Sandra Gonzalez’s journey at Tadin Herb and Tea Company embodies the fusion of tradition, innovation, and a profound commitment to community wellness. As the Vice President, she stands as a beacon of leadership, helping the company navigate through a landscape where cultural heritage meets modern business practices.

“It all started with my husband’s vision: to respect and share the time-honored tradition of using herbs as botanical remedies to promote overall well-being,” she tells FIERCE. In this sense, embracing our Latino roots and heritage by producing premium-quality, traditionally-rooted herbal teas for all generations is at the very core of what we do.”

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She adds, “All our efforts gravitate towards staying true and authentic, respecting our traditions, working with incredible people, and valuing the importance of family.” 

Her journey wasn’t just about helping run a successful business; it was about redefining cultural norms and expectations. Tadin’s emergence as probably the first bilingual tea in Los Angeles symbolizes not just a market achievement but a cultural milestone, a testament to the rich tapestry of Latino culture interwoven with the fabric of American society. 

Nielsen’s recognition of Tadin as the leading Hispanic tea brand in America further underscores the impact of their journey.*

But beyond the numbers lies a deeper narrative of social impact and gender equality. Sandra’s leadership extends beyond boardroom strategies; it’s about fostering a culture of empowerment within and beyond the company’s walls.

For Sandra, true leadership lies in empowering others

While fostering Tadin’s internal and external growth, Sandra is a leader at heart. 

As Vice President, she helps ensure the company’s mission resonates with its consumers, offering them a high-quality product they can trust and invest in. 

“I am very proud to have been working alongside my husband and our talented team for 24 years,” she says. “We all work very hard to keep the business thriving, and it is very humbling to see that after 40 years, Tadin is a trusted staple brand in the Hispanic community.”

This commitment to quality is not just a business strategy but a reflection of Sandra’s personal ethos—a dedication to excellence that permeates every aspect of Tadin’s operations. At heart, Sandra believes that the key to becoming a successful business leader and executive is empowering others. 

“Be proud of who you are, your culture, your roots, your background, work hard, work smart, support each other,” she shares. “Be the best you can be in your field, but always value others. Inspiration also comes from working as a team. True leaders will always empower others and help them succeed.”

Sandra is at the forefront of creating a culture of flexibility and value for women at Tadin

Sandra’s journey takes on added significance in a corporate landscape where Latinas remain underrepresented. As a Latina leader, she’s not just breaking barriers; she’s shattering stereotypes, paving the way for future generations of women to thrive in executive roles.

Currently, Latinas are among the most underrepresented minorities in C-suite positions in the United States. According to a “Women in the Workplace” report by McKinsey & Company and Lean In, while Latinas make up 7% of the total population, they only hold 1% of Fortune 500 CEO positions. 

Sandra’s unique perspective and experiences in the corporate world are helping create a more inclusive workplace at Tadin, one that places women front and center. 

“We are fierce advocates for promoting gender equality and equality of opportunities,” she shares. In fact, we are on a 50/50 basis when it comes to managerial roles… and the total number of employees companywide.” 

The company provides internal growing opportunities for employees who can scale their careers and personal lives within Tadin without compromising. 

“A warm and understanding work culture is what we stand for,” she says. “We value career and family and believe they go hand in hand. As a working mother in a leadership role, I know what it means to multitask and the struggles that can be encountered at the workplace. In that sense, it is crucial to me that we bring this flexibility here at Tadin, where women can feel valued and safe without compromising their career evolution.” 

Another pivotal part of growth for Sandra is her commitment to diversity within the company

In creating a workplace where women can thrive, Sandra isn’t just advocating for gender equality; she’s championing a broader vision of inclusivity—one where diversity isn’t just tolerated but celebrated. 

It’s a vision that extends beyond the boardroom, permeating every aspect of Tadin’s ethos and shaping its interactions with employees, customers, and communities alike.

“Together, we continue to build an inclusive culture that encourages, supports, and celebrates the diverse voices of our employees,” she states. “[They] come from various backgrounds, including Mexico, Cuba, Honduras, Brazil, Colombia, Chile, Guatemala, and El Salvador. Inclusion fuels our innovation and connects us closer to our customers and communities we serve.”

As Tadin continues to evolve, Sandra remains at the forefront, helping steer the company toward a future defined by innovation, inclusivity, and, above all, a deep-seated commitment to community wellness. Together, they’re not just brewing success; they’re crafting a legacy—one cup of tea at a time.

*Nielsen data ending 4/17/2024