Siete Foods: The Story of a Hispanic Business Worth Over $1 Billion

Is it possible for a company born from a health problem to be worth over $1 billion in just 10 years? Siete Foods is the perfect example.

This Mexican business has become one of the top choices for healthy snacks and tortillas in the Hispanic market.

Its founder and president, Verónica Garza, discovered she was suffering from a series of autoimmune disorders and was forced to change her eating habits.

How? By eliminating grains and gluten from her diet.

The results were positive; however, she felt it was a measure that distanced her from her Mexican-American culture.

So, she came up with a tortilla made from almond flour, which her family loved.

After a decade of success, PepsiCo Inc. acquired the company for $1.2 billion. Keep reading to learn the full story.

From Family Roots to Global Success

Behind Siete Foods, there’s more than just a food brand. The values they embody are what have truly driven the growth of their loyal customer community.

Founded in 2014, this company began as a homemade solution to a health issue. 

However, from its early days, the business quickly transformed into a testament to what a Hispanic family can achieve.

Hard work and perseverance paved the way for an empire grounded in tradition, health, and inclusion.

From its roots, the seven Garza family members have played an indispensable role in the company’s development.

For instance, aside from Verónica, her brother Miguel now serves as the company’s CEO.

Today, their products not only reflect the flavors of traditional Mexican cuisine but also the richness of its culture.

From a Family Gym to Millions of Mexican and American Homes

If you own a family CrossFit gym and life leads you to create healthy foods, what do you do? You combine both businesses, right?

Well, that’s exactly what Verónica did. She wasn’t willing to give up tortillas, so she created her own version using almond flour.

Sure, her family liked them, but were they good enough for others to enjoy?
She needed to find out, so she started selling them at the gym. The response? 

Not only were they embraced by the health-conscious clientele, but even people who still ate traditional tortillas got on board, as well as mothers with children suffering from gluten allergies.

Today, those tortillas are sold in major U.S. stores, along with all the other products they distribute. Which ones? These:

• Chips and snacks
• Seasonings
• Sauces
• Beans
• Taco shells
• Sweets

How Siete Foods Conquered the Food Market

Competition in the food market has always been fierce. However, Siete Foods managed to carve out a valuable niche: that of products combining tradition and health.

Do you have dietary restrictions or are you simply looking for tasty, healthy options?

This brand is appealing because it has always focused on producing foods made with natural, delicious ingredients, free from gluten and dairy.

Almond flour tortillas paved the way for a product line inspired by traditional Mexican cuisine. What was the result?

With tortilla chips, salsas, and a variety of other items, they differentiated themselves from other companies in the industry.

In fact, they solidified their presence in stores like Whole Foods, where the demand for inclusive and healthy products is high.

So, what’s the secret to their success over the years? Siete Foods appealed to both consumers conscious of their well-being and those who value cultural authenticity.

The Journey of a Hispanic Company to a Billion-Dollar Valuation

The rise of the brand is the result of years of hard work and entrepreneurial vision.

The business crossed the boundaries of a family operation to reach millions of customers across Mexico and the United States.

However, despite the economic growth in the early years, the founders understood that they couldn’t continue to excel on their own.

For this reason, in 2019, they sought investors to expand their operations, accelerate growth, develop new product lines, and reach more consumers.

Meeting the tastes and needs of their customers was the goal—and they achieved it!

This also translates into one of the most notable points in the history of Siete Foods: they never forgot their roots or values.

They maintained their authenticity, even when becoming a giant in the food industry could have posed a challenge.

Tradition and Health: The Secret to Siete Foods’ Success

Clearly, the success of Siete Foods results from a formula that its founders may not have invented, but one they have respected since their inception. What is it?

The combination of tradition and health. On one hand, they honor traditional Mexican recipes and flavors. On the other, they use healthy ingredients.

This positions them in consumers’ minds as an accessible brand for all types of customers, especially those with dietary restrictions.

They do not use corn, wheat, or any other grains. Instead, they opt for almonds, coconut, and cassava.

Undoubtedly, it’s a balance that few companies have achieved. Do you know any that recreate the flavors of a culture without compromising customers’ health?

Siete Foods does, and this has been the key to attracting not only health-conscious consumers but also the Hispanic community.

Siete Foods: The Power of Inclusive Food

It’s no secret that the food industry is undergoing positive changes.

Among these are consumers seeking dairy-free products, gluten-free options, and foods made with natural ingredients.

Based on this premise, Siete Foods promotes inclusion from two aspects.

First, by creating products accessible to people with specific dietary needs. They do not compromise on flavor or quality.

Second, they share their culture and family history with all their consumers.

With each proposal, they invite people to be part of the Garza family. In this way, they promote a sense of belonging and community.

What’s the result? They connect emotionally with customers, helping the company generate loyalty and attract more followers.

Innovation and Culture: Keys to Siete Foods’ Success

For many, it might be a challenge to innovate while simultaneously preserving and enhancing the cultural identity of a country.

For the Garzas, it was different. After popularizing their tortillas, they proved that it was possible to take traditional ingredients and recipes to create never-before-seen products.

They always connected this with the idea of caring for the health and well-being of everyone who chose them.

Of course, innovation is not only reflected in the range of products they distribute. Their marketing strategy is even more modern and progressive.

Through their social media, they connect directly with customers and share the stories behind the brand.

This has increased the number of young customers, who particularly value the authenticity and personal connection that the companies they consume promote.

The Team Expands with Eva Longoria

After so many successes, the Garzas wanted to give their brand more visibility. How? By expanding the team with the addition of Eva Longoria.

The actress, director, producer, entrepreneur, and philanthropist is not only an organic customer of Siete Foods but also understands that it is a rapidly growing company.

For this reason, she joined as a brand ambassador, investor, and strategic advisor.

Here’s an interesting fact: Verónica and Eva had known each other for years.

When they were younger, they lived very close to each other. Longoria grew up in Corpus Christi, Texas, while Garza was from Laredo, Texas.

Back then, the Hollywood star was just a cheerleading camp counselor for young Latinas.

Now, they are united by a bond that is a natural extension of the work they both do.

What’s the current goal? To build a billion-dollar food empire that celebrates Mexican culture.

A Family Legacy Turned Business Giant

After all these strategic moves, the small family business has transformed into a business giant.

Its valuation? $1.2 billion—an example that inspires those who wish to bring their business ideas to life, especially entrepreneurs from the Hispanic community.

This leads us to conclude that the success of Siete Foods is not solely measured by its international reach, revenue, or market valuation.

The true triumph of this company is recognized in the capacity they have built to inspire others who are starting their own businesses.

In fact, it serves as a testament that food is a powerful tool for promoting inclusion and connecting cultures.

Siete Foods will continue to grow, and its story will always be a reminder that with perseverance, innovation, and a love for healthy eating, it is possible to transcend borders.