Chef Merito - How a Family Recipe Became a Flavor Empire

In this episode, I had the pleasure of speaking with Lauren Corugedo, Head of Marketing at Chef Merito. Chef Merito is a family-founded Latino brand that has been bringing bold, authentic flavor to kitchens since 1985. 

We dove into the brand's rich heritage, how it all started in her grandfather’s garage, and why staying true to their roots is more important than ever as they grow across the U.S.

Lauren shares the emotional connection people have with Chef Merito seasonings, the brand’s commitment to quality and innovation, and how they’re keeping flavors both timeless and trend-forward.  From collaborations at Dodger Stadium to growing demand in B2B and retail, this is a story of passion, perseverance, and flavor that connects generations.

Here are a few highlights from our conversation:

 

* The family story behind Chef Merito and its first seasoning, Carne Asada

* How the brand balances tradition with innovation in B2B, DTC, and retail

* Why adaptability is key in modern marketing and flavor development

* The surprising versatility of seasonings—from tofu to stadium fries

* How community feedback and family values shape every decision

Join me, Ramon Vela, in listening to the full episode and discover what it takes to build a multigenerational brand that honors its past while cooking up the future.

For more on Chef Merito, visit: https://chefmerito.com/

If you enjoyed this episode, please leave The Story of a Brand Show a rating and review. 

Plus, don’t forget to follow us on Apple and Spotify. 

Your support helps us bring you more content like this!

*

Today’s Sponsors:

Compass Rose Ventures - Advisor for CPG Brands: https://compassroseventures.com/contact/

Compass Rose Ventures can help your CPG brand increase customer lifetime value, expand into the US market, create an omnipresent omnichannel footprint, optimize customer journeys, build brand communities, and more. Visit the link above to learn more. 

 

Saral - The Influencer OS: https://www.getsaral.com/demo

SARAL is the all-in-one influencer platform that finds brand-aligned creators, automates outreach, and manages everything in one place. Request a live demo today. Let the SARAL team know you're a The Story of a Brand Show podcast listener to get an extended free trial! Visit the link above.