From Dental School to Tortilla Maker?

by Jim Utlser

A visit to Mexico grounded Hispanic business owner Fernando Gutierrez who realized his culture and now lives his American dream

Fernando Gutierrez has never given up on his dreams, whether it was to become a dentist or business owner. And now his hard work is paying off, as evidenced by the Samuel Adams Brewing the American Dream award. And now he’s paying that forward, helping other Hispanic business owners realize their own dreams.

 

Hispanic business
Fernando Gutierrez left teaches kids about the business

Hispanic business owner Fernando Gutierrez is truly living the American dream—and he’s got the award to prove it. He and his company, Torti Products in

Highland, Indiana, were nominated by a team member from Accion, the leading national microfinance network in the U.S., for the Samuel Adams Brewing the American Dream program and won.

And Gutierrez couldn’t be happier. “Brewing the American Dream was created by Jim Koch, founder of the Boston Beer Company, who faced the same small-business challenges nearly everyone else does when he began brewing beer.

In partnership with Accion, the company now offers micro-loans and real-world business advice to help small-business owners realize their dreams,” he says. “Winning this award has given me creditability as a well-established business and has led to some great media exposure.”

Overcoming Roadblocks

Of course, Gutierrez put in a lot of work to get to this point. His parents came to the U.S. from Mexico in the late 1940s and met and married in 1951. After his father served in the U.S. Army during the Korean War, they moved from Carrizo Springs, Colorado, to Indiana, where Gutierrez’s father worked in a steel mill.

The second of four children, Gutierrez, who was born in 1956 in East Chicago, Indiana, has been working since he was 15, with the ultimate goal of becoming a dentist. Although he encountered some roadblocks in pursuit of that dream, he remained undaunted.

“Being Hispanic, I encountered some difficulties—but this didn’t stop me. I decided to attend dental school at the Universidad Autonoma de Nuevo Leon in Monterrey, NL Mexico, where I obtained a degree in dental surgery in 1984,” he recalls.

While in Mexico, which included practicing dentistry for two years, he came to appreciate the Mexican people and culture, improved his Spanish and learned more about his family roots.

He eventually returned to the U.S. to “contribute to the Hispanic community,” he says, and, because his Mexican dentistry degree wasn’t recognized by the state on Indiana, became a dental assistant, a career that spanned 24 years.

Learning to Run a Business

During that time, he learned a great deal about how to run a business. “The dental office I worked in was like any other business: We were there to make money,” Gutierrez remarks. “

There was a large emphasis on the business aspect of our operations, from understanding different types of customers and how to make them accept particular treatments to following up with customers and making them feel important. I also learned systems and procedures and how important they are.”

 

Hispanic business
Fernando and his mother making the dough photo courtesy Andy Lavalley Sun-Times media

After retiring from that job, Gutierrez decided to open his own business, with his mother and grandmother acting as his models. Like them, he decided that he wanted to make tortillas—and turn it into a Hispanic-owned business.

The tortillas his company, Torti Products, produces aren’t of the typical variety, however. Rather than being cooked, packaged and sold, he focuses instead on ready-to-cook flour tortillas.

As he explains, “What makes my product unique is that you can use it in many different ways besides making a flour tortilla. For example, you can make a buñuelo, baked tortilla chips, empanadas, the baked cup for a taco salad—all because these are raw and not fully cooked tortillas.

This is based on a recipe from an aunt in Mexico. You can say it comes from a 50-year tradition in my family.”

Even with the practical business lessons he picked up at the dental office, he’s still learning business best practices, including how to attract new clients (he demonstrates how to use his products as part of his marketing efforts) and gaining financial backing.

But he’s also picked up quite a bit along the way. “You have to be prepared, from both financial and educational perspectives,” Gutierrez says. “If you’re not, you’ll fail.”

            He advises other Hispanic businesses to follow the same simple rules he has, including:

    • Maintaining the same systems in operations to continue to produce the same quality products.

 

    • Creating a business plan to determine how financially sound owners need to be to keep both their businesses and themselves above water.

 

    • Creating a successful external marketing campaign to influence people.

 

    • Focusing on internal marketing to insure current customers are committed to the value of the product, which can turn into referrals.

 

    • Stressing the importance of communication skills, which is one of the essential elements of success.

 

  • Producing a profit and lost statement in order to thrive.

I try to provide newer Hispanic business owners with as much information and guidance I can offer. I like to help others in the same manner that I was helped and encouraged by people such as Cindy Bertram, business advisor at the Indiana Small Business Development Center.

She encouraged and prepared me to launch my business, and she continues to follow up with me even today,” Gutierrez says.

He also recalls what a customer told him one day when he was making a delivery to one of his customers. She asked him how he was doing, and he replied that he was tired. As he recalls it, she responded by saying, “’Tired? That word doesn’t exist in the business world.’ That really stuck with me.”

 Looking Forward

 

Hispanic business
A case of Torti Tortillas

Because Torti Products is still in the building phase, Gutierrez has developed a greater and grander vision for the business. His first objective is to become more financially stable by adding new products to his line up, such as a red chilly sauce for Asado de Puerco and chorizo sauce so people can make your own chorizo.

In five years, he expects his business to become more profitable as he adds employees, and in 10 years, he’s looking forward to a growing nationwide presence.

Gutierrez is indeed living the American dream, and he credits that not only to his own tenacious nature, but also to everyone who had given him much needed support over the years.

“I’m grateful to all the people who have help me in many different ways to start my business, from simple advice to media exposure to financial and moral support. Without them, I wouldn’t have been able to do what I’ve done in such a short period of time,” he notes. “That’s in part why I feel an obligation to help other Hispanics open their own businesses.”

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