Success Story: Moya Spice

Moya Spice Brings Authentic Mexican Flavors to Your Table

Location: Northern California | Alameda County | San Lorenzo 

Business Type: Spices and seasoning 

CalOSBA Partners: East Bay Small Business Development Center 

Assistance Received: Access to capital, training, and technical assistance 

Visit Moya Spice online.  

Inspired by her passion for cooking Mexican cuisine and a strong desire to share the authentic flavors of her Mexican heritage, Monica began sharing her homemade recipes on Instagram. Her loyal followers appreciated not only her cooking, but they also expressed interest in purchasing her authentic spice blends. This growing demand led her to launch Moya Spice as a way to bring her signature flavors into home kitchens looking for both authenticity and ease. 

Moya Spice offers carefully crafted spice blends made from founder Monica Haro’s personal and homemade recipes to bring rich and authentic flavors into everyday kitchens. The authentic ingredients used in her dishes are now conveniently packaged as a spice blend for everyone to enjoy homemade flavors of birria and tinga simply by adding meat and water to a slow cooker or Instant Pot. This space blends offers home cooks a convenient way to enjoy a traditional and beloved Mexican dish without the extra effort.  

Monica spent the past 20 years in the finance industry and was completely new to the world of food entrepreneurship. Transitioning from a corporate finance background to launching a food product line presented a steep learning curve for Monica. Understanding licensing and permit requirements, forming retail partnerships, and building a scalable business model were all new challenges she faced. 

With the support of East Bay SBDC’s Executive Director, Monica was introduced to owners of Castro Valley Marketplace and Castro Valley Natural Grocery – an introduction that provided incredible opportunity and opened multiple doors for her to grow her business. Through this connection, she gained access to Castro Valley Marketplace’s commercial kitchen, hosted product samplings at their Demo Station, and proudly secured shelf space to sell her spice blends at Castro Valley Natural Grocery. This marked a significant milestone in Moya Spice’s journey from concept to shelf, all made it possible through the guidance and support of East Bay SBDC and the FETA program. 

“When I discovered the East Bay SBDC’s Food Entrepreneurship Training Academy (FETA) program, I immediately signed up and greatly appreciated how it introduced me to the fundamentals of the food business,” Monica shared. “As I progressed through the intermediate course, I was able to create a solid business plan and gain valuable knowledge about technical aspects, including what a partnership with a commercial kitchen entails.”  

The East Bay SBDC’s FETA program courses and the use of specialized software LivePlan enabled her to develop her business plan and to strategically outline her marketing approach, forecast profits, and calculate product costs with greater precision. In addition, the connections gained, the networking opportunities, one-on-one advising, and hands-on guidance in developing her business plan enhanced Monica’s success in her entrepreneurial journey, ultimately helping her win second place in the FETA Business Plan Competition and earn a $1,000 award to support her startup costs. These resources enabled her to succeed in her entrepreneurial pursuit and equipped her with the tools to grow Moya Spice. 

Make a plan to visit Moya Spice to order your favorite flavors or try something new.  

And  if you are interested in starting a business, or growing your existing business, check out all of the great support offered by the East Bay Small Business Development Center.  

[April 14, 2025]