Siete Foods

Last updated
Garza Food Ventures LLC
Siete Foods
Company type Subsidiary
Industry Snack food
Founded
FounderVeronica Garza
Owner PepsiCo (2025–present)
Website www.sietefoods.com

Garza Food Ventures LLC, doing business as Siete Foods, is an American 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]

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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