# #47 Authenticity 101: Developing a clear & authentic brand identity at SOMOS with Miguel Leal

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2022-06-07
- Length: 43m
- Episode: 24
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-07-47-authenticity-101-developing-a-clear-authentic-brand-identity-at-somos-with-mi
- Listen: https://share.transistor.fm/s/e620c4de

## Summary

Miguel Leal, Co-Founder and CEO of SOMOS, discusses launching an authentic Mexican food brand alongside co-founders Daniel Lubetzky and Rodrigo Zuloaga. Leal explains the decision to launch with a broad portfolio of SKUs across rice, beans, chips, and salsas, the challenges of building a gluten-free supply chain in Mexico, and the strategy of using DTC data to drive retail adoption in major chains like HEB and Kroger.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-07-47-authenticity-101-developing-a-clear-authentic-brand-identity-at-somos-with-mi#t=3) Introduction and SOMOS Brand Story
- [4:12](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-07-47-authenticity-101-developing-a-clear-authentic-brand-identity-at-somos-with-mi#t=252) Origin Story and Market Opportunity
- [8:17](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-07-47-authenticity-101-developing-a-clear-authentic-brand-identity-at-somos-with-mi#t=497) Brand Identity and Alebrijes Packaging
- [13:39](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-07-47-authenticity-101-developing-a-clear-authentic-brand-identity-at-somos-with-mi#t=819) Supply Chain and Certification Challenges
- [22:39](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-07-47-authenticity-101-developing-a-clear-authentic-brand-identity-at-somos-with-mi#t=1359) SKU Strategy and Retail Expansion
- [28:50](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-07-47-authenticity-101-developing-a-clear-authentic-brand-identity-at-somos-with-mi#t=1730) Product Quality and Salsa Differentiation
- [32:09](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-07-47-authenticity-101-developing-a-clear-authentic-brand-identity-at-somos-with-mi#t=1929) DTC to Retail Conversion Strategy
- [36:11](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-07-47-authenticity-101-developing-a-clear-authentic-brand-identity-at-somos-with-mi#t=2171) Team Building and Company Culture

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)

## Most relevant to

early-stage companies

## Mentioned

- SOMOS (product)
- KIND Snacks (company)
- Cholula (company)
- H-E-B (company)
- Kroger (company)
- Sprouts (company)
- Unusually Think and Crunchy Tortilla Chips (product)
- Alebrijes (other)
- Select Product Group (company)
- Georgia Pacific (company)
- Pepsi (company)
- Cheetos (product)
- Albertsons (company)
- Amazon (company)

## Related episodes from other shows

- [Siete Family Foods: Miguel and Veronica Garza](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-15-siete-family-foods-miguel-and-veronica-garza) (How I Built This)
- [What It Really Takes To Build a Food Business: Part 2](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-25-what-it-really-takes-to-build-a-food-business-part-2) (How I Built This)
- [Advice Line with Steve Ells of Chipotle](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-09-advice-line-with-steve-ells-of-chipotle) (How I Built This)
- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [MadeGood: Salma and Nima Fotovat Lost Their First Business. They Grew Their Next One Into a Snack Giant.](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-10-madegood-salma-and-nima-fotovat-lost-their-first-business-they-grew-their-next-o) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to 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 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 The Startup CPG Podcast.