From Resilience to Retail Shelves: How Cactus Foods is Redefining the Tortilla Chip

Happy Friday! It’s been an exciting week of chats, and growing this Latino Owned community on Instagram, and Linkedin.

If you’re new here, hi 👋 my name is Jonathan. I launched this newsletter idea July 1 and it’s been so validating to see this newsletter grow to now 500 subscribers.

Thanks so much for reading, following along and being part of this community we’re building together.

I’m excited to introduce Diana Gonzalez, CEO and Founder of Cactus Foods, Tortilla chips made from nopales 🌵 (cactus), that are gluten-free, non-GMO, and vegan. Cactus Foods has been making waves in Southern California popping up in stores across LA and Orange County.

When you open a bag of Cactus Foods tortilla chips, the first thing you’ll notice is their vibrant green hue. It’s not food coloring, it’s nature...literally. 🌵 Made from a plant-based blend of nopales (cactus), spinach, and flaxseed, these chips are lighter, crunchier, and healthier than most tortilla chips on the market.

“I always had this idea that I would have my own business, I just didn't know in what,” Diana explains. “This is a blend of both worlds. My background was in sales and I used to do television sales, for Telemundo. I was always selling the airtime for other people's products, the faja, the hair clip for men, you name it. I thought, man, one day I want to have my own product. I just didn't know what.”

The idea of using cactus as a superfood for Cactus Foods came from Diana’s mother, a health-conscious woman ahead of her time. Long before wellness trends hit social media, her mom was adding flaxseed to pancakes and making beet and orange juice for the family. She also struggled with Hashimoto’s thyroid disease, a condition that Diana, and her sister share and requires a gluten-free autoimmune diet.

During trips to Mexico, Diana noticed nopales was an under-appreciated superfood, and at the time were nearly impossible to find in U.S. markets and foods.

“We should introduce this to the American market,” Diana thought. And so, Cactus Foods was born, with the mission to make better-for-you, cactus-based tortilla chips accessible to everyone.

Four Years of Preparation

Cactus Foods began in 2020, right as the pandemic hit. While the world slowed down, Diana got to work, reading books on branding and sales, taking food manufacturing courses, trademarking the brand, and testing recipes in the kitchen.

“I started working on concepts and my formula. I was working in test kitchens, so during those years to the public eye, I didn't have a product,” Diana explains. “In the back end I was working on everything, setting up to launch Cactus Foods.”

By March 2024, the company debuted at Expo West, ready to show the world its plant-based chips.

The business has been almost entirely bootstrapped, 98% funded by Diana and her husband, with sweat equity from her sister and family. Small grants have helped along the way, but the brand’s growth has been fueled by determination and resourcefulness.

Overcoming the Impossible

Two of the biggest challenges almost stopped Cactus Foods before it started.

1. Manufacturing Roadblocks
Early on, Diana struggled to find a co-manufacturer. It was nearly impossible. Many facilities had never worked with nopales (cactus) and were hesitant to take a risk on an unfamiliar ingredient, especially as they scrambled to catch up on delayed pandemic orders.

Manufacturers in Mexico understood the product but couldn’t provide the gluten-free and non-GMO certifications required in the U.S., forcing Diana to explore other partners.

2. Losing Everything in the California Wildfire’s in January
Diana and her husband lost everything in the wildfires in Los Angeles this January. Along with irreplaceable personal belongings, their home itself, Diana lost her entire business inventory, trade show booths, packaging, swag, and equipment.

“It was all my investment,” Diana says. “In addition to my home, I lost everything. Total loss. That has probably been the second biggest hurdle. Besides being in shock and, and grieving, I asked myself, should I quit or do I keep going?”

Diana went through all the emotions, and calls it a double grief.

Getting into Stores

Today, Cactus Foods is sold in about 15 stores, with plans to launch in more Southern California’s stores this September. Seeing the product on store shelves is a proud moment, not just for Diana, but for her children, who love spotting the family brand in the wild.

Latino shoppers recognize nopales immediately, while the general market often needs an introduction. At food shows, Diana breaks the ice by reminding them that prickly pear margaritas come from the same cactus, just a different part of the plant.

Her approach is simple: position the chips as “better-for-you tortilla chips” made from nutrient-rich cactus, without intimidating new customers.

The Long Game

For Diana, building a business is a marathon, not a sprint. Her advice to other Latino and first-generation founders?

• Develop thick skin. You’ll hear “no” more than “yes.” Don’t take it personally.

• Be in it for the long haul. Success rarely happens overnight.

• Ask for help. Community support can make or break a small business.

• Stay adaptable. You don’t need all the answers before you start. Just learn and adjust as you go.

“Like success does not happen in the blink of a night,” Diana says. “It doesn't happen overnight. It's gonna take a lot of hard work. But Jonathan, everything good in this life requires hard. I don't think you have to be the smartest in the room. I don't think you have to have the most money. It's who's gonna stick with it.”

What’s Next for Cactus Foods

Diana hopes to expand beyond Southern California into national retailers like Kroger, Target, or Costco, while also launching on TikTok Shop to tap into the platform’s explosive food trend market.

The goal: build both direct-to-consumer and retail presence, turning Cactus Foods into a recognized brand across the U.S.

As for the long-term vision? It’s simple: Seeing Cactus Foods on shelves and into the lives of consumers. Because for Diana, and Cactus Foods, resilience isn’t just part of the story, it’s the entire brand.

Be sure to give Cactus Foods a follow on Instagram, and check them out online. 🌵 Who knows you might just see them in-stores near you as well.

Real (brutal) lessons from the founder of Blenders

I came across this awesome post from Chase Fisher, the founder of Blenders eyewear, a San Diego based brand.

I don’t know Chase personally, but have followed his entrepreneurial journey as a founder, and loved watching his YouTube vlogs that showed him BTS of building Blenders.

This is worth reading through where Chase talks about his huge losses like a 10 year lease in Santa Monica, where they are still loosing money on to this day. 😬

Missed other editions? Check out past features:

• These Brothers are Building the First Latin-Inspired Endurance Gel

• Building the First Black Hispanic Woman-owned Tequila Brand

• This App Is Redefining Sustainable Fashion