Today we’d like to introduce you to Adan Gonzalez.
Hi Adan, thanks for joining us today. We’d love for you to start by introducing yourself.
Riff Valley began in 2005 when I was a promoter bringing hardcore-style bands to the Rio Grande Valley. The hardcore subculture has a strong connection to veganism, and through that community, I saw how naturally music, activism, food, and lifestyle blended together. It felt natural to combine my passion for music, community, and plant-based food.
In April 2014, I hosted my first pop-up, introducing vegan food as an option at one of my shows. I sold vegan fajita tacos made with grilled onions and peppers. Between 2005 and 2014, I spent years experimenting with recipes and creating plant-based versions of familiar foods that reflected my South Texas roots.
My wife Cassidy had been vegetarian, and I became vegetarian at 29. When I turned 31, we made the transition to a fully vegan lifestyle. Today, at 44 years old, I have been meat-free for 15 years and vegan for 13 years.
In the early years, we focused on vending vegan taqueria-style tacos at local shows and traveling to annual hardcore events such as Hard Times Festival in Laredo and Hope for Shelter, a San Antonio hardcore staple. We began making the yearly trip to Flyover Fest in Oklahoma in 2023, continuing to bring Riff Valley to new communities.
In 2025, with the help of my wife Cassidy, and a solid foundation good friends (Danny Gonzalez, Jorge Gomez, Dave Garcia, Jorge Parlatto we expanded beyond Texas and began vending at multiple hardcore festivals across the United States, including No Sleep Fest and Hell’s Heroes in Houston, LDB in Louisville, Kentucky, Tied Down Festival in Detroit, Michigan, The Rumble in Chicago, and Unified Festival in Indianapolis.
Over time, Riff Valley has evolved from a local pop-up into a traveling vegan food project, providing vegan taco catering and food options for touring bands, festivals, and communities across the country.
What started as a way to bring people together through music and food has grown into Riff Valley, a vegan food project focused on sharing bold, comforting flavors inspired by my culture while continuing to connect food, music, and community.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Starting a vegan food business in South Texas, where traditional food culture is deeply rooted in meat and dairy, meant having to introduce people to a different way of experiencing familiar flavors.
There have also been challenges in being a vegan business within both the food industry and music scenes, but the support from the hardcore community and people who believe in what we do has helped us continue moving forward.
Every obstacle has been part of the journey. Riff Valley has grown because of the lessons learned along the way, the people we have met, and the communities that continue to welcome us. The challenges have only strengthened our mission to share flavorful vegan food while bringing people together through music, culture, and community.
We’ve been impressed with Riff Valley’s , but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Riff Valley is a vegan food project specializing in South Texas inspired vegan taqueria style tacos and comfort food. We create plant based versions of familiar foods that reflect the flavors and traditions of the Rio Grande Valley, using fresh ingredients, bold seasonings, and recipes inspired by the foods we grew up with.
We are known for our vegan tacos, especially our taqueria style approach that brings the same experience, flavors, and sense of community found at traditional taco spots, while making it completely plant based. Our goal is to show people that vegan food can be flavorful, satisfying, and connected to culture.
What sets Riff Valley apart is our foundation in the hardcore and punk rock community. We started by bringing vegan food to music events and have grown into a traveling pop up serving festivals, touring bands, and communities across the country. The connection between food, music, and community is at the heart of everything we do.
Brand wise, we are most proud of our authenticity and staying true to where we come from. Riff Valley represents our South Texas roots, our vegan lifestyle, and the communities that helped shape us. From our first pop up in 2014 to traveling across the United States, we have built something based on passion, consistency, and the belief that food has the power to bring people together.
We want readers to know that Riff Valley is more than just vegan tacos. It is a celebration of culture, creativity, music, and community. We are here to create memorable food experiences while showing that plant based food can be familiar, exciting, and full of flavor.
Is there any advice you’d like to share with our readers who might just be starting out?
My biggest advice for anyone starting out is to stay patient, stay consistent, and believe in what you are building. Growth does not happen overnight, and there will be many challenges along the way,
I would also encourage people to stay authentic to their vision. It is easy to compare yourself to others, but the things that make your brand unique are often the things that connect with people the most. Build genuine relationships, support your community, and don’t be afraid to start small.
Riff Valley started as a vegan food option at local hardcore shows and grew one event, one customer, and one connection at a time. The journey takes time, but passion, consistency, and staying true to your purpose can take you further than you imagine
Contact Info:
- Website: https://sites.google.com/view/riffvalleytx
- Instagram: https://www.instagram.com/riffvalleytx
- Facebook: https://www.facebook.com/share/1Hk3vGBgQ1
- Twitter: https://x.com/RiffValleyTX
