Siete Foods

Last updated
Garza Food Ventures LLC
Company type Subsidiary
Industry Snack food
Founded
FounderVeronica Garza
Owner
Website www.sietefoods.com

Siete Foods is a US company founded in 2014 by Veronica Garza that makes nontraditional versions of traditional Mexican and Mexican-American ingredients and foods. According to Inc., it "created a category in grain-free and dairy-free Mexican American staples".

Contents

History

The company was founded in Austin, Texas, in 2014 by Veronica Garza, who was diagnosed with autoimmune diseases while in high school and college. [1] [2] [3] Her brother Roberto suggested she try avoiding grains, legumes, and dairy to see if that would help with her symptoms. [1] [4] [5] She found that it did, and her entire family joined her in excluding these items, but all of these were common ingredients in Mexican, Mexican-American, and Tex-Mex cuisines that were a part of the family's typical meals. [1] [4] [6] In particular tortillas, typically included in every meal in these cuisines, were missed. [7] [5]

Garza developed some recipes to create traditional items such as tortillas from nontraditional ingredients, such as almond flour, and started selling them from her home; eventually she was making 50 dozen tortillas in a weekend with the help of her family. [1] [4] In 2014 Austin's Wheatsville Food Co-op started carrying her products. [1] [2] By 2016 the products were being carried by Whole Foods. [8] In Canada, e-commerce retailer Natura Market carries Siete products. [9] According to Inc., the company "created a category in grain-free and dairy-free Mexican American staples". [3]

Garza's parents and her four siblings are employees; the company's name, Siete, is the Spanish word for seven, a reference to the seven of them. [2] [6] [3] In 2017, CEO Miguel Garza was named to Forbes ' 30 under 30 list. [10] [11]

By 2022 the company was projected to have retail sales of US$250 million and was the fastest-growing Latino/Hispanic food brand in the United States. [1] [12] Forbes pointed out in 2018 that it had been decades since the category had a "challenger [brand] emerge", noting that Ortega was founded in 1897, Old El Paso in 1917, and Goya in 1936. [13]

On October 1, 2024, Pepsico announced it had entered an agreement to acquire the company. [14] On January 17, 2025, it was announced that the transaction had been completed. [15]

Products

Products as of 2022 include tortillas, refried beans, tortilla chips, hard taco shells, cookies, seasoning mixes, and hot sauces in 60 stock-keeping units. [1] [6] [12] In 2022 they also produced their first product containing corn, a tortilla chip in collaboration with Nixta, who are dedicated to traditional maize-based products and nixtamilization methods. [1]

The company produced a cookbook, The Siete Table: Nourishing Mexican-American Recipes From Our Kitchen, in 2022. [1] [16]

Juntos fund

The company operates a foundation that provides grants to small Latino/Hispanic food entrepreneurs. [1] [2] [17]

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References

  1. 1 2 3 4 5 6 7 8 9 10 Kavehkar, Kimya (2022-10-10). "Family Is the Foundation of One of the Most Successful Mexican American Food Brands". Texas Monthly. Retrieved 2023-01-17.
  2. 1 2 3 4 Huddleston, Jr, Tom. "How the Mexican-American family behind Siete's grain-free tortillas hit $200 million in annual sales". CNBC. Retrieved 2023-01-18.
  3. 1 2 3 Bienasz, Gabrielle. "Siete Family Foods CEO Miguel Garza on How to Cook Up an Authentic Brand". Inc.
  4. 1 2 3 "Meet the family that changed the way some Americans eat Mexican food: "Tortillas are the centerpiece of the table"". www.cbsnews.com. Retrieved 2023-01-18.
  5. 1 2 "Texas siblings' grain-free tortillas lead to delicious success". NBC News. Retrieved 2023-01-18.
  6. 1 2 3 "It's a family affair | Food Business News". www.foodbusinessnews.net. Retrieved 2023-01-18.
  7. ↑ Hughes, Chris (2019-11-01). "Tastemaker of the Month: Veronica Garza from Siete Family Foods". Austin Monthly Magazine. Retrieved 2023-01-18.
  8. ↑ "Siete Family Foods: Miguel and Veronica Garza". NPR. 15 March 2021.
  9. ↑ "Siete". NaturaMarket.ca. Retrieved 2024-11-05.
  10. ↑ Sorvino, Chloe. "Distribution Surges For Grain-Free Siete Family Foods After Deals With Target, Walmart And Kroger". Forbes. Retrieved 2023-01-18.
  11. ↑ "Miguel Garza". Forbes. Retrieved 2023-01-18.
  12. 1 2 "Mexican-American Brand Siete Foods Launches Their 1st Plant-Based Canned Product". VEGWORLD Magazine. 2022-05-03. Retrieved 2023-01-18.
  13. ↑ Harris, Shayna. "Old El Paso: Meet Your Match". Forbes. Retrieved 2023-01-18.
  14. ↑ "Pepsico to Acquire Siete Foods for $1.2 Billion". Pepsico. Retrieved 13 January 2025.
  15. ↑ "Pepsico completes acquisition of Siete Foods". Pepsico. Retrieved 2025-01-27.
  16. ↑ Puckett, Susan. "Cookbook review: Abuela-approved dishes for every diet". The Atlanta Journal-Constitution. ISSN   1539-7459 . Retrieved 2023-01-18.
  17. ↑ "Texas company opens national competition to Latino entrepreneurs". KOAA News 5. 2022-08-07. Retrieved 2023-01-18.
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