MegaMex Foods

What MegaMex Foods does

MegaMex Foods, LLC is a US-based consumer packaged food company that markets a portfolio of Mexican food brands across retail grocery, foodservice, and convenience store channels in the United States, with international reach via its joint-venture parents. Founded in October 2009 as a joint venture between Herdez del Fuerte, S.A. de CV (Mexico) and Hormel Foods (US), and headquartered in Orange, California, the company holds multiple #1 retail positions in US Mexican food sub-categories, including WHOLLY GUACAMOLE (#1 branded refrigerated guacamole), WHOLLY AVOCADO (#1 branded refrigerated avocado), HERDEZ Salsa Verde (#1 verde salsa), DOÑA MARIA Mole Sauce (#1 prepared mole), and LA VICTORIA SALSA BRAVA (over 100 years in market). Its branded portfolio also includes CHI-CHI'S, EMBASA, DEL FUERTE, DOÑA MARIA, DON MIGUEL, and the foodservice-exclusive TRES COCINAS.

The company's product offering spans refrigerated guacamole and avocado products, shelf-stable and refrigerated salsas, mole sauces, enchilada sauces, marinades, seasonings, refrigerated entrées, and street-taco tortillas, with both retail and foodservice-exclusive SKUs. MegaMex operates a dedicated foodservice division (megamexfoodservice.com) that supplies restaurants and quick-service operators with labor-saving, authentic Mexican products, while its retail distribution benefits from Hormel's US broker and distributor relationships and exclusive placements such as the 2026 Walmart-exclusive HERDEZ Asada line.

The business operates as a privately held joint venture with revenues not publicly disclosed, selling to two primary segments: retail consumers (via grocery, mass, and club channels) and foodservice operators (via distributor partners). Marketing is multi-channel, combining sports sponsorships (LA Galaxy, LA Clippers), influencer and athlete partnerships, Hispanic Heritage activations, and seasonal demand generation around game day, National Guacamole Day, and other culturally relevant occasions. The company has not pursued external funding rounds; its growth has been funded internally and supported by parent-company infrastructure.

Name

MegaMex Foods

Legal name

MegaMex Foods, LLC

Website

https://megamexfoods.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

MegaMex Foods is a US-based joint venture between Herdez del Fuerte (Mexico) and Hormel Foods (US) that markets a portfolio of Mexican food brands — including WHOLLY GUACAMOLE, HERDEZ, LA VICTORIA, CHI-CHI'S, DOÑA MARIA, and others — to retail grocery, foodservice, and convenience store channels across North America.

Ownership category

akta.pro rank

Product category

Mexican Packaged Foods

NAICS

Food Manufacturing (311), Tortilla Manufacturing (31183)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Miscellaneous Food Preparations & Kindred Products (2090), Canned, Fruits, Veg, Preserves, Jams & Jellies (2033)

akta.pro primary industry

Condiments, Sauces & Dressings (CRADAAAB)

akta.pro secondary industries

Dips, Salsas, Relishes & Chutneys Manufacturing (AFAKADAM), Frozen Entrées & Complete Meals (CRADADAA), Pesto, Cooking Pastes & Concentrated Flavor Bases Manufacturing (AFAKADAN), Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE)

Keywords

• Mexican food products
• Refrigerated guacamole
• Hispanic salsas
• CPG food manufacturing
• Foodservice Mexican sauces

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. CPG Food Product Sales: MegaMex Foods generates revenue through the sale of branded Mexican food products including WHOLLY GUACAMOLE, WHOLLY AVOCADO, HERDEZ, LA VICTORIA, CHI-CHI'S, DONA MARIA, EMBASA, DEL FUERTE, and DON MIGUEL brands. Products are sold through retail grocery stores, foodservice distributors, and convenience stores. Revenue comes from product sales at various price points across refrigerated and shelf-stable categories.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

MegaMex Foods manufactures, markets, and distributes branded Mexican food products under brands including WHOLLY GUACAMOLE, WHOLLY AVOCADO, HERDEZ, LA VICTORIA, CHI-CHI'S, DOÑA MARIA, EMBASA, DEL FUERTE, DON MIGUEL, and TRES COCINAS. Its product range spans refrigerated guacamole and avocado, jarred and refrigerated salsas, mole sauces, marinades, enchilada sauces, hot sauces, tortillas, refrigerated entrées, and foodservice-exclusive pepper pastes, sold through retail grocery stores, foodservice operators, and convenience stores domestically and internationally.

Differentiator

Problem solved

Functional benefit

Brands

• WHOLLY GUACAMOLE: America's #1 selling branded refrigerated guacamole
• WHOLLY AVOCADO
• HERDEZ
• LA VICTORIA
• CHI-CHI'S
• EMBASA
• DEL FUERTE
• DOÑA MARIA
• DON MIGUEL
• TRES COCINAS

Products and services

• WHOLLY GUACAMOLE America's #1 selling branded refrigerated guacamole product line, offering ready-to-eat guacamole in classic, extra chunky restaurant style, and collaborative flavors such as Chile Lime with Tajín for retail and foodservice consumers.
• WHOLLY AVOCADO America's #1 selling branded refrigerated avocado product line offering diced and smashed avocado formats that deliver an always-ripe avocado solution for retail consumers and foodservice operators.
• HERDEZ Salsas, Refrigerated Entrées, Dips, and Marinades The leading salsa brand in Mexico and top authentic Mexican salsa brand in US households, with a portfolio spanning jarred salsas (verde, roja, crema, cremosa), refrigerated salsas and dips (avocado dip, refrigerated salsas), refrigerated Mexican entrées (carnitas, barbacoa, shredded chicken), hot sauces (avocado, habanero), and marinades and seasonings (Asada line, taquería street sauces, al pastor).
• LA VICTORIA Salsas, Enchilada Sauces, and Topping Sauces Pioneer of jarred salsas with over 100 years in the marketplace, offering SALSA BRAVA Hot Sauce, traditional salsas, organic salsas, enchilada sauces (jarred and pouch formats), topping sauces, and limited-time L.A. Mex-inspired salsa collaborations.
• CHI-CHI'S Tortillas and Mexican Foods Legendary salsa company and Mexican food brand offering authentic soft flour tortillas and other Mexican food products including Street Taco Style Tortillas sized for appetizers and portable meals.
• DOÑA MARIA Mole Sauces and Nopalitos America's #1 selling prepared mole sauce and #1 selling nopalitos brand, offering authentic Mexican mole sauces (including foodservice Mole Rojo) and cactus-based nopalitos for retail and foodservice consumers.
• EMBASA Mexican Foods Mexican food products brand under Hormel Foods within the MegaMex portfolio, offering traditional Mexican shelf-stable products.
• DEL FUERTE Mexican Foods Mexican food products brand within the MegaMex portfolio, offering traditional Mexican staples under the Del Fuerte label.
• DON MIGUEL Mexican Foods Mexican food products brand acquired through the Don Miguel Foods acquisition in October 2010, offering traditional Mexican handheld and prepared foods.
• TRES COCINAS Authentic Pepper Pastes Foodservice-exclusive brand offering authentic Mexican pepper pastes designed to deliver traditional Mexican flavor profiles to restaurant, QSR, and foodservice operators without back-of-house labor complexity.

Quantifiable outcome

• 5.7% compounded annual sales growth and 4.2% volume growth over four years for refrigerated guacamole category
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor and core.

• TajínminorGTM or Marketing Partner · 16 June 2025WHOLLY GUACAMOLE unites with Tajín to unveil Chile Lime flavor. Collaborative product launch creates new flavor profile combining ready-to-eat guacamole with Tajín's signature chile lime seasoning.
• Irv's BurgersminorGTM or Marketing Partner · 29 July 2024Limited-time offer for National Avocado Day featuring WHOLLY AVOCADO Bacon Burger. Guests received free WHOLLY Smashed Avocado Mini with purchase and chance to win year's supply of WHOLLY products.
• LA Galaxy and Dignity Health Sports ParkcoreGTM or Marketing Partner · 5 June 2024Multi-year agreement naming the HERDEZ brand the Official Salsa of the LA Galaxy and an Official Partner of Dignity Health Sports Park. Creates experiential marketing opportunities at home games and sporting events.
• LA ClipperscoreGTM or Marketing Partner · 5 March 2024HERDEZ brand named Official Salsa and Guacamole of the NBA's LA Clippers. Partnership includes fan engagement activities and ticket/merchandise giveaway opportunities.
• Megan KhangminorGTM or Marketing Partner · 25 January 2024Three-time Solheim Cup competitor LPGA golfer partners with HERDEZ brand. Athlete serves as brand ambassador to promote authentic Mexican flavors to golf and sports audiences.
• Francia RaísaminorGTM or Marketing Partner · 16 October 2023Actress Francia Raísa partners with LA VICTORIA brand to bring L.A. Mex flavors to consumers with LA VICTORIA by Francia Raísa Salsa. Limited-time offering introduced two new salsa varieties influenced by her family recipes and L.A. upbringing.
• Qualitas of Life FoundationminorGTM or Marketing Partner · 15 June 2021HERDEZ and DONA MARIA brands sponsor the 'Arap en Mandil' culinary series. $20,000 grant awarded 665 scholarships making impact on 165 families.
• UTZ Quality FoodsminorOEM/ Whitelabel/ Licensing Partner · 12 August 2019Licensing agreement between MegaMex Foods and Herdez S.A. de C.V. with UTZ Quality Foods for HERDEZ brand tortilla chips and rinds.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Campbell Soup Company: Owns Pace, the most iconic Western Hemisphere salsa brand and the most direct US shelf competitor to HERDEZ and LA VICTORIA. Competes directly with MegaMex across retail salsa, Mexican-style sauces, and convenience-store adjacencies.
• Sabra Dipping Company: Leading refrigerated dips brand (hummus, guacamole) sold through the same grocery deli and produce sets as WHOLLY GUACAMOLE and HERDEZ Traditional Guacamole. Most direct rival in refrigerated prepared guacamole.
• B&G Foods: Owns Ortega (taco shells, seasonings, sauces), Las Palmas (enchilada sauce), and other Mexican food brands that compete head-to-head with HERDEZ, LA VICTORIA, and DONA MARIA in shelf-stable Mexican categories.
• PepsiCo (Frito-Lay): Markets Tostitos, Fritos, and Frito-Lay dips/salsas, directly overlapping with MegaMex's HERDEZ chips licensing, DOÑA MARIA, and refrigerated dip offerings. Competes for the same Mexican snacking occasions at retail and foodservice.
• Gruma / Mission Foods: Operates Mission branded tortillas, wraps, and chips across retail and foodservice, directly competing with CHI-CHI'S tortillas and HERDEZ-branded chip SKUs in Mexican/Spanish grocery, Walmart, and foodservice channels.
• General Mills: Markets Old El Paso taco kits, salsa, and Mexican meal solutions, the most direct competitor to MegaMex's taco seasonings, salsas, and Mexican entrées in the center-store Mexican aisle.

Broad incumbents

• Kraft Heinz: Major CPG incumbent with broad condiments, sauces, and Hispanic-food adjacent product lines. While not a Mexican-pure-play, it competes for the same center-store condiment shelf and incrementally expands Mexican-flavor SKUs (e.g., Taco Bell sauces).

Others

• Hormel Foods Corporation: Parent/sponsor of MegaMex Foods and a major US CPG manufacturer; not a market competitor but a strategic owner whose broader portfolio (including EMBASA, HERDEZ-branded products sourced through MegaMex) shapes MegaMex's positioning.
• Herdez del Fuerte S.A.B. de C.V. Mexican parent / JV partner of MegaMex, controlling the HERDEZ brand in Mexico and a portfolio that competes in the same Mexican food category across Latin America; functions as an allied operator rather than a competitor inside MegaMex's US footprint.

Regional players

• La Costeña: Mexican market leader in canned salsas, peppers, and prepared Mexican ingredients. Overlaps with HERDEZ in Mexico and increasingly crosses into US Hispanic retail, partially competing with MegaMex brands in imported shelf-stable Mexican categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCkd10ZwmmKEB36MLOX_hxlA
• Facebookbusiness.facebook.com/MegaMexFoods/?business_id=383872438793690
• LinkedInlinkedin.com/company/27227594

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MegaMex Foods