Episode 88 | Building a Spicy Latin Snack Brand With Daniel Schwarz of Chuza
Thu Jan 08 2026
This week on Above the Fold, I sat down with Daniel Schwarz, founder of Chuza, to talk about what it actually takes to build a spicy Latin snack brand from the ground up. We get into Daniel’s journey from tequila and spirits brand management to entrepreneurship, why having skin in the game matters, and how Chuza was built with one hundred percent Mexican spices and zero artificial ingredients. Daniel shares how growing up in Monterrey shaped the flavors behind the brand, why representation on the shelf matters, and how early customer feedback influenced product decisions. We also talk about launching during the pandemic, getting into stores through persistence and cold outreach, and what he learned from participating in the PepsiCo Greenhouse Accelerator. If you are building a consumer brand, thinking about product development, or curious how culture and flavor translate into scalable business, this episode is packed with insight you can actually use.
📲 Follow Daniel:
LinkedIn: linkedin.com/in/daniel-schwarz-2b882943
📲 Check out Chuza:
Website: chuza.com
👋 Enjoying Above the Fold?
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Connect with Jess on:
LinkedIn: linkedin.com/in/jess-cervellon
Twitter: x.com/jesscervellon
Instagram: instagram.com/jess.cervellon
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This week on Above the Fold, I sat down with Daniel Schwarz, founder of Chuza, to talk about what it actually takes to build a spicy Latin snack brand from the ground up. We get into Daniel’s journey from tequila and spirits brand management to entrepreneurship, why having skin in the game matters, and how Chuza was built with one hundred percent Mexican spices and zero artificial ingredients. Daniel shares how growing up in Monterrey shaped the flavors behind the brand, why representation on the shelf matters, and how early customer feedback influenced product decisions. We also talk about launching during the pandemic, getting into stores through persistence and cold outreach, and what he learned from participating in the PepsiCo Greenhouse Accelerator. If you are building a consumer brand, thinking about product development, or curious how culture and flavor translate into scalable business, this episode is packed with insight you can actually use. 📲 Follow Daniel: LinkedIn: linkedin.com/in/daniel-schwarz-2b882943 📲 Check out Chuza: Website: chuza.com 👋 Enjoying Above the Fold? Keep the insights coming by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies that help you unlock the secrets to brand success. Written from my experience in the marketing world, it’s your go-to source for staying ahead of the curve. Subscribe at www.sundaypostcards.co and join the community! Connect with Jess on: LinkedIn: linkedin.com/in/jess-cervellon Twitter: x.com/jesscervellon Instagram: instagram.com/jess.cervellon