# Founder Feature: Maria Covarrubias of Cien Chiles

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-06-21
- Length: 36m
- Episode: 49
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-06-21-founder-feature-maria-covarrubias-of-cien-chiles
- Listen: https://share.transistor.fm/s/66329057

## Summary

Maria Covarrubias, founder of Cien Chiles, discusses her journey from a culinary career to launching an authentic Mexican condiment brand during the 2020 pandemic. She details the strategic decision to invest heavily in brand identity and packaging, the logistical challenges of scaling production, and the pivotal moment of leaving her corporate job to focus full-time on the business. Maria shares specific advice on retail expansion, highlighting a rapid partnership with Central Market Texas secured through a Startup CPG buyer meetup, and offers insights on trade show ROI and community-driven marketing.

## Outline

1. Introduction and Founder Background
2. Origin Story and Product Development
3. Brand Identity and Early Launch Strategy
4. Transitioning to Full-Time Entrepreneurship
5. Retail Expansion and Central Market Partnership
6. Trade Show Strategy and ROI Advice
7. Social Media, Community Engagement, and Future Plans

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)

## Most relevant to

early-stage companies

## Mentioned

- Cien Chiles (product)
- Central Market (company)
- Whole Foods (company)
- Bristol Farms (company)
- Expo West (other)
- Startup CPG (company)
- Valentina (product)
- Culinary Institute of America (other)

## 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)
- [21 Seeds: Kat Hantas](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-21-21-seeds-kat-hantas) (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)
- [Aviator Nation: Paige Mycoskie](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-01-aviator-nation-paige-mycoskie) (How I Built This)

## Citing this page

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