The Story of a Brand Chef Merito - How a Family Recipe Became a Flavor Empire
In this episode, I had the pleasure of speaking with Lauren Corugedo, Head of Marketing at Chef Merito. Chef Merito is a family-founded Latino brand that has been bringing bold, authentic flavor to kitchens since 1985.
We dove into the brand's rich heritage, how it all started in her grandfather’s garage, and why staying true to their roots is more important than ever as they grow across the U.S.
Lauren shares the emotional connection people have with Chef Merito seasonings, the brand’s commitment to quality and innovation, and how they’re keeping flavors both timeless and trend-forward. From collaborations at Dodger Stadium to growing demand in B2B and retail, this is a story of passion, perseverance, and flavor that connects generations.
Here are a few highlights from our conversation:
* The family story behind Chef Merito and its first seasoning, Carne Asada
* How the brand balances tradition with innovation in B2B, DTC, and retail
* Why adaptability is key in modern marketing and flavor development
* The surprising versatility of seasonings—from tofu to stadium fries
* How community feedback and family values shape every decision
Join me, Ramon Vela, in listening to the full episode and discover what it takes to build a multigenerational brand that honors its past while cooking up the future.
For more on Chef Merito, visit: https://chefmerito.com/
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