Cal State Fullerton College of Business and Economics alum Victor Macias ’09 (B.A. business administration-entrepreneurship) launched a new snack food startup, Santana Snacks, which is inspired by the spicy fruit cups, street corn and “dorilocos” that were omnipresent in Macias’ upbringing in the Chicano-focused neighborhoods of Santa Ana. The concept came to fruition thanks to the dedication and support of the Conrey Center for Entrepreneurship, including the insights and market research of business Titan students.
In early 2023, Macias launched Santana Snacks, following his previous experience with keto cookie startup Nui Foods that launched him and partner Kristoffer Quiaoit to “Shark Tank” stardom.
“Taking junk food and creating a healthier version of it has truly inspired me. And when I was walking down a street in Santa Ana, I was reminded of the snacks I had growing up and the big bags of chips that brought back memories of great bonding experiences,” said Macias. “But none of the healthy snack food lines in existence spoke to the Mexican American or Chicano identity, which is a big part of my first-generation experience. So how could I turn these ‘antojitos’ into something better for you?”
The name “Santana,” which speaks to the pronunciation of Santa Ana common in the neighborhood that Macias was raised in, exudes a sense of community and belonging that he seeks to pass along to others.
“Loyalty and gratitude are among my biggest values. I’m grateful for how I’ve been shaped, and I want to share this with others,” he said.
Read more about Santana Snacks in this CSUF Business News article.