What Smorgasburg Taught Us and Why Hillos Is Ready to Scale

Our residency at Smorgasburg LA wasn’t just a market run. It was live product validation. Over two years, we introduced the flavors of Sonora to thousands of customers, tested coyotas in real time, and observed how people interacted with the product, the story, and the experience. The feedback was immediate and honest. It revealed what resonated, what needed refinement, and where Coyotas Sonora had real potential to grow.

Those insights made one thing clear: to reach a larger audience and build a sustainable business, Coyotas Sonora needed to move beyond a market-only model. Joining an accelerator program became a strategic next step. It provided the structure, mentorship, and resources to scale in the near future thoughtfully, build a strong founding team, and navigate early funding stages without overextending into brick-and-mortar.

This approach allows us to focus on the fundamentals required for growth: brand positioning, distribution strategy, and product commercialization. It also gives us the space to develop a clear product roadmap, expand our flavor portfolio, and build a supply chain capable of supporting the distinct, culturally rooted flavors that define Coyotas Sonora.

Like most early-stage food brands, this is a long game. But Coyotas Sonora is entering this next phase with clarity and momentum. We remain committed to honoring the tradition of the coyota while evolving it for today’s consumer and modern retail. The next chapter is about partnerships, scale, and building a brand that can introduce a wider audience to a piece of Sonora. Until then, Hillos continues to be made by hand, with care, intention, and respect for where it all began.