The Foodies

Veronica Garza had long struggled with an autoimmune disorder when, in 2009, she discovered that switching to a grain-free diet improved her health dramatically. Only one problem: that might mean no more of the killer tortillas served at frequent Garza family cookouts in Laredo. Veronica decided to concoct a replacement tortilla made with almond flour. Five years later, her youngest brother, Miguel, who was living in Austin, convinced her and their mother, Aida, that they could build a business there around Veronica’s creation. After the family got distribution in a local co-op, a friend of Whole Foods co-founder and CEO John Mackey’s recommended the brand to him. Siete Family Foods (the brand is named for the Garza family of seven, all of whom are employees) soon found itself at the heart of a booming consumerpackaged-goods startup scene in Austin. A connection to the founders of Epic Provisions, a successful protein-bar company, led to an early investor. A local consumer products accelerator called SKU led the Garzas to Ben Ponder, SKU’s CEO and Siete’s eventual COO. “We’re in 4,000 stores around the country now and growing really fast,” Miguel, the CEO, says. Veronica, president and chief innovation officer, is focused on developing paleo and gluten-free foods inspired by their Mexican-American heritage. “Austin has a lot of folks who have paved the way,” he says.