Founder Feature: Maria Covarrubias of Cien Chiles

The Startup CPG Podcast

In this bonus episode of the Startup CPG podcast, Grace Kennedy sits down with Maria Covarrubias, the founder of Cien Chiles. Maria shares her inspiring journey from Guadalajara, Mexico, to becoming a chef in the USA, and the motivation behind creating her authentic, homemade-tasting salsa. They delve into her transition from a culinary career to launching Cien Chiles during the pandemic in August 2020, and how she balanced this venture with her corporate job until she took the leap to focus full-time on her startup in April 2022.

Maria opens up about the emotional and logistical challenges she faced, as well as the significant growth and recognition Cien Chiles has achieved, including becoming a finalist at Expo West. She highlights the importance of customer and community engagement through product demos, social media, and strong relationships with retailers.

Don’t miss Maria's insightful tips on brand development, visual identity, and deepening market penetration. Tune in now!

Listen in as they share about:

• Background of Cien Chiles
• Brand Development and Launch
• Expansion and Retail Partnership
• Expo West and Trade Show Strategy
• Technical Issues and Breaks
• Advice on Spending
• Building Community and Customer Engagement
• Future Plans and Growth

Episode Links:

Cien Chiles Website
Maria Covarrubias LinkedIn

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Show Links:

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• Follow @startupcpg
• Visit host Daniel's Linkedin
• Questions or comments about the episode? Email Daniel at [e-mail]

Episode music by Super Fantastics