Irving-based tortilla chip and salsa maker Xochitl has appointed a new leadership team following a 50% investment in the company by Forward Consumer Products, a Connecticut-based private investment firm.

The company said the four senior executives bring a wealth of experience across key areas of the business, positioning Xochitl (pronounced “so-cheel”) for further success and expansion.

The new executives are CEO Jolie Weber; Dan Schlegel, head of sales; head of operations Andrew Glanz; and Jose Carlos Carrillo, head of marketing and e-commerce. 

Weber has been a leader in the food and consumer goods industries for more than 20 years, Xochitl said. Most recently, she was CEO of Lenny & Larry’s, where she expanded the brand into new channels and developed key innovation items for the bakery and salty snack category. Jolie also spent 15 years at Wise Foods, spearheading revenue growth and brand revitalization. 

Photo: Xochitl

“I’m thrilled to join Xochitl and to lead this talented team as we build on the brand’s authentic heritage while accelerating its reach and impact in the market,” Weber said in a statement.

The company said Schlegel brings an impressive background in driving sales strategies and fostering strong retail partnerships. Previously, he held senior sales roles at Sazerac and Barcel USA, leading multiple teams and expanding distribution channels for top beverage and snack brands.

Glanz brings experience in operational leadership and supply chain management. Most recently, he was VP of operations at Seed Beauty. Before that he held key operations roles at Shearer’s Foods and Diamond Foods, where he streamlined processes and improved production efficiency across multiple categories and product lines.

Carrillo has a strong background in digital marketing and brand strategy, Xochitl said. He previously held marketing roles at Topo Chico, Wise Foods, and Coca-Cola, and has been instrumental in driving successful brand campaigns and enhancing e-commerce growth, the company said. At Xochitl he will focus on building the brand’s digital presence and connecting with consumers through innovative marketing strategies.

Heritage company with new investors

Xochitl is a craft, heritage brand of tortilla chips and salsas. It was founded in 1995 with a salsa recipe passed down for nearly a century in the family of company founder and CEO Carlos Salinas.

In late May, Xochitl announced that Forward Consumer Products had acquired a 50% ownership stake in the company.

Forward Consumer Products is a Connecticut-based private investment firm that focuses on branded consumer businesses.

Forward currently manages $425 million of committed capital through its debut fund, which closed in December 2023.

Its portfolio includes Firehook Bakery and Via Carota Craft Cocktails.

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