Xochitl, a leading brand known for its authentic Mexican tortilla chips and salsas, is proud to announce the appointment of Federico Muyshondt to its Board of Directors. Muyshondt brings a wealth of experience in scaling consumer brands within the food and beverage industry, making him a valuable addition as Xochitl enters a new era of growth and expansion.
Federico Muyshondt is a respected executive with over two decades of experience in leading high-growth consumer brands. He is currently the CEO of BODYARMOR Sports Nutrition and has previously held key executive leadership positions at Chobani and Danone. In his various roles he has played a pivotal role in driving brand expansion, enhancing operational efficiencies, and building consumer loyalty. Muyshondt’s expertise in brand building and his commitment to delivering quality, authentic products to market align perfectly with Xochitl’s mission.
"We are thrilled to welcome Federico to the board," said Jolie Weber, CEO of Xochitl. "His experience will bring incredible value to Xochitl as we strengthen our presence and continue innovating."
Muyshondt joins an already impressive Board of Directors at Xochitl, which includes:
- Carlos Salinas, Xochitl’s founder, whose vision and commitment to authenticity have made Xochitl a beloved brand among consumers.
- Jolie Weber, CEO of Xochitl, who brings a wealth of experience in the food industry and is focused on leading Xochitl’s next growth phase.
- Carl Lee, former CEO of Snyder's-Lance, known for his deep knowledge of the snack food market and experience in scaling consumer packaged goods brands.
- Maura Mottolese, CEO of Firehook Bakery and former CEO of Tate’s Bake Shop and Cholula, who is celebrated for her expertise in brand development and premium product positioning.
- Matt Leeds, Imran Manji, and Alyssa Puccinelli from Forward Consumer Partners, the private investment firm that took a 50% ownership stake in Xochitl earlier this year.
“I’m thrilled to have the opportunity to join this group, infusing my experience working with both beloved and challenger brands with Xochitl’s greater mission of reaching and connecting with new consumers,” said Federico Muyshondt.
With the support of this distinguished board, Xochitl is well-positioned to continue its mission of delivering high-quality, authentic Mexican tortilla chips and salsas to a growing audience. The combined expertise of the board members, now including Muyshondt’s invaluable insights, will support Xochitl’s commitment to authenticity, quality, and market leadership.
About Xochitl
Founded in 1995, Xochitl is a craft, heritage brand of tortilla chips and salsas. The Company’s mission has always been to provide the finest products and flavors made from authentic ancient recipes. As America’s leading independent brand of corn tortilla chips, Xochitl is beloved for its small-batch offerings which deliver unmatched thinness and crispiness. Xochitl produces all its chips in-house and is proudly Non-GMO Project Verified across the entire portfolio and offers organic chip varieties as well. For more information, please visit xochitlsnacks.com.
About Forward Consumer Partners
Forward is a private investment firm which invests in powerful brands that make beloved products. The Firm was created to help build enduring consumer businesses, providing each portfolio company with the partnership, resources, experience, and ambition to make progress toward its potential. Forward currently manages $425 million of committed capital through its debut fund, which closed in December 2023. The Firm’s portfolio includes Firehook Bakery, Xochitl, Via Carota Craft Cocktails, and more. For more information, please visit forwardconsumer.com.
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Contacts
Jose Carlos Carrillo
jcarrillo@salsaxochitl.com
