Rudy's Tortillas: Dallas, Texas

Deep in Dallas’ industrial district sits a large, nondescript building with numerous trucks in its parking lot. You might drive past it without giving it a second glance, unless, of course, you know that it houses Rudy's Tortillas, a $5 million-a-year company and one of the largest tortilla suppliers in the Dallas-Fort Worth Metroplex.

Joe Guerra (’96) is the sales manager for Rudy's and the most recent Guerra to joint the family-owned company. “When my grandfather, José R. Guerra, opened the business (as Texas Tortilla Factory) in 1945, it was selling through small grocery stores and only produced corn tortillas and tamales,” Guerra says. “My father (Rudy Guerra, Sr.) bought it in ’64 ad started to expand sales to restaurants and other stores.”

Since then, Rudy’s has continued to grow, eventually involving Joe and his two older brothers, Rudy Jr. and Louis.

Because education is valued in the Guerra family, Joe was encouraged to get a college degree before coming to work at Rudy’s. he chose to major in hotel and restaurant management at UNT.

“I knew I wanted to work with my father and my brothers in the company,” Guerra recalls, “and UNT has a convenient location in the Metroplex, something I knew would be useful when it came time to get an internship.”

While at UNT, Guerra founded Sigma Lambda Beta (now Lambda Theta Phi), a Hispanic fraternity.

“Chancellor Hurley was very good at bringing our fraternity into the university community,” he says.

Joe is not the only Eagle in his family; two of his sisters also graduated from UNT. Kathy Purser (’81) is an accounting adviser for the family business, and Linda Dyer (’90) went on from UNT to receive a master’s degree and works in Livermore, Calif. His other sister, Monica Masters, received double master’s degrees at other universities and teaches in the Dallas ISD.

Because Rudy Sr. and his wife, Carmen, are strongly committed to education, the Guerra family decided to give back to UNT, recently established a $10,000 scholarship endowment. Designated for organizations on campus, it will help students who have trouble affording college.

“I really think the university has responded to minority needs well,” he says earnestly.

     Talk with Louis Guerra and it is easy to see the pride he has in the company his grandfather started over 55 years ago. It is this pride and commitment to excellence that has kept Rudy's Tortillas strong and growing through three generations.
     Rudy's Tortillas is a family-owned company located in Dallas, Texas. The company was opened in 1945 by Jose R. Guerra as Texas Tortilla Factory selling corn tortillas and tamales to local grocery stores. Today, they are one of the largest tortilla suppliers in the Dallas/Fort Worth Metroplex.
     "Rudy's tortillas has seen many ups and downs throughout our history. But, we have worked hard to continue to expand our products and our facilities. Through our success we invest in the success of others by contributing back to the Hispanic community. "It is very important to us to give back to the communities that have helped us grow into the company we are today," said Rudy Guerra, Jr., director of operations.
     One of the ways Rudy's Tortillas' success benefits the Dallas area is through their annual golf tournament. Last year, they held their 12th annual golf tournament with 72 golfers in attendance and proceeds benefiting the education of local youth.
     Rudy's Tortillas has generously donated money for scholarships and endowments to several college prep schools and to the University of North Texas with money specifically going to students interested in business administration and restaurant and hotel management.
     "We are very proud to contribute to the education of young people. Our success has allowed us to help other minority students fulfill their dreams. We hope that other companies will give back to their communities that helped them grow," said Joe Guerra, sales manager.
     Rudy's Tortillas has been a valued Minsa customer of many, many years. Minsa is proud of the accomplishments Rudy's Tortillas continues to make and is proud to be a part of their success.

Congratulations to Rudy Guerra Jr., head of production, for earning his official baking certification from the American Institute of Bak

ing (AIB). On the 9th of February, 2001 Rudy Jr. achieved his goal of successfully completing his studies at the AIB located in Manhattan Kansas. The not-for-profit corporation was established in 1919 as a program for the science of baking in food production. The AIB has accumulated a staff of experts in baking from the maintenance of equipment, employee safety procedures, nutritional research and more.

GOOD JOB JR WE ARE PROUD OF YOU!

Rudy's Tortillas proudly donates 5 $1000.00 scholarships April 27, 2001 to Ursuline Academy. Pictured left to right are the daughters of owners Rudy Guerra Sr. and Carmen T. Guerra- Linda Dyer '86, Monica Masters '78, Kathy Purser '76 and Carmen T. Guerra (owner).