Matriarca Familia: The Shop Opens Monday

Querida Familia,

This week was a milestone for me. I was invited as a keynote speaker for a major event here in San Diego that brings together Latino entrepreneurs who are leading in their categories. They asked me to share my experience as a direct-to-consumer founder because of how incredibly successful our Matriarca launch has been. It was the very first time I stood on a stage as the founder and CEO of Matriarca, and I can’t explain how honored (and nervous!) I felt.

What touched me most was seeing familiar and supportive faces in the audience. I was honest about our journey—how messy and vulnerable it feels to build something from scratch. Usually you only hear about a brand’s story once it’s already a big success, but because I’ve had a public life on TV and in the press, you’re seeing this unfold in real time. And truthfully? Matriarca is a baby. We’re just three months old. Thank you for being with us in these early, tender days. You are part of this story.

And speaking of stories—let’s cook. Our shop opens again this Monday, September 22, and I want to give you some ideas for how to use three of the products that will be back on the shelves.

Sal de Colima

Our high-mineral salt, hand-harvested in Colima. Pure, clean, and full of character.

Here are five ways to play with it:
1. Charred Poblano Salt — Char the skin of a poblano, dry it, crush it, and blend with sal de Colima for a smoky, earthy seasoning.
2. Citrus Compound Salt — Mix with orange or lime zest for the perfect finishing sprinkle on grilled fish or roasted veggies.
3. Brownie Upgrade — A tiny pinch on top of fudgy brownies or chocolate chip cookies—heaven.
4. Cocktail Rim — Rim your margarita, paloma, or even a michelada glass with Colima salt for a bright mineral edge.
5. Simple Tomatoes — Slice a ripe tomato, drizzle with olive oil, finish with Colima salt. That’s it. Perfection.

Celery Powder

A clean, deeply savory building block that transforms dishes without chemicals or MSG.

New ways to use it:
1. Aromatics for Rice — Instead of a celery stick (like my mamá used to do), add a teaspoon of celery powder to your pot of rice for that same subtle flavor.
2. Stocks + Broths — A sprinkle takes your chicken stock, vegetable broth, or pozole base to the next level.
3. Bread Dough Magic — Add a pinch to your sourdough or focaccia for a vegetal, savory undertone that surprises people.
4. Homemade Chips — Toss thinly sliced potatoes or yuca with oil, celery powder, and salt before baking or frying.
5. Roasted Nuts — Almonds or cashews tossed with celery powder and a touch of Colima salt for a snack that tastes sophisticated and new.

Everything Con Chipotle Bagel Seasoning

The classic everything mix, elevated with smoky chipotle.

Ideas beyond bagels:
1. Seared Tuna Crust — Press it onto tuna steaks before a quick sear—restaurant-level delicious.
2. Roasted Veggies — Sprinkle on cauliflower, sweet potatoes, or carrots before roasting.
3. Avocado Toast — A no-brainer. Add a squeeze of lime and it becomes unstoppable.
4. Soft Cheese Dip — Stir into cream cheese, goat cheese, or cottage cheese for an instant spread.
5. Popcorn — Chipotle-everything popcorn for movie night = obsession.
6. Eggs Every Way — Scrambled, fried, boiled, or poached—this seasoning was made for eggs.

More ideas are coming this weekend. Watch your inbox Saturday and Sunday as I share additional recipes and uses to get your kitchens inspired.

And remember: the full Matriarca shop reopens this Monday, September 22 at 2 p.m. We’ve made sturdier, more beautiful boxes so every product arrives with the integrity it deserves.

Gracias siempre,
Marcela

Founder & CEO, Matriarca