Today we’d like to introduce you to Rocío León.
Hi Rocío, thanks for joining us today. We’d love for you to start by introducing yourself.
I grew up between two worlds: summers on my family’s six-generation ranch in Jalisco, Mexico, and the rest of the year helping in my family’s restaurants in Texas and Kentucky. Some of my earliest memories are of making tortillas with my abuelas from the crops we grew on the ranch. I didn’t realize it then, but those moments planted the seeds of entrepreneurship really early.
I always knew I wanted to be an entrepreneur, and for a long time I assumed it would be in restaurants – it just felt like the natural extension of my family’s legacy. But restaurant ownership never sparked the motivation I was looking for, so I went into the corporate world instead, working as a consultant for Fortune 500 companies across 3 continents, hoping I’d figure out what I really wanted to build. Ironically, the clarity didn’t come until after I quit.
Losing my grandfather, the last of my grandparents, was the catalyst. It pushed me to stop and really think about what I wanted my life’s work to stand for. And what kept coming up was my heritage, my love for nutrition, and the ancestral foods that kept our community healthy for generations. I realized I could merge everything – my cultura, my business background, and the powerful recipes passed down by the women in my family.
My mom, who grew up on our ranch and created recipes for our restaurants, helped me refine the flavors and techniques I grew up with. My sister, who’s a cancer doctor and passionate about preventive health in the Latino community, helped me make sure everything we created was nutritionally sound. And my fiancé and cofounder has been my partner in every sense, helping with operations, deliveries, tastings, anything we needed in these early days. Tozi truly became a family effort.
That’s how Tozi Superfoods was born. “Tozi” comes from Toci, the Aztec goddess of health and the grandmother of the gods – a tribute to the matriarchs who shaped me and our culture. My mission is simple: create clean, delicious, culturally rooted Mexican staples made with the indigenous superfoods my ancestors relied on.
I started hand-making tortillas and totopos until 2am on Fridays with my mom and selling them at farmers markets, while educating customers about the power of blue corn and amaranth. A year later, we launched in H-E-B and Central Market, something I still get emotional thinking about.
My journey hasn’t been linear, but it’s been intentional. Tozi is a love letter to my family, to our cultura, and to every person who deserves healthy, culturally relevant food options. If my story inspires even one young Latina to chase her purpose, then it’s all worth it.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I knew going into this that it wouldn’t be easy. My family’s very first restaurant actually failed, and I remember that at six years old. But watching my family rebuild, and eventually succeed, taught me early what resilience looks like. I come from a long line of incredibly hard-working Mexicans, so hard work never scared me.
Before Tozi, I spent years in management consulting working 70-hour weeks, flying internationally to Chile and Spain, preparing presentations for CTOs and CFOs on the fly, often in both English and Spanish. That experience toughened me, taught me to problem-solve quickly, and pushed my work ethic even further. All of that prepared me for entrepreneurship more than I realized at the time.
The challenges with Tozi have been real: navigating the CPG world, scaling recipes rooted in ancestral techniques, managing supply chain issues, and balancing growth with staying true to our values. There were moments of doubt, exhaustion, and constant pivoting.
But I’ve never done it alone. My family, friends, mentors and community have all played a huge role in helping me stay grounded and focused on the bigger mission.
So no, the road hasn’t been smooth, but it’s been purposeful. And every challenge has only made me more committed to honoring our heritage and building something that lasts.
Thanks – so what else should our readers know about Tozi Superfoods ?
Tozi Superfoods is a Mexican, women-founded brand rooted in my family’s lineage in the Highlands of Jalisco, where we trace our lineage back to the late 1500s. We make clean-label Mexican staples (tortillas and tortilla chips) using indigenous superfoods, especially amaranth, one of the most powerful ancestral grains on earth.
Our Aztec ancestors in this region grew amaranth and blue corn together and combined them in their tortillas for strength, protein, and endurance. That exact combination is what sets Tozi apart. We’re not following a trend; we’re continuing a tradition.
Today, people across Mexico and the world are returning to ancestral eating. Tozi brings that movement to the U.S. through our blue corn & amaranth tortillas and totopos (tortilla chips). No gums, no preservatives – just real, nutrient-dense Mexican food the way it was meant to be.
I’m so proud that chefs and media have embraced Tozi. We were featured in Food & Wine, chefs at The Well and The W use our products daily, and even the only Michelin-starred taqueria in the world chose our tortillas for their Austin pop-up. That recognition means everything.
But equally important is how we give back. We support food access programs and I mentor young women, especially Latinas, who want to build their own path. Tozi isn’t just about food; it’s about community, heritage, and lifting each other up.
Do you have recommendations for books, apps, blogs, etc?
I’m a big believer that staying sharp as a founder comes from a mix of mindset, community, and continuous learning. One of my favorite resources is the Sustainable Supply Chain podcast, hosted by my friend and UT professor. It keeps me grounded in the operational side of the business and reminds me why building responsibly matters.
I also love the book GOAT Wisdom. It’s a simple read, but the message is powerful – it reminds me to lead with heart, kindness, and integrity in business. That book grounds me in the kind of founder I want to be.
Another thing that keeps me at my best is moving my body. Working out is non-negotiable for my mental health and clarity – it’s where I reset and problem-solve.
And honestly, one of my biggest “resources” is the Austin CPG community. Groups like SKU, Wake Up CPG, Startup CPG, and the UT McCombs network have been invaluable. The people here genuinely want to help each other win. Networking in Austin doesn’t feel transactional; it feels like community.
Those communities, plus staying active and staying rooted in my values, are what help me show up as my best self every day.
Contact Info:
- Website: https://Tozifoods.com
- Instagram: @tozifoods & @rocifromtozi
- LinkedIn: https://www.linkedin.com/in/rocioleoncamarena
Image Credits
Stella Cho
The Daily Texan
IfOnlyCreative
