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.

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.