Today we interview Edgar Reyes, CEO of Maíz Maya and the Hijos del Maíz restaurants. Could you give us a brief summary of the company?
Maíz Maya was founded in 2016. The project aimed to produce high-quality Mexican corn tortillas, 100% made in Spain. To achieve this, I conducted research, sought out the best Spanish land for growing organic white Mexican corn, reached an agreement with farmers in Valencia, imported the necessary machinery, and brought over a tortilla-making expert to produce authentic corn tortillas using the traditional recipe—not just any recipe.
Today, we’re a consolidated business group, having diversified into several lines of business. On one hand, we sell to the hospitality industry on demand, and also to individuals through our own physical and online stores, as well as through many retail points across Spain, including major chains such as SuperCOR, Sánchez Romero, and CostCo. We also export to several European countries.
On the other hand, in 2021, we ventured into opening the first “Hijo del Maíz Antojería” restaurant in the Chamartín area. It initially served more as a “lab” to test our products in a variety of traditional Mexican dishes, but also as a way to walk in our customers’ shoes and understand their needs. In a short time, it became a new business line, especially with the opening of our second restaurant, “Hijo del Maíz Parrilla,” in the Cuzco area—this one in a larger venue with a stronger focus on meats.
When did you arrive in Spain, and how has your business positioned itself within the Madrid Region?
I came to Spain fifteen years ago to complete my Business Administration degree from the Universidad Autónoma de Querétaro and to pursue a postgraduate degree in International Logistics at the Madrid Chamber of Commerce. I started working at Zoetis (Pfizer) as a logistics coordinator, but shortly after, my mother became ill in Mexico. She passed away, and I decided to channel my grief and thoughts into creating something meaningful. That’s how I started Maíz Maya, all while keeping my full-time job.
For ten months, I was sleeping only two to three hours a night. When I saw the business starting to take off, I made the decision to resign and dedicate myself to it completely. It turned out to be the right decision—sales skyrocketed once I committed to the project full-time.
We first set up the factory in a warehouse in San Sebastián de los Reyes, and later moved to Alcobendas, where the factory, the store, and the head office are currently located.
Why did you choose the Madrid Region as one of your key locations?
When I arrived in Madrid, I couldn’t find good-quality corn tortillas, and that was very frustrating for me because food is such an important part of my life. Over time, I saw that Mexican cuisine was gaining popularity, but the raw materials weren’t up to standard—I couldn’t find the flavor of my hometown. I saw a market niche, but more importantly, a business opportunity. And the Madrid Region gave me the chance to have both my residence and my business in one place.
What would you recommend to other foreign investors thinking about starting a business in the Madrid Region?
The first thing I would tell any foreign investor considering starting a business in Madrid is: do it—but do it with the right support. Madrid is a land of opportunities, full of incredible entrepreneurial energy, and has an ecosystem that allows for fast growth if you know how to navigate it.
The most important thing is to understand the local culture—not just from a business standpoint, but from a human one. Personal relationships matter a lot here, and building trust opens many doors.
I’d also recommend taking advantage of the tools and networks that the Community itself offers—from legal advice to financial support for entrepreneurs. As Mexicans, we have the advantage of a shared language and many cultural similarities, but even so, there are nuances that are worth studying.
I would suggest having a strong local team from the very beginning—people who know the landscape well and can help you make smart decisions from day one.
And finally: come with an open mind and a willingness to contribute. Madrid welcomes those who come to add value—not just those thinking about business, but those who want to build something with identity. If you can achieve that, the market responds generously. For me, starting a business here has been a deeply enriching experience, both professionally and personally.
Are you familiar with Invest in Madrid? Have you collaborated with them?
I haven’t had the opportunity to get to know or work directly with Invest in Madrid, but I think it’s a very valuable initiative for those of us coming from abroad to start a business in the region. I believe their role as a bridge between investors and the Madrid business environment is essential—especially at the beginning, when you’re making key decisions and need clear, reliable, and local information.
How many jobs do you expect to generate in the Madrid Region in the short and medium term, and what kind of profiles are you looking for?
What I’m most proud of is my team, which to me means everything. I started this project with just three people, and now there are nearly 60 of us. Over the past nine years, I’ve been fortunate to surround myself with great professionals. I have a highly skilled and specialized team.
When there’s a problem, I don’t solve it alone—we solve it together. Everyone steps up and contributes, and I’m proud that each of them feels a personal connection to the company. I believe this is the cornerstone of Maíz Maya and the Hijos del Maíz restaurants.