Victor Macias

Victor Macias

Co-founder & CEO

Nui Foods

Santa Ana, CA USA

We rise to the level of the questions that we ask or that are asked of us.


By Roadtrip Nation

Victor Macias


My road in life took a while to figure out.
My parents were immigrants and I was the oldest of three siblings, so I acted as a translator for my family from the time I started school.
I feel as if I’ve been an entrepreneur my whole life—in kindergarten, I would sell candy door-to-door to make money to buy toys.
It was my dad’s dream for me to go college so that I could make money and help my family—I graduated from California State University, Fullerton with a degree in entrepreneurship.
After college, I worked as a consultant but also always had my own business on the side—when my side business started gaining traction, I quit my job as a consultant.
I’ve started a few different companies, including, which provides informative and entertaining content about men’s grooming.
In 2016, I started my ketogenic cookie company, Keto Kookie, with my business partner in his mom’s kitchen.
My business partner and I took Keto Kookie on “Shark Tank” and were able to raise $22,000 on Kickstarter to start a full-fledged keto kitchen.
Keto Kookie has since morphed into Nui Foods, where our overarching mission is to help the world cut out sugar and end diabetes and metabolic disease.
Keep following my journey


Co-founder & CEO

I am the co-founder of a company with a mission to help the world end diabetes and metabolic disease.

Career Roadmap

My work combines:
My work combines:
Helping People

Day to Day

While driving to work in the morning, I always listen to an audiobook to further my learning. When I go in to work, I write down the things I'm grateful for and then all of my current anxieties and fears in a journal. I choose the top 1-3 most important tasks off my to-do list that will further my success and make sure they get done that day. I wait until I finish the first task before I spend time checking emails, communicating with others, or tackling meetings.

Advice for Getting Started

Here's the first step for everyone

Look at everything as an experiment. Whatever your goal is, think about the smallest version of that goal that you can test in the moment. For example, before I started Nui Foods, I paid to promote a generic image of a chocolate chip cookie alongside the caption "World's first keto cookie" and told myself if I got 15 orders from that post, I'll move forward. Within a few days, we had over 15 orders, so I knew I was safe to move forward.


The Noise I Shed

From Society in General:

"You don't need to go to college if you're going to be an entrepreneur."

Challenges I Overcame

First-Generation Immigrant
Mental Health Issues

Interviewed By

CSUF Roadtrip

CSUF Roadtrip

California State University, Fullerton students and alumni