Ivan M. Gutierrez

Critic
DISC Type : C

Founder & CEO at Tierra Negra

Chicago, Illinois, United States

Overview

Ivan is the founder of the award-winning salsa brand Tierra Negra and co-owner of La Vaca Margarita Bar. A third-generation restaurateur, he leverages his familys culinary legacy, dating back to 1972 in Chicago, to drive his ventures. People describe him as extremely hard-working with strong leadership skills.

Deeply inspired by his heritage, Ivan is passionate about evolving authentic Mexican cuisine for a modern audience. He channels the commitment learned growing up in his familys restaurants into his own entrepreneurial journey. His brand grew from an idea during the pandemic to a recognized product on retail shelves.

He recently won the prestigious Naturally Chicago Pitch Slam competition, earning significant recognition for his unique dark salsa.

Personality Overview

Objective Thinker

Information Seeker

ROI Driven

They like to do things independently and don’t look for support from others.  They don’t appreciate bells and whistles unless backed by data. They choose to analyze logically and value facts to emotions.

Topics They Care About

Culinary Entrepreneurship
Successfully launched his own CPG brand, Tierra Negra, after years of development and recently won the Naturally Chicago Pitch Slam, a major competition for emerging brands.
Authentic Mexican Flavors
His brand's mission is to create unexpected, modern Mexican flavors using authentic, centuries-old ingredients inspired by his heritage.
Family Business Legacy
A third-generation restaurateur, his work is a continuation of a family tradition in the Chicago food scene that his grandparents began in the 1970s after moving from Guadalajara.

Media Appearances

Ivan has no verified media appearances

Work History

5-2024
Founder & CEO at Tierra Negra
8-2013
Co-Owner at La Vaca Margarita Bar
5-2023 - 12-2025
Co-Owner at Pizza Cantina Chicago
2-2008 - 6-2015
Assistant Manager at El Barco Mariscos Restaurant

Education

2014 - 2018
Bachelors from DePaul University

More Information

Social Presence :

Prographics :

Exp : 17 Location : Chicago, Illinois, United States Job Level : Leadership Designation : Founder & CEO at Tierra Negra
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Insights For Selling To Ivan M.

During A Call Or A Meeting

DO's

  • Be formal and objective, they will appreciate it more
  • Don’t forget to mention how you compare to competition on both features and pricing
  • Be ready to answer many clarity-seeking questions and requests for information

DONT's

  • Do not use very emotional or colorful language
  • Don’t try to give too many examples of other users, they like to make their own decisions
  • Don't give superficial answers, they are easily rattled by them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Ivan M. is

  • Proven ROI, pricing and objective proof points are the factors that sway their decision.
  • Will you ever get a clear answer from Ivan M.

  • They are comfortable saying no if they are convinced that it is the correct decision.

Insights For Deal Planning

    How fast (or slow) will Ivan M. move?

  • They are neither the fastest nor the slowest decision makers, they are somewhere in the middle.
  • Can Ivan M. take some risk or not?

  • They can bear some risk if their analysis backs the decision.

You And Ivan M.

Personality Compatibility


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