gain that Titan entrepreneurs dream big and deliver! After his keto-cookie startup Nui Foods landed him and partner Kristoffer Quiaoit on Shark Tank, Macias has launched a new venture close to his heart: Santana Snacks.

Inspired by the antojitos – spicy fruit cups, street corn, and dorilocos – that defined his Santa Ana upbringing, Santana Snacks blends nostalgia, community, and health-minded innovation. Backed by insights from Conrey Center for Entrepreneurship mentors and a Titan student consulting team in MGMT 461, the brand already appears in more than 200 stores, including Mother’s Market & Kitchen and Pop-Up Grocer on the East Coast.

“None of the healthy snack food lines spoke to the Mexican American or Chicano identity,” says Macias. “Loyalty and gratitude are among my biggest values. I’m grateful for how I’ve been shaped and I want to share this with others.”

With plans to expand into Whole Foods, Erewhon, Sprouts, and Bristol Farms, Macias is building a brand that celebrates culture and community while inspiring the next generation of entrepreneurs.

Read the full story from the College of Business and Economics by Daniel Coats: Already in More than 200 Stores, Chicano-Focused Santana Foods is the Brainchild of Entrepreneurship Alum Victor Macias ’09