Horacio Fernández Castillo, the owner of the well-known chili powder brand Tajín, remembered in the podcast Cracks how, in a meeting with partners, he was labeled "crazy" for his idea to focus on selling this condiment. In the face of criticism, he decided to buy back his company and venture into the Tajín chili business. To get to know his consumers, he conducted a thorough market study. In 1993, he began exporting Tajín to the United States, becoming the only chili-lime seasoning brand for Latinos and other communities.
Tajín's expansion included sales in Texas, specifically at Fiesta Mart, a business that catered to Spanish-speaking customers and offered fruits not available in other stores in the United States. Horacio moved to Houston, selling almost all of his possessions to establish himself in the country, where he personally distributed Tajín chili at different points of sale, contributing to the growth and success of the company.
The brand joined a campaign led by Michelle Obama in U.S. schools to promote healthy eating. Tajín is not limited to chili powder but also produces liquid sauces, low-sodium chamoy, and different types of chiles, among other products. Currently, Tajín exports to numerous countries and has its own research center and experimental field on chili, where genetic studies are conducted and varieties are categorized.
Horacio Fernández, an avid fisherman and businessman, has had a diverse entrepreneurial career before Tajín: from a chayote ranch to a machine for manufacturing merchandise. Currently, in addition to being the owner of Tajín, he serves as the Secretary of Innovation, Science, and Technology of Jalisco. The idea for Tajín chili powder came from a family recipe from his grandmother, 'Mama Necha', who used seven chiles in her sauce.
The Tajín brand was born in 1985 as part of the diversification of the Hoy company, facing bankruptcy that led Horacio to sell assets to pay debts and distribute among partners. After going through various stages, the entrepreneur finally focused on sauces, shedding the candy business. With a story that dates back to his childhood, Horacio managed to turn a family recipe into a million-dollar business, surpassing all initial expectations of success.
