Brené with Veronica and Miguel Garza on
Food, Family, and Scaling a Business
You can’t spell podcast without tacos. I’m talking to Veronica and Miguel Garza, the co-founders of Siete Family Foods, a family-owned Mexican American food brand of heritage-inspired products. Their story is one of family, love, tenacity, and how you build a successful company that is fueled by authenticity and servant leadership to make food approved by abuelas everywhere.
Veronica and Miguel Garza
Veronica Garza is the Co-Founder, President, and Chief Innovation Officer (CIO) of Siete Family Foods, a family-owned Mexican American food brand that offers better-for-you tortillas, chips, and an ever-expanding lineup of forty-six heritage-inspired products. After being diagnosed with multiple autoimmune disorders since she was a teenager, Veronica adopted a grain free, low inflammation diet, to combat the often-debilitating symptoms. Her entire family of seven supported and joined her on this health journey, but as a tight-knit family from Laredo, Texas, following a grain free diet meant that favorites like tortillas could no longer be enjoyed. To solve this problem, Veronica created grain free versions of classic Mexican American food staples, including a tortilla made with almond flour that eventually became the first product offering for Siete Family Foods in 2014. In 2019, Siete raised $91mm in funding from Stripes Group, joining the less than 2 percent of VC backed companies led by Latinx founders. As a Mexican American and female founder, Veronica sees a responsibility to serve as a guide for other minority-owned businesses and founders hoping to build successful brands. Today, Veronica continues to lead product innovation at Siete, fulfilling a deep desire to embrace and share her culture with an extended familia of customers by providing alternatives to beloved Mexican American foods with simple ingredients.
Miguel Garza is the Co-Founder and CEO of Siete Family Foods. After graduating from law school at UT in 2012, Miguel remained in Austin and found himself searching for a job for over a year while coaching at a local gym. Following a conversation with his sister, he convinced Veronica to let him help her turn a product into a business by finding at least one customer to sell her Almond Flour Tortillas. Together, Miguel, the youngest of the Garza siblings, and Veronica began the development of their family business. In 2014, Miguel helped secure their first placement on the shelves of a local co-op, and it didn’t take long for them to fly off the shelves and into the hearts of the local Austin community. He helped his mom, Aida, and Veronica hand press their delicious almond flour tortillas in the kitchen, and would then go store-to-store selling them into more local grocers. The following year, Siete was welcomed into Whole Foods Market and the development of a new heritage-inspired food brand quickly followed. Today, Miguel leads Siete as one of the top three fastest growing natural brands in grocery. With products in over 16,500 grocery stores nationwide, Siete Family Foods is represented among the mere 3 percent of Latinx-owned businesses that drive over $1mm in annual revenue. In 2017, Miguel was included in Forbes’ 30 Under 30 list.
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