Being part of a family-run business can be both challenging and rewarding. Just ask Willie Tamayo, who’s worked alongside his parents and siblings for more than 35 years to build La Tortilla Factory into a successful, industry-leading food manufacturer (he currently serves as executive vice president). “The biggest challenge is being able to separate the feelings, attitudes and stereotypes of being brothers from those of being partners, owners and business colleagues.”Understandable. But balance that with “Knowing you can be away from the business and that it’s being watched and managed by family. Another joy is having a business that lets all family members gain valuable experience and understand the sacrifices and hard work of the first two generations.”
How long have you been in business?
We started the family business, La Tortilla Factory, in August 1977. We opened our doors a few days after the death of Elvis. I still remember working and preparing to open the doors when word came of the King’s death.
Do you have a big family?
My parents had five sons, I am number three. My wife, Darlene, and I have two sons, and we have four grandchildren who live on the East Coast and Oakland. Darlene and I will be celebrating 39 years this September.
What do you love to do outside of work?
Now that I’m less involved with the day-to-day operations of the company and focused more on strategic planning, I’m getting connected in the community meeting folks in education, health care and social advocacy and creating relationships to connect our family of employees with these different areas. We, as a family and as a company, strongly encourage and support continuing education for everyone at our workplace. I was taught in college that every business has a social, political and economic responsibility to its community. I’m involved with the new Sutter Medical Center Capital Campaign, Social Advocates for Youth (SAY), Wells Fargo Center for the Arts and the Elsie Allen High School Scholarship launch.
Share a happy childhood memory.
My best childhood memory is having the luxury of a large field in the back our house and playing organized baseball. I loved playing sports, and baseball was my favorite. Omaha, Nebraska [where I grew up], had lots of competitive baseball teams back in the 1960s and ’70s, and our school team was right up there with the best of them.
Did you do anything wild when you were a teen?
Of course…and those experiences will remain buried.
Do you have any superstitions?
I don’t know if you’d call it superstition or faith, but I feel the presence of deceased family members and friends watching over me and guiding me when I need help the most.
If you were to be executed in the morning, what would be your last meal?
Probably a special meal prepared by my very good friend Roger Praplan at La Gare. He knows my preferences for great seafood and pasta with butter and wine.
What motto sums up your management style?
Two of them: “Know your customers. Find out what’s important to them before you try to sell them what you have.” This goes hand in hand with, “Want a friend, be a friend.”
What food do you hate?
I like to think I’m open to trying anything once as long as the chef takes pride in preparing the dish.
What’s something you consider too daring to try?
Skydiving.
What’s your favorite book?
I enjoy mostly history books. A few years ago, I read Doris Kearns Goodwin’ book, Team of Rivals: The Political Genius of Abraham Lincoln . I think it shows the brilliance of Abe Lincoln in bringing together rivals to accomplish many things he wouldn’t have been able to do alone.
What’s your favorite or most memorable line from a movie?
From “The Godfather”: “Keep your friends close and your enemies closer.”
Where would your dream vacation be?
I hear Fiji is beautiful, or maybe somewhere along the warm beaches of Croatia and Italy. Someplace where my wife and I could enjoy great foods, fine wines and beautiful people. Wait a minute—that sounds like Sonoma County!
If you were given a racehorse, what would you name it?
“Taurus the Bull”: Get out of the way.
What’s your favorite holiday?
Thanksgiving is the perfect holiday for football, turkey (one of my favorite meats) and including friends along with family to give thanks for all we have.
What value or virtue was most emphasized in your home when you were growing up?
No matter how little or much we have, we can always reach out and help someone less fortunate.
