem, helping people to feel included.
So I started working on a cassava based Sorothia's root
(11:39):
vegetable that've grown a lot in Central America, South America,
African countries.
Speaker 5 (11:45):
And started experimenting with that and created And then after
that I started noticing than even myself, I was no
longer able to eat Gothia chips.
Speaker 2 (11:55):
And that has been a big part of my diet previously.
Corn started creating started to create some issues for me,
and I started looking for opportunities to create.
Speaker 4 (12:06):
A Thorifia chip.
Speaker 2 (12:06):
And I started noticing our customers were posting on Instagram
they would take our sofias and cut them into little triangles,
either bake those or fry them up and create their
own chip. So I just wanted to give people an
opportunity to have something like this on the shelf for
convenience and something that could actually fit into their diet.
So we launched Chip A couple of years into the business,
(12:29):
really started to think of ourselves more as a Mexican
American food brand as opposed to just a Thorfilla brand
or even just a Thorthia and chip brand.
Speaker 4 (12:39):
There were so many.
Speaker 2 (12:39):
Things that I could no longer eat because there just
wasn't anything on the shelf that I could buy, you know,
I was having to go and make all of these
dishes from scratch, and a lot of these foods were
foods that I grew up eating that were part of
my culture and my heritage, and I knew that there
were a lot of these things that I wanted to
share with the world so that they could partake in
(13:01):
them too. So we've expanded into lots of different areas.
We started making vegan, dairy free cashew gussl so good. Yeah,
I know there are a lot of people who, like me,
can't be dairy, So that's something that I was really
excited to share with people.
Speaker 1 (13:18):
Yeah, okay, so yeah, Yeah.
Speaker 2 (13:20):
We've expanded into a couple of other torfillas using different
ingredients like cashews and chick pea. Very recently we launched
a taqua seasoning in enchilava sauce as well as some
hot sauces, and we'll be continuing to expand from there.
Speaker 1 (13:39):
What is your favorite product? Like right now?
Speaker 3 (13:42):
They all have because you have tons of chip flavors
and yeah, the different tortillas and the the vegan queso
and the sauceas and the hot sauce, and like, woul
do you have a favorite product right now?
Speaker 1 (13:53):
Ever?
Speaker 4 (13:54):
Ever?
Speaker 2 (13:55):
Would be the almond flower tofia Okay, the og one
because yeah, the og it got this whole thing started.
But also I find that it's the one thing that
I have probably every single day. And then our Fuego chips.
So Whenneth Paltrow and I agree on that one. When
I heard her say that at the Golden Globes Red carpet,
(14:15):
I was like, yes, I have something in common with
Whenn's Paltrow. I love that we're able to be a
part of people's lives and in many ways help them.
This is probably the only job I've ever had where I.
Speaker 4 (14:31):
Feel like, you know, I can impact people.
Speaker 2 (14:35):
In such a positive way on a daily basis, and
it's through food. It's through something that I love and
something that's so important for so many people. So it's
exciting to be part of anybody's life.
Speaker 3 (14:58):
I keep saying like, y'all have like blown up, But
I know it's not an overnight type thing, because I
know that y'all have worked so hard on this for years.
But I feel like you're becoming more mainstream to where
it's more available for everybody and not in just a
select stores where you know you may have a fine
or you have to order online. You know, like there's
(15:20):
been I feel like a massive growth and I feel
like a cheerleader on the sidelines because I just love
you guys so much, And when y'all got in Target,
I definitely geeked out. But how y'all used even social
media in the beginning and maybe even still right now,
Like I'm obsessed with what y'all put up on your
page with your videos and recipe ideas. I feel like
(15:40):
y'all were on the forefront of that, and so I
just didn't know what the thought process was behind that
and how y'all came up with it.
Speaker 2 (15:46):
Well, a lot of our I guess social media strategy
really is just based around some of our core values.
Speaker 4 (15:53):
So the one we talked about.
Speaker 2 (15:55):
Before, family first, family, second business, third, A lot of
that means you're treating people like family. And then you know,
another one of our core values, actually, the last one
is to do everything with love, with a bunch a
few other ones sandwiched in between.
Speaker 1 (16:10):
How many core values do y'all have?
Speaker 4 (16:13):
Seven?
Speaker 1 (16:14):
Oh, of course, can you tell us all seven?
Speaker 4 (16:17):
You mentioned?
Speaker 2 (16:18):
Family, first, family, second business, third, work hard, live well?
Speaker 5 (16:22):
Is there?
Speaker 4 (16:22):
Number two?
Speaker 2 (16:23):
Number three is compassion, boldness with humility. Four is to
have the courage to fail and the results to learn
and grow.
Speaker 4 (16:35):
Five is keep it real.
Speaker 2 (16:37):
Six is together is better or hunfos.
Speaker 4 (16:40):
That's my whole.
Speaker 2 (16:41):
And then the last is do everything with love.
Speaker 3 (16:44):
Okay, And so the do everything with love. That's what
I when anytime I receive a CTA box, I do
feel loved and I open it up and there's a
little handwritten note to me and my family, and I
feel that. So, I mean, y'all, yes, living out that
core value.
Speaker 2 (17:02):
Yeah, I probably can't speak too well to like specific
social media strategy, but I know everything just stems from
these core values.
Speaker 4 (17:13):
I mean everything that we're doing as a business. But
also I.
Speaker 2 (17:16):
Think what's been helpful is that we're just being our
authentic selves with people and with this whole business. And
I think people can see that when they're, you know,
scrolling through our Instagram or our stories. They see the
fun that we're having with each other and the love
that we all have for each other, and I think
it just exudes and people people feel it.
Speaker 1 (17:38):
Yeah, I think that that's true and I think it
as well.
Speaker 3 (17:41):
And one thing, I mean, I'm touching on it because
there are some I mean, I'm not a business podcast
by any means, but sometimes I do have entrepreneurs that
are listening or people that are passionate about what they're
doing and they're trying to grow or connect with people
about what they have to offer, and I think they
get stuck on, oh, well, how do I use this
(18:04):
platform that's social media, which can be very very very
valuable if done right. I even can learn from that
too myself, and I hope others will because I have
a SPOA which CETA opened their doors to ESPOI and
let us use their Austin headquarters because you all have
a gym there and your employees can work out. Overall,
(18:28):
like your vibe there is just so amazing. There's so
many things about your company that would be great takeaways
for business owners. But you hosted a brunch for us.
We did a workout, We did what our first ever
brunch and burn was at CETA, and it was so amazing.
Like our ESPOA people, they got to come and have
an amazing workout with Aaron Oprian, then they got to
(18:51):
have the best brunch that was made by your chef,
and it just was such a like good time for
us and good community and like really I really felt
the love and that that is that's truly what it's
all about.
Speaker 1 (19:05):
I when you say it's I'm like, oh, this all
makes sense. It's part of their core value. No one there.
They're so good at loving people.
Speaker 3 (19:11):
And anyway, circling back to what we're trying to do
with the SPLA, I mean listening to you, I'm like
learning because you know, we send things out to people
and gift it and really want them to know, like
I'm sending something to someone because we want you to
feel a part.
Speaker 1 (19:26):
Of it, like we we like you. We we hope
you'll like the product.
Speaker 3 (19:30):
But there's never any of that pressure because I guess
I always overthink it and I don't want to bother people,
but I mean maybe I shouldn't because I know that
I'm coming from a place of like, we just we
just want y'all to have it.
Speaker 2 (19:42):
Yeah, And I think if you're feeling that, whoever's receiving
it is going to feel it.
Speaker 3 (19:47):
Okay, Okay, Well thank you for that affirmation, Fornica, And
let's give your chef a shout out. I can't remember
his first name for some reason. Ye oh, undressed, there
it is. Yes, chef on Dress came to Nashville and
got together a group of people to come eat. Y'all
got like an Airbnb and I had that hosted this
(20:09):
dinner and everybody came over and he made it was
when y'all were launching your vegan kso and he made
the most amazing I mean, everything was just so good.
But he even stuck with like the Nashville vibe, like
hot chicken, which is really yeah.
Speaker 2 (20:23):
Oh his popular yea gluten free fried chicken is amazing, Yes, amazing.
Speaker 3 (20:29):
And it was so yeah because everything's I don't know
if we've mentioned that, but I mean it's on the
bag and the ingredients and the casava flower is like
that's one thing, Well you can't have gluten or corn.
Speaker 1 (20:40):
Right yeah, so yeah, it's free of those.
Speaker 2 (20:44):
Most grains I can't have, right with the occasion a
little bit of.
Speaker 4 (20:48):
White rice occasionally.
Speaker 2 (20:49):
And I had a chance to meet a lot of
great people during that event too, that you know, I've
now started to follow on Instagram and friends with so yes,
the national one part of that too, yeah, yeah, introducing
us to some people.
Speaker 4 (21:03):
So it was.
Speaker 3 (21:04):
It was a good crowd and it's again but y'all,
like y'all are just so good at bringing people together,
and that's just something I want listeners to keep in
their back pocket, is how can we be better at
all connecting because we all can grow and learn from
each other and create this awesome community. And you've connected
me with people and it's just neat, like probably that
(21:26):
you don't even know where even like we reach out.
And it's fun too because people know that I'm such
a CTA fan that when they're buying stat at a
grocery store whatever, they'll tag me and I'll be like, oh, hey,
that's so fun. So yeah, I love Sometimes people, social
media gets a bad rap, you know, and for me,
(21:48):
I know there can be dark sides to it, but
I mean I think it's all what you use it
for and what you pay attention to and what you
focus on because in my mind, it can be a
super effective and post it in place. So Ronica, before
we wrap things up, something that a lot of guests
do just so that we can get to know each
person a little bit better what's going on in their life,
(22:10):
I just have you share four things that you are
thankful for.
Speaker 2 (22:15):
Very first one would be my family. We have this
amazing business together that only exists because we are a family.
And because we did this together and they're a big
part of the fact that I am feeling better now,
in better health, better spirit. That actually leads to my
number two, if you.
Speaker 4 (22:34):
Don't mind me moving into that one.
Speaker 1 (22:36):
No, that's good.
Speaker 4 (22:37):
So the second thing I'm thankful for is being in
better health.
Speaker 2 (22:41):
About ten years ago, I was not in a good
place and it's still something that I have to work
on every day, and a lot of it goes back
to the fact that my family is supporting me, and
now the fact that I have this business with all
of these different foods that I can eat and the
more can venient way. The third thing, which is kind
(23:03):
of in a group of together, my fiance and my dog.
My fiance has been in my life for the past
almost twelve years. Oh wow, yeah, let's not get into
why we're not married yet. Business started basically, Okay, business
started and I got busy. Hopefully it'll happen soon. But
(23:24):
he's been a big part of my life and he's
so supportive. And we actually spent some time not together
a couple of years ago almost and that time apart
made us realize how much we love each other and
want to be part of each other's lives. So I'm
thankful to have him back in my life. And what
I'm going to sandwich in with him is our dogs
(23:45):
that we own. Brita is her name, and I can't
believe that I'm including her in this list because previous
to having.
Speaker 4 (23:53):
Her in our life, I was not a dog person.
Speaker 2 (23:56):
I was one of those people who'd be like, oh, no, dogs,
they stink. But she's softened my heart. I think I
am now a bit of a dog person.
Speaker 1 (24:05):
What kind of dog is she?
Speaker 2 (24:07):
She's a two Wauwa mix, so cute. Yeah, she's really cute.
She's very annoying, but I love her. And the coolest
thing would be great food. Love it and the fact that, yeah,
great food and food that I can eat.
Speaker 1 (24:22):
Yes, amen to that.
Speaker 3 (24:24):
And I know a lot of other people are super
thankful that you decided to you and your family decided
to pursue this crazy ride because I know it's I mean,
I'm sure it has to be wild, and I'm sure
y'all are still developing all kinds of products. I don't
know if you have anything in the works that you
want to tease or if you're allowed to say anything
else that might be coming out in the future.
Speaker 1 (24:45):
But we're all like, no, Okay, I will.
Speaker 2 (24:49):
Say there are a lot of things that will be
coming in the future, probably in different areas of the
grocery store, and you're used to seeing us it, Okay,
probably all I can say. I mean, we're a Mexican
American food brand, and there are a lot of foods
that we grew up eating that we're no longer able
to partake in the way that we currently eat. So
(25:12):
I think there's room for a lot to be done
in the grocery store and lots of things that I
can share with people.
Speaker 1 (25:19):
Okay, so you're saying, y'all aren't done.
Speaker 4 (25:21):
We're not done.
Speaker 1 (25:22):
No, okay.
Speaker 3 (25:22):
I love it, looking forward to anything and everything that
Cia puts out. And Veronica, thank you so much for
taking the time to chat with us today and share
your story.
Speaker 2 (25:32):
Thank you.
Okay, cats up little food for yourself life.
Speaker 2 (00:18):
Oh it's pretty but hey, it's pretty beautiful thing beautiful
that for a little more, fan.
Speaker 1 (00:27):
Said he you're kicking with full with Amy Brown. Okay,
Happy Thursday.
Speaker 3 (00:34):
Today's guest is Veronica Garza, who's co founder and president
of STA Foods. And Veronica, I want to go back
to the beginning of where this all started and why
it started, because this started because of a need with
you and your lifestyle, and I want you to tell
everybody of like the beginnings of CIA.
Speaker 1 (00:55):
Foods, because this was this was a real health issue.
Speaker 3 (00:58):
Like this started because you couldn't eat the foods that
the rest of your family could eat.
Speaker 1 (01:03):
And you were the innovator, the creator. So take us
back to that.
Speaker 2 (01:07):
We got started officially as a business in twenty fourteen.
I had started making a product about four years before that,
really just to solve a problem for myself with many
health issues that I deal with. So I got diagnosed
with my first autoimmune condition when I was seventeen years old.
(01:28):
I was still a senior in high school and was
dealing with that for many years.
Speaker 4 (01:33):
It was a.
Speaker 2 (01:34):
Platelet disorder where my platelet counts would just drop significantly
hospitalized a couple of times for that.
Speaker 4 (01:44):
That led to a couple of other.
Speaker 2 (01:45):
Conditions over the years, one of those being lupus. Was
struggling with that for many years until two thousand and nine.
My older brother had started doing CrossFit and.
Speaker 4 (01:58):
Through that had discovered sort of a.
Speaker 2 (02:00):
Different way of eating. A lot of people talking about
following a paleo type of diet, eating grain free, incorporating
more whole foods into their diets, and he suggested that
I start doing the same. So I was skeptical at
first because that was totally against everything I had heard
growing up. And I went and chatted with the doctor
(02:20):
about it, and he basically told me, you have lupus.
There's really nothing that you can do about it. You're
always going to have it. Food's not going to help.
Speaker 3 (02:28):
Wow.
Speaker 4 (02:28):
So I think I.
Speaker 2 (02:30):
Am a little bit stubborn because I think hearing him
say that made me want to give.
Speaker 4 (02:34):
It a try.
Speaker 2 (02:35):
So I started eating a paleo type of diet, eliminated
all grains and found that, you know, it did help
me to start feeling better. But the only thing that
allowed me to actually stick with this diet was the
fact that my whole family decided to do.
Speaker 4 (02:50):
It with me.
Speaker 2 (02:51):
So we were all adults, we all had graduated college,
and this included my parents who had you know, been
eating just I guess this and aured American with a
little bit of a Mexican influenced diet for all of
their lives.
Speaker 4 (03:05):
They decided to join me on this too, and it was.
Speaker 2 (03:08):
Nice to be able to sit at the table with
my family for dinner and not feel like the weird
person eating the weird food because we were all doing
it together. I did find that although I was feeling
good and my family was feeling good, none of them
really have any sort of health issues that they deal with,
but you know, they were thriving on this type of diet.
(03:29):
We were still we felt like we were missing something.
So growing up on the border, we grew up in Laredo, Texas,
Mexican American family, things like dorfiav were part of our
diet on a daily basis. That was something that we
were having to live without. So we would get together
for what we call it god Masada, where we just
took lots of grill, lots of meats in the backyard.
(03:49):
We would have to put our fajithas.
Speaker 4 (03:51):
Inside a piece of lettuce, and it just.
Speaker 2 (03:53):
Didn't feel right. It actually felt a little bit like
I was turning my back on my culture, you know,
not being able to put played.
Speaker 4 (04:00):
In a lot of these foods.
Speaker 2 (04:01):
So I decided to do something about it. I don't
have any professional background in cooking. I just like to
tinker in the kitchen. I had memories of making tothias
with my grandmother when I would go visit her at
her home, and I took those memories and threw together
some ingredients that were more nutrients than whole food ingredients
and created what became our first product, which was an
(04:24):
almond flower sofia let. My family tried it and they
loved it, and things just kind of went from there.
But initially there was really no plan for it to
be a business. It was just solving a problem for
me and my family.
Speaker 3 (04:36):
Yeah, and then you were able to bring back that
traditional thing, that one thing you're missing from your family
dinner night where you could put the meat in a tortilla.
Like you were just solving that problem and filling that void.
So the next thing I want to get into, That's
what I want to discuss, is when it became a business,
and I also want to share with people how y'all
(04:57):
run your business. And to me, it's so awesome to
see your family and how tight and close y'all are,
and to even hear you say they knew I had
to eat this way and they all ate with you.
I mean, do you think that you would have been
able to because some people don't have that or they
don't understand like the importance of community or maybe even
(05:18):
just asking others to join in with them and see
like what can happen, Like the power of having support.
Speaker 2 (05:24):
Yeah, well, the business really started only because I had
that support. I would have never done this without my
family for a lot of reasons. One, doing something alone
just isn't very fun. But then also I think just
having my family with me, knowing that they had my back,
gave me confidence that I could do it because I
(05:45):
remember there being a moment where, you know, we had
this recipe and you know, I was just making it
in my kitchen for years. But you know, my my
younger brother was really instrumental in getting the business off
the ground. At first just convincing me and my mom
that we could do it, and then having my mom
turn towards me and say, yeah, like, I'm going.
Speaker 4 (06:07):
To do this with you.
Speaker 2 (06:09):
I think we can do it together. We've never done
anything like this before, but I think as a family,
it's possible. And I do believe that's the only reason
why this business.
Speaker 4 (06:19):
Is what it is, because we started it together.
Speaker 3 (06:22):
I had the honor to come down to a little
weekend that y'all hosted with some different people and we
got to just have an awesome weekend in Austin with
great girls that I met who you know, y'all kind
of y'all bring people together, and I love that about y'all.
But you hosted us for the weekend. And I was
a big fan of CoA just from I mean I
(06:43):
would see your chips at Whole Foods or my local
little health food store in Nashville called the Turn Up Truck.
And I love that y'all have expanded and we'll get
into all the different places y'all are now. But when
I got invited, I was like, Oh, this is going
to be so great. But I had no idea I
was walking into like something. Just the energy that y'all
have was just so welcoming and loving and inviting. And
(07:06):
then you know, you hosted a dinner for us and
we all went and your brother Miguel got up and said,
you know, we are family first, family second, and business third,
and so I want you to I want you to
talk a little bit through that. Like once y'all decided okay,
(07:26):
well we're yeah, we're family.
Speaker 1 (07:28):
Obviously we've learned y'all do things together.
Speaker 3 (07:31):
And this would have happened if your family was like, okay, yeah,
we can make this happen. But what was it like
in the beginning of the business to go from the
just the tortillas and okay, we're deciding we're going to
make these and sell them now to I mean, then
take us through all the products y'all have. Now, That's
what I want you to talk about, too, is the
importance of the ingredients and why you're able to eat
(07:53):
these tortillas and these chips versus the traditional Because obviously
we touched on that you had the autoimmune disease and
you couldn't are the loop as too, you couldn't have
certain foods. But some people may be struggling with, oh,
when I eat that, I don't really feel that good.
But I've never been diagnosed with anything, you know, but
kind of just paying attention to your body and how
oh wow, well maybe Sea could be a good option.
(08:16):
And they have all these different kinds of products. So
I know, I kind of just like gave a little menu,
want to what I want to talk about in this thing.
But we'll start with the business first and the motto
of family and business.
Speaker 4 (08:27):
So you got it exactly right.
Speaker 2 (08:29):
Our very first core value is family first, family, second,
business third, And I remember we sat down and put
them on paper one day. It was really just things
that we valued as a family growing up, things that
our parents taught us, and we put it to paper
and implemented those things, those values in our business. So
(08:50):
the family first, family, second, business third, it doesn't really
mean our family. I hope it doesn't sound like that.
We mean just the idea of family and treating everybody
that we encounter like family with the same love and
respect as you would, you know, with your brothers and
sisters or parents. We implement that value when we're dealing
(09:12):
with customers, fans, partners, grocery partners, and it.
Speaker 4 (09:18):
Really is just something that our parents taught us.
Speaker 2 (09:20):
So I'm glad that you felt that when you came
to hang out with us here.
Speaker 4 (09:24):
In Austin, and we do like to tell everybody, like.
Speaker 2 (09:26):
You know, when when you purchase our products, when you
know you come and visit our office, you are you are.
Speaker 4 (09:31):
Part of that family. We love that.
Speaker 2 (09:33):
The same goes for our employees, like when they join
our team, they're included in this value. We're not talking
about the goddesstep family, is what I'm trying to say.
Speaker 3 (09:42):
Right, No, I mean, but I think it's an important way.
I mean, sometimes people are just like so they're at
work and it's so it's like a lot of times
they have a family that they care about. But it's
so easy to let work come first, honestly, in the
daily hustle and the grind and trying to figure all out,
like where are your priorities? And you'll really do prioritize
(10:03):
that at your core and it shows. And I've witnessed
it firsthand, and I love that. You even say, even
if you're just purchasing our products like now boom, you
just entered the family. And I mean, it's that it's
that easy and you do feel that love.
Speaker 1 (10:19):
And you know, I get a.
Speaker 3 (10:21):
Variety of the products, but it started with the tortillas,
So talk us through like the growth of Like, Okay,
now now that we've done tortillas, should we try chips?
Speaker 1 (10:35):
Like what did that look like?
Speaker 2 (10:36):
So we started with an almond flowerfilla, and very soon
after that, I started realizing that there were a lot
of people who wanted a grain free toilla option. We're
looking for healthier options, but you know, might have like
a an allergy to nuts. So I started looking into
(10:59):
other things because a big part of why we even
have this business is because I want people to feel included,
especially when it comes to food. Food is such an
important part of our culture in the United States, my
culture as a Mexican American.
Speaker 4 (11:15):
And I know that it's the same across any culture.
Speaker 2 (11:17):
Food just has a way to bring people together. I
always want people to feel included, like they can sit
around the table and you know, not feel like a
weird person because they have to eat a certain way.
So everything that we've made has really just been to
try to solve that problem, helping people to feel included.
So I started working on a cassava based Sorothia's root
(11:39):
vegetable that've grown a lot in Central America, South America,
African countries.
Speaker 5 (11:45):
And started experimenting with that and created And then after
that I started noticing than even myself, I was no
longer able to eat Gothia chips.
Speaker 2 (11:55):
And that has been a big part of my diet previously.
Corn started creating started to create some issues for me,
and I started looking for opportunities to create.
Speaker 4 (12:06):
A Thorifia chip.
Speaker 2 (12:06):
And I started noticing our customers were posting on Instagram
they would take our sofias and cut them into little triangles,
either bake those or fry them up and create their
own chip. So I just wanted to give people an
opportunity to have something like this on the shelf for
convenience and something that could actually fit into their diet.
So we launched Chip A couple of years into the business,
(12:29):
really started to think of ourselves more as a Mexican
American food brand as opposed to just a Thorfilla brand
or even just a Thorthia and chip brand.
Speaker 4 (12:39):
There were so many.
Speaker 2 (12:39):
Things that I could no longer eat because there just
wasn't anything on the shelf that I could buy, you know,
I was having to go and make all of these
dishes from scratch, and a lot of these foods were
foods that I grew up eating that were part of
my culture and my heritage, and I knew that there
were a lot of these things that I wanted to
share with the world so that they could partake in
(13:01):
them too. So we've expanded into lots of different areas.
We started making vegan, dairy free cashew gussl so good. Yeah,
I know there are a lot of people who, like me,
can't be dairy, So that's something that I was really
excited to share with people.
Speaker 1 (13:18):
Yeah, okay, so yeah, Yeah.
Speaker 2 (13:20):
We've expanded into a couple of other torfillas using different
ingredients like cashews and chick pea. Very recently we launched
a taqua seasoning in enchilava sauce as well as some
hot sauces, and we'll be continuing to expand from there.
Speaker 1 (13:39):
What is your favorite product? Like right now?
Speaker 3 (13:42):
They all have because you have tons of chip flavors
and yeah, the different tortillas and the the vegan queso
and the sauceas and the hot sauce, and like, woul
do you have a favorite product right now?
Speaker 1 (13:53):
Ever?
Speaker 4 (13:54):
Ever?
Speaker 2 (13:55):
Would be the almond flower tofia Okay, the og one
because yeah, the og it got this whole thing started.
But also I find that it's the one thing that
I have probably every single day. And then our Fuego chips.
So Whenneth Paltrow and I agree on that one. When
I heard her say that at the Golden Globes Red carpet,
(14:15):
I was like, yes, I have something in common with
Whenn's Paltrow. I love that we're able to be a
part of people's lives and in many ways help them.
This is probably the only job I've ever had where I.
Speaker 4 (14:31):
Feel like, you know, I can impact people.
Speaker 2 (14:35):
In such a positive way on a daily basis, and
it's through food. It's through something that I love and
something that's so important for so many people. So it's
exciting to be part of anybody's life.
Speaker 3 (14:58):
I keep saying like, y'all have like blown up, But
I know it's not an overnight type thing, because I
know that y'all have worked so hard on this for years.
But I feel like you're becoming more mainstream to where
it's more available for everybody and not in just a
select stores where you know you may have a fine
or you have to order online. You know, like there's
(15:20):
been I feel like a massive growth and I feel
like a cheerleader on the sidelines because I just love
you guys so much, And when y'all got in Target,
I definitely geeked out. But how y'all used even social
media in the beginning and maybe even still right now,
Like I'm obsessed with what y'all put up on your
page with your videos and recipe ideas. I feel like
(15:40):
y'all were on the forefront of that, and so I
just didn't know what the thought process was behind that
and how y'all came up with it.
Speaker 2 (15:46):
Well, a lot of our I guess social media strategy
really is just based around some of our core values.
Speaker 4 (15:53):
So the one we talked about.
Speaker 2 (15:55):
Before, family first, family, second business, third, A lot of
that means you're treating people like family. And then you know,
another one of our core values, actually, the last one
is to do everything with love, with a bunch a
few other ones sandwiched in between.
Speaker 1 (16:10):
How many core values do y'all have?
Speaker 4 (16:13):
Seven?
Speaker 1 (16:14):
Oh, of course, can you tell us all seven?
Speaker 4 (16:17):
You mentioned?
Speaker 2 (16:18):
Family, first, family, second business, third, work hard, live well?
Speaker 5 (16:22):
Is there?
Speaker 4 (16:22):
Number two?
Speaker 2 (16:23):
Number three is compassion, boldness with humility. Four is to
have the courage to fail and the results to learn
and grow.
Speaker 4 (16:35):
Five is keep it real.
Speaker 2 (16:37):
Six is together is better or hunfos.
Speaker 4 (16:40):
That's my whole.
Speaker 2 (16:41):
And then the last is do everything with love.
Speaker 3 (16:44):
Okay, And so the do everything with love. That's what
I when anytime I receive a CTA box, I do
feel loved and I open it up and there's a
little handwritten note to me and my family, and I
feel that. So, I mean, y'all, yes, living out that
core value.
Speaker 2 (17:02):
Yeah, I probably can't speak too well to like specific
social media strategy, but I know everything just stems from
these core values.
Speaker 4 (17:13):
I mean everything that we're doing as a business. But
also I.
Speaker 2 (17:16):
Think what's been helpful is that we're just being our
authentic selves with people and with this whole business. And
I think people can see that when they're, you know,
scrolling through our Instagram or our stories. They see the
fun that we're having with each other and the love
that we all have for each other, and I think
it just exudes and people people feel it.
Speaker 1 (17:38):
Yeah, I think that that's true and I think it
as well.
Speaker 3 (17:41):
And one thing, I mean, I'm touching on it because
there are some I mean, I'm not a business podcast
by any means, but sometimes I do have entrepreneurs that
are listening or people that are passionate about what they're
doing and they're trying to grow or connect with people
about what they have to offer, and I think they
get stuck on, oh, well, how do I use this
(18:04):
platform that's social media, which can be very very very
valuable if done right. I even can learn from that
too myself, and I hope others will because I have
a SPOA which CETA opened their doors to ESPOI and
let us use their Austin headquarters because you all have
a gym there and your employees can work out. Overall,
(18:28):
like your vibe there is just so amazing. There's so
many things about your company that would be great takeaways
for business owners. But you hosted a brunch for us.
We did a workout, We did what our first ever
brunch and burn was at CETA, and it was so amazing.
Like our ESPOA people, they got to come and have
an amazing workout with Aaron Oprian, then they got to
(18:51):
have the best brunch that was made by your chef,
and it just was such a like good time for
us and good community and like really I really felt
the love and that that is that's truly what it's
all about.
Speaker 1 (19:05):
I when you say it's I'm like, oh, this all
makes sense. It's part of their core value. No one there.
They're so good at loving people.
Speaker 3 (19:11):
And anyway, circling back to what we're trying to do
with the SPLA, I mean listening to you, I'm like
learning because you know, we send things out to people
and gift it and really want them to know, like
I'm sending something to someone because we want you to
feel a part.
Speaker 1 (19:26):
Of it, like we we like you. We we hope
you'll like the product.
Speaker 3 (19:30):
But there's never any of that pressure because I guess
I always overthink it and I don't want to bother people,
but I mean maybe I shouldn't because I know that
I'm coming from a place of like, we just we
just want y'all to have it.
Speaker 2 (19:42):
Yeah, And I think if you're feeling that, whoever's receiving
it is going to feel it.
Speaker 3 (19:47):
Okay, Okay, Well thank you for that affirmation, Fornica, And
let's give your chef a shout out. I can't remember
his first name for some reason. Ye oh, undressed, there
it is. Yes, chef on Dress came to Nashville and
got together a group of people to come eat. Y'all
got like an Airbnb and I had that hosted this
(20:09):
dinner and everybody came over and he made it was
when y'all were launching your vegan kso and he made
the most amazing I mean, everything was just so good.
But he even stuck with like the Nashville vibe, like
hot chicken, which is really yeah.
Speaker 2 (20:23):
Oh his popular yea gluten free fried chicken is amazing, Yes, amazing.
Speaker 3 (20:29):
And it was so yeah because everything's I don't know
if we've mentioned that, but I mean it's on the
bag and the ingredients and the casava flower is like
that's one thing, Well you can't have gluten or corn.
Speaker 1 (20:40):
Right yeah, so yeah, it's free of those.
Speaker 2 (20:44):
Most grains I can't have, right with the occasion a
little bit of.
Speaker 4 (20:48):
White rice occasionally.
Speaker 2 (20:49):
And I had a chance to meet a lot of
great people during that event too, that you know, I've
now started to follow on Instagram and friends with so yes,
the national one part of that too, yeah, yeah, introducing
us to some people.
Speaker 4 (21:03):
So it was.
Speaker 3 (21:04):
It was a good crowd and it's again but y'all,
like y'all are just so good at bringing people together,
and that's just something I want listeners to keep in
their back pocket, is how can we be better at
all connecting because we all can grow and learn from
each other and create this awesome community. And you've connected
me with people and it's just neat, like probably that
(21:26):
you don't even know where even like we reach out.
And it's fun too because people know that I'm such
a CTA fan that when they're buying stat at a
grocery store whatever, they'll tag me and I'll be like, oh, hey,
that's so fun. So yeah, I love Sometimes people, social
media gets a bad rap, you know, and for me,
(21:48):
I know there can be dark sides to it, but
I mean I think it's all what you use it
for and what you pay attention to and what you
focus on because in my mind, it can be a
super effective and post it in place. So Ronica, before
we wrap things up, something that a lot of guests
do just so that we can get to know each
person a little bit better what's going on in their life,
(22:10):
I just have you share four things that you are
thankful for.
Speaker 2 (22:15):
Very first one would be my family. We have this
amazing business together that only exists because we are a family.
And because we did this together and they're a big
part of the fact that I am feeling better now,
in better health, better spirit. That actually leads to my
number two, if you.
Speaker 4 (22:34):
Don't mind me moving into that one.
Speaker 1 (22:36):
No, that's good.
Speaker 4 (22:37):
So the second thing I'm thankful for is being in
better health.
Speaker 2 (22:41):
About ten years ago, I was not in a good
place and it's still something that I have to work
on every day, and a lot of it goes back
to the fact that my family is supporting me, and
now the fact that I have this business with all
of these different foods that I can eat and the
more can venient way. The third thing, which is kind
(23:03):
of in a group of together, my fiance and my dog.
My fiance has been in my life for the past
almost twelve years. Oh wow, yeah, let's not get into
why we're not married yet. Business started basically, Okay, business
started and I got busy. Hopefully it'll happen soon. But
(23:24):
he's been a big part of my life and he's
so supportive. And we actually spent some time not together
a couple of years ago almost and that time apart
made us realize how much we love each other and
want to be part of each other's lives. So I'm
thankful to have him back in my life. And what
I'm going to sandwich in with him is our dogs
(23:45):
that we own. Brita is her name, and I can't
believe that I'm including her in this list because previous
to having.
Speaker 4 (23:53):
Her in our life, I was not a dog person.
Speaker 2 (23:56):
I was one of those people who'd be like, oh, no, dogs,
they stink. But she's softened my heart. I think I
am now a bit of a dog person.
Speaker 1 (24:05):
What kind of dog is she?
Speaker 2 (24:07):
She's a two Wauwa mix, so cute. Yeah, she's really cute.
She's very annoying, but I love her. And the coolest
thing would be great food. Love it and the fact that, yeah,
great food and food that I can eat.
Speaker 1 (24:22):
Yes, amen to that.
Speaker 3 (24:24):
And I know a lot of other people are super
thankful that you decided to you and your family decided
to pursue this crazy ride because I know it's I mean,
I'm sure it has to be wild, and I'm sure
y'all are still developing all kinds of products. I don't
know if you have anything in the works that you
want to tease or if you're allowed to say anything
else that might be coming out in the future.
Speaker 1 (24:45):
But we're all like, no, Okay, I will.
Speaker 2 (24:49):
Say there are a lot of things that will be
coming in the future, probably in different areas of the
grocery store, and you're used to seeing us it, Okay,
probably all I can say. I mean, we're a Mexican
American food brand, and there are a lot of foods
that we grew up eating that we're no longer able
to partake in the way that we currently eat. So
(25:12):
I think there's room for a lot to be done
in the grocery store and lots of things that I
can share with people.
Speaker 1 (25:19):
Okay, so you're saying, y'all aren't done.
Speaker 4 (25:21):
We're not done.
Speaker 1 (25:22):
No, okay.
Speaker 3 (25:22):
I love it, looking forward to anything and everything that
Cia puts out. And Veronica, thank you so much for
taking the time to chat with us today and share
your story.
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