2024 Sourcing Report
A Note From Our Founder
April 2025
Saludos,
We turned 10 this past year! It’s been quite a decade, at once wildly unpredictable while also slow, steady, and measured. None of it would be possible without the amazing team we've built, both in the US and Mexico, who have helped push us into a new frontier of professionalism, from supply chain to social media. Sometimes, you just need to step aside and let your team take over.
We celebrated this milestone tenth Masaversary with a trip to Oaxaca. We had the opportunity to spend time together and reflect on the journey thus far, visit some of the parcels where Masienda's corn is grown, and drum up excitement for the future.
In the coming year, we hope to increase our availability at retail stores and supermarkets near you, expand and diversify our supply chain, and, as that one commercial put it, bring masa to the masses.
We’re so proud to share our 2024 Sourcing Report. Without your support and the growing interest in the incredible — and incredibly delicious — staple that is masa, we wouldn’t be able to continue doing the work we so love to do. Take a look, get familiar, and feel free to reference our archives at the bottom of the page, dating back to 2019. If you have any questions, please don’t hesitate to reach out to our team at [email protected].
Jorge Gaviria
Founder & CEO
Danielle Rodriguez De Ita
COO
Our Sourcing Values
Mapping Our Growth
Mapping Our Growth
When Masienda was founded in 2014, we began with a group of twelve farmers in one region: Oaxaca. Today, our network has expanded to more than 2,000 farmers and artisans across seven states.
Iván Vásquez Cruz | Sourcing & Operations Manager, Mexico
"We’ve worked to support each farming partner’s unique needs in order to build strong, enduring relationships."
Partner Spotlight
Partner Spotlight
The Juárez Family, Puebla
In 2024, Masienda provided a no-interest loan to our Molcajete partner Enrique Juárez to support his long-standing goal of building out his own production facility. Our hope is that this new space will help to facilitate previously impossible efficiencies, such as stacking and wrapping pallets ahead of transport, with room to pack and prepare f inished goods and pallets in the same space.Enrique has been an unwavering partner and we are thrilled to support a small business’s growth in its community, ultimately creating more local jobs and resulting in more revenue flowing through the town.
Impact Summary
2024 was all about remaining steadfast — to our partners, our products, and our values. We found ways to create efficiencies and improvements in our core products and supply chain. As a team, we worked to become more intentional about our processes and professional development. We conducted supply chain analyses, forecasts, and risk assessments to further evolve and stabilize our operations in the US and Mexico.
We feel confident that the products we offer are the best expression of the Masienda brand — a brand which has come to stand for quality and tradition — and are proud to provide the tools and ingredients you need to make delicious, nutritious food that connects you to the culinary and cultural richness of Mexico.
We hope that 2025 will allow us to reach more kitchens, more customers, and more farmer partners. There are some delicious things heading your way, and we just can’t wait to share them with you.
With gratitude,
The Masienda Team
