Meet the “Birria Queen” Who Caught H-E-B’s Attention

Donelle Mendoza sits at a table in the office of her nascent company, Seasoning Bombs, in a warehouse park in Buda, just south of Austin. Wearing a hairnet, she tears up with joy as she talks of the challenges of bringing her “birria bombs” to store shelves. “I was actually manifesting this,” she says, waving her arm, gesturing to the office space and the manufacturing line in the back room. In December 2018, Mendoza, a medical assistant at the time, was making and selling Tijuana-style beef birria and marinades from her apartment. Her company’s growth in the last seven years mirrors beef birria’s meteoric rise in popularity. It seems like most taquerias or taco trucks offer some sort of birria preparation these days. Mendoza also capitalized…

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