Two Families. Two Countries. One Obsession.
YAX began when Two families.
One from the U.S., one from Mexico — met in the Yucatán and fell in love with its people, flavors, and landscapes.
What started as shared meals around Chaya and handmade tortillas became a vision: create a snack that honors the farmers and flavors of this region while sharing its spirit with the world.
Today, YAX bridges cultures and communities through a single, powerful idea — real connection tastes better.
Direct Source.
We buy Chaya from farming families.
We travel to Tekax, Yucatán, deep in the agricultural heartland of the peninsula. We meet with local officials and Mayan farming communities to build the foundation of our chips.
We process the Chaya in our own facility, washing, cooking, and preparing it using traditional thermal methods before incorporating it into our chips.
This is how we honor the ingredients: go where it grows, learn from the people who have grown it for centuries, and never cut corners getting it to the bag.
The Lineup
Five SKUs. Each one a love letter to a different corner of Yucatecan flavor.
Fried in avocado oil. Made with Chaya. Small batch. Always.
The trip Changed.
Keith tracked down fresh Chaya at Mercado Lucas de Gálvez and worked it into handmade tortillas. Next morning, they cut the leftovers into triangles, fried them, and a snack brand stared back.
At Casa Tho, over a fev beers, Keith and Nicki shared the idea with Alonso, a fintec executive they'd met through their Airbnb host. Handshake. Done. Alonso's wife Erika brought LATAM business development. Within weeks, two families - one from ne U.S., one from Mexico - built a company. We went irom idea to store shelf in six months!
YAX isn't a brand that was market-tested into existence. It was discoverei. In a Yucatán kitchen. By pecole who know what great food feels like before it becores a business.
Every Flavor Tells a Story.
The Yucatán Peninsula has one of the most distinctive regional cuisines on earth — shaped by Maya tradition, Caribbean proximity, and ingredients you won't find anywhere else in Mexico.
Our flavors aren't "inspired by." They're from. Habanero Sour Orange — the signature Yucatecan combo of bright citrus and heat. Charred Chile and Spice — the dark, smoky paste that defines the region's cooking. Garlic, Green Onion and Crema — because the best food is the food people actually eat at home.
We believe snacks should be worth savoring. That ingredients should have names you recognize. That the story behind your food matters as much as the taste. And that a chip can be art — if you care enough to make it one.
OUR MISSION.
Our mission is simple: to create mighty tasty foods that benefit communities, celebrate heritage, and spotlight the flavors that nourish our shared world.
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Wholesale & Distribution
Interested in carrying YAX? We partner with specialty grocers, natural food retailers, and premium independents who care about what goes on the shelf.