Many thanks to Siete Family Foods founder, Veronica Garza for answering our questions about their business.
1. Why did you start Siete Family Foods?
Siete was formed when my family and I embarked on a health journey that included exercising together and adopting a low-inflammation, grain free diet, to help alleviate the autoimmune conditions I had been experiencing. As a Mexican-American, I grew up eating tortillas on a daily basis, and I have many wonderful memories of visiting my grandmother, always being welcomed with a batch of homemade flour tortillas. Eating gluten free and grain free meant that all tortillas were literally off the table for my family and me. While this may seem trivial, it wasn’t for us. In a way it felt like we were excluded from a part of our culture that we loved, being able to partake in delicious Mexican food. To fill this “tortilla void,” I experimented in the kitchen and developed a tortilla that we could eat. Over the next few years I modified the recipe numerous times, producing the first product we put to market, a grain free, gluten free, almond flour tortilla. I made them on weekends for many years, sharing them with my family and friends. In 2014 my family and I decided that we wanted to share our tortillas with more people outside of our circle of family and friends, so we found a buyer (Wheatsville!) for our products and started a business.
2. What makes your chips and tortillas different from others on the market?
We make grain free Mexican-American food, utilizing nutrient dense, real food ingredients as much as possible. Our tortillas are currently made with ingredients such as almonds, coconut flour, cassava, chia seeds, coconut oil, and avocado oil. Our tortilla chips are made with cassava and coconut flour and cooked in avocado oil. All of our products have been created because they filled a void either in our own diets or for our core consumers. We sell products that we love to eat and hope that our customers feel the same way.
3. Are Siete Tortillas and Chips vegan? Non-GMO? paleo-friendly?
At Siete we try to make products that are as inclusive as possible. We’ve designed our products to allow people with a variety of diets, dietary restrictions, and backgrounds to gather around the table to enjoy Mexican-American foods. Currently, all of our products are gluten free, grain free, vegan-friendly, paleo-friendly and verified by the non-GMO Project.
4. How do you choose your ingredients?
With all of our products, taste and quality are paramount. We care about what we put in our bodies and, because of that, we’ve gone to great lengths to scrutinize and carefully select every ingredient that goes into our products. I personally oversee all of our product development and spend the majority of my time testing the perfect combination of ingredients and finding the best partners to source ingredients from, all to offer our customers products we can be extremely proud of.
5. Can you tell us the story about Siete getting started with Wheatsville?
After years of making an almond flour tortilla for friends and family out of my kitchen in Laredo, Texas, we decided to turn a recipe into a business. In 2014, I made a batch of tortillas, put them in a ziplock bag, and drive from Laredo to Austin to approach the buyer at Wheatsville Food Co-op. The grocery buyer loved them and asked how soon they could start selling them. We had no business, no brand name, and no idea how to start a food business. My mother, brother (Miguel), and I joined forces and within a couple of months had our first product on the shelves. We started off by renting space at a commercial kitchen in Austin, driving up from Laredo every weekend to make tortillas by hand and then deliver them to Wheatsville. Since then the rest of my family members have come onboard to help move Siete along on its mission to becoming a healthy Mexican American food brand.
6. What’s is your favorite thing about Wheatsville?
Before starting Siete Family Foods we had zero experience in the food industry. Wheatsville was instrumental in helping us get our start. Knowing we were just getting started as a business, the buyer provided guidance on many of the steps we had to take to get our products on the shelf. We love the warm, welcoming feel we get when walking into Wheatsville as customers and now as vendors/partners that have the privilege of selling our products to their customers.