Sometimes life throws curveballs that alter our trajectory. These moments can feel massive, ripping us away from what we know and who we are. But it’s in these moments that we have a choice: to succumb to the disruption or to find new ways to celebrate our traditions, our culture, and ourselves. Siete Family Foods is a testament to the latter. Their story is one of flavor, family, and the enduring power of “juntos”—togetherness.
At Blackhawk, we’re drawn to stories like Siete’s. Stories of Texas-based brands that rise to challenges and build something extraordinary from their roots. When we heard about Siete’s story from How I Built This with Guy Raz, we couldn’t wait to share it with the world.
A cultural void.
The Garza family, like many Mexican-American families in Laredo, Texas, centered their lives around food. Gathering around the table for traditional meals was a cherished ritual, a way to connect with their heritage and with each other.
But when Veronica Garza began battling debilitating autoimmune health issues, including lupus and Hashimoto’s disease, a fundamental part of their lives was disrupted. Her doctors advised a drastic change in diet, one that eliminated grains—a cornerstone of Mexican-American cuisine and, therefore, a cornerstone of the Garza family’s traditions. This dietary restriction wasn’t just a change in what Veronica could eat – it was a severing of a cultural tie, a feeling of being disconnected from her heritage. The absence of tortillas, the inability to share in the familiar comfort of tacos, tamales, and other family favorites, created a void.
Lettuce-wrapped tacos just weren’t the same.
Veronica’s culinary quest begins.
Veronica was determined to find an alternative. With the support of her family, particularly her brother Miguel, and inspired by the traditional cooking wisdom of her Grandma Campos, Veronica began experimenting. She ventured into the kitchen, determined to recreate the flavors she loved, but in a way that nourished her body rather than causing it harm.
The moment her Grandma Campos, a seasoned tortilla maker, declared Veronica’s almond flour tortillas even better than her own was a pivotal one. It was a validation of her efforts and a sign that something special was brewing – not just a new recipe, but a new beginning.
From kitchen experiments to a family business.
That single “better than Grandma’s” endorsement planted the seed for Siete Family Foods. The name “Siete,” chosen to represent the seven members of the Garza family, became synonymous with their commitment to quality, family, and heritage. At that point, Veronica’s grain-free cooking had transformed from a personal quest to reclaim familiar flavors into a mission to share these newfound culinary treasures with others.
Miguel, fresh out of law school and observing the burgeoning natural foods scene, encouraged Veronica to turn her kitchen experiment into a business. They started small, selling the tortillas at the family’s CrossFit gym in Laredo, where the health-conscious clientele quickly became fans.
Recognizing the larger potential market in Austin, Miguel leveraged his connections and began approaching local co-ops in Austin. His efforts paid off and their delicious tortillas quickly found a home on the shelves of Wheatsville Co-op. This initial success fueled their ambition, but it also presented a new set of challenges: how to scale up production in their new Austin kitchen while maintaining the quality and authenticity that made their tortillas so special?
The path to success wasn’t easy. Scaling production, in an unfamiliar kitchen, navigating the complexities of the food industry, and securing shelf space in stores presented significant hurdles. There were moments of doubt, setbacks that felt crushing, like the time their brand-new, expensive tortilla-making equipment broke down, threatening to halt production altogether.
This wasn’t just a machine malfunction – it was a blow to their fledgling business, a moment that could have easily ended their dream. The financial strain of the purchase, combined with the technical difficulties, created a perfect storm of stress. But the Garzas, true to their “juntos” philosophy, faced these challenges together. “Juntos,” meaning “together” in Spanish, is more than just a word for the Garza family – it’s a way of life. It reflects their deep belief in the power of unity, collaboration, and mutual support. It’s the foundation upon which they built their family and, now, their business. And it’s encapsulated in their guiding principle: “Family first, family second, business third.”
The broken equipment incident, while a moment of intense pressure and even tears, became a testament to their resilience. They rallied, supporting each other, and found a way forward. They rolled up their sleeves, literally, and went back to hand-pressing tortillas until they could find a solution. This commitment to their product, their family, and their vision kept them going.
Siete: a recipe for success.
From this adversity came great rewards: successful scaling, growing retail presence, rave reviews, and ultimately, the recognition of a major player in the food industry. Siete’s commitment to quality and authenticity resonated with consumers, leading to rapid growth and expansion. Their grain-free tortillas, once a kitchen experiment, found their way onto the shelves of major retailers, and their product line expanded to include a variety of Mexican-American staples, all with the same focus on clean ingredients and delicious flavors.
In 2024, this success culminated in the acquisition of Siete Family Foods by PepsiCo. But the journey didn’t end there. Even with this significant milestone, the Garza family knew that continued innovation, expanding product lines, and, most importantly, staying true to their core values was required at every step of the way.
They understood that their success was about more than just profit – it was about the impact they were making. The Garza family focused not just on the “what” but the “how” of their business, ensuring their methods reflected their values.
Siete beyond the plate.
This commitment to their community led them to establish the Juntos Fund, a program designed to support and empower other Latino entrepreneurs, recognizing the importance of lifting up others as they had been lifted up. And their commitment to their heritage also led them to a powerful partnership with Eva Longoria, a celebrated actress, director, and activist who shared their passion for amplifying Latino voices and stories.
Siete’s story extends beyond the plate. Through their Juntos Fund, they’re empowering other Latino entrepreneurs, recognizing the importance of giving back to the community that has supported them.
This dedication to heritage and community resonates deeply with the team at Blackhawk. We believe in the power of Texas-based brands with authentic stories, and we’re proud to support businesses like Siete that are making a positive impact.
The Siete Family legacy: an inspiration to us all.
Siete Family Foods shows us that challenges can be transformative. They remind us of the power of family, the importance of cultural pride, and the strength that comes from working together. Their journey is an inspiration, a testament to the fact that we can honor our traditions while embracing new possibilities, creating something meaningful and lasting from even the most difficult of circumstances.
