Siete Foods is a US company founded in 2014 by Veronica Garza that makes nontraditional versions of traditional Mexican and Mexican-American ingredients and foods. According to Inc., the company "created a category in grain-free and dairy-free Mexican American staples".
The company was founded in Austin, Texas, in 2014 by Veronica Garza, who was diagnosed with autoimmune diseases while in high school and college.[1] [2] [3] Her brother Roberto suggested she try avoiding grains, legumes, and dairy to see if that would help with her symptoms.[4] [5] She found that it did, and her entire family joined her in excluding these items, but all of these were common ingredients in Mexican, Mexican-American, and Tex-Mex cuisines that were a part of the family's typical meals.[6] In particular tortillas, typically included in every meal in these cuisines, were missed.[7]
Garza developed some recipes to create traditional items such as tortillas from nontraditional ingredients, such as almond flour, and started selling them from her home; eventually she was making 50 dozen tortillas in a weekend with the help of her family. In 2014 Austin's Wheatsville Food Co-op started carrying her products. By 2016 the products were being carried by Whole Foods.[8] According to Inc., the company "created a category in grain-free and dairy-free Mexican American staples".
Garza's parents and her four siblings are employees; the company's name, Siete, is the Spanish word for seven, a reference to the seven of them. In 2017, CEO Miguel Garza was named to Forbes
By 2022 the company was projected to have retail sales of US$250 million and was the fastest-growing Latino/Hispanic food brand in the United States.[11] Forbes pointed out in 2018 that it had been decades since the category had a "challenger [brand] emerge", noting that Ortega was founded in 1897, Old El Paso in 1917, and Goya in 1936.[12]
Products as of 2022 include tortillas, refried beans, tortilla chips, hard taco shells, cookies, seasoning mixes, and hot sauces in 60 stock-keeping units. In 2022 they also produced their first product containing corn, a tortilla chip in collaboration with Nixta, who are dedicated to traditional maize-based products and nixtamilization methods.
The company produced a cookbook, The Siete Table: Nourishing Mexican-American Recipes From Our Kitchen, in 2022.[13]
The company operates a foundation that provides grants to small Latino/Hispanic food entrepreneurs.[14]