From Dorm Room to Superfood Success: Pinole Blue's Journey
A university dorm-room idea has turned into a thriving business for Eddie Sandoval and his team. Their company, Pinole Blue, brings a traditional Mexican superfood to the US market. The products, made from nutrient-rich blue maize, recently appeared on Shark Tank seeking investment.
Eddie Sandoval first wanted to introduce pinole—a roasted, ground blue and purple maize—to American consumers. He partnered with Kate Kung-McIntyre and Kyle Offutt to launch Pinole Blue. The trio began in a dorm room before winning a $10,000 prize at Wichita State's venture competition, which helped fund their early product development.
Pinole Blue's offerings include tortillas, masa mix, protein balls, and Mexican sugar cookies. All products are organic, non-GMO, and gluten-free, using blue maize with 30% more protein than standard yellow corn. The mix also provides antioxidants and complex carbohydrates, making it a healthier alternative without sacrificing taste. Before appearing on *Shark Tank*, the company reported lifetime sales of $720,000. They projected $730,000 in sales for the year, with gross profits of $260,000 and a net profit of $5,000. On the show, the founders asked for $300,000 in exchange for 10% equity, valuing Pinole Blue at $3 million. However, none of the Sharks made an offer, citing concerns over market competition, consumer education, and early-stage traction. The business also supports the Tarahumara tribe in Chihuahua, Mexico, who traditionally consume pinole. Known for their extraordinary endurance—some members run up to 100 miles a day—the tribe's diet inspired the company's mission. A portion of Pinole Blue's profits goes back to the community.
Pinole Blue continues to grow despite the Shark Tank setback. Their products remain available, offering a nutrient-dense option rooted in ancient traditions. The company's commitment to quality and social impact keeps it moving forward in the competitive food market.
