Hector Saldivar, Tia Lupita - From Barriers to Breakthrough

Written By Tenaj Ferguson

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This week, I spoke to Hector Saldivar, CEO and Founder of Tia Lupita® Foods. When Hector moved from Mexico to San Francisco 15 years ago, his mom Lupita sent him with the family hot sauce recipe. Back in Mexico, she was called Tia Lupita and was well known for her homemade hot sauce. After receiving his mother’s blessing, Hector bottled the hot sauce for all to enjoy, and now the brand has a loyal following.

The brand is named Tia Lupita to honor his mom and the legacy of the family recipe. The brand's logo pays homage to Tia Lupita: it consists of an image of her wearing a curler on her head while she cooks to keep her bangs out of her eyes! Complementing the completely craveable hot sauce, you’ll find more creative, healthy products that have joined the lineup, including Grain-Free Cactus Tortilla Chips and Cactus Tortillas. 

Hector’s first job in the U.S. inducted him to the Consumer Packaged Goods (CPG) industry. He worked with a Mexican startup that commercialized and distributed powdered soft drinks. He worked as a field representative for some time and progressed within the company. Before long, he took up a position with Nestle where he worked for 4 1/2 years before accepting a role at the Diamond Foods. 

Hector prided himself in working hard and always putting his best foot forward with every role that he took on. However, he soon noticed that his efforts were not being rewarded. He was never offered promotions and he was underpaid as compared to his colleagues. When given feedback he was told that his accent got in the way of him rising to the pinnacle of his career.

After Diamond Foods was sold, he had to make a critical decision. The question was, should I stay or go? He had a choice of relocating to continue working with the company, but his past experiences left a sour taste in his mouth. His wife was his voice of reason as she encouraged him to start his own venture with the amount of experience he had under his belt. His wife had to become the breadwinner while the foundation for Tia Lupita was laid.

It was a hard decision, but he does not regret it for one second. Hector stated that he started Tia Lupita as validation; he wanted to show people in his life and career that he could do something bigger than himself. In the last four years, the brand has recorded a number of accomplishments. Tia Lupita has ventured into the natural foods specialty channel with its cactus based products. Tia Lupita also won the Expo West virtual pitch slam earlier this year and has also collaborated with Fenty Beauty with an upcoming lip product.

“Be authentic and be passionate” - Hector

In this episode, Hector shares his wealth of experience and encourages entrepreneurs to take a leap of faith and remain authentic while doing so. 

In This Episode You Will Learn:

  • From the Bottom Up- How the journey began (7:00)

  • Channeling cultural barriers into success  (15:06)

  • Breaking into the natural foods specialty channel (31:32)

  • Becoming an ingredient category pioneer (44:20)

  • Doubt Demons: entrepreneurial insecurities amid success (55:07)

  • Chartering new territory: collaborating with Fenty Beauty (60:58)

Questions Answered:

  • How did your background in Consumer Packaged Goods help you build Tia Lupita?

  • What led to you starting a brand after your extensive career and educational background?

  • Should a lack of financial resources hinder an entrepreneur from starting?

  • Did the healthy food trend in America influence your brand?

  • What goes into educating one’s consumers about brand new products?

  • How do pitch competitions help one’s brand?

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Tenaj Ferguson https://blackonshelf.com
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