Santiago and Guadalupe Rocha established La Finca Tortilleria, Inc. in 1983. The Rocha’s saw that there was a need for products that reminded people of their homeland; fresh products made of natural ingredients. The Rocha’s decided to focus on manufacturing corn based products such as tortillas, chips, and taco shells as corn is a staple food in Latin America. In addition, they noticed the growing demand for Latin American products. As a result, they opened a retail store along side their manufacturing site, which carried products from Mexico and Central America. The store is located in the Latin heart of Oakland; the Fruitvale district. 

The Rocha children now run the Company. In the last few years, the Rocha children have focused on growing the business. In 2003, the company moved its manufacturing facility to another site, which would allow for production at a larger scale. In addition, there has been a strong focus on preserving the Company’s reputation for freshness. As a result, products are manufactured and delivered daily to supermarkets and restaurants throughout the East Bay.