Siete Family Foods: Miguel and Veronica Garza

How I Built This with Guy Raz

Guy Raz | Wondery

Business

4.8 • 31.1K Ratings

🗓️ 15 March 2021

⏱️ 80 minutes

🔗️ Recording | iTunes | RSS

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Summary

Miguel and Veronica Garza grew up in Laredo, Texas, in the kind of family that did almost everything together. So when Veronica realized that a grain-free diet was helping her cope with debilitating health issues, the rest of the family—all six of them—adopted the same paleo-friendly diet. Soon Veronica was making her own almond flour tortillas at home and selling them at a CrossFit gym that the Garza family had launched in Laredo. The grain-free tortillas were a hit, and by 2016, Siete Family Foods products were being sold in Whole Foods Markets across the country. Today, Veronica and Miguel head the company with the help of the whole family, and Siete has become one of the fastest-growing Mexican-American food brands in the U.S.

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0:00.0	Hey, Prime Members, you can listen to how I built this early and ad-free on Amazon Music.
0:07.0	Download the app today.
0:09.0	New Year's is here, and with it brings the possibility of change.
0:13.0	As one behavioral scientist put it, first starts are really powerful.
0:17.0	So as you head into 2023, LifeKit is a great resource to help you plan your life and tackle changes, both big and small.
0:24.0	Listen to the LifeKit podcast from NPR.
0:30.0	The conversation usually centered on me saying that I thought the tortilla could be successful, and her not being able to make the leap because of health insurance.
0:42.0	Yeah, that's exactly how it went, and it was really my brother telling me that if you don't take this risk, you're going to be really upset with yourself if somebody else does it.
0:52.0	And I think this is what got her over the edge.
0:55.0	I told her that she was going to be more upset, like having a buy in all the tortilla from somebody else knowing that it could have been her.
1:09.0	From NPR, it's how I built this.
1:11.0	The show event innovators, entrepreneurs, idealists, and the stories behind the movements they built.
1:23.0	I'm Guy Raaz, and I'm on the show today, how the Garza family opened a CrossFit gym in Laredo, Texas, pivoted into selling kaleo-friendly tortillas, and built yet-tay foods into one of the fastest growing Mexican-American food brands in the country.
1:42.0	The first business idea you will ever have is unlikely to be the one that works.
1:49.0	I mean, how many times have you heard entrepreneurs on this show talk about ideas they considered before they landed on the one that actually took off?
1:59.0	And how many businesses start out as one thing, and then turn into something slightly related, but bigger and smarter?
2:08.0	Starbucks began as a shop that only sold coffee beans.
2:13.0	The e-commerce platform Shopify grew out of an online store that sold snowboards. Stacey's petachyps was originally an outdoor sandwich cart.
2:23.0	In today's story, the Mexican-American food brand, Seattle Foods, can trace its origin to an earlier and totally unrelated business idea, a CrossFit gym in Laredo, Texas.
2:36.0	The Garza family, all seven of them, pitched in to launch the gym. And as they got more into CrossFit, they also got more into the paleo diet than many CrossFiters swear by.
2:49.0	No grains, no legumes, no dairy, no refined sugar.
2:53.0	Now, it also happened that one of the Garza siblings, Veronica, had developed an autoimmune condition, and when she ate grains, her symptoms got worse.
	...

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