Family Business Club Speaker Series: Founder and CEO of Tajín, Horacio Fernández

Horacio Fernández, founder and CEO of Tajín, transformed a homemade blend of chili, lime, and salt—based on his grandmother's recipe—into a $1.5 billion global spice brand. Starting in his kitchen in Jalisco, Mexico, he spent years building the business before expanding into the U.S. market in 1993, where Tajín now sells around 40 million pounds annually, with Walmart accounting for about half of its sales. Despite interest from major food conglomerates, Fernández has kept the company independent, focusing on growth through schools, retail, and international markets. As such, Horacio and his brother Aldo own nearly all of the company.

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