Chef Merito - How a Family Recipe Became a Flavor Empire

The Story of a Brand

Ramon Vela

Business, Entrepreneurship

5 • 145 Ratings

🗓️ 20 May 2025

⏱️ 55 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

In this episode, I had the pleasure of speaking with Lauren Corugedo, Head of Marketing at Chef Merito. Chef Merito is a family-founded Latino brand that has been bringing bold, authentic flavor to kitchens since 1985.

We dove into the brand's rich heritage, how it all started in her grandfather’s garage, and why staying true to their roots is more important than ever as they grow across the U.S.

Lauren shares the emotional connection people have with Chef Merito seasonings, the brand’s commitment to quality and innovation, and how they’re keeping flavors both timeless and trend-forward. From collaborations at Dodger Stadium to growing demand in B2B and retail, this is a story of passion, perseverance, and flavor that connects generations.

Here are a few highlights from our conversation:

* The family story behind Chef Merito and its first seasoning, Carne Asada

* How the brand balances tradition with innovation in B2B, DTC, and retail

* Why adaptability is key in modern marketing and flavor development

* The surprising versatility of seasonings—from tofu to stadium fries

* How community feedback and family values shape every decision

Join me, Ramon Vela, in listening to the full episode and discover what it takes to build a multigenerational brand that honors its past while cooking up the future.

For more on Chef Merito, visit: https://chefmerito.com/

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Transcript

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0:00.0	It was with meticulous attention to detail and a very deep respect for traditional recipes.
0:07.9	So we never compromised on quality.
0:11.0	We wanted to maintain those same authentic flavors, but making sure that it was easy to use.
0:17.8	Another thing too is when we first developed the Garnitasada recipe, we were the market leader.
0:23.5	You know, there wasn't anyone who had created or developed this product at that time.
0:28.6	And so for us, I think we are now a trusted brand within our community.
0:34.0	We know the flavors that they're craving, but they're wanting.
0:36.9	And we're here to innovate and deliver without, we know the flavors that they're craving, but they're wanting, and we're here to
0:38.1	innovate and deliver without, you know, changing any of those traditional recipes and maintaining
0:45.1	true to those Mexican traditional flavors that we know and that we love. And especially as Angelinos,
0:53.2	you know, we're all a little, we all have tried Maxritique
0:57.0	food. And so I think, you know, it's near and dear to our heart to make sure that we
1:01.5	maintain that and that we a story of a brand.
1:20.3	Like always, I have an amazing brand and executive that we're going to feature on today's show.
1:25.9	But before we do, hi, I speak to hundreds of
1:28.8	founders and CEOs of CPG brands each year, and they are facing unprecedented challenges from
1:36.0	changing consumer behavior, inflation, election year anxiety, the cost of capital, and more.
1:42.5	However, finding an experienced knowledgeable advisor shouldn't be challenging.
1:48.0	And that's why I'm personally recommending that you reach out to Compass Rose Ventures,
1:53.0	whether you're looking for help positioning your brand and messaging,
1:57.0	diversifying your marketing portfolio, preparing for retail expansion, or fine-tuning your
2:03.5	existing retail strategy, or maybe preparing your brand and financials for investors or
	...

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