Today we’d like to introduce you to Maciel Bañales Luna
Hi Maciel, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My journey to opening Maciel’s Plant-Based Butcher & Deli is deeply rooted in my education, passion for health, love for animals, and commitment to environmental sustainability, all while honoring my Mexican heritage. I was born and raised in Durango, Mexico, by parents who were ahead of their time: my father had an eco-conscious mindset long before it became mainstream, and my mother took extra care to provide healthy meals, even attending rare vegetarian workshops in our community.
I pursued a Bachelor’s Degree in Nutrition, followed by a Master’s Degree in Health Sciences, where I studied the potential health benefits of natural food components. Later, I earned a PhD in Medical Sciences with a focus on obesity and energy metabolism. My research journey led me to The Albert Einstein College of Medicine in New York, where I took on a post-doctoral fellowship studying the impact of fasting on cardiovascular diseases.
While immersed in my scientific career, I found myself drawn to the kitchen, experimenting with plant-based meats and cheeses. I felt that the vegan market needed more robust, flavorful options. One of my earliest creations was a turkey loaf for Thanksgiving, and the process reminded me of working in the lab—hands-on, experimental, and creative. My husband Joe and I began hosting tastings for friends, family, and others, drawing a diverse crowd of vegans, vegetarians, and meat-eaters alike. Encouraged by their positive reactions, we developed a business plan for what would eventually become our plant-based deli.
In 2021, I made the leap from the lab to entrepreneurship, and we relocated from New York to Los Angeles. A year later, in July of 2022, we proudly opened the doors to Maciel’s Plant-Based Butcher & Deli.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
One of the biggest obstacles I’ve faced is navigating my social anxiety while stepping into a leadership role, particularly in the male-dominated food industry. As someone who can be naturally shy, leading a team and gaining respect—especially as a first-time business owner—was initially challenging. Managing a predominantly male staff in my first venture into the restaurant business required me to overcome personal fears and establish myself as a capable leader.
I recognized early on that creating an open, communicative work environment was essential. I didn’t just lead my team—I made it a point to learn from them. Despite my limited experience in the restaurant world, I embraced the collaborative nature of our business, knowing that our collective growth would be key to our success.
What helped me push through these hurdles was my unwavering belief in our mission: reducing reliance on animal-based meats by offering delicious, sustainable plant-based alternatives. The environmental and health benefits of plant-based diets kept me motivated, and over time, this passion helped me grow into a more confident and effective leader. As the plant-based movement continues to gain traction, our shop is thriving, and we’re expanding into new revenue streams, including wholesale and direct-to-consumer sales.
Considering the challenges that women of color often face in business, I’m incredibly proud that we’ve successfully navigated our first two years. I’m excited for what lies ahead as we continue to grow and make an impact in the industry.
Appreciate you sharing that. What should we know about Maciel’s Plant-Based Butcher & Deli?
With my background in nutrition, my goal has always been to create wholesome, sustainable alternatives to both traditional animal-based meats and the heavily-processed vegan options that dominate today’s grocery shelves. At Maciel’s Plant-Based Butcher & Deli, we produce a wide variety of plant-based meats that are available to purchase, including Italian-herbed turkey, mesquite turkey, pastrami, salami, steak, and bacon. Given my Mexican heritage, I’ve also developed plant-based versions of chorizo, chicharrones, and Mexican ribs. Each product is crafted using diverse ingredients such as beans, chickpeas, tofu, vegetables, seitan, and an array of spices, depending on the meat we’re replicating.
Our deli menu offers a mix of classic sandwiches like The Reuben and The Italian, alongside more creative options such as The Flores, featuring tender pulled pork in a Mexican adobo rib sauce, and the French Philly, which was recognized by the L.A. Times as one of the top new sandwiches in the city. We also serve fresh seasonal salads, soups, and a large selection of plant-based desserts.
What sets us apart is our ability to appeal to a wide audience. We have customers coming from all over Southern California, from vegans and vegetarians to meat-eaters, all drawn to the unique offerings we create.
What matters most to you? Why?
I am deeply appreciative of our customers. The sense of pride and gratitude I feel every time someone walks into our shop never fades. To think that an idea born from a personal passion has grown into something that resonates with so many people is truly remarkable.
What matters most to me is that we treat each other, animals, and the planet with respect. As I prepare to welcome our first child, I’m more hopeful than ever that the world he grows up in will continue to become more aware, compassionate, and kind toward all living beings—no matter where they’re from, what they look like, or how many legs they stand on.
Contact Info:
- Website: https://www.macielsplantbutcher.com
- Instagram: https://www.instagram.com/maciels.plant.butcher/
