Hector Saldivar is the Founder of Tia Lupita Foods, a Mexican-inspired food brand made with clean ingredients. A Mexico City native, he adapted his mother’s renowned hot sauce recipe into a thriving business. With 14 years of CPG experience, Hector began his career as a field representative before working for industry giants like Nestlé and Diamond Foods.

Here’s a glimpse of what you’ll learn:

• [2:43] Hector Saldivar’s transformation from immigrant field rep to founder of a CPG brand
• [7:49] The vital role of vendor relationships in a brand’s growth and innovation
• [10:37] Tia Lupita Foods’ genesis and how a taste of home became a business
• [16:06] Adapting a personal recipe to meet large-scale production without compromising authenticity
• [23:25] How personal passion fuels Hector’s performance and Tia Lupita’s mission
• [28:53] The importance of overcoming imposter syndrome and embracing every team member’s contribution to success
• [35:49] Hector reflects on the pressure for rapid growth and reevaluating success metrics in the CPG industry
• [44:02] Plans for refining Tia Lupita’s offerings and focusing on key retailers and categories

In this episode…

Starting a new business venture can be a challenge filled with unexpected trials and lessons, especially in the CPG space where creative freedom is valued. How can you harness this creativity to adapt cherished family recipes for the modern consumer?

Transitioning a family recipe from small batches to large-scale production requires making some compromises, yet culture connoisseur Hector Saldivar has managed to preserve 95% of the original taste of his mother’s famous hot sauce. He has achieved this by infusing his brand with authentic stories and family traditions that resonate with customers and distinguish his product in the market. By showcasing your passion in every brand effort, you can cultivate connections and relationships with consumers and stakeholders.

In today’s episode of the Brand Alchemist Podcast, Taja Dockendorf chats with Hector Saldivar, the Founder of Tia Lupita Foods, about building a CPG brand from a beloved family recipe. Hector shares how he overcame imposter syndrome and navigated rapid growth and reveals his plans for expanding Tia Lupita’s product offerings.

Resources mentioned in this episode:

• Hector Saldivar on LinkedIn 
• Tia Lupita Foods 
• Taja Dockendorf on LinkedIn
• Pulp+Wire
• Pulp+Wire’s email: [email protected]

Quotable Moments:

• “You’re a salesman too; you’re trying to sell someone that you are this character.”
• “That airplane ride has become my charging portal.”
• “Progress, not perfection; like you’re focusing on the tiny thing that can make you lose valuable time.”
• “You don’t inherit cars or jewelry in Mexico; our family heirlooms are family recipes.”
• “You’re gonna have good days that are not that good. And you’re gonna have bad days that are not that bad.”

Action Steps:

1. Start from the ground-up understanding of your market and customers: This allows for a foundational perspective necessary for growth, just as Hector emphasized the importance of connecting with store managers and understanding consumer behavior.
2. Embrace cultural heritage as a brand pillar: Hector’s success with Tia Lupita highlights how authentic stories and family traditions can resonate deeply with customers and distinguish a brand.
3. Apply the lesson of “progress not perfection” to avoid stagnation: As Hector learned, prioritizing progress ensures momentum and helps overcome the fear of imperfection that can hold back necessary action.
4. Build a strong and dedicated team as you grow: Hector attributes much of his success to his team and shows that finding talented individuals who share your vision is key.
5. Recharge your “introvert energy” amidst the extroverted demands of entrepreneurship: Taking a cue from Hector’s strategy of using airplane rides as downtime can help maintain balance and prevent burnout.