Reaching the 100-year mark is an accomplishment very few businesses ever achieve. The U.S. Bureau of Labor Statistics suggests that only 0.5% of American businesses remain in operation for a full century. Remarkably, this short list of centennial achievers includes Indiana’s own El Popular, a fourth-generation Mexican food brand recognized as the oldest continuous Mexican business in the country.
Hoosiers first got a taste of the brand’s authentic Mexican fare in 1925 when founder Vicente Garza migrated from Monterrey, Nuevo León, to the Chicago area. Empowered by an entrepreneurial mindset, he dabbled in various industries before cooking up a cuisine concept. Garza realized he could bring something unique to the table – literally and figuratively – by sharing traditional Mexican foods and recipes straight from his family’s own kitchen.
“My grandfather began the business with Mexican staples: mole sauce, chorizo and chocolate,” says Edward Garza, the third-generation business owner and president/CEO. “As a tribute to him, I continue to manufacture these beloved Mexican foods.”
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Branding Tradition
The original storefront, called V.F. Garza, eventually became V.F. Garza & Sons. Edward first contributed to the family business at the age of 9. He started as a spice mixer, blending the family’s secret recipe and, eventually, learned every aspect of the operation.
“We did about 50 pounds of spices when I started back then. Now, we’re making 80,000 pounds of our spice blends, much of which is used in our premium chorizo products,” he says.
Edward followed the career path of his grandfather and father, Richard, assuming ownership and the company’s top leadership role in 2002 and rebranding the company as El Popular. He believes the company’s ability to honor Mexican tradition while adapting to modern tastes, including a demand for vegetarian options, has helped El Popular remain relevant with both long-term customers and new audiences.
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Mexican Spice, Indiana Protein
When a family-owned and -operated company grows, the gains can be tremendous. However, sometimes the growth needs to be controlled to align with the founding priorities.
“Over the years, as the company grew, so did our product line,” Edward says. “But when I took over in 2002, I strategically brought the business back to its founding roots, streamlining from hundreds of goods back to our core commodities.”
El Popular’s portfolio now includes about 30 products grouped into four food categories: chorizo, chocolate, mole powder/paste and adobo/seasonings. The company produces roughly 2 million pounds of Mexican-style chorizo per year using all-natural, Indiana-sourced proteins mixed with an authentic picante blend of chili and spices.
Customers can choose original pork chorizo or chicken, beef and plant-based chorizo varieties, with heat levels ranging from mild to super spicy, as well as longaniza sausage. El Popular’s chorizo and longaniza are gluten-free and MSG-free.
“El Popular’s Original Pork Chorizo is our top-selling product,” Edward says. “We’re still using the same family recipe that dates back a century. It features a bold blend of chili, red peppers and secret spices. It has a savory depth with zesty, mild spice.”
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Exporting Flavor
El Popular products are manufactured daily at two processing facilities, in East Chicago and Valparaiso. Both meat plants operate under continuous on-site U.S. Department of Agriculture inspection and maintain SQF (Safe Quality Food) Certification, one of the highest levels of food safety in the world.
More than 10,000 retail establishments offer El Popular products, making them available throughout most of the U.S. and Canada. The company has also strengthened its presence in the restaurant industry, supplying foodservice customers who value authentic Mexican ingredients and flavors. While his plate is full, Edward, who was inducted into the Northwest Indiana Business and Industry Hall of Fame in 2020, admits to craving additional export channels.
“El Popular has begun exploring opportunities in countries such as Japan and South Korea, introducing new consumers to products rooted in a century of family tradition,” he says.
To find mouth-watering Mexican recipes for any meal of the day, visit elpopular.com. Edward’s wife, Theresa, created many of the recipes, including Momma’s Chorizo Cornbread Stuffing and Momma T’s Chorizo Chili. Follow El Popular on social platforms such as Facebook and Instagram, which are led by Edward’s daughter, Abigail, a fourth-generation foodie, part-time social media strategist and full-time medical student.
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