Life, Values & Legacy: Our Chat with Christina Aviles of San Gabriel, CA

We’re looking forward to introducing you to Christina Aviles. Check out our conversation below.

Good morning Christina , we’re so happy to have you here with us and we’d love to explore your story and how you think about life and legacy and so much more. So let’s start with a question we often ask: What’s the most surprising thing you’ve learned about your customers?
Our customers all want different things. Some like more heat, others more flavor, while some really pay attention to the packaging.

Can you briefly introduce yourself and share what makes you or your brand unique?
Hi, I’m Christina Aviles, founder and CEO of El Maya Gourmet Foods, a small-batch hot sauce company rooted in culture, community, and flavor. What started as a family recipe inspired by my heritage has evolved into a brand that celebrates authenticity and craftsmanship in every bottle.

At El Maya, we create premium habanero pepper sauces made with all-natural ingredients and bold, balanced flavors — no shortcuts, no fillers, just honest heat with purpose. Each batch is handcrafted to honor the traditional methods I grew up around while embracing a modern, gourmet twist that elevates everyday meals.

What makes El Maya unique isn’t just the flavor — it’s the story behind it. We’re more than a hot sauce company; we’re a brand built on resilience, passion, and community. From working with local restaurants and LA-based retailers to connecting with customers at markets and pop-ups, our mission is to inspire culinary exploration and foster genuine connection through food.

Right now, we’re focused on expanding our distribution, strengthening our marketing efforts, and growing our retail sector as we continue building relationships with local partners and new markets. With our upcoming Walmart.com launch, we’re excited to make El Maya more accessible to customers nationwide while continuing to stay grounded in our LA roots.

At its heart, El Maya Gourmet Foods is about bringing people together around flavor, culture, and shared experiences — one drop of habanero at a time.

Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. What did you believe about yourself as a child that you no longer believe?
Growing up in a Latino family, I was taught that success meant getting married and having children. For a long time, I believed that was part of my purpose — that it defined my value within my family, culture, and even society. But as I got older and began experiencing life through my own lens, I realized that those expectations don’t define everyone’s path.

Through education, maturity, and cultural awareness, I learned that fulfillment looks different for each of us. Not everyone is meant to get married or have children — and that doesn’t make our journey any less meaningful. In fact, choosing a different path can create space for others to feel seen, accepted, and free to make their own choices.

I’ve often been asked why I never had kids, especially since many in my community start families young. But that was never my plan. And when I was diagnosed with fibroids and had a hysterectomy in July 2025, it only reaffirmed what I already knew — that my worth isn’t tied to motherhood. I’m at peace with that.

I believe our stories evolve as we do. Society shouldn’t define our value; we do.

Was there ever a time you almost gave up?
Owning a business is hard — and honestly, it’s not for everyone. People often see the highlight reel on social media and think entrepreneurship is all freedom and glamour, but the reality is far from that. What most don’t see are the long nights, the constant problem-solving, and the emotional and financial risks that come with running something you’ve built from the ground up.

As a business owner, you evaluate every decision differently because each one directly impacts your livelihood, your team, and your brand. There’s no manual or boss to turn to for guidance — you’re it. Every choice, every pivot, every risk becomes a defining moment.

So yes, there have definitely been times I’ve wanted to give up. The hot sauce industry is incredibly competitive and oversaturated, and when you factor in production costs, event or pop up fees, marketing expenses, and distribution challenges, it can feel overwhelming. But every time I reach that breaking point, I remind myself why I started El Maya Gourmet Foods in the first place.

This brand has been with me through everything — it’s more than a business; it’s a reflection of my culture, my resilience, and my creativity. Our hot sauces are different — from the quality and flavor to the story behind each bottle — and that’s what keeps me going. For me, this isn’t just about selling hot sauce; it’s about connecting with people through food, culture, and shared experience. That purpose always pulls me back in.

Sure, so let’s go deeper into your values and how you think. What are the biggest lies your industry tells itself?
One of the biggest lies in the hot sauce industry is that the established brands are inherently better — simply because they’ve been around longer or have the shelf space to prove it. The reality is, the industry tends to keep those trusted legacy brands in the spotlight while leaving very little room for new, innovative voices to shine.

Even when smaller brands like ours manage to secure shelf space, we’re often expected to perform at the same level as those multi-million dollar companies — which isn’t a fair comparison. The truth is, emerging brands are where the innovation is happening. We’re the ones experimenting with new flavor combinations, crafting small-batch recipes, and redefining what quality really means in this category.

At El Maya Gourmet Foods, we respect and appreciate the legacy brands that paved the way — they opened doors for all of us. But it’s time the industry made room for what’s next. Creativity, authenticity, and ingredient integrity should matter more than follower counts or marketing budgets.

Consumers deserve to know that smaller, craft hot sauce companies are delivering higher quality, cleaner ingredients, and more intentional flavor profiles. We need to shift the perception that longevity equals quality — because in today’s market, value should be measured by craftsmanship, not just shelf presence.

Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. What is the story you hope people tell about you when you’re gone?
I hope my story is one of resilience, culture, and family — a reminder that you can build something meaningful even when the odds are against you. I want people to remember that I followed my dreams, even when no one else could see the vision, and that I stayed true to who I was through every challenge.

I hope my journey inspires others to believe in themselves, honor where they come from, and take pride in their roots. To care for their families, protect their peace, and never stop chasing what sets their soul on fire.

If people remember me for anything, I hope it’s for standing for equality, authenticity, and courage — for proving that you don’t have to follow a traditional path to live a meaningful, fulfilled life. My story may have been unconventional, but my purpose was always clear: to live with heart, integrity, and purpose.

Contact Info:

• Website: https://elmayagourmetfoods.com
• Instagram: elmayahotsauce
• Twitter: elmayahotsauce
• Facebook: elmayahotsauce

Image Credits
Image Credits: Christina Aviles