Building I Love Chamoy: Annie Leal on Family, Culture & Scaling With Purpose

In this episode of The People-Driven CEO Podcast, Shane sits down with Annie Leal, Founder and CEO of I Love Chamoy, for a candid conversation about entrepreneurship, resilience and what it really takes to scale a culturally rooted consumer brand.

Annie shares the realities behind I Love Chamoy’s growth, from unexpectedly selling out early inventory and building an audience through social media to navigating manufacturing, retail expansion and the pressures that come with running a fast-growing food company. She also reflects on her experience on Shark Tank, why she ultimately walked away from the final offer and the importance of trusting your own judgement as a founder.

The conversation also explores community, representation, founder-led storytelling and the mindset required to keep moving when you do not have all the answers. For Annie, growth has meant learning to adapt, staying close to the people the brand serves and accepting that mistakes are part of building something meaningful.