Cal State Fullerton College of Business and Economics entrepreneurship grad Victor Macias ’09 has launched a new snack foods startup, Santana Snacks, which is inspired by the spicy fruit cups, street corn and dorilocos that were omnipresent in Macias’ upbringing in the Chicano-focused neighborhoods of Santa Ana. The concept came to fruition thanks to the dedication and support of the Conrey Center for Entrepreneurship, including the insights and market research of Business Titan students.
In early 2023, Macias launched Santana Snacks, following his previous experience with keto-cookie startup Nui Foods that landed him and partner Kristoffer Quiaoit to Shark Tank stardom.
“Taking junk food and creating a healthier version of it has truly inspired me. And when I was walking down a street in Santa Ana, I was reminded of the snacks I had growing up, the big bags of chips that brought back memories of great bonding experiences,” he recalls. “But none of the healthy snack food lines in existence spoke to the Mexican American or Chicano identity, a big part of my first-generation experience. So how could I turn these antojitos1 into something better for you.”
The name “Santana,” which speaks to the pronunciation of Santa Ana common in the ethnic enclave that Macias was raised in, exudes a sense of community and belonging that he seeks to pass along to others. “Loyalty and gratitude are among my biggest values. I’m grateful for how I’ve been shaped, and I want to share this with others,” he says.
Utilizing the Titan Network to Launch the Concept
For the next two years, Macias’ brainchild would be in research and development, including supply chain planning, brand development and taste-testing the organic snacks. A student consulting team in the MGMT 461 – Entrepreneurial Management course taught by Tom Miller conducted primary research, which included conducting surveys, test tastes, and focus groups to evaluate product branding and positioning.
With nearly two decades of experience at Cal State Fullerton since his undergrad days, Macias also worked as a contractor for the Conrey Center for Entrepreneurship during this time, giving him additional opportunities to gain professional insights and mentorship from the college’s vast business network. He also utilized the resources of the Orange County/Inland Empire Small Business Development Center (SBDC), based in the college, for social enterprise development.
Macias recently launched in Costa Mesa-based Mother’s Market & Kitchen and Pop-Up Grocer on the East Coast, putting the tasty confections in 200 stores. But this is merely the first of many market presences planned. In years to come, Erewhon, Bristol Farms, Whole Foods and Sprouts are planned for an upscale line-up that may turn the snacks into a household name nationwide.
Right now, Santana Snacks is limited to corn chips, but the product line will expand to more flavors, candy and more. “Long-term, my goal is that the lady selling the chips, the spicy fruit cup and the candy on the street corner of East L.A. will be selling sugar-free, organic versions of all of these tasty treats made by Santana Snacks,” says Macias.
Rapidly becoming a serial entrepreneur, Macias is proud to advise fellow Business Titans and alumni on how to successfully launch their entrepreneurial dreams. “Just start. So many times, I wouldn’t launch a concept because it ‘wasn’t ready yet.’ My business plan wasn’t perfect. My logo wasn’t perfect. But I was procrastinating because I was afraid,” he recalls. “I found the best way to succeed is to learn by doing. I love the quote of LinkedIn founder Reid Hoffman, ‘entrepreneurs jump off a cliff and build a parachute on their way down.’ I look at entrepreneurship like a painting. It’s a canvas and I get to build. Nothing excites me more than opening up a laptop and just dreaming and building something, and then seeing that dream come to fruition.”
For More on Entrepreneurship
The Conrey Center for Entrepreneurship provides mentoring and support for students, alumni and the broader Orange County startup community through an incubator, entrepreneurship degree programs and coursework, competitions, and advising. For more on the successes developed through the center, read more of our articles on entrepreneurship.
