OUR HISTORY
On June 16th, 1951, Pablo and Max rented a modest two-story house for $250,00 in the Mugdan neighborhood. Here the dream began, demonstrating the commitment and dedication to build the most important candy, cookie, and salty product factory in the region.
The candy production failed in its first attempts because a chemical product was used as a base. Pablo and Max took a few days to analyze their error and research to solve this obstacle, which is how they discovered the power of glucose and the copper cauldron as the ideal container for developing the candy mixture.
In 1951, Pablo Tesak and Max Olano were young men of limited resources, but full of energy. Both had lived difficult situations. Pablo, newly arrived in El Salvador, and Max, living in the city of Chicago, were about to take the first steps to become owners of a company that would allow them to get ahead.
With enthusiasm and emotion, the Mugdan neighborhood saw the initial steps of the first DIANA employees, mostly women, who together with Pablo and Max believed in the project.
In 1956: The first notion of churro. In his role as explorer, Pablo detected the benefits of a machine that produced churros. He tried to buy it but it became impossible for him, he only managed to acquire the mixer and the base product.
In 1958 the first DIANA advertisement is born. The first marketing strategy is born. A television commercial promoting DIANA products comes to light to the Salvadoran public thanks to the eloquence of Amparito, one of our first DIANA collaborators.
DIANA officially opens its snack factory. The Olano and Tesak Company requests the General Directorate of Commerce, Industry and Mining to grant DIANA the benefits of article 9 of the Law for the Promotion of Processing Industries. This happens in 1954.
In its beginnings, the distribution and sale of products was done on a bicycle. That was DIANA's first official means of transport. In San Esteban, they bought the first distribution truck in 1957. The designated driver was Mr. Miguel Sánchez, who later became manager of the San Miguel distributor. He performed his role for 40 years, showing his commitment to the company.
In 2003: Beginning of DIANA Products distribution with CBI International. The company becomes the exclusive importer of DIANA Products, incorporating its portfolio of traditional snacks into the American market.
Today, more than 25+ years of marketing history in the USA. CBI International continues to distribute DIANA in more than 30 states and multicultural markets in the United States, adapting traditional flavors with relevance for Latino consumers and new generations.
In the early 2000s, DIANA crossed borders. What had been an iconic flavor in Central America for decades began arriving in the United States to accompany those who carried their history, culture, and cravings with them. Today we celebrate sharing the same flavor, the same heart, and the same passion in the United States.
Between 2006 and 2016: Growing in the U.S. Over this decade, CBI Expanded its distribution across the country, shipping DIANA products out of Miami to more states and local shops serving Latino and multicultural communities.
