Truco Enterprises

What Truco Enterprises does

Truco Enterprises, LP is a Dallas, Texas-based private consumer packaged goods company that owns and operates the On The Border® brand of Southwestern Mexican-style snacks, including tortilla chips, salsas, queso dips, bean dips, and guacamole salsa. The company was founded in 1991 by David Silver and Roy Truitt, and the On The Border retail product line was launched in 1993, initially as margarita mix buckets before expanding into chips and salsas inspired by the On The Border Tex-Mex restaurant chain. The portfolio now spans approximately 25 SKUs across four categories: traditional tortilla chips (Café Style, Cantina Thins, Tortilla Rounds, Homestyle Thick & Crispy, Fiesta Dippin' Chips), flavored chips (salsa, queso, jalapeño ranch), USDA Organic blue corn chips, and a comprehensive dips line covering multiple heat levels and styles (Original, Chunky, Cantina salsas, Salsa Con Queso, Monterey Jack Queso, Spicy Jalapeño Queso, Southwest Bean Dip, Jalapeño Ranch Dip, Guacamole Salsa).

The business generates revenue by selling branded snack products through a multi-channel distribution architecture anchored by a partnership with Utz Quality Foods, LLC, which manufactures, distributes, and operates the brand's digital storefront. Products reach end consumers via mass merchants (Walmart), online marketplaces (Amazon), the Utz e-commerce platform (utzsnacks.com), and grocery and convenience stores nationwide. Core production technology is traditional food processing — tortilla chip frying and salsa/dip preparation — with no proprietary technology or AI/ML components disclosed. Marketing is conducted through digital advertising, social media, email, and retail point-of-sale promotions, with on-site behavioral analytics powered by Microsoft Clarity.

The company employs 51–100 people, is privately held as a limited partnership with no public listing and no disclosed venture capital or private equity backing, and operates exclusively in the United States. Co-founders David Silver and Roy Truitt remain associated with the business. Truco Enterprises LP is the legal brand owner and copyright holder, while Utz Quality Foods holds operational control of the website, manufacturing, and distribution — a structural arrangement that provides scale advantage but also introduces single-counterparty dependency.

Name

Truco Enterprises

Legal name

Truco Enterprises LP

Website

https://ontheborderchips.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

51–100 employees

Short description

Truco Enterprises, LP is a Dallas-based private CPG company owning the On The Border® brand of Southwestern Mexican-style tortilla chips, salsas, and queso dips. Founded 1993, products are manufactured and distributed through Utz Quality Foods via Walmart, Amazon, and grocery retailers nationwide.

Ownership category

akta.pro rank

Product category

Snack Foods

NAICS

Bakeries and Tortilla Manufacturing (3118), Tortilla Manufacturing (31183)

SIC

Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE)

akta.pro secondary industry

Dips, Salsas, Relishes & Chutneys Manufacturing (AFAKADAM)

Keywords

• Tex-Mex snack foods
• Tortilla chip products
• Salsa and dips
• Consumer snack brand
• Mexican-style chips

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Packaged Goods Sales: Truco Enterprises generates revenue through the sale of branded snack food products (tortilla chips, salsas, and queso dips) to consumers via retail distribution channels including grocery stores, mass merchants, and online marketplaces.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Truco Enterprises, LP produces and distributes Southwestern Mexican-style snacks under the On The Border brand, manufacturing and selling branded tortilla chips, salsas, and queso dips to consumers. The company markets a portfolio that includes traditional, flavored, and organic tortilla chips paired with a range of salsas, bean dips, and queso dips designed for at-home snacking and entertaining. Distribution is carried out through major retailers (including Walmart), online marketplaces (Amazon), and direct e-commerce channels operated with Utz Quality Foods.

Product overview

Truco Enterprises operates On The Border, a consumer food products brand specializing in tortilla chips and dips. The product portfolio consists of two core product lines: Traditional Tortilla Chips (Café Style, Cantina Thins, Tortilla Rounds, Homestyle Thick & Crispy, Fiesta Dippin' Chips, Café Style Lightly Salted) and Flavored Tortilla Chips (Café Style Salsa Flavored, Café Style Queso Flavored, Jalapeño Ranch Flavored). The company also offers Organic Chips (Organic Blue Rounds, Organic Blue Traditional Style) and a comprehensive Dips line featuring Original Salsas (Mild, Medium, Hot), Queso varieties (Salsa Con Queso, Monterey Jack White Queso, Spicy Jalapeño Queso), Southwest Bean Dip, Jalapeño Ranch Dip, Guacamole Salsa, and Chunky Salsas. The chips and dips are designed to be consumed together, with the chips serving as the delivery mechanism for the various dips. Founded in 1993, On The Border products are distributed nationally and sold through retail stores and online channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Café Style Tortilla Chips

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and major.

• Utz Quality Foods, LLCcoreOEM/ Whitelabel/ Licensing PartnerUtz Quality Foods, LLC is the parent company that owns and operates the On The Border Chips and Dips brand. The brand is marketed under license and manufactured/distributed through Utz's established snack food production and distribution infrastructure.
• AmazonmajorChannel Partner/ Reseller/ DistributorAmazon serves as an online marketplace distribution partner for On The Border Chips and Dips products, enabling direct-to-consumer online sales and home delivery across the United States.
• WalmartmajorChannel Partner/ Reseller/ DistributorWalmart is a major retail distribution partner offering On The Border Chips and Dips products in physical store locations across the United States.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Desert Pepper: Desert Pepper Trading Company produces premium salsas, dips, and Southwestern-style snack products distributed nationally through grocery and specialty retail, directly overlapping with On The Border's chip and dip portfolio.
• Xochitl: Xochitl is a direct competitor in premium tortilla chips and salsas, offering authentic corn chips and traditional Mexican salsas through grocery, natural, and club channels — closely mirroring On The Border's positioning and SKU mix.
• 505 Southwestern: 505 Southwestern is a Hatch green chile and salsa brand with national grocery distribution; it competes most directly with On The Border's salsa line and shares a similar Southwestern heritage positioning.
• Good Foods Group (Queso Mama): Good Foods produces refrigerated salsas, guacamoles, and queso dips — directly comparable to On The Border's refrigerated-adjacent dip portfolio — with national grocery and club distribution.

Broad incumbents

• Sabra Dipping Company: Sabra is the leading refrigerated hummus and dip brand in the US, owned by a PepsiCo–Strauss JV, with mass grocery and club presence. It is a broad incumbent in the dips category where On The Border competes.
• Mission Foods (Gruma): Mission is a global tortilla and tortilla chip manufacturer owned by Gruma, with deep grocery and foodservice distribution. Its chip portfolio competes head-to-head with On The Border across mainstream retail.
• Utz Quality Foods: Utz Quality Foods, LLC is the listed manufacturing/distribution partner that operates the On The Border brand's website, fulfillment, and likely production. It is a broadly diversified salty snack maker (chips, pretzels, cheese snacks) and the direct counterpart as a manufacturing-and-distribution platform.
• Tostitos (PepsiCo / Frito-Lay): Tostitos is the category-leading tortilla chip and salsa brand owned by PepsiCo's Frito-Lay, with national DSD scale, dominant shelf presence, and significant marketing spend — the primary incumbent On The Border competes against.

Emerging players

• Wholly Guacamole (Megamex Foods): Wholly Guacamole is a packaged refrigerated guacamole brand distributed nationally through grocery and club. It overlaps directly with On The Border's Guacamole Salsa SKU and shares a focus on avocado-based dips.
• Late July Snacks: Late July is a better-for-you organic chip brand with strong natural and conventional grocery penetration, directly comparable to On The Border's organic blue corn and gluten-free SKUs and its positioning around simple ingredients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Truco Enterprises