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Tio Ernesto Brings a Taste of Cuba to the American Kitchen with New Sazón Cubano Seasoning Line
Houston-based food brand turns Cuban-inspired flavor and family tradition into two versatile blends designed for everything from the grill to the breakfast table
HOUSTON, Texas (September 1, 2026) — What if one seasoning could take you from scrambled eggs in the morning to roasted vegetables at lunch, grilled pork at dinner and even popcorn during the game?
That is the idea behind Tio Ernesto, a new Houston-based seasoning brand bringing the bold, savory flavors of Cuban-inspired cooking to the modern American kitchen.
Founded by husband-and-wife team Walt Penberthy and Mary Rothwell, Tio Ernesto debuts with two proprietary Sazón Cubano blends—Classic and Fuego—created to make the layered flavors traditionally associated with Cuban cooking approachable enough for a Tuesday-night dinner, yet distinctive enough for the grill, smoker or weekend gathering.
For Penberthy, however, the story begins long before the seasoning reached a bottle.
“Food has always been tied to memories for me—the people around the table, what was cooking, the conversations and the feeling of everyone being together,” said Penberthy. “We wanted to capture some of that spirit in Tio Ernesto. You shouldn't need a complicated recipe or a cabinet full of spices to make something people are excited to eat.”
One Flavor Profile, Dozens of Ways to Use It
At the center of the brand is a simple culinary proposition: a seasoning should not be limited to one protein or one recipe.
Tio Ernesto's Classic Sazón Cubano combines garlic, black pepper, oregano, cumin, turmeric and other carefully selected spices to create a savory, aromatic blend influenced by the flavors found throughout Cuban cooking.
Fuego starts with that same flavor foundation but adds a smooth heat designed to build gradually rather than overwhelm the food.
The result is a pair of seasonings that can move easily across the kitchen—from pork, chicken and steak to shrimp, fish, vegetables, potatoes, rice and beans, eggs, soups and stews.
Penberthy has even used the blends on wings, snacks and popcorn.
“That versatility was important to us,” he said. “We didn't want to create something people bought for one recipe and then forgot about in the pantry. I wanted the bottle sitting next to the stove because you reach for it all the time.”
Cuban Inspiration Without the Complicated Prep
Traditional Cuban cooking is known for deeply seasoned meats, citrus, garlic, cumin, oregano and dishes designed to be shared. Tio Ernesto takes inspiration from that culinary tradition while adapting it for the way people cook today.
The seasoning can be used for grilling, roasting, baking, smoking, sautéing or air frying and does not require special preparation.
A pork tenderloin can become Cuban-inspired with a few shakes before hitting the grill. Shrimp can be seasoned before a quick sauté. Vegetables can be roasted with Classic, while Fuego can turn chicken wings or potatoes into something entirely different.
That ability to use the same seasoning across multiple dishes is part of what Penberthy hopes will distinguish Tio Ernesto in an increasingly crowded spice aisle.
“People want more interesting flavors, but they also want dinner to be easy,” he said. “Those two things don't have to compete with each other.”
A Bottle Designed to Start a Conversation
The brand's Cuban influence extends beyond what is inside the bottle.
Tio Ernesto's packaging draws from the color, character and vintage visual language of Havana, giving the brand a distinctive presence intended to feel as appropriate on a kitchen counter as it does beside an outdoor grill.
The personality is intentional. Penberthy envisions Tio Ernesto as more than another spice blend—it is a food brand built around hospitality, storytelling and the belief that the best meals are usually the ones shared with someone else.
“Cuban culture understands that food is social,” Penberthy said. “The table is where people gather. That's really the heart of what we're building.”
From Houston Kitchen to a Growing Food Brand
Launching initially with Classic and Fuego, Tio Ernesto is now expanding its direct-to-consumer presence while pursuing retail partnerships, food events, demonstrations and opportunities to introduce consumers to Cuban-inspired cooking.
The founders are also developing recipes that demonstrate an unusual challenge: creating completely different dishes using the same seasoning blend.
It is an approach intended to answer one of the most common questions consumers have when discovering a new spice: What else can I make with it?
For Tio Ernesto, the answer is intentionally broad.
“Our goal from the beginning has been very simple,” Penberthy said. “Make what you make better.”
Availability
Tio Ernesto Classic and Fuego Sazón Cubano seasoning blends are available now, with additional retail distribution currently in development.
Recipes, cooking inspiration, product information and purchasing are available through Tio Ernesto's website.
Walt Penberthy is available for interviews, cooking demonstrations and conversations about Cuban-inspired flavor, developing a seasoning brand, recipe applications, grilling and the story behind Tio Ernesto. Product samples and high-resolution photography are available to members of the media upon request.
About Tio Ernesto
Tio Ernesto is a Houston-based premium seasoning company inspired by Cuban flavors, family traditions and the belief that great food brings people together. Founded by husband-and-wife team Walt Penberthy and Mary Rothwell, Tio Ernesto creates proprietary seasoning blends designed to bring bold, savory flavor and versatility to everyday cooking.
Proudly made in the USA, Tio Ernesto's philosophy is simple: Make What You Make Better.
Media Contact
Kathryn Sacco Smith
Smith + Sacco, Ltd.
713-252-5414
stourtellot@aol.com
Why It Matters
Industry operators should watch for follow-on developments as this story develops.
For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.
Written by FBM Publications Editors
