I Love the Non-Tech Startups

Scott Francis
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There’s just something fascinating to me about these non-tech startups in Austin.  Not that they don’t use technology, and not that they aren’t innovative.  But that they aren’t selling “tech products”. The latest example is Margarita’s Tortilla Factory which is raising money to go national.

Today the organic tortillas, which are free of genetically modified organisms, come in 10 varieties, including corn, spelt, whole wheat, spinach-onion, tomato-garlic and spicy-jalapeño. They are typically distributed in three sizes: 7-, 10- and 12-inch. Depending on the size and flavor, the packages sell for $2 to $4 per package of eight to 12 tortillas at places like Whole Foods Market Inc.    , Wheatsville Co-op, Natural Grocers and Fresh Plus.

These are  tortillas we’ve used in our house, here in Austin, TX.  And I love that Austin has companies locally like HEB (and its subsidiary Central Market), and Whole Foods, that are willing to experiment with locally sourced organic food.  The grocers are acting as market makers in a sense – bringing the demand side to the store for established supply, but giving an opportunity for new suppliers to get access to the customer base. 

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