This story begins in a large, traditional Mexican kitchen where the luscious fragrances of fresh ingredients are lovingly combined by grandmothers create their best recipes by, coaxing delectable flavors from stove burners and clay pots. Horacio, the founder of Tajín was a mere boy when his grandmother, Necha would skillfully combine seven different chilis to prepare her signature sauce. The frequent exclamation “Mama Necha made her sauce!” was enough to bring the family scurrying to the table. One of Horacio’s most beloved childhood memories was putting her sauce on fresh corn-on-the-cob. One day, as he delighted in the way the sauce ran down the sides of his corn cob he thought how wonderful it would be if there were a way for the whole world to taste this sauce. From that moment of inspiration he was determined to develop a process to dehydrate the limes and the chilis that would preserve their flavor. Without knowing it he had embarked on creating one of the most enjoyed sauces favored by Mexicans.
While visiting the state of Veracruz Horacio found himself at the Tajín archeological site and was struck by the impressive ancient buildings so iconic to Mexican culture. When he became aware that the word “AJI” means chili in the Nahuatl language he decided to call his sauce “Tajín”. The year was 1985.
In 1993 Tajín entered the U.S. market and is currently sold around the world, recognized as a pioneer in the powdered sauce category. This distinction is not solely for its unique flavor and undeniable quality but also for its universally celebrated dedication to promoting family values and Mexican traditions.
What started in a family kitchen was shaped by the imagination of a visionary and creative entrepreneur who could make his dream come true. His creation delights everyone, brings families together and improves the flavor of everything it touches: Tajín.
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