Today we’d like to introduce you to Dylan Luna.
Hi Dylan, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
The story of our chile (hot sauce) brand is really the culmination of our creativity, family roots, and a little bit of ‘right-timing.’ Coming out of the pandemic in 2022, we were trying to figure out directions we wanted to move in. During that period, my cousin, Daniel, and I were alternating days caring for our grandpa—running errands with him, taking him to appointments, things like that. Our abuelito had a big personality, always leaving an impression wherever he went. He would typically have a jar of his homemade chile sauce on hand, a fiery, flavorful recipe passed down from his mother—our bisabuela—from Durango, Mexico. It’s a recipe that’s now been in our family for over 100 years and four generations; it is something we grew up eating. He would gift it to familiar faces we saw along our errand routes as a token of appreciation for people in places we frequented.
One day at our neighborhood barbershop, the barbers—who had tasted the sauce on a previous visit—asked him, “¿Por qué no lo vende?” (“Why don’t you sell it?”). I chimed in, expressing that I’ve asked the same of him over the years. He’d usually wave it off with a chuckle and say, “Who would buy it, cabron?!” By the time we had drenched our food with it, our conversations would take a different direction, so it never went beyond the question. But this time, he looked at me while I sat in the barber’s chair and said something different: “If you sell it, I’ll make it.” Part of me wasn’t sure if he was serious, but another part of me lit up with excitement. I think in the state if surprise I missed my barber make a comment along the lines of he only needed to ask my grandpa once.
On the car ride home, we were buzzing—throwing out name ideas, talking logistics, dreaming this whole concept up together. I called Liz, my wife, and Daniel, who’s always been more of a brother than a cousin, to loop them in. I think they had the same reaction I did: kind of unsure, but totally in. Within days, Liz—who’s a graphic designer—had mocked up our logo. Our Abuelito had loved the name “Chile del Abuelo,” and just like that, we jumped in headfirst. We had to learn everything from scratch: compliance, food safety, bottling logistics, website design—the list was long. We had zero experience in any of it. But we’re all creatives and artists in our own right, and that creativity became our guiding compass. Daniel and I had worked in restaurants, hotels, and sporting venues, so we knew food and service, but this was something totally different. I thought, figuratively, we would be diving into a pool—only to realize we were jumping into the ocean!
Having seen the joy it brought our grandpa in our beginning months was something that I think we found a “True North” in. He was out there with us from the jump—selling at local markets and events; his face would light up every time someone tried and complimented the chile or was wearing our merch – our logo is a caricature of him. It was like this new found purpose for all of us – to carry on tradition. Now, a couple of years in, we’re still growing, still learning. We’re deeply committed to uplifting our neighborhood of El Sereno and the entire Eastside. Our focus has only sharpened—on tradition, on growth, on uplifting one another—because our team has grown too. We take immense pride in where we come from, in each other, and in building meaningful partnerships with other local entrepreneurs. That early spark along with creativity, legacy, and a lot of spice—continues to guide us each day.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
In the beginning, the steep learning curve was our first real challenge, having to navigate an entirely new industry filled with unknowns. Everything from compliance and bottling to distribution and food chemistry was uncharted territory for us. But about six months into our journey, we were hit with something heavier: our abuelito became ill and was eventually diagnosed with cancer.
It was a difficult, emotional time that shifted everything. We were juggling the early stages of our business while needing to be present for him. He passed away just a few weeks after we marked our first full year in business. Losing him so early into the life of Chile del Abuelo was heartbreaking. He was the soul of the brand and the entire reason it even existed—and suddenly he was gone. It could’ve easily sidelined us completely. But instead, I believe it deepened our purpose. Every bottle we make, every market we roll to, every customer who falls in love with the flavor—it’s all rooted in him and the legacy he left us. His recipe, his pride, his spirit- definitely fuels me. And of course, the very strong presence of his voice in the back of my head, saying “don’t screw it up, mijo!”
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I move between creative, entrepreneurial, and advocacy spaces. I say this humbly, but I am a multi-faceted individual and the same goes for those around me. I wear a lot of hats—ironically, both literally and figuratively – sometimes I joke that I am aiming to give whoever has to carve out my occupations on my headstone a hard time. I’m involved in several ongoing projects that I am either running point on or playing a role in, but nonetheless all are driven with purpose and or passion.
Aside from founding and operating Chile del Abuelo, that I manage alongside my cousin, my wife, and our team; we also founded the Alexander Luna Fine Arts (ALFA) Foundation a few years back. What began as a memorial scholarship has grown into a nonprofit that offers not only scholarships to college-bound student-artists, but also free community art classes and public murals across East L.A. and the San Gabriel Valley. My day-to-day often shifts between managing business operations—marketing, sales, collaborations, and accounting—and diving into the nonprofit side with fundraising, event planning, community and school outreach, and painting murals. All of which I enjoy mostly, although it is ass-kicking at times, bridging these different worlds: business, community, art, and advocacy, and in turn, pass what I’ve learned onto others in whatever spaces I can. I think my favorite moments in my work and what I do, are when my worlds collide and someone expresses something along the lines of “I didn’t know you did that!” because at the very least, I hope it inspires. I make it a point to share whatever resources and guidance I come across with other entrepreneurs, artists, and anyone interested in building something meaningful because I have been on both sides of people opening doors for me and gatekeeping as well. Aside from the businesses and all they entail, we also make music, another creative outlet we have always done in the background. I also work at a Latino civil rights law firm, which enables me to keep my boots on the ground and one of my biggest passions: fighting for and uplifting our gente.
What matters most to you? Why?
Time. Time is precious. How we spend our time defines who we are and I think that drives me to be the best version of myself, in all spaces and aspects of my life. Showing up with intention and heart in everything I do. The work I’m involved in, my relationships, my roles, span across a lot of different spaces and demand a lot of energy and attention, so if I am dedicating my time to something, I am also dedicating my best efforts. I’m not aiming for perfection, but excellence, because there’s people who depend on me and they deserve my best efforts. It helps that I’m also very competitive, even with myself, constantly thinking how can I improve or what can I do better next time in what I do, for who I do it for, and for what I represent. I’ve learned that it shows up in the wash when you are only going through the motions or half stepping. It’s work though, make no mistake, because giving your best also means reflecting, moving with a “shooters shoot” attitude, recognizing my weaknesses and working on improving them.
I heard a quote recently that has shifted how I move: “focus on the process, not the result.” Its pushed me to think more strategic and focus on preparation—how I’m learning, practicing, and growing, so when opportunities present themselves, I am better prepared. Giving your all in moments when it doesn’t matter can translate immensely in the moments that do. Results will come with honoring the craft, staying committed, and enjoying the journey. That drives me.
Pricing:
- – $6 per bottle
- – $15 per three-pack
- – $25 per six-pack
Contact Info:
- Website: https://www.chiledelabuelo.co
- Instagram: https://www.instagram.com/CHILEDELABUELO/
- Youtube: https://m.youtube.com/@chiledelabuelo?si=T6_VnQjXAsagZZDd
- Other: https://www.tiktok.com/@chile.del.abuelo
Image Credits
Liz Luna
Rob Haleblian
Oscar Estrada
