One woman’s side hustle eventually became a billion-dollar family business selling Mexican-American-inspired snack foods in major grocery stores across North America.
Veronica Garza first invented her signature grain-free tortilla recipe out of necessity. After she was diagnosed with several autoimmune disorders at a young age, her older brother Rob recommended she try a grain-free, gluten-free diet to see if it would help alleviate some of her symptoms.
Eliminating grains, particularly wheat and corn, seemed to help, but it came at a great cost to Garza. Many Mexican-American foods she loved that were an intrinsic part of her culture were made of these ingredients.
Garza began experimenting in the kitchen to see if she could create a grain-free version of her beloved flour tortillas. She perfected an almond flour tortilla recipe so tasty that it impressed her family, even her grandmother Campos. Her family suggested that she try selling the tortillas at the CrossFit gym that her family owned.
The tortillas were a hit, and soon, Garza was selling them in her hometown of Laredo and Austin. Her youngest brother Miguel, who lived in Austin, convinced Garza that her product could be more than just a side hustle.
“The conversation was driven by being in a community in Austin of people that were starting businesses and specifically consumer packaged goods businesses — and really thinking that we might be able to do the same thing, that my sister’s product could become a business beyond the side hustle,” Miguel said. “I think I told her that she would regret not starting the business when she saw somebody else launch the same product that she had created.”
Miguel helped her get her first product placement at a co-op store in Austin. From those small beginnings, Garza’s Siete Foods brand has taken off.
In addition to tortillas, the Siete Foods brand of gluten-free and dairy-free products has expanded to include various kinds and flavors of chips, taco shells, enchilada sauces, seasonings, salsa, canned vegan beans, cookies, and other items.
“One misconception about living a healthy lifestyle is that it requires giving up the foods you love and replacing them with bland options,” Garza said, per MySA. “Mexican-American food is rich in flavor and diversity, and we like to highlight this in our products by using thoughtfully selected ingredients without sacrificing taste or texture.”
Over the past ten years, Austin-based Siete Foods has become the fastest-growing Hispanic food company in the U.S.
The brand can be found on the shelves of 37,00 H-E-B, Costco, Walmart, Whole Foods, CVS, and Kroger stores across the U.S., Canada, and Mexico. Garza’s grain-free tortillas are also an option at more than 50 Freebirds World Burrito locations.
The family-run business is named Siete (Seven) Foods in honor of the seven immediate members of Garza’s family — herself, her four siblings, and two parents.
“My family and I have always done pretty much everything together,” Garza told MySA. “We’ve carried this idea of togetherness into everything we do, and it’s certainly part of what’s made Siete what it is today.”
In April, celebrity actress and director Eva Longoria, an enthusiastic customer of the brand, became an investor and advisor for the company.
“Eva is someone who aligns not only with our Texas roots, but also with our values, our culture, and our mission. We share a commitment to uplifting the Latino community,” Garza said.
Consumers will be able to find Siete Foods items in even more locations in the months ahead.
PepsiCo, a leading global food and beverage manufacturer and distributor, announced last week that it is buying the Siete Foods company for $1.2 billion. The move is part of PepsiCo’s recent shift to include healthier options in its portfolio.
The deal is anticipated to be completed in 2025 if it meets regulatory approval, CNBC reported.
