Siete Foods founders Veronica and Miguel Garza join Cassy Joy on the Fed+Fit Podcast to discuss their growing business, their delicious and versatile paleo-friendly tortillas, and practical advice for bringing a food product to market.
Welcome to episode 66 of the Fed+Fit Podcast. New episodes appear every Monday—be sure to subscribe on iTunes.
Episode 66 Links:
- Order Siete Foods tortillas online at sietefoods.com.
- Find Siete Foods on Facebook and Instagram by searching @sietefoods.
Episode 66 Transcription
In this episode, Cassy Joy talks with Veronica and Miguel Garza of Siete Foods about their mission, the origins of their almond and cassava-based paleo tortillas, tips for launching a food product, their rebrand, and favorite ways to enjoy their tortillas.
Cassy Joy: Today I’m thrilled to introduce Siete Foods—Veronica and Miguel Garza. You two have created incredible paleo-friendly tortillas: one almond-based and one cassava-coconut blend that’s nut-free. I keep a pack in my freezer at all times and use them for everything from breakfast tacos to empanadas. Welcome to the Fed+Fit Podcast!
Veronica Garza: Thank you—we’re excited to be here.
Miguel Garza: Thanks so much for having us.
Cassy Joy: Tell us a bit about Siete Foods—your mission, how you started, what products you currently offer, and where people can find them.
Veronica Garza: Our story started years ago when I developed an almond flour tortilla while living in Laredo. I was dealing with autoimmune conditions and, on my brother Rob’s suggestion, adopted a grain-free diet that improved my health. Missing tortillas inspired me to experiment in the kitchen—my grandmother’s tortillas were a lifelong reference—and I created an almond flour version that my family loved. People began asking for them, and my mom and I eventually turned the recipe into a business, encouraged by my brother Miguel, who later joined as CEO.
We launched with the almond flour tortilla and later developed a cassava and coconut tortilla that’s nut-free. Today Siete Foods is sold in many natural food retailers nationwide, including Whole Foods and Natural Grocers, as well as independent natural food stores. Customers can also order directly from sietefoods.com (siete = Spanish for seven).
Cassy Joy: Your family’s support and authenticity shine through your brand. How did you decide to move forward and launch the business?
Miguel Garza: A lot of it came down to mindset: be all in. We talked for years about bringing the product to market but kept finding reasons not to—permits, production, and fear of failure. At some point we asked ourselves which regret would be worse: doing it or not doing it. That pushed us to start. You can do research and prepare, but the only way to really learn is to take the leap.
Veronica Garza: I was motivated by the thought that someone else might create what I had and I’d miss the chance. That was the nudge I needed to jump in.
Cassy Joy: What about naming and rebranding? Many entrepreneurs worry about choosing the perfect name or logo.
Miguel Garza: We started with a name we chose quickly—“Must Be Nutty”—because we wanted to move forward. Retailers were willing to try our product if we had packaging and a label, so speed was important. Later we rebranded to Siete Foods to reflect who we are: Mexican American makers aiming to be an authentic, healthy Mexican food company for the natural foods market. Brand meaning comes from the product, service, and customer experience, not just the name. Be authentic, and the brand will follow.
Cassy Joy: Let’s talk tortillas—what are your favorite ways to use them?
Veronica Garza: I use them as a bread replacement all the time—sandwiches, pizza crusts, even lasagna layers. They’re versatile wherever you’d normally use bread or noodles.
Miguel Garza: My go-to is chorizo and sautéed sweet potato in the cassava-coconut tortilla—heat the tortilla over the flame so the edges crisp a bit while the center stays pliable. Another favorite was an enchilada casserole a chef shared on Instagram, layering tortillas, cheese, and filling—visually impressive and a great use of the product.
Cassy Joy: I still dream about the empanada dessert we had at a Siete dinner—guava with cream cheese wrapped in the almond tortilla. You also mentioned bunuelos—how do those work with your tortillas?
Veronica Garza: Bunuelos are traditional in Mexico—you lightly pan-fry a tortilla in coconut oil and then dust it with coconut sugar and cinnamon. We make them every Christmas. They’re dangerously delicious.
Cassy Joy: Any hints about new products or future plans?
Miguel Garza: We plan to expand the tortilla line soon—another tortilla was slated to launch about a month to six weeks after this episode aired. Our long-term goal is to become a cross-category healthy Mexican food company in the natural food channel, similar in spirit to how Annie’s owns a category for traditional American organic foods. Expect more authentic, approachable Mexican-style products developed for the natural foods market.
Cassy Joy: That’s exciting—I can’t wait to see what’s next. Where should listeners go for more information or to buy your products?
Veronica Garza: Visit sietefoods.com to order online or check your local natural food store. You can also follow us on social media at @sietefoods for updates and recipes.
Cassy Joy: Thanks so much, Veronica and Miguel. It’s been a pleasure. For listeners, I’ll include direct links and a full transcript in the show notes on my site. Best of luck to Siete Foods—you’ll be crushing it.
Veronica Garza: Thank you—this was fun.
Miguel Garza: Thanks, Cassy.
Cassy Joy: We’ll be back next week with another episode.