Casa Herrera

What Casa Herrera does

Casa Herrera is a US-based, family-owned manufacturer of custom food processing machinery focused on the production of corn and flour tortillas, tortilla chips, tostadas, taco shells, and a range of ethnic flatbreads including arepa, pupusa, pita, chapati, lavash, roti, and piada. Founded in 1951 by Frank L. Herrera and now in its third generation of family ownership (Mark Herrera, President; Michael Herrera, Vice President), the company operates from a 100,000 sq. ft. manufacturing facility in Pomona, California, with a 251–500 employee headcount and a direct sales and field-service presence spanning North America, South America, Europe, the Middle East, Asia, Australia, and Africa.

The company's product portfolio spans six equipment families — Corn Tortilla Systems, Flour Tortilla Systems (Single Press, Double Drop Press, Tandem Press, Par Bake, Die Cut, Gluten Free, Hand Stretch), Tortilla Chip Systems (including the Dual Color and Premium Rolled Chip lines launched in 2026), Specialty Products (Single Pass Baking, Taco Shell, Tostada, Pupusa, Arepa, Fryers), Supermarket Systems (Combo and Over/Under configurations), and the Magna 457 Sheeter Head as a high-volume sub-component. Equipment is built in stainless steel with PLC/Touch Screen or relay logic control, certified to NSF, UL, ETL, ANSI, CSA, CE, and ISO-based risk-assessment standards, and ranges from individual machines to full turnkey production lines.

Casa Herrera's business model is anchored in direct enterprise field sales of high-mix, custom-configured industrial equipment (hardware sales) priced per system rather than via published list pricing, supplemented by a multimillion-dollar aftermarket parts business (sourcing, fabricating, and reverse-engineering replacement components) and recurring technical services revenue from on-site installation, maintenance, and troubleshooting. Customers range from large multinational food manufacturers to single-line in-store producers, with go-to-market executed through a dedicated sales team (Tim Hulsey, Sales Manager) plus equipment-sales contacts handling inquiry-to-installation workflows, and supported by participation in industry events such as Snaxpo, Snackex, Gulfood, and the Tortilla Industry Association.

Name

Casa Herrera

Legal name

Casa Herrera

Website

https://casaherrera.com

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

251–500 employees

Short description

Casa Herrera is a third-generation, family-owned US manufacturer of custom corn, flour, and tortilla chip production machinery, plus ethnic flatbread systems, serving multinational food manufacturers and in-store producers globally from its Pomona, California facility.

Ownership category

akta.pro rank

Headquarters

HQ city

Pomona

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Tortilla and Flatbread Manufacturing Equipment: Casa Herrera generates revenue through the design, manufacture, and sale of custom machinery for production of corn and flour tortillas, tortilla chips, tostadas, taco shells, and other ethnic food products. Equipment ranges from individual machines (sheeters, presses, ovens, fryers) to complete turnkey production lines. Revenue is primarily from one-time hardware sales with ongoing parts and service revenue.
2. Replacement Parts and Spare Parts: Casa Herrera maintains a multimillion-dollar parts inventory for flatbread and tortilla manufacturing equipment. Parts revenue comes from sourcing, fabricating new parts, or reverse engineering components to keep equipment running. If a part is not in stock, they either source it or manufacture it in-house.
3. Technical Services and On-Site Maintenance: Casa Herrera provides technical support, on-site maintenance, equipment installation, repairs, and troubleshooting services. Telephone technical support is available Monday through Friday, 8am to 5pm Pacific Time. On-site visits can be arranged for troubleshooting manufacturing process difficulties.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Casa Herrera designs and manufactures custom machinery for production of corn and flour tortillas, tortilla chips, tostadas, taco shells, arepas, pupusas, pita, pizza, chapatis, and other ethnic flatbread products. Equipment includes sheeters, presses, ovens, fryers, stone mills, and complete turnkey production lines ranging from individual machines to full production systems, complemented by a multimillion-dollar replacement parts inventory and on-site technical services for installation, maintenance, and troubleshooting.

Product overview

Casa Herrera is a manufacturer of custom tortilla and flatbread machinery, not a unified software platform. The product portfolio consists of multiple distinct equipment lines and systems for food manufacturing: (1) Corn Tortilla Systems for tortillas from nixtamal or corn flour; (2) Flour Tortilla Systems including Single Press, Double Drop Press, Tandem Press, Par Bake, Die Cut, Gluten Free, and Hand Stretch systems; (3) Tortilla Chip Systems for chips from nixtamal or corn flour, plus Dual Color and Rolled Chip systems; (4) Specialty Products including Single Pass Baking, Taco Shell, Tostada Shell, Pupusa, Arepa, and Fryer systems; (5) Supermarket systems with Combo and Over/Under configurations; (6) the Magna 457 Sheeter Head as a specific high-volume production component; and (7) Parts and Tech Services for ongoing support. Equipment is built in their 100,000 sq. ft. facility in Pomona, California and certified to NSF, UL, ETL, CSA, CE, and ANSI standards.

Differentiator

Problem solved

Functional benefit

Brands

• Odyssey Line: Fuel efficient line of tortilla and flatbread machinery
• Magna 457 Sheeter Head
• TP Series Press Systems

Products and services

• Magna 457 Sheeter Head High-volume sheeter designed for corn tortillas and tortilla chips. Features two different diameter thick-walled rollers to minimize deflection and achieve consistent weights. Available in five widths (32\", 40\", 48\", 56\", 64\") with outputs up to 4,889 lbs/hour for chips and up to 10,787 dozen/hour for tortillas. Constructed from stainless steel with wash-down electrical motors.
• Tortillas From Nixtamal (Corn Tortilla System) Production system for making tortillas from nixtamal (fresh corn cooked, steeped, and stone-ground into masa). Supports 100% fresh nixtamal, blended masa (nixtamal + corn flour), or 100% corn flour masa. Built with high-grade stainless steel for consistent output.
• Tortillas From Corn Flour (Corn Tortilla System) Corn tortilla production system using corn flour (masa harina). Corn flour mixed with water (typically 50/50 ratio) produces masa for shaping and cooking into tortillas. No cooking or steeping required—just mix, sheet, and bake.
• Single Press System (Flour Tortilla) Precision-engineered press system for flexibility, speed, and consistent results. Available in 32\", 42\", and 52\" widths. Processes from 5,000 Pcs/Hr to 31,480 Pcs/Hr for products 6\" to 14\" diameter. Includes turnkey production lines with water metering, dough mixer, divider rounder, overhead proofer, press, oven, vacuum transfer, cooling conveyor, and counter stacker.
• Double Drop Press System (Flour Tortilla) Precision-engineered system utilizing two parallel production lines with a single proofer. Features synchronized dual dough ball drops that double capacity without compromising quality. Available in 52\", 42\", and 32\" sizes. Processes from 10,000 Pcs/Hr to 62,960 Pcs/Hr for products 6\" to 14\" diameter.
• Tandem Press System (Flour Tortilla) High-speed tandem press system with synchronized dual dough ball drops that nearly doubles capacity. Available in 52\", 42\", and 32\" sizes. Processes from 7,200 Pcs/Hr to 22,500 Pcs/Hr for products 6\" to 14\" diameter. Features easy maintenance, dual press capabilities, and modular configurations for future upgrades.
• Par Bake System (Flour Tortilla) System for partially cooking tortillas and flatbreads to set structure without completing full bake. Provides greater control over product consistency, shelf life, and final bake finish. Ideal for freezing, packaging, or final baking at later stage. Features advanced temperature management and customizable conveyor ovens.
• Die Cut System (Flour Tortilla) Die cut flour tortilla system that integrates tri-roller sheeter, cross grain rollers for dough expansion and thickness reduction, dual roller sheeter with adjustable gaps, and rotary cutter. Includes rework return conveyor to recycle excess dough. Ideal for frozen burrito production due to perfectly round cut tortillas.
• Gluten Free System (Flour Tortilla) Specialized equipment for gluten-free tortilla production handling delicate gluten-free doughs. Features non-stick coatings, low-pressure presses, and dough-friendly conveyor surfaces. Compatible with rice flour, chickpea flour, cassava, corn, and quinoa. Includes stainless steel construction and allergen control features.
• Hand Stretch System (Flour Tortilla) Traditional home-style tortilla system where dough balls go through proofer, flour sheeter, and are stretched by hand for desired extension and thickness. Ideal for large size products up to 16\" diameter. Production capacity from 500 to 3,000 Doz/Hr. Can be semi-automatic with relay logic or fully automated with PLC and Touch Screen controls.
• Tortilla Chips From Nixtamal Complete production system for authentic tortilla chips from nixtamalized corn. Includes cookers and washers, stone mills (molinos), sheeters and cutters, ovens and fryers, and seasoning and packaging lines. Preserves traditional flavor, texture, and nutritional value of stone-ground corn.
• Tortilla Chips From Corn Flour Chip production system using corn flour (masa harina) mixed with water. Eliminates cooking and steeping—simply mix, sheet, cut, bake, and fry. Optimized for high-volume output with consistent results. Supports 100% corn flour or custom blends with fresh masa.
• Dual Color Tortilla Chip System Innovative system that introduces two different types of masa or colors into the same process line. Creates visually distinct multi-colored chips in one seamless process. Can use different masa recipes such as traditional yellow corn and blue corn to diversify taste, texture, and visual appeal.
• Rolled Tortilla Chip System Premium add-on for tortilla chip production equipment on 1,000 lb and above system configurations. Developed through extensive research and rigorous testing. Enables manufacturers to diversify offerings with consistent, high-quality rolled tortilla chips.
• Single Pass Baking System High-performance tunnel oven designed for versatility in baking tortillas, flatbread, pita, taco shells, tostadas, pupusas, arepas, and pizza. Maintains product orientation across the belt for downstream processing. Available with mesh or slat belting in various lengths and widths.
• Taco Shell Production System Taco shell production in 2-row, 4-row, or 6-row configurations from fresh ground corn or corn flour. Includes single pass oven and sequential loader synchronized with electric fryer featuring grill-type molds. Automated high production with tortilla rejection system and user-friendly automation controls.
• Tostada Shell Production System Home style (wavy) tostada production in automated 2-row, 4-row, or 6-row configurations. Includes oven with CB5 belting and double belt fryer with adjustable gap for controlling wave during frying. Features Allen Bradley controls.
• Pupusa Production System High-capacity pupusa production system that automates traditionally manual process while preserving soft texture and filled center. Features precision portioning, gentle forming stations, high-output cooking lines, and modular scalability. Handles fillings such as beans, cheese, chicharrón, and loroco.
• Arepa Production System Automated arepa production that preserves authentic flavor, texture, and form. Includes corn cooking tanks, drum corn washers, lava stone corn grinders, sigma blade mixers, masa transfer systems, arepa sheeter heads, ovens, cooling conveyors, and counter stackers. Custom designed to specific needs.
• Fryers, Chicken, Egg Roll, Pellet Systems Single pass fryers with complete systems including coarse and fine filtering, auto oil level controls, and indirect oil heating systems. Handles products that float, sink, expand, or flow. Features multiple conveyor options for buoyant or non-buoyant products, single or double submerger systems, and flash frying capabilities.
• Combo System (Supermarket) Versatile system for producing both corn and flour tortillas on a single production line. Available in stacked configuration, 'L' shape, or 'U' shape to fit different in-store layouts. Features dual-function operation, compact footprint, quick changeover, and user-friendly interface.
• Over/Under System (Supermarket) Space-efficient tortilla production system that stacks essential equipment (sheeter and oven) on top of multi-tier cooling conveyor. Reduces equipment footprint by 30% to 40% compared to traditional flat lines. Available in straight, L-shape, or U-shape configurations.
• Parts Service Replacement parts and spare parts fabrication for flatbread, tortilla, and specialty bakery manufacturing. Includes sourcing, fabricating new parts, and reverse engineering. Manages multimillion dollar parts inventory with quick access to essential components.
• Tech Services Technical support services including on-site maintenance, equipment installation, repairs, and troubleshooting. Telephone support available Monday through Friday 8am to 5pm Pacific Time. Provides documentation, replacement parts, and operational guidance.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

Three partnerships are on record, tiered minor.

• FireyeminorOthersCasa Herrera uses Fireye flame safety parts for certain applications in their manufacturing equipment. Fireye provides flame safety components as part of the equipment's safety systems.
• HoneywellminorOthersCasa Herrera uses Honeywell flame safety parts depending on the application. Honeywell provides flame safety components for equipment combustion systems.
• Counter Stacker and Bagging System ManufacturersminorChannel Partner/ Reseller/ DistributorCasa Herrera does not manufacture Counter Stackers or Bagging Systems but has manufacturing partners that provide these systems built to Casa Herrera's exacting standards, integrating seamlessly with their tortilla and flatbread production systems. Customers are referred to these partners when inquiring about counter stackers and bagging systems.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Reading Bakery Systems: U.S.-based supplier of snack and bakery processing equipment, including tortilla chip and cracker production lines. Directly comparable on chip-line equipment and shares Casa Herrera's mid-sized industrial customer profile.
• Heat and Control: Global manufacturer of food processing and packaging equipment with a strong tortilla chip and snack-food frying line. Overlaps directly with Casa Herrera's tortilla chip systems, particularly in fryer technology and turnkey snack lines.
• JEMA (Tortilla Equipment): Mexico-headquartered designer and builder of industrial tortilla production lines, including presses, ovens, and cooling conveyors. Direct rival in the same niche, often cited alongside Casa Herrera in Latin American tender processes.
• Lawrence Equipment Company: U.S.-based manufacturer of industrial tortilla and flatbread production equipment. Closest direct competitor to Casa Herrera, serving the same tortilla/bakery manufacturer customer base with comparable sheeters, presses, and turnkey lines.
• Grupo Bermex: Mexico-based industrial tortilla machinery maker producing presses, coolers, and complete corn/flour tortilla lines. Directly comparable product offering and customer base, competing primarily in Latin America and the U.S. tortilla-manufacturing segment.

Broad incumbents

• Middleby Corporation: Large U.S. commercial and industrial food equipment holding company with extensive tortilla, bakery, and snack-food equipment subsidiaries. A scaled incumbent whose portfolio competes with Casa Herrera's lines in supermarket and industrial channels.
• Rademaker: Netherlands-based industrial bakery equipment maker serving global bread, bun, and tortilla producers. Competes with Casa Herrera on industrial-scale dough handling, sheeting, and oven technology, but at broader bakery scale.
• Kaak Group: Dutch industrial bakery equipment conglomerate with a broad portfolio spanning bread, pastry, and tortilla lines. Larger and more diversified than Casa Herrera, but overlaps in the tortilla and flatbread segment.
• Bühler Group: Swiss global industrial food processing equipment giant with snack and grain processing capabilities. Adjacent in tortilla chip / snack frying technology but much larger and broader, competing for major multinational customer accounts.
• AMF Bakery Systems: U.S.-based, Markel Food Group-owned supplier of industrial bakery equipment including tortilla and flatbread lines. A larger incumbent offering overlapping capabilities as part of a wider bakery portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Casa Herrera