Meet Janet Flores Pavlovich of COYOTAS

Today we’d like to introduce you to Janet Flores Pavlovich.

Hi Janet, so excited to have you with us today. What can you tell us about your story?
Janet Flores Pavlovich is a chef, entrepreneur, and the founder of Coyotas—a brand on a mission to restore dignity to the authentic tortilla. Born and raised in Sonora, Mexico, Janet grew up with the rich traditions of northern Mexican cooking, where food wasn’t just nourishment—it was memory, ritual, and pride.

After culinary school in California, she landed behind the scenes at the Food Network, developing recipes for celebrity chefs. But even in the heart of the food world, something was missing. The tortillas she grew up with—fresh, tender, made by hand—were nowhere to be found. What she tasted instead were mass-produced imitations, full of preservatives and empty of soul.

So she went back. Back to Sonora. Back to the kitchens of master tortilleras, where she learned the centuries-old techniques of tortilla-making by hand. Returning to California, she and her husband Alfredo began experimenting in their small San Diego apartment—refining a grain-free, four-ingredient tortilla that honored tradition while meeting modern standards.
They called it Coyotas—a nod to the resilient, resourceful women who shaped Janet’s world. What started at a farmers’ market has become a movement: preserving tradition, elevating craft, and bringing the true taste of Sonora to tables everywhere.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Great question! I could say it’s been a smooth road because I am optimist. But in reality, no journey is completely smooth—there are always obstacles and bumps along the way. I like to see it as Marcus Aurelius said: The obstacle is the way.

It’s all about learning to navigate challenges and surrounding yourself with a team that’s rowing in the same direction to make the journey easier.

Our biggest challenge has been growing responsibly while maintaining our own manufacturing. Staying laser-focused without getting distracted by shiny opportunities has been key.

Thanks – so what else should our readers know about COYOTAS?
Coyotas is a premium tortilla company dedicated to dignifying the tortilla by showcasing how it should taste, feel, and look—made with only four organic ingredients. We take pride in crafting high-quality, authentic tortillas rooted in tradition

We are the cleanest tortilla in the market ..

We are very proud that Coyotas is a certified organic company, and our packaging is 100% certified compostable. In fact, we are the first tortilla brand in the Americas to offer fully compostable packaging, reflecting our commitment to sustainability and quality.

We all have a different way of looking at and defining success. How do you define success?
Personally for me, success means having the freedom to spend our time as we choose—doing what we love, when we want, and with the people who matter most.
For our company, every milestone is a success worth celebrating.

Contact Info:

• Website: https://www.eatcoyotas.com
• Instagram: @eatcoyotas
• Facebook: /eatcoyotas

Image Credits
Eric Wolfinger
www.ericwolfinger.com