That single “better than Grandma’s” endorsement planted the seed for Siete Family Foods. The name “Siete,” chosen to represent the seven members of the Garza family, became synonymous with their commitment to quality, family, and heritage. At that point, Veronica’s grain-free cooking had transformed from a personal quest to reclaim familiar flavors into a mission to share these newfound culinary treasures with others.

Miguel, fresh out of law school and observing the burgeoning natural foods scene, encouraged Veronica to turn her kitchen experiment into a business. They started small, selling the tortillas at the family’s CrossFit gym in Laredo, where the health-conscious clientele quickly became fans. 

Recognizing the larger potential market in Austin, Miguel leveraged his connections and began approaching local co-ops in Austin. His efforts paid off and their delicious tortillas quickly found a home on the shelves of Wheatsville Co-op. This initial success fueled their ambition, but it also presented a new set of challenges: how to scale up production in their new Austin kitchen while maintaining the quality and authenticity that made their tortillas so special?

The path to success wasn’t easy. Scaling production, in an unfamiliar kitchen, navigating the complexities of the food industry, and securing shelf space in stores presented significant hurdles. There were moments of doubt, setbacks that felt crushing, like the time their brand-new, expensive tortilla-making equipment broke down, threatening to halt production altogether.

This wasn’t just a machine malfunction – it was a blow to their fledgling business, a moment that could have easily ended their dream. The financial strain of the purchase, combined with the technical difficulties, created a perfect storm of stress. But the Garzas, true to their “juntos” philosophy, faced these challenges together. “Juntos,” meaning “together” in Spanish, is more than just a word for the Garza family – it’s a way of life. It reflects their deep belief in the power of unity, collaboration, and mutual support. It’s the foundation upon which they built their family and, now, their business. And it’s encapsulated in their guiding principle: “Family first, family second, business third.”

The broken equipment incident, while a moment of intense pressure and even tears, became a testament to their resilience. They rallied, supporting each other, and found a way forward. They rolled up their sleeves, literally, and went back to hand-pressing tortillas until they could find a solution. This commitment to their product, their family, and their vision kept them going.