Siete Foods began when Veronica Garza’s autoimmune diagnosis led her family to create grain-free tortillas in their Laredo kitchen and later refine them in Austin, Texas. What started as a health necessity transformed into a cultural preservation project, with the family perfecting almond-flour tortillas that honored their Mexican-American heritage. From that single recipe, they’ve built a fast-growing brand with 60+ products in thousands of stores nationwide. Their “Juntos Es Mejor” philosophy guides every aspect of their remarkable journey.
Health Challenge Sparks a Family Food Revolution
When Veronica Garza received autoimmune diagnoses, she faced not only chronic health challenges but also the potential loss of her cultural identity. Her doctor’s recommendation to eliminate grains meant giving up beloved Mexican-American staples like flour tortillas—foods that connected her to her heritage.
Instead of accepting this cultural sacrifice, Veronica’s family rallied around her health journey, collectively adopting her dietary restrictions. This supportive environment fostered ingredient innovations as Veronica began experimenting with almond flour to recreate traditional tortillas that met her health needs while preserving cultural connections. This kitchen experimentation eventually led to the development of their first grain-free tortilla and, in 2014, the founding of Siete Foods.
What began as a personal health solution evolved into something greater as family and friends recognized the potential of these grain-free alternatives—a perfect intersection of cultural preservation and wellness. Her journey mirrors that of William Gebhardt, who similarly helped bring Mexican flavors to wider audiences through innovation that respected tradition.
Perfecting the First Grain-Free Tortilla Recipe
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Innovation often emerges from necessity, and Siete Foods’ flagship product proved no exception. The family’s quest for a tortilla that honored their Mexican-American heritage while addressing health needs led to countless kitchen experiments focused on texture and pliability with almond flour.
You’ll find the development process balanced nutrition with tradition, combining almond flour with tapioca starch and helpful binders to achieve the mouthfeel of traditional tortillas without grains. The ingredient balancing required precise ratios to deliver flexibility on the griddle and a clean label in the package. Like the Indigenous cultures of Texas who adapted staple foods over time, the family embraced innovation while respecting culinary heritage.
Grandma Campos’ approval marked a critical milestone, validating that health-conscious alternatives could still preserve authentic flavor. Each iteration refined the recipe until it achieved the right harmony of taste, texture, and a straightforward ingredient deck—creating a tortilla that didn’t compromise tradition while meeting modern dietary needs.
Growing Beyond the Kitchen: Scaling a Heritage Brand
Although Siete Foods began as a family kitchen experiment, the brand’s transformation into a national presence represents one of the food industry’s notable scaling stories. Moving from community co-ops to securing a pivotal Whole Foods partnership by 2015–2016, Siete strategically validated their concept before expanding distribution.
The brand’s growth wasn’t just geographic—they diversified from tortillas into more than 60 products spanning multiple aisles, while maintaining cultural authenticity and a clean-label commitment. Strategic partnerships, including a significant Stripes Group growth investment in 2019, fueled this expansion and enabled supply-chain improvements critical to meeting nationwide demand. Similar to how H-E-B adapts to local community needs, Siete Foods tailored product offerings to appeal to diverse regional preferences.
Their strong storytelling and packaging approach reduced traditional launch friction, while their narrative emphasized family heritage and real health benefits. This calculated scaling has positioned Siete as a leading heritage-inspired, allergen-friendly brand—proof that solving real problems resonates deeply with consumers seeking grain-free alternatives.
The “Juntos Es Mejor” Philosophy Behind the Brand
At the heart of Siete Foods’ rise stands a simple yet profound motto: “Juntos es Mejor” or “Together is Better.” This guiding philosophy transcends corporate-speak, embodying the Garza family’s third-generation Mexican-American values that infuse everything from product development to community engagement.
This principle drives Siete’s approach to cultural preservation through carefully crafted products that honor authentic flavors while accommodating diverse dietary needs. The company operates with a family-first mentality that prioritizes relationships alongside business goals. You’ll find this connection reflected in their Juntos Fund, which uplifts Latino-owned food businesses with grants and mentorship.
When you gather around Siete’s tortillas, chips, and sauces, you’re participating in a tradition where food becomes the medium for unity and storytelling. The brand demonstrates that shared experiences—especially those centered around the table—create deeper bonds than any solo journey.
Building a Mexican-American Food Empire With 60+ Products
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The “Juntos Es Mejor” philosophy didn’t just shape Siete Foods’ values—it fueled a remarkable product expansion that transformed a single family recipe into a broad Mexican-American portfolio. What began in the early 2010s as an almond-flour tortilla has evolved into over 60 SKUs spanning tortillas, chips, taco shells, cookies, and sauces.
This product diversification reflects both innovation and heritage, with each item balancing traditional Mexican flavors with modern dietary needs. Using ingredients like cassava flour, avocado oil, and chia, they’ve created authentic yet allergen-friendly alternatives. Their retail expansion has been equally impressive, growing from an Austin co-op to more than 16,000 locations including Whole Foods, Target, and Walmart—with continued growth planned as capacity and demand increase.
Making Impact Through Community Investment and Cultural Pride
While building an impressive product portfolio, Siete Foods has remained committed to meaningful community impact through targeted investments and cultural celebration. The company’s Juntos Fund supports Latino-owned food businesses with funding and resources, awarding grants to entrepreneurs each year and expanding programming as the brand grows.
Their “Juntos Es Mejor” philosophy drives initiatives that amplify cultural representation through authentic Mexican-American culinary traditions. By funding family restaurants and innovative food startups nationwide, Siete helps transform these businesses into cultural hubs that educate communities.
The Garza family’s dedication to preserving heritage while promoting inclusivity creates a powerful platform for Latino entrepreneurs to overcome barriers and share their stories with broader audiences.
