Minority Majority 008: From Family Health Remedy to $400 Million Empire

INTRODUCTION
Bienvenidos - Welcome to this week’s edition of Minority Majority! Today, we delve into the remarkable story of Siete Family Foods, tracing their ascent from a health-driven family recipe to a $400 million success story.

We also revisit the intriguing history and potential renaming of the iconic Christmas plant, Poinsettia, known as 'la flor de nochebuena'. Lastly, we share MacKenzie Scott’s $6 Million Donation to increase Latino Youth Voting.

Plus, we share a delicious Puerto Rican Mofongo recipe and give you the answer for last week’s trivia question.

BUSINESS
Meet How Siete Family Foods Went From Family Health Remedy to $400 Million Empire

Siete Family Foods' journey - from a family kitchen in Laredo, TX to a nationally recognized brand is a story of resilience, innovation, and family values.

Founded by the Garza family, the company's roots lie in Veronica Garza's personal health challenges. Battling autoimmune diseases, Veronica embraced a paleo diet, which meant renouncing core elements of her Mexican-American culinary heritage like corn, flour, and beans.

This dietary shift led to the creation of grain-free tortillas, a product born out of necessity and love for traditional flavors. The family's collective effort turned these homemade tortillas into a business venture.

They first brought these creations to their CrossFit gym in Laredo, where the tortillas gained popularity. Recognizing the potential, Miguel Garza, the youngest sibling, encouraged Veronica to expand their reach. In 2014, their tortillas debuted in Austin's Wheatsville Food Co-op, marking the beginning of their commercial journey.

Today, Siete Family Foods has grown exponentially, with products distributed in 16,000 stores nationwide and projected retail sales of $400 million. The range has diversified beyond tortillas to include vegan refried beans, flavored tortilla chips, salsas, and grain-free cookies, among others.

Siete's success reflects a broader trend towards health-conscious eating and the global appeal of Mexican cuisine. CEO Miguel Garza attributes their growth to a commitment to heritage and adapting to modern dietary needs.

Beyond their product line, the Garza family remains dedicated to uplifting other Latino entrepreneurs through initiatives like the Juntos Fund. This commitment extends to community engagement and support, as well as providing $2 Million to Latino businesses.

At its core, Siete Family Foods is a testament to the power of family, tradition, and adaptation. From Veronica's kitchen experiments to a thriving business, the Garza family has stayed true to their values, transforming personal challenges into a brand that resonates with diverse consumers.

Their mantra, “Family first, family second, business third,” is not just a branding strategy but a lived ethos, inspired by their family traditions and food memories. Their story is not just about creating a successful business but about honoring their heritage and making a positive impact on the community and industry.

Takeaways:

1. Innovate from Personal Experience: Siete's success story began with addressing a personal need, showing how personal challenges can lead to innovative business ideas.

2. Leverage Family Strengths: Utilize the unique skills and support of family members to build a strong foundation for your business, just as the Garza family did.

3. Adapt Traditional Concepts for Modern Markets: Siete's adaptation of Mexican cuisine for health-conscious consumers demonstrates the potential in modernizing traditional products.

4. Commit to Community Impact: Emphasize community engagement and support, which can enhance brand reputation and create meaningful connections, as seen with Siete's initiatives.

5. Stay Agile and Diversify: Siete's expansion from tortillas to a wide range of products highlights the importance of diversification and agility in responding to market trends for long-term success.

CULTURA
Dec. 12th was National Poinsettia Day, but Isn’t It Time to Rename the Iconic Christmas Plant?

The Poinsettia, known throughout many Spanish-speaking countries as "la flor de nochebuena" is a ubiquitous symbol of Christmas in the United States. The plant’s original name, given by the Aztecs, is "cuetlaxochitl."

The vibrant red leaves, which are actually bracts and not petals, served a significant purpose in traditional practices. The Aztecs used these red leaves for creating dyes for textiles, while the plant's sap was utilized for medicinal purposes.

In the 17th century, Spanish friars in Mexico, noticing its bloom around the holidays, began using it to decorate nativity scenes, leading to its local name, ‘La Flor de Noche Buena’ or the Flower of Christmas Eve.

However, its journey from a wild shrub in Central and South America to a potted holiday staple in the U.S. is intertwined with the contentious legacy of Joel Poinsett, the first U.S. Minister to Mexico. Poinsett, an amateur botanist, brought the plant to the U.S. in 1825, leading to its widespread popularity and the subsequent naming of the plant in his honor.

Poinsett's time in Mexico, however, was marked by his controversial political actions and views. He attempted to extend American influence in Mexico, meddling in local politics, and promoting American expansionism.

His efforts led to the coining of the term "poinsettismo" in Mexico, denoting intrusive and officious conduct. His legacy further includes his role as the U.S. Secretary of War, where he oversaw the Trail of Tears, a tragic episode of forced relocation and ethnic cleansing of indigenous people in the U.S.

Today, the poinsettia is a multimillion-dollar industry in the U.S. (A $1B market globally), predominantly grown domestically due to strict import regulations that disadvantage Mexican growers. This commercial success starkly contrasts with the plant's origins and the cultural significance it holds in Mexico.

Recently, there has been a movement to use the plant's Aztec name, cuetlaxochitl, as a means to honor its true heritage and acknowledge the complex history associated with its Anglicized name.

By embracing the name cuetlaxochitl, individuals and communities acknowledge the rich cultural history of the plant and distance themselves from the controversial aspects of Poinsett's legacy. This change symbolizes a broader recognition of indigenous and Mexican contributions to global culture, challenging historical narratives that often overlook these vital influences.

IMPACTO
MacKenzie Scott's $6 Million Boost to Latino Youth Voting

Philanthropist MacKenzie Scott recently donated $6 million to Voto Latino Foundation, an organization dedicated to increasing Latino youth voter engagement. This significant contribution is part of Scott's broader philanthropic efforts, which included a $2.1 billion donation to various organizations.

Voto Latino's President, María Teresa Kumar, expressed profound gratitude, highlighting the donation's impact on their $50 million goal for the 2024 elections.

Voto Latino addresses a critical gap in voter turnout among Latinos, who have historically had lower participation rates compared to the national average. Pew Research data reveals that 47% of Latinos did not vote in recent elections, compared to the national average of 30%.

Ameer Patel, the organization's Managing Director of Civic Engagement, attributes this to factors like many being first-generation voters and the younger average age of the Latino electorate.

The organization focuses on issues that resonate deeply with Latino voters, such as immigration, racial justice, climate change, and reproductive rights. Targeting key states like Arizona, Nevada, Texas, North Carolina, and Pennsylvania, Voto Latino aims to influence electoral outcomes by empowering the Latino community to vote for their interests.

To effectively reach this demographic, Voto Latino adopts a "digital first" strategy, engaging potential voters on popular online platforms like social media, YouTube, and TikTok. This approach meets young Latino voters in their digital spaces, encouraging greater participation in the democratic process and shaping future electoral landscapes.

EN LA COCINA

How to Make: Mofongo Relleno De Churrasco

Mofongo, a quintessential Puerto Rican dish, is a flavorful and hearty concoction of mashed fried green plantains, often mixed with garlic and pork cracklings, and can be served with a variety of toppings or fillings.

Ingredients:

For the Mofongo:

4 green plantains
4 cloves of garlic, minced
Olive oil
Salt to taste
4-6 chunks of Chicharron (Pork Cracklings), cooked and crumbled.
Chicken broth or olive oil (for mashing)

For the Churrasco (Grilled Steak):

2 pounds skirt steak or flank steak
4 cloves garlic, minced
1/4 cup olive oil
2 tablespoons white vinegar
1 teaspoon dried oregano
Salt and pepper to taste

Additional:
Chicken broth or beef broth, as needed
Butter (optional)
Fresh cilantro for garnish

Instructions:

Mofongo:

Prepare Plantains: Peel the plantains and cut them into 1-inch rounds. Fry the plantain pieces in olive oil until they are golden and semi-soft.

Mash Plantains: In a mortar and pestle or a bowl, mash the fried plantains with minced garlic, crumbled bacon (if using), and a bit of chicken broth or olive oil to get a soft, yet firm texture. Season with salt.

Form Mofongo Balls: Once mashed, shape the mofongo into bowl-like forms. Set aside.

Churrasco:

Marinate the Steak: Combine garlic, olive oil, white vinegar, oregano, salt, and pepper in a bowl. Marinate the steak in this mixture for at least 30 minutes.

Grill the Steak: Grill the steak over medium-high heat to your desired level of doneness. Let it rest for a few minutes, then slice it thinly.

Assembly:

Stuff Mofongo: Place a portion of the grilled steak inside each mofongo ball. If the mofongo is too dry, you can add a bit of chicken or beef broth to moisten.

Serve: Plate each mofongo ball stuffed with churrasco, drizzle with a bit of melted butter if desired, and garnish with fresh cilantro.

Optional Sauce: You can also serve it with a garlic sauce or a chimichurri sauce for an extra flavor boost.

NUESTRO TRIVIA: Last Week’s Answer

Last week, we asked: What is the name of the crop that originated in Perú and has since spread worldwide, boasting thousands of varieties and playing a vital role in culture, agriculture, and cuisine?

The correct answer is…Perú!

The potato, a staple food globally, originated in the Andean region of Perú, where it was first cultivated by its indigenous population as early as 8,000 years ago. Revered for its adaptability and nutritional value, the potato was integral to the Incan Empire and later spread worldwide following Spanish colonization in the 16th century.

Today, Peru remains a center of potato diversity, boasting over 3,000 varieties, many of which are still grown and used in traditional Peruvian cuisine. The potato's journey from an Andean crop to a global food staple is a testament to its enduring importance in human nutrition and cultural heritage.

NUESTRO TRIVIA: This Week!

Question: In which Latin American country was the ancient city of Teotihuacán, known for its massive pyramids and sophisticated urban design, located?

Reply with your guess! Answers will be revealed in the next newsletter!

RIEGA LA VOZ

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