Yoli Tortilleria

What Yoli Tortilleria does

Yoli Tortilleria is a Kansas City-based artisan food manufacturer founded in 2017 by Marissa and Mark Gencarelli, producing stone-ground corn and flour tortillas using the ancient Mesoamerican method of nixtamalization. The core production process involves cooking non-GMO heirloom corn with food-grade lime, rinsing, and stone-grinding using hand-carved volcanic stones to produce masa that is then pressed and baked. The product line spans four varieties of corn tortillas (white, yellow, red, blue), Sonoran-style flour tortillas in pork fat and avocado oil formulations across three sizes (Peque 6", Quesi 8", Burro 10"), three totopos flavors (sea salt, macha morita, chamoy), and five salsa SKUs, with the recently introduced Maizo fermented corn koji product extending into seasoning applications.

The business operates a hybrid distribution model spanning direct-to-consumer e-commerce (nationwide shipping via eatyoli.com with insulated packaging), a brick-and-mortar retail storefront (Yoli Westside at 1668 Jefferson St.), seasonal farmers market presence (Overland Park, April–November), a vendor partnership at CPKC Stadium for KC Current games, and wholesale distribution through Whole Foods (30+ stores across the Midwest and Rocky Mountain regions), Hen Houses, and Price Choppers. Pricing is positioned in the premium tier with tortilla bundles ranging from $35–$60 and individual salsas at $8–$13. The company has no disclosed external institutional funding, appears bootstrapped, and has received the 2023 James Beard Award for Outstanding Bakery—the first tortilla company to earn the distinction.

The customer base targets two primary segments: (1) food enthusiasts seeking authentic, nixtamalized corn tortillas outside of regions with strong Mexican culinary traditions, and (2) natural/gourmet grocery retailers seeking differentiated, clean-label artisan products. Secondary segments include sports/event venues (CPKC Stadium), restaurants, and chefs. The company has invested in content and community through its Substack newsletter, Eat Yoli zine series, cooking classes, and partnerships with organizations including Zero Foodprint, University of Missouri School of Agriculture, and TAMOA for ingredient sourcing and regenerative agriculture research.

Name

Yoli Tortilleria

Legal name

Yoli Tortilleria LLC

Website

https://eatyoli.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Yoli Tortilleria is a Kansas City-based artisan manufacturer of stone-ground corn and flour tortillas using traditional nixtamalization, serving food enthusiasts and natural/gourmet grocery retailers via DTC e-commerce, retail, wholesale, and stadium partnerships.

Ownership category

akta.pro rank

Product category

Artisan Tortillas and Mexican Food Products

NAICS

Tortilla Manufacturing (311830), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Tortilla & Corn Chips Manufacturing (AFAKAIAB)

akta.pro secondary industry

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

Keywords

• Stone-ground tortillas
• Nixtamalized corn tortillas
• Sonoran flour tortillas
• Artisan tortilla chips
• Mexican food products

Headquarters

HQ city

Kansas City

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales (E-commerce): Online shop selling tortillas, totopos, salsas, and merchandise directly to consumers nationwide. Products shipped in insulated boxes with ice packs to maintain freshness. Includes bundles and variety packs at various price points ($35-$60 for bundles).
2. Wholesale Distribution: Distribution through grocery retailers including Whole Foods (30+ stores in Midwest and Rocky Mountain regions), Hen Houses, and Price Choppers. Products stocked in refrigerated and chip/snack aisles.
3. Retail Food Service: Yoli Westside retail location serving prepared foods including burritos, enchiladas, tamales, pastries, and beverages. Also operates vendor stand at CPKC Stadium for KC Current games.
4. Farmers Market Sales: Seasonal presence at Overland Park Farmers' Market (April-November) selling tortillas, totopos, salsas, tamales, pastries, and aguas frescas directly to consumers.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Yoli Tortilleria manufactures stone-ground corn and Sonoran-style flour tortillas using traditional nixtamalization methods. The product line includes heirloom corn tortillas (white, yellow, red, blue varieties) made with only corn, water, and lime, plus flour tortillas in pork fat and avocado oil versions. Complementary products include totopos (tortilla chips) and specialty salsas sold through e-commerce, retail storefront, farmers markets, and wholesale grocery channels.

Product overview

Yoli Tortilleria is a food products company specializing in traditional Mexican tortillas and related products. The core product portfolio includes stone-ground heirloom corn tortillas (White, Yellow, Red, and Blue corn varieties) made using the ancient nixtamalization method, and Sonoran-style flour tortillas available in Pork Fat and Avocado Oil varieties in Pequé (6"), Quesi (8"), and Burro (10") sizes. Complementary products include Totopos (corn tortilla chips in Sea Salt, Macha Morita, and Chamoy flavors) and specialty salsas (Taco Stand, Taco Stand Rojo, Del Rancho, Salsa Macha Morita, and Salsa Macha Negra). The company also offers curated bundles, the Eat Yoli zine publication series, and operates retail locations including Yoli Westside in Kansas City's historic Westside neighborhood and vendor services at CPKC Stadium. Products are available online for nationwide shipping and through select retailers including Whole Foods in the Midwest and Rocky Mountain regions.

Differentiator

Problem solved

Functional benefit

Brands

• Eat Yoli Zine Series: A storytelling zine series where storytelling intersects with food, exploring Mexican cuisine and culture.

Products and services

• 6" Stone-Ground Heirloom Corn Tortillas Stone-ground heirloom corn tortillas in White, Yellow, Red, and Blue corn varieties, made with only corn, water, and lime using the ancient nixtamalization method. Non-GMO verified and gluten-free. Available in 6-inch size.
• 4" Stone-Ground Heirloom Corn Tortillas Smaller stone-ground heirloom corn tortillas in White, Yellow, Red, and Blue corn varieties, made with the ancient nixtamalization method using only corn, water, and lime. Non-GMO verified and gluten-free.
• Sonoran Flour Tortillas (Pork Fat) Sonoran-style flour tortillas made with unbleached flour, locally sourced pork leaf fat, sea salt, and water. Available in Pequé (6"), Quesi (8"), and Burro (10") sizes.
• Sonoran Flour Tortillas (Avocado Oil) Vegan Sonoran-style flour tortillas made with unbleached flour, avocado oil, sea salt, and water. Available in Pequé (6"), Quesi (8"), and Burro (10") sizes.
• Sea Salt Totopos Stone-ground corn tortilla chips seasoned with a hint of sea salt to highlight the flavor of stone ground corn. Gluten-free and non-GMO verified.
• Macha Morita Totopos Corn tortilla chips dusted with house-made Macha Morita seasoning featuring freshly ground morita peppers for a smoky taste with a touch of spice. Gluten-free and non-GMO verified.
• Chamoy Totopos Totopos made with non-GMO heirloom corn, seasoned with ground hibiscus blossoms and chiles for a sweet, sour flavor with a hint of spice. Gluten-free and non-GMO verified.
• Taco Stand Salsa A taqueria classic green salsa made with peppers, tomatillos, and emulsified with avocado oil. Medium heat, dairy free, nut free, and vegan.
• Taco Stand Rojo Salsa A smoky blend of peppers, aromatics, and charred tomatoes that finishes with a bit of heat. Vegan, nut free, and dairy free.
• Del Rancho Salsa A vibrant blend of charred tomatillos, jalapeños, serranos, and onions, accented with garlic, cilantro, and sea salt. Medium heat, vegan, dairy free, and nut free.
• Salsa Macha Morita A traditional salsa macha made with chile morita, seeds, spices, and peanuts. Medium heat with layers of flavor; pairs with pork tacos, barbecue, and noodles.
• Salsa Macha Negra Yoli's take on Salsa Macha made with ground chiles, peanuts, and black garlic. A unique pairing for seafood and tangy cheese.
• Yoli Special Batch: Maizo A special batch product featuring Yoli corn masa fermented with corn koji. Similar to miso but earthier with a hint of sweetness. Can be used as a rub, in marinades, cookies, baked goods, salad dressings, or as a seasoning.
• Yoli Product Bundles Curated bundles combining Yoli products including the Everything Avocado Bundle, Best of Yoli Bundle (Pork Fat), Best of Yoli Bundle (Avocado Oil), Corn Tortilla Variety Bundle, and Totopos Variety Bundle, priced from $35 to $60.
• Yoli Westside Retail Shop A retail experience in the historic Westside neighborhood of Kansas City offering grab-and-go items including burritos, enchiladas, tamales, pastries, and aguas frescas, as well as retail Yoli products. Open Tuesday-Friday 10am-4pm and Saturday 8am-4pm.

Quantifiable outcome

• Yoli expanded from 4 to 30+ Whole Foods stores in Midwest and Rocky Mountain regions within one year
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Zero FoodprintcoreStrategic or Co-development PartnerPartnership to support local farmers in building healthy soil and restoring carbon. Yoli Westside donates a portion of sales to Zero Foodprint's climate grants supporting regenerative agriculture practices. In 2024, partnered to raise funds for climate-smart farming from sales of Taco Stand salsa and Sin Maíz, No Hay País beanies.
• University of Missouri School of AgricultureminorStrategic or Co-development PartnerResearch partnership to test heirloom and hybrid maize varieties for tortilla making. Yoli tests corn varieties and contributes data to a database for farmers to learn which corn varieties are suitable for food consumption and potential buyers.
• TAMOAminorStrategic or Co-development PartnerEthically sources ingredients from select farmers in Mexico for Yoli's imported products.
• Whole FoodscoreChannel Partner/ Reseller/ DistributorMajor wholesale distribution partnership expanded from 4 to 30+ stores in Midwest and Rocky Mountain regions. Products stocked in refrigerated sections.
• Campo Lindo FarmsminorOthersChicken supplier for Yoli Westside menu items. Located in Lathrop, Missouri. Free-range chickens fed non-GMO grains with no antibiotics, demonstrating commitment to quality sourcing.
• Rancho GordominorOthersBean supplier featured throughout Yoli Westside menu. Works with growers in California, Oregon, Washington, New Mexico, and through Rancho Gordo-Xoxoc Project in Mexico.
• Local PigminorOthersRed chorizo supplier for Yoli Westside. Kansas City-based supplier sourcing pork from local farmers with thicker grind for meatier flavor.
• Hemme Brothers Mediterranean CheeseminorOthersCheese supplier based in Sweet Springs, Missouri. Developed white melting cheese similar to Northern Mexico cheese varieties for use in Yoli's menu items.
• Five Mile FarmsminorOthersRegenerative beef farm supplier for Yoli products. Partnership for quality beef sourcing supporting sustainable farming practices.
• Daily Culture KombuchaminorOthersKombucha supplier for Yoli Westside, providing small batch organic kombucha.
• Big Rip Brewing Co.minorStrategic or Co-development PartnerCollaboration on Maíz Lager Beer, featuring Yoli Tortilleria branding and artwork by Frank Norton, printed at Oddities Print Shop in Kansas City.
• Oddities PrintsminorOthersKansas City-based printer for Yoli merchandise including t-shirts, stickers, and promotional materials using eco-friendly water-based inks.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Tumaros: Tumaros produces better-for-you wraps, flatbreads, and tortillas positioned around low-carb, high-fiber, and clean ingredient profiles. Comparable to Yoli as a competing premium tortilla/wrap brand seeking placement in natural grocery sets.
• Mission Foods: Mission Foods (a Gruma subsidiary) is the largest tortilla manufacturer in the United States, producing corn and flour tortillas for retail and foodservice at industrial scale. Comparable as the dominant broad incumbent that defines the mainstream category Yoli is differentiated against.
• Azteca Foods: Azteca Foods is a broad Hispanic food manufacturer producing tortillas, chips, and related products for retail and foodservice. Comparable broad incumbent that shares both grocery retail and foodservice channels with Yoli.
• Olé Mexican Foods: Olé Mexican Foods is a broad-line manufacturer of tortillas, chips, and Mexican sauces selling to retail and foodservice channels. Relevant incumbent competitor that shares shelf and foodservice accounts with Yoli across the Midwest.
• Escalon: Escalon is a specialty food company that imports and distributes Hispanic and specialty food brands across U.S. retail and foodservice. Relevant adjacent incumbent in Mexican food distribution that influences shelf access for brands like Yoli.

Direct peers

• La Tortilla Factory: La Tortilla Factory is a California-based artisanal tortilla manufacturer offering organic, non-GMO, and heritage-style corn and flour tortillas. Closely comparable to Yoli on product craft, clean-label positioning, and natural/gourmet grocery distribution.
• Siete Foods: Siete is a better-for-you tortilla and chip brand (almond flour and cassava tortillas) that scaled rapidly through natural/gourmet retail before being acquired by PepsiCo. Directly comparable to Yoli on premium, heritage-inspired tortilla positioning, multi-SKU portfolio, and shelf competition at Whole Foods.
• Masienda: Masienda sources and distributes heirloom Mexican corn and masa, targeting chefs and premium consumers with heritage positioning. Most direct comparable to Yoli in combining single-origin heirloom corn sourcing, cultural authenticity storytelling, and DTC + wholesale distribution in the premium Mexican pantry category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/yolitortilleria
• Xx.com/YTortilleria
• Facebookfacebook.com/eatyoli
• LinkedInlinkedin.com/company/eatyoli

Compliance3 records

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 Yoli Tortilleria