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The Story of a Brand

May 28, 2024

In this episode of "The Story of a Brand," host Ramon Vela interviews Maria Covarrubias, Founder and Culinary Magician of Cien Chiles

Maria shares her inspiring journey from Guadalajara to becoming an entrepreneur, emphasizing her passion, resilience, and dedication. She discusses the pivotal role of gratitude in her life, highlighting a supportive Whole Foods cashier who believed in her vision.

Maria delves into the challenges and triumphs of building Cien Chiles, emphasizing the importance of non-GMO certification for consumer trust. She describes the creation of her sauces, inspired by family recipes and crafted with wholesome ingredients to complement meals without overpowering them. She offers practical tips for using her sauces in various dishes.

Maria's commitment shines through as she talks about running Cien Chiles with her husband, successfully placing their products in over 200 retailers. She advises aspiring entrepreneurs on patience, steady growth, and building the right partnerships. Visit for recipes and follow them on social media for updates. This episode celebrates vision, gratitude, and sharing authentic flavors.

For more on Cien Chiles, visit:

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Today’s Sponsors:

Compass Rose - Advisor for CPG Brands:

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