From Abuela’s Kitchen to H-E-B Shelves: Maria Flores’ Chorizo Paste Success Story

Maria Flores, a San Antonio entrepreneur, transformed a cherished family recipe into a thriving business with the help of H-E-B’s Quest for Texas Best competition. What began as a way to reconnect with her heritage during the COVID-19 pandemic has blossomed into a brand carried in over 160 stores across Texas, and beyond.

A Family Recipe Reborn

Flores’ journey began with her grandmother, Luisa Maria Gutierrez, a third-generation chorizo maker from Saltillo, Coahuila, Mexico. In 1955, Gutierrez and her husband moved to San Antonio, settling on Hess Street before returning to Mexico. Gutierrez continued making chorizo to support her family after her husband’s death, meticulously documenting her recipe for her granddaughter, Maria.

Years later, while living in Crozet, Virginia, and working as a court interpreter and translator, Flores found herself longing for a taste of home during the pandemic. Unable to travel, she turned to her abuela’s recipe, determined to recreate the flavors of her childhood. After numerous attempts, she successfully replicated the chorizo, sharing it with neighbors who encouraged her to turn it into a business.

From Chorizo to Paste: A Pivotal Shift

Relocating to San Antonio in 2021, Flores launched Hess Street Foods, named in honor of her grandparents’ time in the city. Initially focused on making traditional chorizo, she faced challenges with the cost of mass production. Recognizing this obstacle, Flores innovated, deciding to focus on the core flavor profile by creating a chorizo paste.

“I tried it out with some chefs,” she said. “They loved it and we didn’t change one thing.”

H-E-B’s Quest for Texas Best: A Game Changer

In March 2023, Flores applied to H-E-B’s Quest for Texas Best competition. Her scratch-made chorizo paste stood out among over 500 entries, ultimately winning first place. The prize included $20,000 in funding, as well as valuable mentoring and marketing support from H-E-B.

“Winning the H-E-B competition catapulted my business. Now all Texas knows about us!” Flores stated.

Expanding Reach and Evolving the Brand

Today, “Abuela’s Original Chorizo Paste,” along with variations like “Verde Chorizo Paste” and “Spanish Chorizo Paste,” is available in 160 H-E-B stores across Texas, as well as Central Market and Pullman Market. The product’s success is a testament to H-E-B’s commitment to supporting local businesses.

“At H-E-B, we’re focused on supporting slight, local businesses,” said Crystal Royal, the company’s Supplier Diversity Program Manager. “And we want to work with brands that resonate with Texans across the state.”

The brand is evolving, with plans to rebrand “Abuela’s Original Chorizo Paste” to “Abuela’s Original Chorizo Seasoning” to clarify that the product is a flavor enhancer rather than a meat-based spread.

A Legacy of Flavor

Flores’ story is one of perseverance, innovation, and a deep connection to family heritage. From a kitchen in Mexico to shelves across Texas, “Abuela’s Original Chorizo Paste” embodies a taste of tradition and a tribute to the American Dream.