The Garza family, including Miguel (far left) and Veronica (second from right).
© SIETE FAMILY FOODS
Gainfully grain-free
Siete Family Foods creates flavorful Mexican American favorites for all
by GEOFF NUDELMAN
Siete Family Foods was born out of necessity. Co-founder, president and chief innovation officer Veronica Garza had various health issues that forced her to adopt a low-inflammation diet, but many of the staples commonplace in her Mexican American family’s cooking didn’t meet her dietary needs.
In 2010, with the encouragement of her brother, Siete CEO and co-founder Miguel Garza, Veronica began experimenting with various grain-free ingredients, such as almond flour and cassava, to try to replicate the classic tortilla. Her initial recipe was a hit with the seven (siete means “seven”) members of her family. Four years later, the Garzas launched Siete Family Foods from their home in Austin, Texas.
Almost immediately, the brand took off, satisfying a need for not only the Garza family, but also the growing number of eaters with sensitivities to inflammatory ingredients who were looking for a way to enjoy ethnic cuisine favorites, such as those in Mexican American cooking. “Our goal is to promote inclusivity at the table by using a variety of whole, nourishing ingredients so that everyone can have a taste of Mexican American foods, no matter their dietary needs or preferences,” Veronica says.
Supporting businesses
Giving back is a big part of Siete’s mission. The brand’s Juntos Fund is another way the company connects to its heritage through three separate monetary awards that support Latino, Latina and gender-neutral Latinx-owned food businesses creating positive change in their communities. To date, Siete has awarded a total of $65,000 to four small businesses across the U.S.
Broadening palates
Siete has expanded its lineup to more than 60 different items, representing a wide swath of Mexican American culinary culture. Miguel explains that the regional cuisine is so much more than what most Americans are typically exposed to, and expanding that breadth is an important part of Siete’s mission.
“Mexican American food is so rich in diversity and flavor, and yet only a handful of meals are represented by the items on the shelves,” he says. “What’s more, sometimes there’s an idea that Mexican American [food] isn’t healthy, and we’re hoping to change that.”
Siete continues to build its influence with several items on Costco shelves, including its flagship tortillas.
“It’s been cool to see our Grain Free Almond Flour Tortillas in a 20-pack, knowing that eight years ago we were packing them in plastic bags to drop them off for retailers across Austin to try,” Miguel says. “Seeing this evolution tells us we’ve come a long way.”
COMPANY INFO
- Name Siete Family Foods
- Co-founders Veronica and Miguel Garza
- Year established 2014
- Employees 100
- Headquarters Austin, Texas
- Items carried at Costco Grain Free Almond Flour Tortillas (Item 1529345), Grain Free Sea Salt Tortilla Chips (Item 1310222)
- Quote about Costco “We’re always aspiring to share our family’s foods with more people, and seeing our products in Costco and in larger packaging has been very exciting.”—Miguel Garza, CEO
Geoff Nudelman (geoffnudelman.com) is a freelance writer based in Portland, Oregon.
