In this episode of The Boost, Leon sits down with Maria, founder of Hess Street Foods, to explore how a generational recipe and deep cultural roots sparked a thriving culinary business. What started as a homemade chorizo recipe passed down from Maria’s grandmother evolved into a shelf-ready, clean-label chorizo paste now featured in 144+ H-E-B stores and Pullman Market.

Maria shares how she transitioned from making sausage to crafting a paste that retains flavor while offering flexibility and health-conscious benefits. She also breaks down her journey from kitchen experiments to Launch SA, adapting through failures, and earning a spot in H-E-B’s “Quest for Texas Best.

Host:

Leon Hitchens

LinkedIn: https://www.linkedin.com/in/leonhitchens/

X: https://x.com/Leonhitchens

Website: https://www.leonhitchens.com/

Guest:

Maria Flores, Founder of Hess Street Foods

LinkedIn: https://www.linkedin.com/in/maria-flores210/

Find Us:

Spotify: https://open.spotify.com/show/2AHGT1Aoq9oAHZEHeORBpa

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-social-ledger/id1803475184

YouTube: https://www.youtube.com/@TheBoostChannel

Website: https://theboost.fm/the-marketing-boost/

What You’ll Learn

• The heritage behind Hess Street’s signature chorizo paste
• How Maria turned a family tradition into a modern food brand
• Challenges of launching a food product without a business background
• Why food nostalgia and health-conscious consumers drive brand loyalty
• Lessons from launching at farmers markets and pivoting from raw meat to shelf-stable products
• Strategies for bootstrapped marketing and defining brand identity
• How to stand firm on values—no shortcuts on quality
• Navigating retail and direct-to-consumer channels without compromising the mission
  
  
  

Resources & Mentions

• 🌐 https://hessstreetfoods.com/

Key Takeaways

“Flavor. Flavor. Flavor. That’s what it takes in food. But it’s not just about taste — it’s about honoring traditions and never compromising on quality.”
— Maria, Founder of Hess Street Foods

“Don’t let outside forces change your product unless it aligns with your values. That’s sacred.”
— Leon Hitchens

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Intruduction

In this episode of The Boost, Leon and Pablo sit down for an engaging discussion on AI, internationalization, and how businesses can leverage emerging technologies to scale effectively. They break down the impact of AI on business operations, customer interactions, and even the ethical implications of automation. The conversation also explores the growing trend of nearshoring and how companies are moving operations to and from the U.S. to stay competitive in global markets.

Hosts:

Leon Hitchens: Linkedin & X

Pablo Calvo: Linkedin

Find Us:

YouTube: https://www.youtube.com/@TheBoostChannel

Website:https://theboost.fm

Key Topics Covered:

1. AI and Its Current Landscape

• The aftermath of the Super Bowl and OpenAI's ChatGPT commercial.
• The rise of "prompt engineers" and the industry of AI-driven productivity tools.
• The limitations of AI memory and the importance of threading prompts effectively.
• AI struggles with fundamental tasks and why human intervention is still crucial.

2. AI in Business Operations

• The common questions business owners ask about AI: Which one should I use? How do I integrate it?
• The use of AI for automating customer interactions and improving efficiency.
• The risks of poor AI implementation, citing cases like legal AI missteps and refund policy errors.
• The importance of AI agents in streamlining workflows but not fully replacing human oversight.

3. AI and Customer Experience

• The pros and cons of AI-powered customer support tools.
• The impact of AI on customer frustration when systems fail to escalate problems appropriately.
• The delicate balance between AI efficiency and maintaining strong customer relationships.
• The inevitability of AI becoming an integral part of everyday consumer interactions.

4. The Future of AI in Advertising & SEO

• The challenges of AI-driven advertising and how companies will monetize AI-generated content.
• The shift in search engine optimization (SEO) toward AI optimization.
• Google’s struggle to adapt its advertising model to the rise of AI-generated answers.
• How businesses can tailor AI responses to fit their niche needs.

5. Internationalization & Nearshoring Trends

• The increasing number of Latin American businesses expanding into the U.S.
• The role of AI in overcoming language barriers for business expansion.
• The impact of tariffs and political pressures on companies relocating operations.
• How businesses can integrate AI for seamless international operations, including translation and regulatory compliance.

6. AI & Multilingual Business Communication

• AI-powered transcription tools like Fathom that help facilitate bilingual business interactions.
• The growing demand for businesses to support multiple languages in customer service.
• The advantages of AI-driven translations for smoother cross-border operations.
• AI’s role in enabling companies to expand their customer base beyond domestic borders.

Introduction:

In this episode of The Boost, host Leon welcomes back Zac, founder of NonprofitsHQ, for a candid discussion about the nonprofit tech landscape, the challenges of bootstrapping a startup, and the innovative solutions changing the way nonprofits operate. Eight months post-launch, Zac shares insights into how NonprofitsHQ is helping nonprofits amplify their impact through AI-driven grant sourcing, compliance tools, and an all-inclusive platform designed specifically for their unique needs.

Hosts:

Leon Hitchens: Linkedin & X

Guest:

Zac Brown: LinkedIn

Find Us:

YouTube: https://www.youtube.com/@TheBoostChannel

Website:https://theboost.fm

Key Topics Covered:

1. The Journey of NonprofitsHQ
   • Launching in May 2024 and navigating the first eight months.
   • Addressing nonprofit-specific challenges like dwindling public donations and compliance needs.
2. AI and Grant Management:
   • How NonprofitsHQ leverages AI to automate grant sourcing and proposal drafting.
   • The importance of blending human expertise with AI to enhance productivity without sacrificing accuracy.
3. The Ethics of Nonprofit Tech:
   • The need for transparent pricing in nonprofit software.
   • Why NonprofitsHQ avoids the “nickel-and-dime” approach.
4. Community and Collaboration:
   • Building a community platform to connect nonprofit leaders and share resources.
   • How community feedback shapes product development and addresses real-world nonprofit challenges.
5. Advice for Founders and Builders in 2025:
   • The importance of talking to customers early and often.
   • Why starting simple—like launching a landing page—is better than waiting for perfection.
   • The value of building self-sustaining businesses rather than chasing venture capital.

What’s Next for NonprofitsHQ in 2025:

1. Expansion of AI-driven tools like virtual volunteers.
2. Launch of a dedicated community platform for nonprofit leaders.
3. A large-scale product announcement to unveil new features and partnerships.

Conclusion:

As 2025 begins, Zac’s story serves as a powerful reminder that creating meaningful impact requires innovation, hard work, and a deep understanding of your audience. NonprofitsHQ is setting a new standard in nonprofit tech by focusing on sustainability, ethical practices, and customer-driven solutions.