For Rocío León, co-founder of Tozi Superfoods, the brand is a deeply personal love letter. Growing up between the U.S. and her family’s six-generation ranch in Jalisco, Mexico, Rocío realized she couldn’t find corn tortillas in America that tasted authentic and made her feel good. Her solution was Tozi, a Mexican woman-owned brand named after Toci, the Aztec goddess of health.
The Root of the Mission: Honoring the Abuelitas
Tozi isn’t just a food trend; it’s a commitment to ancestral wisdom. The brand’s product line, which includes tortillas and totopos (chips), is built on a thousand-year-old recipe: a powerful, nutritious blend of heirloom blue corn and the ancient superfood amaranth.
“For me, Tozi is more than a food brand; it’s a love letter to my heritage and the women who shaped me.”
“I launched it with the help of my mom, sister, and fiance using recipes passed down by our grandmothers.”
The Bottleneck: A Disconnect Between Vision and Execution
Tozi quickly found success at Austin farmers markets and specialty retailers like Central Market. But as momentum built, the initial packaging became a missed opportunity in visual storytelling.
“Before ePac, we were hand-labeling plain bags and using pouches due to low MOQs, which was time-consuming and limited our shelf appeal.”
The disconnect was stark: a premium product, celebrating the agricultural lineage of the León family (tracing back to the 1500s), was being hindered by generic, inadequate packaging. To capture the full market opportunity and maintain product integrity, Rocío needed a partner who could match her commitment to quality and cultural pride.
Collaboration and Cultural Elevation
Rocío ensured that this rich cultural story was woven into every touchpoint. To honor her roots visually as well as in flavor, she collaborated with Sofia Llaguno, a talented Mexican designer, to create packaging inspired by Aztec architecture and symbolism. This collaboration was a critical step in translating the brand’s profound heritage into a compelling, shelf-ready visual experience.
The Partnership: Confidence, Agility, and Local Support
Rocío partnered with ePac, leveraging our Austin manufacturing plant for fast turnarounds and close collaboration.
“We loved that ePac is another Austin company making our packaging in town! Supporting local is important to us.”
The relationship provided crucial support that allowed Rocío to transition from hand-labeling to market-ready success:
Operational Agility: ePac’s digital printing gave Tozi the flexibility to launch multiple SKUs and test new markets without large inventory risks. Furthermore, when high-profile press opportunities emerged, the entire ePac team mobilized. Rocío specifically credits the support from LaTasha and the prepress team, and the kindness of the warehouse team for expediting orders, helping Tozi capitalize on features like HEB Quest for Texas Best and interviews with PBS Austin and The Daily Texan.
Expert Guidance: “It’s nerve-wracking to order thousands of dollars in packaging, especially for the first time… Taylor guided me through the process of selecting the right packaging and being so knowledgeable on the materials. He provided the confidence I needed to feel good about the decisions I was making.”
The Celebration: Visibility That Honors the Mission
With vibrant packaging that finally matched its soul, Tozi Superfoods achieved market visibility that was truly hard-hitting. The brand’s “Mexicana Owned” statement is now proudly and boldly displayed, telling customers that the food comes from a lived experience, not a trend.
This elevated presence fueled rapid growth and recognition within the Austin culinary world and beyond:
- Culinary Praise: In a true moment of validation, Chef Fermín Núñez of Suerte, a celebrated leader in Austin’s culinary scene, named Tozi as his favorite store-bought tortilla chip in Food & Wine magazine.
- Community Impact: Tozi expanded its presence, seeing its tortillas on the menu at The Well and earning recognition from organizations like Les Dames d’Escoffier, all while furthering its mission to uplift young women and support food access programs.
The packaging reliability enabled Rocío to shift her focus from operational hurdles to her core mission of community support and growth. Tozi Superfoods’ success is a powerful testament to staying true to heritage. As Rocío advises: “Stay true to your story and your values; they’re your biggest differentiator… If you lead with authenticity, quality, and persistence, the right customers and partners who share your values will find you.”
By gaining the right platform and production confidence, Tozi Superfoods successfully transformed a family recipe into a Texas brand, ensuring the wisdom of ancestral foods reaches a wider audience.