(FORTUNE Small Business) – José Badia CEO/Badia Spices

Since Miami-based Badia spices expanded beyond its Cuban-only offerings in 1999, the 36-year-old company has nearly doubled revenues, to $30 million.

SPICING IT UP: Badia's father sold spices almost entirely to Cuban-Americans--a group that was his core market for two decades. But when the younger Badia saw that his city's ethnic makeup was changing--"Miami is as diverse as New York," he says--he added new seasonings, such as Chimichurri (an olive oil dressing for meats), Mexican chili, and a Spanish olive oil, to appeal to other Hispanic groups in Miami and nationwide.

SMELL OF SUCCESS: Badia's product line, which now includes 350 marinades, spices, and teas, has found its way into Sam's Club and Costco. "Hispanic growth is unbelievable," says Badia, 56, "and it's helping us to open new markets." But ultimately he hopes to win over an even larger market--non-Hispanics who love spicy food. --SAKINA SPRUELL