# Siete Family Foods: Miguel and Veronica Garza

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2021-03-15
- Length: 1h 18m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-15-siete-family-foods-miguel-and-veronica-garza

## Summary

Veronica and Miguel Garza, co-founders of Siete Family Foods, explain how a family health crisis and a failed CrossFit gym pivot led to a grain-free tortilla brand. They detail the scrappy early days of manufacturing in a shared kitchen, the critical mistake of shipping moldy product to Whole Foods, and the strategic decision to rename the company and raise capital to scale. The episode highlights their journey from a Laredo backyard to a $200 million Mexican-American food brand distributed in major retailers like Costco and Walmart.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-15-siete-family-foods-miguel-and-veronica-garza#t=0) Introduction: The Garza Family and Siete Family Foods
- [8:03](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-15-siete-family-foods-miguel-and-veronica-garza#t=483) Health Crisis and the Paleo Diet Pivot
- [17:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-15-siete-family-foods-miguel-and-veronica-garza#t=1021) Opening G7 Athletics and the CrossFit Gym
- [24:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-15-siete-family-foods-miguel-and-veronica-garza#t=1459) Developing the Grain-Free Tortilla Recipe
- [33:46](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-15-siete-family-foods-miguel-and-veronica-garza#t=2026) First Sales at Wheatsville Co-op
- [52:54](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-15-siete-family-foods-miguel-and-veronica-garza#t=3174) Getting into Whole Foods and the Mold Crisis
- [59:29](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-15-siete-family-foods-miguel-and-veronica-garza#t=3569) Scaling Production and Raising Capital
- [1:11:07](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-15-siete-family-foods-miguel-and-veronica-garza#t=4267) Growth, Expansion, and Family Culture

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Siete Family Foods (company)
- Whole Foods (company)
- Wheatsville (company)
- G7 Athletics (company)
- Better Bites bakery (company)
- Stripe Group (company)
- Annie's (company)
- Must Be Nutty (product)
- LeBatt (company)
- CrossFit (other)

## Related episodes from other shows

- [#47 Authenticity 101: Developing a clear & authentic brand identity at SOMOS with Miguel Leal](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-07-47-authenticity-101-developing-a-clear-authentic-brand-identity-at-somos-with-mi) (The Startup CPG Podcast)
- [#211 - Acquisition Story: How Hector Saldivar Grew Tia Lupita Foods From a Family Recipe to a Successful Acquisition](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-08-26-211-acquisition-story-how-hector-saldivar-grew-tia-lupita-foods-from-a-family-re) (The Startup CPG Podcast)
- [Founder Feature: Sean Knecht of Tantos!](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-05-08-founder-feature-sean-knecht-of-tantos) (The Startup CPG Podcast)
- [Taking Networking & Tortillas to the Next Level with Henri Revel, Founder of Eureka Tortilla](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-28-taking-networking-tortillas-to-the-next-level-with-henri-revel-founder-of-eureka) (The Startup CPG Podcast)
- [Founder Feature: Joe Cassinelli of El Nacho](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-10-02-founder-feature-joe-cassinelli-of-el-nacho) (The Startup CPG Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-15-siete-family-foods-miguel-and-veronica-garza. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to How I Built This.