Blanco Niño: From Burrito Bar Detour to €10M Tortilla Chip Brand with Founder Phil Martin

I'm thrilled to be interviewing fellow Irish person, Phil Martin , founder of Blanco Niño , to explore how an obsession with quality turned a burrito bar frustration into a multi-million-euro tortilla brand.... (cont'd below) ============================================================ The Brand Growth Heroes Mini MBA 2026 is back. Built for founders, marketers and brand leaders who want to grow brands the right way — with practical frameworks, real case studies and honest insight. Applications open: Monday 5th January 2026 Applications close: Midnight Sunday, 25th January 2026 Limited places available All info & how to apply visit: ============================================================ (Cont'd) Phil shares the unlikely path that took him from Ireland to Mexico in search of real corn tortillas and why learning how things fail allowed him to build something better. This is a conversation about how to turn craft into something that scales and choosing the long road when shortcuts would have been easier. What You’ll Learn in This Episode Why Phil flew to Mexico with no contacts and asked to learn how to grow corn How discovering real tortillas completely reset his understanding of quality Why it takes three days to make a Blanco Niño tortilla chip and why that matters The brutal realities of building a food factory from scratch (and nearly importing a “blowtorch attached to a tractor”) How Blanco Niño scaled from foodservice to retail and towards €10M in revenue Why knowing every way something can fail allows you to push quality to the edge The personal cost of trying to do everything yourself and how founders avoid burnout What it really means to build a challenger brand without shortcuts A big favour! So many of you regularly write to tell us how helpful Brand Growth Heroes interviews have been for you, how much you've learned and how it has helped you grow your consumer branded business...and we are so grateful every time we hear this! The podcast is something we do as a labour of love, so if our work has helped YOU, please please can you pay it forward by clicking FOLLOW & WRITING A SHORT REVIEW at the bottom of THIS page (by clicking Ratings and Reviews) Each review we get makes a MASSIVE difference to our business, the algorithms that performance it and the number of listeners THANK YOU. Useful links Connect with Phil Martin on LinkedIn Connect with Blanco Niño on LinkedIn Blanco Niño website Follow on Instagram Follow on Facebook The book Phil mentioned: The Daily Stoic by Ryan Holiday ============================================================ Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm ============================================================= If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers. But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right. And that starts with the right legal partner. So we're thrilled to introduce you to Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor. With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG. Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board for the second year running. If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com ==============================================. Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!

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Blanco Niño: From Burrito Bar Detour to €10M Tortilla Chip Brand with Founder Phil Martin is an episode from Brand Growth Heroes by Brand Growth Heroes Mini MBA.

This episode is 43:50 long.

This episode was published on Jan 6, 2026.

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