Distribution Surges For Grain-Free Siete Family Foods After Deals With Target, Walmart And Kroger

Siete Family Foods, the grain-free tortilla and chip maker based in Austin, has had quite the year. In February, the private equity firm behind Grubhub and almond milk maker Califia Farms, Stripes Group, invested $90 million for a minority stake. Distribution has roughly doubled in the months since to 8,000 stores nationwide as this Whole Foods favorite has become a more mainstream brand. 

“I started the year with a full head of black hair,” says Siete’s 31-year-old CEO Miguel Garza. “Now, I’m halfway to gray. But we are hitting our stride with our partner. We are really pushing to capture the opportunity that we see.” 

Garza is in full-on expansion mode, as he plans for Siete to become a billion-dollar brand. This month, the products debut nationwide at Target for the first time, in more than 1,600 stores. Siete will also significantly expand to 3,000 more Walmart stores and another 750 Kroger stores. By the end of the year, Siete will be found in more than 13,300 stores.  

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