Latina Entrepreneur Taps into Cultural Roots With Cactus-Based Snacks

As Latino Heritage Month spotlights cultural contributions, Pasadena-based entrepreneur Diana Gonzalez is making waves in the health food industry with her innovative cactus-based snacks. Gonzalez, founder and CEO of Cactus Foods, has transformed her Mexican American heritage and family health concerns into a thriving business that’s reshaping America’s snack aisles.

“What inspired me was my mother,” Gonzalez said. “She suffers from thyroid issues and she’s a very health-conscious person, works out, eats very well, and she was dealing with some stomach issues.”

Gonzalez launched Cactus Foods in 2020, motivated by her mother’s health struggles and a gap in the market for culturally relevant, healthy snacks. Through a nutritionist, she learned about cactus’s health benefits, including antioxidants, minerals, potential to lower cholesterol, and benefits for diabetics. The company produces cactus-based snacks, aiming to provide “snackable wellness” to U.S. consumers.

Gonzalez’s journey from NBC executive to food industry innovator highlights the growing trend of Latino entrepreneurs entering the health food market. With nearly 20 years of experience in sales and marketing across nonprofit and corporate sectors, Gonzalez brings a diverse skill set to her new venture.

Her success story is deeply rooted in Pasadena’s supportive business ecosystem, where she leveraged local resources to build her expertise. “I looked at PCC; they had a small business administration [program],” Gonzalez revealed. “I got mentors. I read as many books as I could on the subject, and I started asking around, and you’d be surprised how many people want to help you.”

The company’s business model reflects strong cultural values, with family playing a central role. Gonzalez emphasized, “In our culture, family is hyper-important. We value family. Family is everything. My sister and my brother and my sister-in-law, we all work together, including my mom. It’s woman-led, women-operated, women-run.”

Cactus Foods targets the Hispanic market with premium, healthy options familiar to their palate. The company’s success, including winning Walmart’s Open Call for small businesses, demonstrates the potential for Latino entrepreneurs to make significant contributions to their industries and communities.

Gonzalez’s background is diverse and impressive. She holds a law degree from Loyola Law School, Los Angeles, and a Bachelor’s in Criminology from UC Irvine. In addition to Cactus Foods, she is co-founder of DEODATE, a management consulting firm in Los Angeles.

Balancing her roles as a business owner, community leader, and mother, Gonzalez employs strict time management strategies, waking up early and dividing her day into focused time blocks. She offers advice to aspiring Hispanic entrepreneurs: “Don’t wait, start now. I think sometimes we think we have to know everything. If you have a really good idea and if you’re passionate about it and you’re trying to either solve a problem or fill a niche, I was looking for snacks that were better for me, that were gluten-free, non-GMO, but that were familiar to my Mexican palate. If you have an idea, you don’t need to have it all figured out. Start now.”

Beyond her business pursuits, Gonzalez is actively involved in philanthropic efforts. She served on the Board of Camp Ronald McDonald for six years, which provides medically supervised vacations for children with cancer. She also supports Great Minds in STEM, a nonprofit promoting Latino representation in STEM fields.

Gonzalez’s story represents a growing trend of Latino-owned businesses entering the health food market, potentially influencing national dietary trends.