Willie Tamayo, La Tortilla Factory’s Executive Vice President of Sales and Marketing, spoke at the Santa Rosa Business and Professional Breakfast Club on Thursday, April 10th. The topic was “Christian Values for a Family Business”.
Mary and Jose Tamayo moved from Omaha, Nebraska to Santa Rosa and started the La Tortilla Factory in August, 1977 with their five sons. The Tamayo family started the company as a "Mexicatessen" tortilla bakery and taqueria. It was a humble beginning. The family started with $25,000 and an SBA loan. Carlos Tamayo, the oldest son and now President of La Tortilla Factory, traded in his car for a delivery van.
Willie was born in North Platte, Nebraska. He is the third of the five sons. Willie attended Catholic grade school in Omaha and then Omaha Central High. He moved to Northern California, in 1972, attended a local junior college before going on and graduating from the University of California, Berkley - Haas School of Business in 1977. He worked as a Trust Officer for the Bank of California before joining his parents and four brothers in the family business where he became the sales manager.
Willie noted that there were many reasons for the success of La Tortilla Factory in the early years. His parents promoted having patience and respect for one another, and loving each other. Further Mary and Jose insisted that the brothers all get a proper education. Their Mexican Heritage and its traditional values of hard work and respect for authority were also influencing factors in the success. In addition, the family always had a well thought out business plan before doing any implementation, and there were regular reviews to examine the implementation. Finally, living Christian values in the family business were, and are, important.
The first year of business brought in $300,000. The typically worked day started with Dad cooking from 11 pm to 7 am. Then, Mom would open up the Mexicatessen from 7 am to 3 pm.
Meanwhile, youngest son, Mike graduated from Cardinal Newman in 1979. He came on board as a baker.
In 1986, Mary and Jose decided to retire from the business and Carlos, Willie, and Mike took over. Shortly thereafter, Willie started a business, but after about 9 months decide to return to the family business. Around this time it was decided that in order to move to the next level, the brothers needed to think of the business no longer as a mom and pop business, rather as a corporate business. Consultants were brought in and a 5 year strategic plan was introduced.
As they moved into the decade of the 90s, La Tortilla Factory introduced flavored tortillas and “healthy” tortillas. This had a profound influence on the business and very quickly Texas had become one of the business’s best markets.
In 2005, they moved into a new facility near the Sonoma County Airport. Now La Tortilla Factory has 180 employees through out the United States. Last year’s revenue was $28.5 million and they project sales of $32 million in 2008.
Finally, Willie noted that the Tamayo family believes that giving back is one of the most important Christian values. Willie has been involved in many organizations. He is most proud of his involvement with the St. Rose Church and School, Catholic Charities, Redwood Empire Food Bank, Social Advocates for Youth, the YMCA and the Santa Rosa Chamber of Commerce. His brothers and the company give back as well.
Willie is married to Darlene of 34 years and they have two sons, Andres
and Tony.