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For Daniel Schwarz, introducing his Mexican-inspired snack brand, CHUZA, to Meijer stores was a significant achievement. The term "CHUZA" in Spanish signifies hitting the mark, akin to a strike in bowling or a home run, aptly reflecting both the product and his path to success.
Originally from Monterrey, Mexico, Daniel relocated to the United States 15 years ago and currently resides in San Diego with his family. He established CHUZA in January 2020 after recognizing a longing for the spicy flavors of his hometown.
“Everything there is spiced,” Daniel said. “You eat it with tacos, steak, snacks. You eat spices with everything.”
Daniel aimed to introduce these flavors to the U.S., creating CHUZA as a line of dried fruits seasoned with authentic Mexican spices. His goal is to provide a snack devoid of artificial colors and flavors, offering American consumers an authentic taste of Mexico.
"There are a lot of spicy snacks in the U.S., but many don't capture the true essence of Mexican spices. We wanted to change that,” Daniel said.
Launching during the pandemic posed challenges, yet CHUZA entered the market by summer 2021. Daniel attributes his company's growth to an encounter with a Meijer buyer at a trade show. Lacking funds for a booth, he directly approached the buyer with samples from his backpack. Within months, CHUZA's products were available at all Meijer locations.
“It was a hustle, but it paid off,” Daniel said. “For us, getting into Meijer was a real CHUZA.”
Daniel appreciates Meijer's role not just as a retailer but as a partner. “They’re first-class people,” he said.
“When they need something, they ask, and when we need something, they respond. It’s a partnership where both sides care about each other’s success.”
CHUZA's selection at Meijer includes four distinct flavors: mango, pineapple, strawberry, and newly introduced cranberry. While customer demand guides fruit choices, it's the spices that distinguish their products.
“All of our spices come from Mexico, giving our snacks the authentic flavor people love,” said Daniel. He also highlighted that their packaging reflects his country's vibrant culture. “The culture is loud and vibrant; that’s who we are. We wanted our packaging to represent that.”
Daniel looks forward to continuing sharing bold and spicy flavors from his culture with U.S. consumers through this ongoing partnership with Meijer.
“We’re just getting started.”
