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Tortilla Challenge
151 Plays1 year ago
Betty Garcia is a second-generation business owner and the driving force behind Sonora Tortillas. She has taken the reins of her family's company to expand and modernize, infusing passion and innovation into the traditional tortilla-making business. Betty's journey began with her family moving from Mexico to the United States, and she grew up witnessing the inception of Sonora Tortillas from her living room in Texas before it became the beloved brand it is today. As an accomplished businesswoman, Betty proudly bears the mantle of the "Sonora tortilla lady," a testament to her commitment to bringing authentic Sonoran flour tortillas to a wider audience.
In this episode you'll hear about Garcia's entrepreneurial journey, how she overcame various challenges, and her vision for scaling the company that began in a home setup. Central to this narrative are the themes of family legacy, cultural authenticity, and innovative growth in today's demanding market. Betty's candid reflections provide an insider's view of transitioning from an employee to an entrepreneur, the intricacies of navigating family business dynamics, and staying true to one's roots while embracing change.
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Transcript
Introduction to The Uncommon Wealth Podcast
00:00:00
Speaker
Everyone dreams of living an uncommon life, and the best asset you have to achieve your dreams is you. Welcome to the Uncommon Wealth Podcast. We're going to introduce you the people who are living uncommonly. We're also going to give you some tools and strategies for building wealth and for pursuing an uncommon path that is uniquely right for you.
Meet Betty Garcia of Sonora Tortillas
00:00:27
Speaker
Hello and welcome everybody to another episode of the Uncomable Podcast, where I'm your host, Phillip Ramsey, and have an amazing guest this time, Betty Garcia with Sonora Tortillas. Cannot wait to unpack her story, but let me give you her bio. One, she's super genuine. She's done some work to get to where she's at. She has a past, she loves people, and she's excited about her future, and I got the pleasure of knowing her at Goldman Sachs 10,000 Businesses. And so we're in the same growth group. What's a growth group, you
The Role of Growth Groups for Entrepreneurs
00:00:56
Speaker
may ask?
00:00:56
Speaker
Well, it's about six business owners that are doing life together, going through the trenches, figuring out what they're excited about, what they're not excited about, and being authentic and vulnerable. So just right there, that's the best bio I've ever done. Betty Garcia, welcome to the show. Thank you. Thanks for having me.
00:01:12
Speaker
Um, one, it's been a pleasure to get, you know, the last 12 weeks we've been working on not only our business, but ourselves. And so I wanted to just, let's start there.
Betty's Journey to 'The Sonora Tortilla Lady'
00:01:22
Speaker
Okay. So if you were to flash your life back 20 years ago, did you feel like you'd be in the position you are today?
00:01:32
Speaker
I don't want to think what I was like 20 years ago. Love it. What did you think that you'd be today? When you were growing up, what was it that you're like, this is what I want to do when I grow up?
00:01:45
Speaker
Um, you know what? That's funny because I've never, if I was not doing what I'm currently doing, I don't know what I would be doing. Okay. You know, I love to teach yoga, but yoga doesn't pay. Not much, no. So unless I'm traveling all over the world and teaching yoga. It doesn't. Exactly.
00:02:06
Speaker
yeah so okay so this is your second generational business owner with Sonora tortillas correct and you want to be known and are known as a Sonora tortilla lady am i right yes all right see here we go uh not only does it have a rich history the company but you're taking on to the next level taking it to the next level and i'm sure the listeners that have listened for a long time i get pretty excited about people that are
00:02:28
Speaker
are paving a new path, that are going out and making things bigger than they once were. And that's what I was first drawn to you, Betty, is because you take it in a business that your parents started, and now you're taking it to the next level, and how hard that is, and one would think it's almost easier, and I would almost argue it's harder, because there's maybe preconceived notions, there's histories that happen, there's also dynamics with family, but you're doing it, sister.
00:02:58
Speaker
We're doing this. So let's talk about the history of Sonora tortillas. Let's just give the listeners a little broad brush of the history and then we're going to go into a little bit more.
The Origins of Sonora Tortillas
00:03:08
Speaker
So we were living here in Des Moines, Iowa in 93 when we had the floods. Oh yeah. Remember the floods of 93. So my dad at that time, he was working at a meat packing place.
00:03:23
Speaker
My mom was cleaning houses. Did you guys grow up in Des Moines area? We came to America when I was around eight or nine. My mom's sister lived here in Iowa. Don't ask me how she got here. But you're so glad you're here. My mom came to visit her. Probably in the summer. She probably came to visit her in the summer. She did. I remember seeing snow for the first time.
00:03:51
Speaker
That was really, really cool. Until it isn't cool. Like today, correct. So during the floods of 93, my dad's plant shut down because of the floods. Oh, for sure. So he didn't have a job. So we have family in Texas.
00:04:10
Speaker
And we decided we were going to go and try our luck there. Because my uncle, he has a dairy and other businesses that my dad could help with. So we moved the whole family there.
A Challenging Move to Texas
00:04:26
Speaker
I was a senior.
00:04:29
Speaker
Okay, high school and That was super intense. I mean, how could you move me that is senior year? Yeah, come on And what high school were you going to in Iowa? Uh, Dowling. Oh you were Dowling. Yes, you were okay So I started out at Lincoln High School. Yeah for my freshman. Yeah, and I kept getting in trouble So my mom and my dad was just like we're gonna send you to a Catholic
00:04:53
Speaker
This is gonna be better. That's another story for another day. It sure is. So we moved and I feel like it was a town.
00:05:05
Speaker
Population of 500. I'm sure it was more but it was really small and I couldn't the town is Stephenville, Stephenville, Texas, right? Yeah, okay, and We I because of when we moved I wasn't able to the high school was full so I had to go 10 miles out to Lingleville and
00:05:26
Speaker
Oh, not Langoville. Langoville. Those dirty villains. Seriously. Where you have the whole high school under one room. I graduated with six other peaks. No. Oh, yes. Dude, and you didn't want to be there in the first place. Exactly. How much did you resent your parents?
00:05:46
Speaker
Um, so much that I told them about my, my senior class, six of them that, you know, here in, in Des Moines, big city, we do senior skip day. Oh yeah. Yeah. Well, they had never heard of it.
00:06:02
Speaker
Until me. Let me introduce this to you. Right? Yeah. So then it was just us seven.
Return to Iowa and Business Expansion
00:06:08
Speaker
So like this is not going to be fun. So we had to take some of the juniors with us. It's called leadership. Right? That is a leader. And we skipped. We skipped. And of course it was very noticeable that we were gone. 25% of the school was gone. And we got licks.
00:06:25
Speaker
What? I know. Yes, we got licks. I had no idea what that meant. Was it a Catholic school? No, no. This is like a practice. Texas. Doing the deal. Right. And I had no idea what that meant, you know? And I remember we were all like in this room in school and they're like, well, what do you guys want? Do you guys want to come in on a Saturday and plant flowers or do you want licks? And everyone's like, licks, licks. I'm like,
00:06:50
Speaker
Licks. Yeah. No idea what that meant. Okay. And then when I saw what that was... They like hit you with a small stick, right? It wasn't a small stick. It was a pad. It was a wooden pad with pools. Like a fraternity? Yes. Whack. No. One lick per class we missed.
00:07:10
Speaker
That's like eight. Correct. The principal felt so sorry for me because I started crying after the second one. Yeah. That he only did three on me. But it was so intense. Oh my goodness. And I couldn't tell my parents, like, I got abused at school because why did you get abused? Well, because I skipped school. I skipped. Right. So you just took your licks and you were quiet. I took my licks. Oh my goodness. I know. So. That's like traumatic for me. Right? But I wasn't even there. Right?
00:07:40
Speaker
So I was done. I graduated. I'm like, I'm done. I'm out. I'm going back to Des Moines and I don't. Metropolis. That's right. Big city gal. Yep. And my parents, that's where they started the flower tortillas. We were. In Texas. In Texas. Okay. Correct. In our living room, you know, where most people have their television and. Yeah.
00:08:02
Speaker
We had little industrial machines, you know? And it was interesting because there was only one grocery store in the town. It's the local Piggly Wiggly.
00:08:17
Speaker
okay so my mom would is there a worse name than Piggly Wiggly isn't that disgusting I mean Hy-Vee is not much better but Piggly Wiggly like I mean Piggly it's just yeah yeah every time I see like is that right anyway keep going sorry to interrupt Piggly Wiggly
00:08:34
Speaker
memories. Of course, they did not have any good tortillas. And tortillas have been a staple in our home. So every day when we come home from school, there's always been tortillas. So what's your family history? Because the listeners aren't going to list that. We didn't want to record this via Zoom or video. So what's your descendant? How did you come up? What's your family heritage? What's my? Lineage. How did your parents came from what country?
00:09:02
Speaker
Oh, where we're from. We're from Mexico. There you go. We're Mexican. Yes. So tortillas are a big thing. Oh, huge thing. Yes. However, Sonora is known for the flower tortillas. The rest of Mexico is corn.
00:09:16
Speaker
But the best tortillas are from Sonora. Correct. And like this is a good place to just stop here. OK. Because they are the best tortillas. Yes. So good. Agreed. Like you would be like just spit mission right out of my mouth. They're so bad. Yeah. Compared to Sonora tortillas. Mission is the bad word.
00:09:35
Speaker
Yeah, it's like a four letter word. I'm sure Garcia's what did you just say right? They are amazing. Like I'm not joking. I've had them obviously and like once you go certain Sonora, you don't go back, right? It's kind of my new motto. I don't know. Okay. Sorry. Keep going. So you're in your there. You're down in Texas. Yes. And they're making tortillas. Yeah.
00:09:57
Speaker
In their living room. In the living room. Selling a Piggly Wiggly. Selling it to Piggly Wiggly, correct. Putting them in little milk crates, you know, and putting a sticker on top of the bag. And that's how they went. Today, obviously, that would not fly by the FDA standards. Yeah, it's going to be tougher, a little tougher. So, you know, it kind of gives you an idea how long this was, you know. But did you move back to Des Moines? Oh, yes. While they were doing the deal? Yes.
00:10:24
Speaker
So you weren't like bringing up and you weren't making tortillas down there. And for other people, for Piggly Wiggly, you were making tortillas for you to eat, but not like that. I don't know how to make tortillas. Oh, that's fascinating. Because you weren't there. You were in Des Moines. Well, my mom has always made them.
00:10:43
Speaker
Okay, okay. And then when I came into the business, we had industrial equipment. So like by hand, you know, I'm sure I can figure it out. But I personally have never made. A tortilla. A tortilla. By hand. By hand. Okay, that's actually interesting. So you're up in the morning. Still authentic though. Still totally authentic. And they're down there and they're making tortillas. They're making tortillas. How many do you think they were making?
00:11:10
Speaker
Oh my goodness. Every day, you know, we're talking maybe 10, 15 pounds worth. You know, it's very small batches. There was no preservative in it. So obviously they only lasted about seven days max. So it wasn't a daily thing. Yes. Huh. Okay. And then when did they decide like, okay, this is bigger than the Piggly Wiggly down the road.
00:11:39
Speaker
we need to make it for more pickly wicklies. Well, it didn't quite happen like that. Okay, so tell me how it happened. So Betty moves back. Yep. She moves back because she doesn't like.
00:11:51
Speaker
the vibe down in Texas. And, um, well, you know, things happen and Betty got pregnant. Oh, okay. So my parents were like, we can't be away from our first grandchild. My daughter is the first grandchild. So my parents packed everything up and decided to move here. Do you have any siblings? I do. There, uh, there's four of us.
00:12:12
Speaker
Oh wow. And you're the oldest. Okay. Whoa. Or the black sheep. We're going back to Iowa. Going back to Iowa. Okay. Yep. They brought all the little equipment back and Scott settled into a storefront. My dad still worked the night shift. He ended up finding work during the night shift. Not tortillas. This is like just...
00:12:33
Speaker
Yeah, because, you know, it's yes, it we still wanted to do the tortillas. But obviously, you know, we needed to survive. So my mom, she when they were not making tortillas at the storefront, you know, they were working for sure, until I got to the point where they were only just making it. And at that time, there was only three of them, very small industrial equipment. They were probably in a room about
00:13:00
Speaker
I would say maybe about 700 square feet. Wow. Outside the house though. Outside the house, yeah. So they had rent. Yep. They had overhead. They were running a business. They were running a business. Because they saw a need for it or because they liked it?
00:13:16
Speaker
Because tortillas around here suck. They do. Amen. I'm there. Yeah. It's a family recipe. It depends on who you ask. My dad says, well, you always made them with my mom. And my mom's like, no, my mom taught me. It's a really sore subject. OK, OK. We won't bring that up anymore. No, to them. I only know one way that my mom always made them. So yeah.
00:13:43
Speaker
All right, so then they started kind of making the deal, but also working another job just to make sure, pay the bills. And then when was it that they stopped and quit their job totally to just make tortillas? When they were able to have production on a daily. Okay. And so they saw the need, you know, they made great connections with some of like the local Hy-Vee's, a couple of the fairways, you know. Which is fascinating because it was your dad or mom who had to sell that.
00:14:12
Speaker
Like kind of a salesman. Yeah. Yeah. My dad just- There's a sales component to that. Right. I, you know what? Good. That's fascinating. Yeah. I never thought of that. Really? Because I don't let my dad get Neo customers today. Okay. I love it. Okay.
00:14:35
Speaker
My dad, he likes to talk. I do, too. We'd be friends, I'm sure. Yes, you guys would, because we'll just reserve that comment. He's a talker. He's a people person. And with the limited English that he has, he still was able to make those connections. Yeah.
00:15:00
Speaker
And, um, he would deliver, you know, a couple of cases to a couple of the fairways. Um, one particular manager at fairway, who's big dog now. Um, he, uh, took a liking to my dad and just, you know, a couple of other fairways came into place. And then we fast forward to 2006 around there. Okay.
00:15:27
Speaker
then, um, the bank approached my parents and said, Hey, maybe it's time for you guys to get into a bigger location, bigger equipment, you know, um, what do you guys think about that? And, uh, it took a while to convince my dad. My dad's kind of like conservative, conservative. If it's not broken, why fix it type of mentality. And, um, and then they did. And then we got hit right with, uh, where were you, what was your role in the position or in the company at that point?
00:15:56
Speaker
At that point, I was a executive secretary for nationwide, one of the big dogs. One of the insurance companies. Yes. And during that time when the whole market crashed, it was in 2007, 2008, I think it was, they decided they wanted to relocate our unit to Florida.
00:16:21
Speaker
So I had the option to move to Florida. Your executive suite, the executive team. Yes. Okay. Wanted to move to Florida. Okay. Right. Right. Right. Our whole unit. Right. And so I've always had my hand in, in the family business, you know, my mom, um, kept very good records by on, on a calendar, um, Hy-Vee 14, two cases.
00:16:45
Speaker
That's the record keeping. And my parents, they did the best that they could with what they had. But they had a need. Exactly. And you had a need too, because you didn't have a job, because you weren't moving the floor. Exactly. That was, yes. Ta-da. Ta-da. My dad only has eighth grade education, and my mom has a third grade education. Wow. That makes this story more fascinating to me. So keep going. I'm in it.
00:17:12
Speaker
And then if a check wouldn't come in, my mom would call and it's like, Betty, can you call the high beyond 14th? There's two cases that we delivered. We need to pay for it, right. So then I would do that. If I was to move to Florida, I know that there was no way I was gonna be able to help them. Right, and the business is done. Right. And they just took out a loan. Right. So that's not an option, really. Correct.
00:17:40
Speaker
Yes. Especially because they came back for you having a baby. Exactly. Exactly. I'm putting the two together. Stop doing that.
Partnership with Fairway for Private Labeling
00:17:55
Speaker
So I decided to go all in and did a food show. I remember one of the big wigs was having a food show.
00:18:10
Speaker
invited us to, to be part of it and to pair up with at that time, his girlfriend who was working for an egg distributor. So then between her and I, we made breakfast burritos. Oh yeah, you did. Right. And um, I, I just asked him like, Hey, uh, I noticed that you guys don't have a private label. Uh, I'm, I'm your gal.
00:18:35
Speaker
Yeah, we can do this. That's right. Sonora tortillas doesn't have to be Sonora tortillas. Correct. It could be your label. Right. And be Sonora tortillas. Correct. Which if you're the other people, like it's that good. Like you'd be like, wait, I can put my name on this and you can do all your secret stuff. Like I'm in. Right. Brilliant. Super bill. You're also a salesman. You take out your dad. There you go. I'm like, hey, help me put my kid through college. Let me make your tortillas for you with your name. For sure. Yeah. And it worked. It worked.
00:19:02
Speaker
Okay. So what was that label? It was fairway. Yeah. So that's how you can, you can have your very own. Wow. You have your own tortillas and you can go to fairway. You get them and they're just branded fairway. Yes. Sonora tortillas fairway. That's right. Which is brilliant. That's where I get them for the record.
00:19:26
Speaker
Um, yeah, so that's kind of where, where, where, how that whole thing started. Wow. Yes. And from there, you know, I just have knocked on doors. Right. How, so let's talk about the dynamics of your parents and you now. So when was it where you're like, okay, now I'm at the helm of this ship and we're taking this to the next level. It seems like that was a fairly easy transition. They're like, all right, Betty, there you go.
00:19:52
Speaker
Yes and no. Okay, talk about it. So I come in and just on the daily, the writing out checks, the ordering product, the raw material, all of that stuff, hiring, because now with this new equipment we had, now it has to take eight people to run it. As to before, the equipment that they had, it was just three.
00:20:14
Speaker
Okay, wow. So it was my mom, my dad, and then one other person that they would hire. Easy, right? And my mom usually found that person in church. Good old church. Yeah, that's right. But now we need eight. A team. Right. So I was doing all the hiring and firing and training and the whole nine yards. Yeah, so my dad is just like, here you go. It's serious. Yeah, run it. Yeah, do everything but make decisions.
00:20:43
Speaker
Awesome. It was awesome. Great. Be my hired hand. Right? Be the right hand man, but don't make any decisions. Exactly. Just do what I want. Okay. And so then when was it like, okay, but now I'm going to take this over and we're going to the next level. When I feel like
00:21:02
Speaker
When I kept getting pushed back on things, we need to grow. We need to... There's more. This is a virgin market. There's not another manufacturer. And you have the amazing product. Yes. We just got to get it out. Right. Which means...
00:21:24
Speaker
media, webpage, marketing materials. We need merch, you know, like we, that's right. And if it's not broken, why fix it? So a lot of times, you know, we clashed quite a bit. But I think he's at this point now where he's like, you know what, Betty, do whatever the hell you want. Like I'm done. Just what do you need me for at this point? You know, so we're going to fast forward to COVID.
00:21:52
Speaker
Oh yeah. We were doing great in COVID. I mean, it's food. People love it. Yes. Still got to go to the grocery store. Still have to eat. Still have to have Taco Tuesday, you know. Whatever that crazy thing means, but whatever. Taco Tuesday it is, you know.
00:22:09
Speaker
And we were doing really really really well. I feel like especially when people were scared of there's gonna be a food shortage. Woof. Gotta have tortillas. Yes and because a lot of the restaurants you could not go in and dine in, there were an abundance of people that were looking for work. COVID.
00:22:29
Speaker
Change different like different companies were affected in different ways. That's just fascinating. Yes. Great. Yes glad yours was good everybody. Yeah my sister because There's you know a period of time where I didn't like people. Yeah She made a comment. She she had a hard time. She's a pharmaceutical rep. So her thing is always being around people She's very social and yeah, she it it
00:22:54
Speaker
It mentally challenged her because she couldn't be in the house all the time and not have that contact with people. That's tough. Yes. For her, it was very hard. But for me, I was like, I love it. There's nobody around. Nobody's going outside. It's great. And my sister's like, well, you've been training for this all your life.
00:23:15
Speaker
You know, it works. Wow. But you know, we've never stopped. We never stop working. It wasn't until after things start kind of, you know, settling in and I don't know what happened to the workforce, but we couldn't find anybody.
COVID-19 Challenges and Outsourcing
00:23:30
Speaker
Yeah.
00:23:30
Speaker
anybody to work. So we struggled quite a bit for about a year until I made the decision of we're going to outsource it temporarily, we're going to regroup, we need to come back but with automated equipment, and we need to take the company to another level.
00:23:50
Speaker
And because my dad is older also, you know, his body is was getting tired. I felt very pressured when he was always talking about how much his body hurts because it was still very manual work, picking up 50 pound. Oh, yeah. What is it? Flower bags, you know, and it takes a toll all day. You're picking up that 50 pounds bags, you know, and my dad's not one who can delegate.
00:24:15
Speaker
Yeah, he's doing it. He's doing it. He's not going to ask anybody. Exactly. And I'm just like, uh, he's never known how to delegate, you know? So, um, it was, it was really stressful and we were not meeting our orders there for a while. Um, so we decided, uh, we're going to, we're going to outsource it for, for outsourcing means that there's another place that has doing all the pro, what is it?
00:24:41
Speaker
Production correct. Yep. So they you send your machines out and then they just make sure that well, they have their own machine Oh, yeah, so they use their own machines. Yeah, and then they do all the buying for you like flour and stuff or do you still have to do that?
00:24:55
Speaker
My recipe has, you know, like the flour has to have certain specs and vegetable shortening, the same thing. The preservative or the batch pack, whichever you want, however you want to call it, you know, that's for us. Like I buy that. They will buy everything, the rest of the components, but to my specifications. And I buy the secret and send it off. You know, I deliver it. That's mine. Yeah, right. Yeah.
00:25:29
Speaker
disgusting. No. Throw up in your mouth. Right. Okay. So, okay. So now you've outsourced it basically just cause the works workforce was just not there for you. Yeah. It's, you know, it got to a point where, so like I said, we were not being able, we were not meeting our orders and my clients have always been very patient and understanding because they were also going through those same things. Right. Right. Right. So completely understandable.
00:25:46
Speaker
Which there has to be like a reason why, like you don't want to start tasting like mission.
00:25:55
Speaker
that's right um and i would pull in my siblings and friends on the weekends to help us make a meet you know but it just took a toll on all of us it took a toll on all of us and me being on the production line
00:26:11
Speaker
is not where I needed it to be. I can't sell. Got to be high level. Well, not even that. A firm believer in being with a team. And when somebody was gone or we needed extra hands, I'm there. That's what you do. Right. Plus, I had to train people. Oh, yeah. There's that. Yeah, or fire them, whatever. So would you go to this outsourcing place and then help them train those people? Or they do that. That's part that they take off your plate.
00:26:40
Speaker
I tell them how I want my product to be made. Okay. And they just follow suit. Right. Okay. Yes. Cool. And so now what's your growth opportunity?
Ambitious Growth and National Expansion Plans
00:26:50
Speaker
So we are going to bring production back. Ah, bringing it back. Yes. And so I have a two year limit.
00:27:02
Speaker
one year to grow and order the equipment and the other year to have my equipment built and delivered. Because with these type of equipment, you place an order. It's not like you can go to a warehouse and be like, this is what I want.
00:27:19
Speaker
Yeah, that refrigerator right there. Bring it over. Yeah, it doesn't quite work like that. You have to place the order, it has to be built. Okay. And, you know, that takes eight to 10 months, roughly. Yeah, for that to be made. And then by the time it gets transported and trained on it, you know, that's a year. Yeah, that's, it's a very,
00:27:44
Speaker
aggressive goal, but it needs to happen. You need to bring that thing back. It's mine. Yeah, it's mine. It's yours. And I think you're going to be able to hire people and create an environment. That's like exactly what you're looking for. Correct. Instead of someplace where like, okay, outsourcing does it felt it filled a need.
00:28:01
Speaker
Absolutely. For the time. Yes. But now it's time to get back. And you're finding it's harder. It's just not like flip a switch and bring it on back. You can, yeah. You gotta be very intentional with how you do that. Very intentional. And my mind frame was...
00:28:15
Speaker
I'll just bring investors in. Then 10K happened. And 10K was like, uh-uh, you can't do that. You go to the bank first. And you know, I learned so much in that with that 12 weeks. For a while that I was really kicking myself,
00:28:37
Speaker
How can I not know this? But we go back to you. If you don't know, you don't know. That's right. That's right. I'm not at fault. No. I was following what my parents were doing. Your parents did, yeah. Right. Right? Right. And so you figure that's just the way to go. But I always knew that my time would have been much more efficient not being on the production line. But I'm also the type of person that is like. It's brilliant.
00:29:02
Speaker
if you are not packaging these tortillas to make them look pretty, you can't sell them. Yeah. You know, because people buy with their eyes. So if you have tortilla that looks ugly, are you going to buy it? Unless you know about the sunnio tortillas, then you just buy them because they taste amazing. Exactly. They do. Right. They may look like a square. You should spot this. This podcast is sponsored by sunnio tortillas. There we go. Thanks.
00:29:26
Speaker
Sonora Tortilla. So here's the story. There's where you're going. Right. After the two years, what is like your like, and then this is when we do this. Do you have that or is it just like, hey, let's bring it back and let's just see where we're at at that point. No, no. Like Hy-Vee needs this. Hy-Vee needs this.
00:29:44
Speaker
I see the production facility in my head every day. I see myself in my office. I see myself with government contracting. I see myself with maybe like Albertsons.
00:30:03
Speaker
Going national. I think so. Mission started somewhere. So did catagias. So did el poo poo. I mean like all of these, you know. And Sonora is like the place in Mexico for flour tortillas. We need to bring the flour tortillas to the world. That's right. I'm in it. Midwest. Let's go. The heart of the United States. Yes. Yes.
00:30:26
Speaker
Betty, that's an amazing goal. Right? I did too. And so it is tortillas, but there's a bigger story that's being told here and it started in a Texas living room. Good for you. Yes. It's not easy. It's not easy to take a business to scale it. You know, we all know that, but take a family business is a whole nother deal, especially when it's something as passionate as tortillas.
00:30:51
Speaker
Absolutely. And, you know, and it's funny because I've had to step outside the box and in Mexico, we don't have flavored tortillas. Okay.
00:31:07
Speaker
I don't, I don't even know how I can explain this without like, no, I get it. Like you don't have jalapeno. No, no, I'm not worried about that. Like how I'm trying to be mindful. I don't want to be offensive. Um, it's been Commonwealth. You could be offensive. It's right. That works. Um, so I had been knocking on Cisco's door.
00:31:29
Speaker
for food service, right?
Innovation with Flavored Wraps
00:31:31
Speaker
Because we needed to grow. That's a big deal. Right? And I learned that Cisco is obviously nationwide, but each state has their own, like Cisco, Iowa, Cisco, Nebraska, Cisco, Colorado. Really? Yes. No idea. Right? Now I know. Now you know. So it's not just like one, there is one Cisco, but it has, it's, you know. Different branches. Exactly.
00:31:53
Speaker
So they were not opening the doors for me, right? So I went to Iowa State in Ames and I said, hey, I got tortillas, you know, not flavored, but, you know, what do you guys need?
00:32:11
Speaker
And they're like, oh, we want to support local, you know, let's let's do this. And I worked with their chefs, their needs, what it was. And we made one for them. Right. And then Cisco reaches out. Oh, sure. Here they come. Right. And they're like, hey, you know, we want to partner up with you guys, you know, blah, blah, blah. So, OK, we did we made that deal.
00:32:34
Speaker
Um, do you guys do raps? Yeah. I'm like, yeah. Yeah, you do raps. We do whatever raps you want. Yeah. Right. And he's like, well, do you know of a company that's currently sourcing to one of our local colleges out here or universities? And I'm like, they were talking to you. Yeah. Yeah. And he's like, yeah. Yeah. Uh, do you, do you know who's distributing to him? Like, Oh yeah, it's me.
00:32:57
Speaker
And then they're like, well, we can distribute those for you. I'm like, no, we're doing it direct. Right. Like I have been knocking on your door. Interesting. You know, wanting to get in. Don't tell that to me. Yeah, no, no, no. This is my client. This is my client's mofos. My client. Right? And so when they wanted flavored wraps,
00:33:16
Speaker
I said to my dad, like, dad, we're going to have to make flavor wraps, you know? Yeah. Flavor wraps. What's that even mean? Yeah. He's like. We don't do flavor wraps, Betty. That's exactly what he said. We don't do those. He's like, who eats those? Those are just so gross. I'm like, dad, the white people want them. We have to make it. It's not what we want. We're doing it. Right. It's what they, you know, and our flavored wraps.
00:33:36
Speaker
has been a really huge hit. We have jalapeno cheddar, roasted red pepper and spinach, tomato basil. So that. Wow. Yeah. So you do flavored wraps. So we do flavor wraps for restaurants. Look at you. That's right. I love it. Well, Betty, you're uncommon. And I love your uncommon vision. Yes. I love that Sonora tortillas are in your hands.
Conclusion and How to Connect with Sonora Tortillas
00:34:01
Speaker
And I can't wait to see what happens in the future. You're a rock star. You're going to be part of it.
00:34:05
Speaker
I can't wait to have a front row seat of it. That's two hours. And I'm excited to eat it and keep eating it, okay? I might have to try the flavored wrap. Thank you for being on the show. You've been listening to the Uncommon Wolf podcast. If you have any questions or anything, how can they reach out to you, Betty Garcia?
00:34:20
Speaker
Um, you can find us on Facebook torturias sonora, Inc. And, uh, we're also on Instagram tortilla sonora. Um, or you can reach out via email torturias sonora at outlook.com. That's perfect. So here's my challenge to everybody. Go try it.
00:34:39
Speaker
They are amazing. They are amazing. Sonora tortillas, try it. And you tell me that they're not better than Mission. That's my challenge to you. And if you do, I want you to text or even, I'd say just text our feedback line. It's 515-446-8158. And tell us if I'm lying. I'm not lying. They're amazing. So thank you for listening. You've been listening to the Uncomfortable Podcast. Until next time, go be in common and go try my tortilla challenge.
00:35:06
Speaker
That's all for this episode, brought to you by Uncommon Wealth Partners. Be sure to visit uncommonwealth.com to learn more about our services. Don't miss an episode as we introduce you to inspiring people who are actively pursuing an uncommon life.