In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Jocelyn Ramirez, Regina Trillo, and Stefanie Garcia Turner of Tuyyo Foods - a heritage-rooted modern Latin food company born from the merger of three separate brands. Toto Verde's umami chef-crafted taco seasoning, Tuyyo's redesigned agua fresca stick packs with electrolytes, and Nemi Snacks' high-protein chips made with nopal and prickly pear all came together under one name. Tuyyo means "you and me" and "yours" in Spanish, a name rooted in community and the belief that food is the great equalizer.
Jocelyn, Regina, and Stefanie each ran solo CPG brands before deciding, over car rides between trade shows and late-night calls, to merge into one company instead of competing for the same shelf space. In just 10 months, they've rebranded, launched at Whole Foods and Raley's, and built a company that divides marketing, sales, and operations across their individual strengths.
Caitlin and the three co-founders dig into why they chose to merge instead of go it alone, how they brought retailers into the conversation before making the change, and their current revenue-share Wefunder campaign to fuel inventory and growth.
Listen in as they discuss:
- Why three solo Latina founders decided to merge their brands instead of competing for the same shelf space
- The Uber ride and late-night calls that turned into an official merger conversation
- What each founder does and doesn't miss about running a business solo
- Why they landed on the name Tuyyo, and what it actually means
- How they brought retailers into the rebrand conversation before making any changes
- Splitting responsibilities by strength: marketing, sales, and operations
- Building at record speed: 10 months from merger to retail launches at Whole Foods and Raley's
- The family stories behind each founder's path into food, including a grandmother's aguas frescas and a mother's tamales
- Why community and farmer relationships are central to Tuyyo's mission
- The revenue-share Wefunder campaign to raise $500K for inventory and growth
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- Episode music by Super Fantastics
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