122: How This Family Built A Huge Natural Food Business

Consumers are demanding more from brands—authenticity, transparency, and functionality are just a few traits that people are looking for. It often comes down to the values of which the brand is built on and Veronica and Miguel Garza co-founders of Siete Family Foods are an example of a brand created on a strong foundation. The brother and sister team, joined me on the mbgpodcast to talk about how they started a “better-for-you Mexican-American food brand” and why remaining true to their core values is critical as they grow.

After Veronica was diagnosed with her first auto-immune condition at the age of 17, which then developed into lupus and Hashimoto’s years later, her brother suggested she try the paleo diet. Eating a healthier diet was just one component of her health puzzle that helped improve her symptoms, but she missed eating the foods she grew up eating like tortillas and chips. This led to her experiment with different grain-free flours. In her childhood, she learned how to make tortillas from her grandmother and decided to give it a try, this time with almond flour.

She started sharing these delicious tortillas with her family and found more and more people around her were interested in a grain-free tortillas. “We saw how much it could help people, and realized that the best way to provide this product to people, make it more convenient for them, and have it change their lives the way it changed ours, was to put it out on shelves.”

While building this brand, the seven siblings, who all work at Siete, have centered their growth around a list of core values which influence every product they launch and represent their roots as a Mexican-American family from South Texas. These are three that Miguel and Veronica spoke to as integral in creating an iconic brand.

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