Founder Spotlight: Diana Gonzalez (Cactus Foods)
Meet Diana Gonzalez
We are on a mission to transform cacti, nature’s wonder, into delicious, nutrient-dense, and sustainable snacks that empower healthier choices while respecting our planet’s resources. Our flagship product, Cactus Crunch Tortilla Chips, offers the perfect balance of bold flavor, satisfying crunch, and enhanced nutrition. By incorporating cactus, we deliver a better-for-you alternative to traditional tortilla chips, with a focus on clean ingredients, sustainability, and global flavors.
Location:
Pasadena, California, USA
When did you launch the business?
2020
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Startup Stage?
Cactus Foods is in the early growth stage, having bootstrapped everything as we refine our product offerings, expand retail partnerships, and establish a strong market presence in the better-for-you snack category.
What led you to where you are today?
Living with Hashimoto's thyroiditis, I struggled to find gluten-free, Mexican-inspired snacks that aligned with my dietary needs without sacrificing flavor. This personal challenge inspired me to create Cactus Foods, a brand dedicated to delivering bold, better-for-you snacks made with high-quality ingredients. Cactus/Nopal is known in our culture for all of its health benefits.
What do you wish you knew before embarking on your entrepreneurial journey?
I wish I had known just how crucial patience and adaptability would be in building a food startup. The journey has taught me that success isn’t just about having a great product—it’s about persistence, strategic networking, and navigating the ever-evolving landscape of retail and consumer trends. Learning to embrace setbacks as part of the process has been just as valuable as celebrating wins.
What is the most difficult decision you've had to make regarding your business so far?
I wish I had known just how crucial patience and adaptability would be in building a food startup. The journey has taught me that success isn’t just about having a great product—it’s about persistence, strategic networking, and navigating the ever-evolving landscape of retail and consumer trends. Learning to embrace setbacks as part of the process has been just as valuable as celebrating wins.
What can you help the VEGPRENEUR community with?
Sharing best practices and lessons learned.
How can the VEGPRENEUR community help you?
I can offer insights on bootstrapping a food startup, navigating the challenges of launching a better-for-you snack brand, and building a business from the ground up after loss. I’m also happy to share my experience with product development and breaking into the retail space with Mexican-inspired, plant-based snacks.
Fun fact about you:
I was a National Champion Ice-skater in the 80s
Anything else you would like to share?
Cactus Foods is deeply mission-driven, with a commitment to not only providing healthy, gluten-free snacks but also promoting sustainability. Our motto, "Snack Smart, Snack Sustainably," reflects our values, and we're proud to partner with Water.org to help provide clean water to communities in need, ensuring that our success contributes to a positive global impact.
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