A taste of authentic Mexican cooking, simplified for the home kitchen, has propelled McAllen entrepreneur Sully Villareal and her company, Deli Spice Cooking Spices, to the prestigious finals of H-E-B’s 12th annual Quest for Texas Best competition. Villareal’s dedication to creating flavorful, easy-to-use spice blends made from real dried chiles and toasted spices has earned her a spot among the top ten finalists, representing the Rio Grande Valley in this highly anticipated statewide food and beverage contest.
The Quest for Texas Best: A Platform for Innovation
H-E-B’s Quest for Texas Best competition has become a cornerstone event for discovering and championing Texas-made products. Now in its 12th year, the competition aims to identify the most innovative and high-quality products from entrepreneurs across the Lone Star State. This year’s iteration saw an impressive influx of entries, with over 370 submissions pouring in from approximately 150 cities. The rigorous selection process, involving review by H-E-B’s Sourcing Managers, culled this vast pool down to ten standout finalists, including Villareal’s unique spice blends.
The competition culminates in a final presentation on September 25th in San Antonio, where finalists will pitch their products to a panel of judges. The ultimate goal for these entrepreneurs is to secure the coveted “Texas Best” title, a grand prize of $50,000, and the invaluable opportunity for their products to be featured on H-E-B store shelves statewide. Additional prizes include $25,000 for first place, $15,000 for second place, and $10,000 for third place, recognizing the exceptional quality and market potential of the winning entries.
From Kitchen to Competition: The Story of Deli Spice Cooking Spices
Sully Villareal founded Deli Spice Cooking Spices with a clear vision: to make authentic Mexican cuisine accessible to everyone without compromising on flavor or tradition. Her products are designed as simple, three-step mixes that require only the addition of meat and water, eliminating the need for extensive culinary skills. This approach makes preparing dishes like birria, asado de boda, and chorizo a streamlined process, delivering restaurant-quality taste directly to home kitchens.
Villareal’s commitment to quality is evident in the meticulous, hands-on process behind her spice blends. Each mix is developed in-house, starting with carefully selected dried chiles and toasted spices. Her efforts have not gone unnoticed; feedback from families and a “Mexican mom in Texas” who perfected the blends have contributed to their authentic flavor profile, designed to allow home cooks to prepare dishes like birria in under 30 minutes. Currently, Deli Spice Cooking Spices are available in two stores in the Rio Grande Valley and are also shipping across the United States and internationally to Mexico, showcasing the growing reach of this McAllen-based business.
A Growing Trend of Rio Grande Valley Success in Food Competitions
Villareal’s achievement marks a significant moment, continuing a trend of recognition for Rio Grande Valley (RGV) food businesses in high-profile competitions. Last year, La Pale Frozen Fruit Bar from Brownsville also reached the top ten finalist list in the H-E-B Quest for Texas Best. Furthermore, Annie Leal, also from McAllen, previously won the grand prize in 2022 for her sugar-free chamoy, demonstrating the vibrant and innovative food entrepreneurship emerging from the region. This consistent presence of RGV products in national and statewide competitions highlights a burgeoning scene of culinary talent and business acumen.
The journey to the H-E-B Quest for Texas Best finals is more than just a competition; it’s an opportunity for local entrepreneurs like Sully Villareal to gain exposure, mentorship, and the resources needed to scale their businesses. As the September 25th presentation date approaches, Villareal and her son, Gilberto, are poised to share their passion and product with judges, hopeful that their dedication to authentic, easy-to-prepare Mexican flavors will earn them a top spot and a permanent place on H-E-B shelves. Regardless of the outcome, Villareal’s inclusion as a finalist is a testament to the quality of her product and a proud moment for McAllen and the entire Rio Grande Valley food news landscape. The increasing trend of successful Texas food businesses in such competitions underscores the state’s diverse culinary creativity and the significant impact of local food producers.
