Victor Macias

Victor Macias is the founder of Santana Snacks, a startup based in Santa Ana, California, that focuses on creating healthier alternatives to traditional LatinX snacks. His entrepreneurial journey is deeply rooted in his upbringing in Santa Ana, where he was influenced by the rich Mexican and Chicano culture. This background inspired him to develop snacks that celebrate these culinary traditions while promoting health and wellness.

Background and Motivation

Victor grew up enjoying various street snacks, known as antojitos, which were integral to community gatherings and family events. However, he recognized that many of these beloved snacks were unhealthy, often containing artificial ingredients and refined sugars. This realization prompted him to create Santana Snacks, aiming to offer organic, all-natural tortilla chips that retain authentic LatinX flavors without compromising health.12

Entrepreneurial Experience

Before launching Santana Snacks, Victor had a diverse entrepreneurial background. He began selling candy at the age of five and has since built several successful businesses. Notably, he co-founded Nui Foods, which developed the world’s first keto cookie and gained significant attention on Shark Tank. His extensive experience spans various industries, including lifestyle brands and consumer packaged goods.23

Mission and Vision

The mission of Santana Snacks extends beyond providing tasty snacks; it aims to foster a healthier community by encouraging better food choices while celebrating cultural heritage. The brand emphasizes values such as health, culture, community empowerment, and the celebration of LatinX history. Victor's vision is to create products that resonate with first-generation Latinos and those who cherish their cultural roots.23

Current Initiatives

Santana Snacks is currently preparing for its official launch on Kickstarter on November 1, 2023, coinciding with El Día de los Muertos. The campaign aims not only to fund the product but also to engage the community in a movement towards healthier lifestyles.45