Industry Experts

Comida News seeks out the change agents and rising stars of the Hispanic food & beverage industry. Whether they are growing their own small business, leading a multi-million dollar enterprise, authoring a cutting-edge book or introducing a new product, they all have insights to share on their best business practices. Please read on and enjoy our experts!

Shad Jolfai of Vidalife

On creating a new company, marketing a new product and carving a niche in a new market

Comida News interviews Shad Jolfai, Vice President of Vidalife Co. Inc, a new company specializing in creating healthy products derived from agave and nopal cactus plants in Mexico. Vidalife was represented at this year's Expo Comida Latina, where they entered their agave syrup into the New Product Competion. Jolfai talks about the launch of the company and their unique product lines.

CN: What was the thinking behind launching Vidalife?

SJ: As health-minded individuals and with the world going greener, we as a company wanted to give healthier choices in food selections to the market. So, the word Vidalife, Inc. was born, which to us means living a healthier life and making smarter food selections!

CN: When was the company launched?

SJ: 18 months ago!

CN: What are the unique features of your agave (Aga-life) and nopal (Nopa-life) product lines?

SJ: With Aga-life the quality comes from the 100% natural organically grown blue agave plant. We also have a uniqeness wherein we provide flavors of the agave syrup. With the Nopa-life, the quality is that we as a company provide the greenest plant product from Mexico. The uniqueness is that it is a cactus that tastes good. These products are even more unique because they are everyday usable consumable healthy products.

CN: What were the challenges in launching these new products?

SJ: It is on-going. To change the paradigms of consumers to live a healthier life by selecting healthier products to put on their plates and in their bodies. It takes time and effort. Once people actually consume the products, taste the difference and see the benefits, they are usually on board.

CN: Why did you choose agave syrup and nopal cactus as your main product lines?

SJ: Because they are both from the cactus family and these plants have special properties that help with prevention of ill health as well as progression of good health.

CN: Where do you harvest your nopal and agave from?

SJ: Agave plants are from the areas of Guadalajara, Mexico, and nopal cactus plants are from Sinaloa, Mexico.

CN: What are the health benefits of Agave and Nopal?

SJ: Agave and nopal nectar are high in fructose sugar, but are unlike other processed fructose because they’re all natural and come from cacti. The fructose in Agave and Nopal don’t stimulate digestive insulin that creates a “sugar rush” and they have a glycemic index of 34-38, which make them a suitable form of sugar for diabetics. Agave and nopal contain many healthy micronutrients. Aga-life Agave syrup is kosher certified and certified organic. One tablespoon of Agave syrup has only 60 calories, so it’s a healthy alternative to maple syrup and honey.

CN: What has your product feedback been like so far? Do you have interested buyers/retailers?

SJ: Since our conception, we have had nothing but positive response from many types of people and businesses.

CN: What is your marketing strategy for these products?

SJ: Trade shows, word of mouth, farmers markets, internet.

CN: What was your biggest takeaway from Expo Comida Latina?

SJ: That Vidalife, Inc. is at the right place at the right time!! The time is NOW for health and a heathier selection of products in the market place.

CN: What is your business plan for the future?

SJ: Keep keeping on! And focus on putting our products where healthier products have never been.

Jose Villa of Sensis

On marketing and advertising to a rapidly expanding Hispanic business and consumer sector

Comida News sits down with Jose Villa, founder and president of Sensis, ranked the fastest growing Hispanic company in California in 2008. Sensis is an interactive advertising and marketing agency that helps companies and organizations brand their products while emphasizing digital and multimedia communications to reach intended audiences.

CN: How are Hispanic businesses advertising and marketing themselves differently nowadays?

JV: Hispanic businesses, much like the rest of the businesses in the U.S. economy, are facing a dramatic change in the media landscape, driven by the emergence of digital media and fragmentation in consumer and business audience media consumption. What does all that mean for Hispanic businesses? – basically that the way they have been accustomed to advertising during the last 20 years no longer works. A simple example is Search Engine Advertising. eMarketer estimates that $11 billion will be spent on Search advertising in 2008. Considering that there are 2.8 million Hispanic business in the U.S. , it’s safe to assume that a chunk of that $11 billion was spent by Hispanic-owned companies. That is a marked change from even 5 years ago.

CN: How are digital communications and emerging media playing a role in shaping the direction of Hispanic businesses?

JV: Digital communications are creating significant opportunities for all businesses, but particularly for small and medium-sized businesses, which comprise the lion’s share of Hispanic-owned companies (a 2006 U.S. Census Bureau report showed that more than 98% of Hispanic-owned business had revenues of less than $1 million annually). The democratization of advertising led by Google’s AdWords platform and recent expansion into radio, print, and T.V. advertising is opening doors to advertising for small businesses that were previously only available to large advertisers and their agencies. More generally, the increase in the importance and omnipresence of web communications, from the importance of a website, to the PR potential of social media tools such as blogging and professional social networking is creating big opportunities for Hispanic-owned firms to grow.

CN: What are the top-selling brands in the Hispanic food and beverage market and what makes them so successful in terms of their advertising and marketing strategies?

JV: We know that the Food & Beverage industry spent $285 million in Hispanic media in 2007, which was a drop of 12.8% compared to 2006 (AdAge Hispanic Factpack). Top advertisers in Hispanic media among food & beverage categories:

Pepsico: $41 million (-30%)
Kraft Foods: $38 million (+34%)
Coca-Cola: $26 million (-48%)

What does all this data show us? One interesting trend we see is the entrance into the market by specialized new products geared towards Hispanics, introduced by large U.S.-based CPG companies such as Kraft’s Nabisco Morelianas Naranjas and Kool-Aid Tamarind flavor and by smaller companies like Cacicque, where advertising spent is robust. The companies without specialized products, like Pepsi and Coca-Cola, are decreasing their Hispanic ad spending.

Another interesting trend we are seeing, pioneered by Kraft’s ComidaKraft.com initiative, and General Mills’ “Que Rica Vida” initiative is the development of consolidated multimedia communications platforms targeting Hispanics that incorporate multiple brands. This is an interesting trend aimed at making a cultural connection with Hispanics through content (often recipes and advice) that ties in products via a soft-sell approach.

CN: How does a company best utilize this statistic: Latinos currently visit 13% more Web pages and spend 10% more minutes online per day than their general market counterparts.

JV: Pretty simply – invest more of your Hispanic advertising dollars into digital platforms. This isn’t a new statistic – we’ve seen higher engagement numbers among Hispanics online (vis-à-vis their general market counterparts) since the beginning of the decade. Countless studies have shown that Hispanics not only spend a lot of time online for entertainment purposes, but they consider the internet an empowering tool for social and educational advancement and consider the internet a valuable resource for product research and evaluation. In fact, the average Hispanic ages 12 and older spends more time online than watching television, according to the February 2008 Terra/comScore “Hispanic Syndicated Study.” Anyone who is serious about marketing to U.S. Hispanics has to re-evaluate whether they are spending enough online.

CN: How important is bilingual marketing to Hispanic businesses and to the general marketplace?

JV: Although the Hispanic population will continue to grow as a result of outside immigration pressures and continue to see a growing base of Spanish-dominant consumers, the number of bilingual and English-dominant Hispanics will grow even faster. Marketers, whether they are Hispanic-owned businesses or mainstream companies, will need to start to evaluate how much of their current Hispanic consumer base is Spanish dominant or bilingual, and if they see an increase in the English-speaking percentage, they will need to begin to re-evaluate their Hispanic marketing strategy. Like the overall U.S. population, the U.S. Hispanic market is becoming more nuanced. Continued and intelligent segmentation will be the cornerstone of Hispanic marketing in the next 10-20 years.

Sum-Sum Chan of CaseStack

On how manufacturers can work with providers to best package and prepare their products and meet growing market demand

As Expo Comida Latina quickly approaches, manufacturers nationwide are excited to see a continued surge in the Hispanic food and beverage industry. The demand for variety has grown and tastes have expanded beyond the Hispanic American consumer. While manufacturers are eagerly anticipating the continued growth of the industry, their supply chain will need to keep up with the new demands of business.

In order to provide the best service to your customers and create a seamless logistics network, anticipate your future growth by conducting due diligence early on -- find a trusted provider before your supply chain demands it.

For smaller manufacturers looking to expand their LTL services or outsource their full supply chain, it is best to start out with what you know. Are you planning to ship to Expo Comida Latina? If so, this is the ideal time to consider reviewing shipping providers, starting with ones you have used to ship to tradeshows. Create a research matrix to find out if any of these providers also handle full warehousing and specialty services. While they may not be your final choice, your past experience with their services already puts you ahead of your competitors in the same situation.

Ask all the right questions, evaluate your current capabilities and measure them against anticipated growth. If you are currently shipping parcel and full pallets, plan for a provider that can also handle your foray into mixed pallets, labeling, display building, pick and pack, etc. You'll need a partner that can reliably deliver to national retailers and small Hispanic specialty markets alike. Also examine your future warehousing needs. Consider providers with experience handling food clients that are upfront with food-grade certification, including some states' additional organic certifications. There are many other options to consider, such as general storage, pick and pack, and value-added services (VAL). Pick and pack, item-level or case-level, will accommodate retailers with direct shipments or low order levels.

Larger companies who are industry veterans might be looking for cost and time-saving alternatives, such as consolidation programs that are especially accommodating to the smaller-load, higher-frequency practices of retailers like Wal-Mart.

Companies like Border Foods for example, the world's largest green chile pepper processor and a producer of salsas and enchilada sauce to restaurants and grocers, has often faced the issue of managing freight out of multiple warehouses, a labor intensive process often prone to error. As a solution, Border Foods looked at a single logistics provider that would set them up within a consolidation program, combining less-than-truckload shipments from various vendors to create a full truckload, allowing for cost-savings on transportation and mitigating rising fuel costs.

Border chose to turn to CaseStack, since their technology allowed them to self-manage inventory by lot code, making events of recall easily manageable. But there are other providers that may better fit your operational model. Border Foods also relies on CaseStack to execute proper stock rotation practices.

"[They] provide the consistency that we require, making sure that products are shipped in the correct order," says David Gregory, Border Foods’ Director of Planning and Logistics. "It's reassuring to know that all warehouses are following sound stock rotation procedures."

Choosing a provider that has experience with Hispanic products can also be an asset. They will be more familiar with specialty retailers’ requirements, regional issues and order influxes during holiday periods. Overall, dealing with logistics growth is a good problem to have for the Hispanic foods industry and it will certainly continue. Patricia Ceola, VP of Sales at Natura, a producer of horchata mixes, says, “Hispanic consumers, a lot of them just coming here, want to buy the same products that their parents bought in Mexico.”

Biography of Writer: Sum-Sum Chan is the Director of Marketing & Communications at CaseStack, a sustainability-focused logistics company providing shipping and warehousing solutions. She oversees the to-market strategy and brand building of the award-winning 3PL. She previously held the position of Marketing Director at Hint Mint, a gourmet confectionary company. For more information, contact Sum-Sum at: schan@casestack.com

Amelia Ceja of Ceja Vineyards

On emigrating from Mexico to California and operating a family-run vineyard that has withstood the test of time

Comida News sits down with Amelia Ceja of Ceja Vineyards, a family winery located in Napa and Sonoma California. The Ceja family has operated vineyards since 1983. Over the past two and a half decades, Ceja Vineyards has become recognized as the producer of some of the most popular wines of the region.

CN: Can you talk about the history of Ceja Vineyards, how the idea began and why the family chose the vintner path?

AC: Both myself and Pedro and Armando Ceja (the founders of Ceja Vineyards) arrived in Napa from Mexico as children and our parents were vineyards workers. We were introduced to winegrowing by our parents and we worked alongside them in the vineyards. After college, Pedro and I were married in 1980, and in 1983, we bought the first property with Armando, Pablo and Juanita Ceja. Now, we own 113 acres and have a brand that is respected worldwide. Our philosophy is to produce wine that is balanced and is compatible with food.

CN: Where is your family from? What type of grapes do you grow?

AC: My family is from Las Flores, Jalisco and Pedro and Armando's parents are from Aguililla, Michoacan. There are 113 acres in both Napa and Sonoma counties and the grapes that are grown are: Arneis, Sauvignon Blanc, Chardonnay, Pinot Noir, Merlot, Cabernet Sauvignon and Syrah.

CN: What classifies/distinguishes your wines?

AC: Ceja wines are balanced with lower alcohol and nice acidity -- they are great by themselves and delicious with food. I’m also a chef and I try to shape the present and future of the wine industry by paring non-traditional dishes with wine. There is room at the table for wine regardless of what food is being served. Wine and Mexican cuisine make a perfect culinary marriage!

CN: What classifies wines from Mexico?

AC: The Jesuit and Franciscan monks established missions in what is now California, Arizona, New Mexico and Texas. They planted a variety of grape called "Mission," which originated in Spain. It didn't make great wine and the wine was used for sacramental purposes.

Today, all the grapes that are grown in Mexico to make wine are not native to Mexico -- they come from France, Spain, Italy and Germany. And, all the varieties of grapes grown in California are also from Europe -- we do not use grapes that come from Mexico.

CN: How did you establish yourselves in Napa & Sonoma and was it difficult to grow and achieve success there amidst the competition?

AC: We are immigrants from Mexico and we began as vineyard workers, however, we all went to college and our parents inspired us to shoot for the moon, and we have. The wine industry is competitive and difficult to penetrate, yet, we are the leaders in this industry because we are making wine that reflects its birthplace through the vineyards and not through manipulation in the cellar.

CN: What makes Ceja Vineyards unique from other Napa vineyards?

AC: Ceja Vineyards is owned by Mexican-American immigrants from Mexico, and collectively we have over 100 years of winegrowing experience. The Ceja brand has a great reputation.

CN: How do you maintain a family-run business and what are the challenges/rewards?

AC: The founders are talented and posses many strengths, and each of us is doing what she/he does best. We are all moving towards the same goal and therefore we work as a team to achieve our vision.

CN: Are you going to pass the winemaking tradition down to the next generation of your family?

AC: Our children have graduated from college and they have much experience in this industry, therefore, two have joined the Ceja team. Ariel Ceja is the General Manager, and Dalia Ceja is the Sales and Marketing Director. Armando Ceja's daughter, Belen Ceja, just started an internship working with him in the cellar (she is still in school).

CN: How do you come up with the interesting names for your wines?

AC: The names we use for our wines describe the wines. Pedro Ceja, my husband and also owner of Ceja Vineyards, suggested we call our late harvest wine "Dulce Beso" because it has residual sugar and wonderful acidity. Our "Bella Rosa Dry Rosé" was named by me because the name describes perfectly the style of wine -- it's salmon in color, it's crisp and refreshing with no residual sugar.

Kevin Coupe: Expo Comida Latina moderator and broadcast journalist

On moderating "The Generational Buying Shift: A Live Case Study"

Comida News sits down with Kevin Coupe, moderator of "The Generational Buying Shift: A Live Case Study" at next month's Expo Comida Latina education session in Los Angeles. Coupe is a broadcaster for The Morning News Beat, a show that focuses on retail news and analysis.

From the Expo Comida Latina website:

Food plays a very important role in Hispanic culture. There continues to be a shift in the way the first generation shops versus the buying trends of the second and third generations. As buying trends continue to shift from generation to generation, retailers large and small need to adjust to stay on the cutting edge of the industry.

Listening to customers is critical to satisfying their changing needs. In this session, Kevin Coupe will lead retailers and a multi-generational Hispanic family through a roundtable discussion on this change. Choose to participate or just observe; you'll walk away with real answers and a to-do list on how to adjust your product selection to give your customers the products they want.

CN: Can you talk about this discussion and its focus?

KC: For this discussion we’ll have a panel of people talking on this subject , so we’ll run a focus group, in essence, with real consumers and hopefully some demographic diversity. The goal is to get people to talk about what are they buying and how their buying habits have changed. Some habits may be determined by economic factors because there are things happening in the economy that are causing transformations. We may see different buying decisions for younger people versus for older generations, in terms of buying generic brands versus private labels, ethnic foods versus more mainstream American products, frozen versus fresh foods, etc…

CN: What are some of the questions you're going to ask?

KC: Where do you shop and why? Have your shopping habits changed and why? How do you feel about organics and naturals and has that changed over the years as certain items have become more expensive? Do you find yourself moving toward other brands? How often do you go out to eat?

CN: What kind of answers do you predict will come forth?

KC: I suspect there will be some surprises. I have no idea if this is going to happen, but you can find older people who immigrated to this country who very much wanted to buy Kellogg or Proctor & Gamble, because of their symbol of America. There are younger people who may be moving back to more traditional products and more traditional sources because of a different feeling of what it is to be American and a different sense of what a melting pot is supposed to be. Usually I don’t get to meet these people ahead of time so it will be interesting and I’ll be learning along with the audience. I encourage the audience to have questions.

CN: What's your experience with this topic?

KC: I’ve done this talk at other places – for companies who wanted to drill down to both retailers and manufacturers who thought there would be benefit from an outside perspective, or a more objective view to moderate and put the pieces together – that’s my role. Someone in the audience asks a question and people respond, so you get some really nice back and forth. Hopefully retailers and manufacturers will walk away with new insights. I don’t have any particular depth of knowledge on Hispanic marketing, but my basic role and what I do well is ask pretty good questions and listen to answers so I can ask good follow-up questions. You don’t necessarily need to have in-depth knowledge of a community to understand buying and shopping habits.

CN: What is your goal for this discussion?

KC: The worst thing would be to run through statistics. The goal will be to make this discussion come to life to see what decisions are being made at the store and what to what stores people are going. Are they one-stop shopping so they don’t have to drive as far? This is important in California, a state with a large car culture and the highest gas prices in country, factors that may influence different kinds of buying decisions.

Source Logistics

On working with manufacturers and distributors in the Hispanic food and beverage market

Comida News interviews Marcelo Sada , President of Source Logistics, the only logistics company in the U.S. that specializes in servicing Hispanic manufacturers. Source Logistics works with manufacturers and distributors across the nation to ensure that products get packaged, delivered, and displayed in the most cost-efficient and marketable way.

CN: What is Source Logistics’ role in the Hispanic food and beverage market?

MS: We specialize in servicing Hispanic manufacturers, so we have been a key player in linking these manufacturers to distributors, wholesalers and retailers. We have a well-established infrastructure that any manufacturer can use to satisfy their specific needs, such as inventory control, preparation of their orders, display assembly and transportation, including long hauls from their factories or local deliveries to distributors or wholesalers. As a specialized logistics company, we service almost all Hispanic distributors or crossover distributors in the nation.

CN: How does Source Logistics help marketers deliver and sell products in the Hispanic food & beverage market?

MS: Today, market conditions are very difficult for manufacturers. Manufacturers run into the problem of distributors or retailers not wanting to buy excess inventories as full truckloads of product and fuel prices are very high, making transportation prices the most significant cost in the supply chain.

With our infrastructure, manufacturers send full truckloads of products to our distribution centers, with inventory closer to their customers. When manufacturers receive an order, we prepare and ship it as needed (cases, displays, etc). In this way, the manufacturer saves money by sending full truckloads, allowing for better and faster service to their customers. For the distributor or retailer, it’s easier to purchase the product because they improve the rotation and avoid having to finance the cost of excess inventory.

CN: What rising trends does Source Logistics see as emerging from the Hispanic food and beverage market?

MS: Distributors and retailers increasingly have more products which makes for a more efficient supply chain. At the same time, the cross-over to the Anglo market becomes stronger, with more areas for distribution and more influence in the marketplace and on television.

CN : In terms of buying, selling & marketing Hispanic products – what are the key points to ensure ROI?

MS: Your strategy would be totally different depending on the characteristics of the products. It’s not the same to sell a case of canned Abulon versus a case of chips. If you sell one pallet of Abulon, it would probably be the same value of a full truckload of chips, but you have two totally different approaches and strategies to try to be competitive and get your ROI.

Everything you do needs to be based on this first characteristic of your product, and from then on you need to put special attention to:

Production costs
Logistics structure (be creative and take advantage of third party companies that are experts in the area, outsource to avoid fixed costs)
Marketing (be sure you are using the right campaign and at the right time for your product)
Sales force (outsource “brokers” where you can because they know the market and they work for a variable cost)

In general, focus on what you know best and can directly control, and avoid fixed costs by outsourcing what you can. As the Latin expression goes, “Zapatero a tus Zapatos.”

CN: What is the best way to reach Hispanic consumers? Are there some promotions/campaigns that have worked better than others and why?

MS: We are not a marketing company, however, through the years we have seen everything on how to target the Hispanic market. I can tell you that what works for one company does not necessary work for the other, so I would recommend being careful when picking your promotion campaign. Just because a campaign worked out for one company, this can bring big expenses instead of rewards for another company.

On the other hand, depending on the economic bandwidth of the company, you can go from the most basic and in most of the cases the most efficient marketing campaign, which often are in-store or massive event demos (sometimes the only way that people would actually taste your product), to a combination campaign involving radio or television (only recommended for well-settled companies with high distribution rates.)

The most import thing is that before you start spending money in marketing, be sure to establish your distribution chain. Use resources to develop better packaging, better displays and more attractive cases that will differentiate you from your competition and actually help you introduce your product and motivate the distributor and the retailers to give your product a try and put it on the shelves.

CN: What are the identifying trends of Hispanic product Distribution? How can manufacturers capitalize on those trends?

MS: Distributors tend to be smarter at the time of purchasing. A decade ago, it was easy to go to a distributor and offer a new product and they would purchase a full truckload to give it a try. Now it’s totally the opposite. Consider that everyday new products are being presented to these distributors and that their warehouses, delivery trucks, retail store warehouses and store shelves are limited by space. Therefore, in order to get a new product in, they have to move a product out. So distributors will only buy:

What they know sells
What they need at the time they need it
If it is a new product they would need to be convinced that the product has the quality, appearance, promotional and logistics support behind it before they buy it.

So a manufacturer must be prepared to give answers to these above issues before presenting their products. If you prepare for these factors in advance, then you will have a great chance to capitalize on and sell your products.

Directo Hispanic

On marketing and promoting the latest Hispanic food and beverage trends

Comida News interviews Diana Mejia-Jones, CEO of Directo Hispanic, an integrated sales and marketing company based in Long Beach, California, with over 20 years of experience in the U.S. Hispanic marketing and promotions industry.

CN: What are Directo Hispanic’s goals and involvement with the Hispanic food and beverage marketplace? How does Directo Hispanic help companies in the Hispanic food and beverage industry?

DH: Directo is an integrated marketing and promotions agency focused on providing shopper marketing programs to CPG clients interested in targeting the US Hispanic marketplace.

Directo develops plans for the Hispanic food and beverage industry that incorporate a mix of in-store sampling activities, Brand Ambassador merchandising teams, retail trade incentives, retail-tainment events and traffic driving media strategies that are all supported by geo-targeted research and custom-tailored reporting.

CN: What are the rising trends Directo Hispanic sees within the Hispanic food and beverage industry?

DH: There is a significant increase in companies investing in in-store sampling and retail-tainment events targeting key Hispainc retail chains. Companies are shifting their branding (ATL) dollars to more tactical grassroots (BTL) approaches for reaching the Hispanic consumer.

CN: Can you talk about the Tajin campaign, how it came about and what the goal of your promotion/outreach was? Why was that campaign so successful?

DH: Tajin selected Los Angeles as their priority market for the launch of their first marketing campaign targeting US Hispanics. Tajin’s positioning as a flavor booster to healthy eating leveraged today’s health and wellness trend. The campaign communicates the benefits of eating fruits and vegetables while enjoying Tajin’s all natural Mexican flavors of chili, lime and salt. The campaign includes a media mix of Spanish language television and radio branding spots along with a radio and TV retail cross-promotion that incorporates retail store front events. Additionally, Tajin’s campaign includes heavy in-store sampling and an aggressive brand ambassador program that educates store managers and consumers on the benefits of Tajin. The plan has proven to be to a success with increased sales, consumer brand awareness and incremental shelf space gains!

CN: When reaching out to a Hispanic audience, what are the most important marketing techniques and why?

DH: The most important marketing techniques include knowing your target consumer and recognizing that Hispanic segments differ based on geography, socio-economic levels and acculturation levels. A plan must include the proper research on the target market, identifying the main drivers and trends of a particular market, and developing the right marketing mix based on the brands traits and goals.

CN: What are the rising/top companies in the Hispanic food and beverage market? What do you think makes them successful or appealing to the Hispanic consumer?

DH: Companies such as LALA Foods, Jarritos and La Costeña are brands that have utilized a mix of marketing techniques that combine traditional advertising with alternative grassroots and community outreach that resonate with their Hispanic consumers.

CN: Can you explain the difference between experiential marketing vs. retail/trade marketing?

DH: There is a big difference between experiential marketing are retail/trade marketing. Experiential marketing creates a brand experience for the consumer with the intention of the consumer walking away with a memorable happening linked to the brand essence. A retail / trade marketing effort focuses more on the retailer – brand relationship creates a win-win opportunity for both the retailer and the brand with the goal of increasing sales.

Ricardo Alvarez of Castro Cheese Company

On the success of his company and the roots and popularity of Hispanic cheese

Comida News interviews Ricardo Alvarez, President and CEO of Castro Cheese, the second most popular Mexican cheese in the U.S. IDDBA reports: "Half of the top 10 fastest growing specialty cheeses at retail are Hispanic varieties." Castro Cheese is a 37-year-old cheese company based in Houston, TX with roots in Cardenas, San Luis Potosi, Mexico.

CN: What have been the principles of Castro Cheese as it has grown from Maria Castro's farm to the worldwide brand it is now?

RA: A bit of a correction here: the cheeses made by Castro Cheese have their roots in the cheese making of Maria Castro’s parents. She learned from her mother on their farm in Cardenas, San Luis Potosi, Mexico. Maria Castro immigrated to Texas in 1971 and what began as a home kitchen operation is now a state-of-the-art manufacturing facility in Houston, Texas.

La Vaquita brand queso fresco and other varieties of Hispanic cheeses and creams, are currently distributed in Texas, Louisiana, Tennessee, New Mexico and in the southwest region. Castro Cheese Company, according to IRI, is the second largest Hispanic cheese company in the U.S. and the market leader in Hispanic cheese sales in Texas.

CN: What has made Castro Cheese so successful as it has grown over the years? How does Castro Cheese maintain quality in its products?

RA: Our authenticity, high quality, freshness, the fact that our products are all natural. Those are the commitments we live by in our day-to-day production. We take great care to maintain the same standards that Maria Castro held when she made each batch in her home kitchen back in the early 1970’s. Mrs. Castro taught the cheese makers in the plant how to “taste” and “feel” when the cheese is the proper consistency. We also use our own cultures in the making of our various cheeses and creams.

La Vaquita cheeses are not mass-produced industrial or commodity cheeses. They are produced daily, are made to order, all natural and the freshest available cheeses of their kind.

CN: According to International Dairy-Deli Bakery Association's (IDDBA) "What's In Store 2008" annual trends report, "Latin American and Spanish cheeses are no longer a niche market, as an increasing number of non-Hispanic consumers incorporate them into their cooking. Half of the top 10 fastest growing specialty cheeses at retail are Hispanic varieties." What are those Hispanic cheese varieties and why is Hispaniccheese so successful in today's market?

RA: It began with the immigration of the Mexican and Latin population to the United States. As with any new ethnicity, the general market population quickly begins to enjoy tasting and experimenting with the new foods they introduce.

So, as it goes, Americans began to taste Mexican food. The more they ate at casual Mexican restaurants or eateries or on their vacations to Mexico, the more they wanted. Soon the craving went beyond simple burritos, quesadillas and enchiladas and grew to more authentic dishes prepared with authentic ingredients.

When the general market population began preparing these same Mexican foods at home, they didn’t want to use substitutes for the real Mexican ingredients – e.g. instead of using jack cheese for their enchiladas, they wanted to use real Mexican cheese and have the opportunity to choose from several La Vaquita quesos. They want to experiment and enjoy trying new textures, flavor profiles and tastes.

When the more the general market population is introduced to new tastes and flavor profiles, the more they want and the more they wish to experiment. They crave the authenticity and originality -- they want to eat the Mexican cheese just like the Mexican population eats back home in Mexico.

CN: What makes Hispanic cheese unique from other cheese? What makes Castro Cheese unique?

RA: The flavors and consistency are unique. For example, Lal Vaquita’s original and best selling product is queso fresco which literally means “fresh cheese.” It is a versatile cheese that is fresh, white, moist and crumbly. It becomes soft but does not melt when heated. It is perfect for a variety of dishes because it can be crumbled or cut into cubes or can top a wide variety of dishes such as rellenos, tamales, tacos, tostadas, sopes, enchiladas, shish-kabobs, pastas, sandwiches and salads.

CN: What is Castro Cheese's most popular product and why?

RA: Our most popular product is our La Vaquita queso fresco. If I may take a moment to talk about our cremas that are quickly being discovered by food lovers as well. Our most popular is La Vaquita Crema Mexicana. It is non-cultured, not sour, non-salty, thick, rich, heavy fresh cream. It is perfect to drizzle over enchiladas verdes, mix with pasta for Mexican Alfredo or swirl over roasted poblano soup. For dessert, mix La Vaquita Crema Mexicana with chopped strawberries then top with shredded coconut, raisins and granola.

CN: Is the industry of Hispanic cheese-making growing and if so, what does the future of the industry look like?

RA: As illustrated by the IDDBA’s most recent information, the popularity of Mexican cheese is definitely growing. They are unlike any other cheeses currently available and they are extremely versatile finding appeal among professional chefs and casual cooks alike.

Bryce Ruiz of Ruiz Foods

On family business, branding & marketing

Comida News interviews Bryce Ruiz, President and COO of Ruiz Foods, the #1 brand of frozen Mexican food in the U.S. Ruiz talks about the success of his family's company, Ruiz's product innovation and creating a brand that has become number one in its market.

What has made Ruiz Foods so successful in the Hispanic food and beverage market?

BR: First of all, it’s important to note that we (Ruiz Foods) are makers of frozen Mexican food. Beverages are not involved. We believe our success is the result of several things:

(1) The fact that we are not only a family-owned but a family-run company,

(2) Our commitment to the values of product quality, product consistency and product innovation, conceived by my father and grandfather when they originated the company in 1964,

(3) A philosophy of teamwork – within our own organization and with our customers. We know our expertise is in Mexican food, it’s who we are and it’s what we know. We know our customer’s expertise consists of what they know about their consumer. Putting our expertise together with their expertise is a win win for the consumer.

How does a family-owned company stay competitive in the Hispanic food market?

BR: I believe our biggest advantage to our competitiveness is the fact that we are family-owned. We live our heritage -- we live the legacy my dad and grandfather have built for future Ruiz family generations and we stay true to our values.

As a family-owned company that began with a hand-mixer, a small freezer chest and authentic Mexican food recipes from my grandmother, we understand how important it is to be willing to work hard to achieve goals and objectives.

What are the tenets behind Ruiz’s product line? How does Ruiz maintain its product innovation?

BR: First of all, our expertise is Mexican food – it’s our heritage and it’s all we do. Second, we work very closely to partner with our customers. We do our research. We understand when the consumer is looking for innovation in the choices that are available to them. We are quick to respond because we stay on the pulse of what is happening in the marketplace. We are leaders and not followers, so we are the first to introduce instead of the second to try and play catch-up.

What are customer demographics for Ruiz – are there some geographic areas or socio-economic groups that are better customers than others? Why?

BR: Because our products are sold through all channels of distribution, our El Monterey brand has wide appeal. Our El Monterey Burrito Family Packs appeal to families with children … a great price point and a good value. Our El Monterey Taquitos and Quesadillas (also retail) are easy to prepare hand-held foods that are enjoyed by families on-the-go. Again, a good value and a good price. Add a salad, fresh fruit, or condiments like sour cream, pico de gallo, salsa or guacamole and they make a great sit down meal, buffet or party fare with little preparation time in the kitchen and more time to spend with friends and family. Ruiz Foods' products sells very well all over the United States and in all channels: retail, club, foodservice, c-store, vending, entertainment, etc. According to industry statistics, El Monterey is the #1 brand of frozen Mexican food in the United States.

What are the most popular Ruiz products and why? Are there any new products or ideas coming down the pipeline?

BR: One of our most popular product lines is our El Monterey Family Pack Burritos. They were originally introduced in the mid-1960’s when my dad and grandfather co-founded Ruiz Foods. While additional flavors have been added over the years, it is those first flavors that continue to rank among the top five burritos in the frozen Mexican food category.

Ruiz is known as the leader and innovator in the frozen Mexican food category. We were the first to offer tamales in a crock pot right next to the register in small ‘mom and pop’ convenience stores in rural California, the first to offer Flour Taquitos, the first to offer Tornados for the roller grill, and, most recently, the first to offer Family Meals…just to name a few.

Popularity of product depends upon the channel of distribution. For retail it’s our El Monterey Burritos and El Monterey Taquitos, for C-store foodservice it’s our El Monterey Tornados.

Americans have a fascination for Mexican food. And as the Hispanic population continues to migrate to America, they continue to expose the American population to the wonderful flavors and spices inherent in Mexican food. What happens is that the more Mexican food Americans eat, historically, the more they want. And they want to be able to enjoy it at home and not just in a restaurant or casual dining place.

Coupled with the fact that Americans don't want to spend time preparing their foods, no matter what they are, our El Monterey brand frozen Mexican foods are perfect for that family on the go.

Ruiz Foods Statistics:

Ruiz Foods, the nation’s largest frozen Mexican food manufacturer, is ranked:

• 1st among the top 10 U.S. Hispanic-owned manufacturing companies in the State of California and

• 3rd among the top 500 U.S. Hispanic-owned manufacturing companies in the United States

• 16th among the top 500 Hispanic-owned businesses in the United States according to the June, 2008 issue of Hispanic Business Magazine. (In 2007, Ruiz Foods, Inc. ranked 18th).

Executive Chef Stan Frankenthaler of Dunkin Donuts

On sponsoring the CIA's Hispanic food initiative, international branding and product diversity

Comida News interviews Dunkin Donuts Executive Chef, Stan Frankenthaler, and Director of Brand Marketing, Scott Hudler, after the announcement that Dunkin Donuts will be a lead sponsor of The Culinary Institute of America's Hispanic food initiative and new San Antonio culinary school. Frankenthaler and Hudler offer insight on how Dunkin Donuts keeps their brand an international leader while incoporating new ethnic flavors and trends and maintaining the satisfaction of their diverse customer base.

What was the thinking behind supporting The Culinary Institute of America's program to emphasize Hispanic food?

SF: There were a couple of drives behind that initiative. In regards to the donation and partnership, we joined together to create a reflection of Dunkin brands’ dedication to food and flavor. We have the intention as we develop new products that flavor comes first and we know that translates into the customer’s experience. Sweet snacks start from culinary roots and what we wanted to do with CIA was to honor their dedication to culinary pursuits, culinary education and readying people from all backgrounds for various culinary professions. The opportunities are so broad now coming out of school – part of the aim behind the donation is to support those goals as well as support the advancement of Latin cuisines and of Hispanic cooks, bakers, product developers, etc…

Dunkin Donuts has always promoted cuisines of the world and the CIA’s curriculum has always promoted international cuisine; through their “International Kitchen” program, restaurant concepts that reflect the cuisines of world and through their instruction that reflects world cuisines and Latin foods and flavors that are so well-loved. Latin flavors are so dominant that they deserve the showcase they’re getting. By creating a kitchen located in San Antonio and developing a campus there, CIA will create a link to the Latin community and support the cuisine and individuals there. It’s going to be a great facility for developing culinary students and great cuisine.

What has Dunkin Donuts done specifically in their marketing efforts to reach out to the Hispanic community?

SH: Through market-specific activity such as promoting the brand in the Spanish language in both radio and print ads, and through DJ endorsements to focus on the products. Our marketing is straightforward, honest and there’s not a lot of pretense so that tends to resonate well. We have a large presence in a lot of markets with a high Hispanic population such as Florida, New York and Chicago. We speak directly to Hispanic audiences there and focus on 2nd and 3rd generation consumers who are acculturated into the English market community but still hold onto their traditions and consume and speak in Spanish.

We have also brought several products into stores to reach the Latin/Hispanic community, such as the guava filled donut and the dulce donut. Additionally, our trends translate well into the mainstream, the general market latches on well to popular food culture. In terms of the emergence of trends within the Hispanic community, Stan and his culinary team are working on a number of new products. Currently our coffee line resonates well with Latin/Hispanic consumers, specifically the espressos and cappuccinos.

SF: The menu categories that make up the Dunkin Donuts experience are very comfortable for Latin customers. Coffee, frozen sweet beverages, sweet goods, donuts, savory foods, all of these products have a strong association with the menu categories and flavors that come out of Latin cuisines. Fruits and lush flavors, strong flavors like chocolates, all of these play well in those categories.

How does Dunkin Donuts create a unique value proposition for its products that is appealing to Hispanic consumers?

SH: The benefit of our value proposition it that it cuts across all ethnic and socioeconomic lines. We offer great products that are quick, affordable and available any time. Our value lies in the everyday nature of our foods. The range and breadth of the menu specifically have great versatility, so that we can be an everyday brand for everyday people.

What makes the Hispanic community unique in terms of its consumer trends, marketing, product awareness, etc?

SH: One of the things is that there is a real love of food and beverage and sharing within the Hispanic community. Even if it’s taking a moment in our busy lives to share a break for coffee and a donut or to grab a snack on the go -- that appeal hasn’t been lost, culturally it’s still really strong. That makes Dunkin Donuts unique and separates us from the competition. It’s also based on the Hispanic community’s willingness to explore flavors that maybe the American consumer is more reticent to try, so that gives Stan’s team tremendous license to develop new products. In the Dunkin Deli stores the chipotle chicken sandwiches and Cuban sandwiches have done tremendously well. Those items have been the most successful, not just with the Latin customer and not just in heavily populated Hispanic regions like South Florida, but cutting across all demographic and cultural lines.

What are the challenges and advantages Dunkin Donuts has in marketing to the Hispanic community?

SH: We want to ensure that the authenticity of the Dunkin brand comes through on all products. A lot of brands take product information in English and just translate it into Spanish, but that’s not what we want to do. We want to make sure our brand authenticity resonates with Hispanic consumers and deliver in-store products and experiences that meet the needs and balance of flavors from the country of origin, as well as create products that are unique to the American landscape. In terms of challenges with language, we’ve caught them in their infancy stage. We have Hispanic people interspersed throughout our company, some from Central or South American countries. We also use Abece, the Miami-based Hispanic division of Hill Holiday, as our agency for Spanish marketing and advertising.

SF: Another opportunity that is real for us is our international presence. We have a strong customer base in Columbia, Mexico, Honduras, Panama and also in Spain. In addition to targeting growth opportunities there, part of our opportunity is to take what we know and expand on that in Latin countries and look to reflect that influence in the U.S. That is an opportunity that is very exciting from a menu perspective, the challenge is to be authentic in representing the influence from those regional cuisines.

How large is Dunkin Donut’s Hispanic consumer base and what has the company noted about their influence in the market?

SH: We don’t break out our audience because Dunkin Donuts customers really cross all demographics and ethnicities. We are really for the everyday, hardworking people who keep America running. It’s more about shared mindset, shared attitude, shared values. We look at census data but we feel it’s the values of the Dunkin brand that attracts people to the brand. As we’ve re-positioned over the years that’s the way we’ve chosen to look at our customers, against behavioral tendencies rather than age, social, cultural, socioeconomic backgrond – that mindset is inherent to our brand and advertising campaign.

What other companies do you compete with in selling to the Hispanic market? What is your growth strategy?

SH: Anyone who sells coffee and baked goods – from the small café to big stores. Our expansion is strategic and focused. We are planning expansion of stores in Dallas. In California supermarkets we sell our brand through a partnership w/ Proctor & Gamble that enables us to put coffee into supermarkets so customers can still get a taste of Dunkin. That creates an opportunity to test the market before we open our first store. We only have 60 stores west of the Mississippi. Our brand strategy is to move west, but to be very strategic about it.

SF: From the culinary side we’re excited to continue to grow Dunkin Donuts across the country, meet new customers, reflect back the foods and beverages that our customers really want to enjoy. There is a lot brewing in the kitchen right now...

Author Erisbelia Garriga

On Puerto Rican foods and recipes, and Hispanic fusion cooking

In this week's Industry Expert interview, Comida News sits down with author Erisbelia Garriga, who discusses her Puerto Rican heritage, love of food, and the movement toward Hispanic fusion-style cooking. Garriga shares the moving story of how her family's culinary traditions led to the evolution of her new cookbook, Sabrosuras Boricuas.

CN: Please tell us a little bit about yourself. Did you grow up in Puerto Rico y Nueva York?

EG: I grew up in Aguadilla, Puerto Rico. I did my undergraduate studies at the University of Puerto Rico in Río Piedras, and my graduate work (MA & PhD) at New York University. I taught business education for a few years at the high school and college levels in Puerto Rico and New York. Then I worked at the NYC Health and Hospitals Corporation in Brooklyn, NY, from where I retired. Now my husband and I live in Atlanta, Georgia.

CN: What made you decide to write a cookbook?

EG: When I came to New York in 1973, in a casual conversation with one of my cousins, who is a very good painter, I said I wanted to write a cookbook and I wanted a cover with a pilón and ingredients of the sofrito. The following week he had the cover ready, but because I was working on my doctoral studies, I put it on the back burner.

I come from a family where my mother, grandmother and aunts were all excellent cooks, and would cook all day long. If anyone said they had a craving (antojo) for something, they would cook it. When my mother had open-heart surgery in 2000, my father would sit with her and ask her how she used to cook different dishes she prepared at home. Every day he used to write down what she was dictating, without measuring, which was the way people used to cook. Then when he had collected a number of recipes, he would mail them to me.

CN: Does the cookbook focus solely on Puerto Rican dishes?

EG: Yes, but it also brings out the culinary influence from the Taíno Indians, Spaniards, Africans, and other groups.

CN: What is unique about comida puertorriqueña? How is it different from other Latin American foods?

EG: Sofrito is what makes our Puerto Rican food different from other Latin foods. Sofrito gives our dishes that unmistakable flavor that, I believe, isn't found anywhere else. When fresh ingredients from our rich soil are used, the taste becomes different. One example is pernil. When pork is seasoned, (in your mind you imagine the flavors of the island) the meat tastes much more flavorful, much juicer. That is because the pigs in Puerto Rico are fed with leftovers and live free-range in the backyard.

CN: What is your culinary specialty?

EG: Pollo guisado, bacalaitos, gandules guisados con bollitos, and pudines (puddings.)

CN: What trends do you see in the US regarding Hispanic foods?

EG: With the rush in people's lives and the fast food business, people tend to cook less. On the other hand, there are those who long for traditional family dishes. I find people who wish they knew how to prepare some dishes their mothers used to cook, and they organize family gatherings where family members bring traditional food.

Another trend is that there is the fusion of different culinary styles among Hispanics and other ethnic groups. In Old San Juan there is a restaurant called Tantra that serves a fusion of Indian-Latino dishes, and another one called Dragon Fly that serves Chinese-Latino dishes.

CN: What are you working on now?

EG: From the reaction of other people regarding our viandas (root vegetables), I am researching materials for a vegetarian cookbook. Certainly vegetables and fruits can be found in other countries, but I am focusing on the way we prepare them uniquely in Puerto Rico. The second English edition of Homestyle Puerto Rican Cooking will also be coming out soon.

Susan Bremer-Russow of Integrated Marketing

On getting involved at the local level with Hispanic communities

In this week's Industry Expert interview, Susan Bremer-Russow, President of Integrated Marketing and Promotions Inc., offers insight on her company's efforts to assist local Hispanic communities by providing accessible medical screening and promoting healthier eating. Bremer-Russow explains how her company's programs, "Fiesta de la Salud" and "Cupones Para la Salud," help to make a difference for families while solidifying customer loyalty for her consumer and packaged goods partners.

CN: Can you describe the work of Integrated Marketing & Promotions?

SBR: Integrated Marketing & Promotions, Inc. is a sales and marketing company that specializes in turn-key promotions that increase sales and brand equity for our clients.

CN: Could you tell us more about your leading programs: Fiesta de la Salud and Cupones Para la Salud?

SBR: "Fiesta de la Salud" is a promotional event that brings thousands of dollars worth of health-related services free of charge to consumers right at their local grocery stores. The program offers four health fairs each month at each of our participating chains. There is a very strong following and it's really been just word of mouth that has promoted this program throughout Southern California.

"Fiesta de la Salud" not only empowers families through education, but is great way for retailers and manufacturers to increase their sales and brand equity while helping our communities.

Services provided include screenings for cancer, diabetes, cholesterol, blood pressure, bone density, HIV, vision and dental exams. Children's services include free doctor's exams, free immunizations and free dental exams. Educational information is available in both English and Spanish, and individuals found to have an abnormal test result are provided with no cost or low cost medical treatment. We do not screen people and send them on their way, because our goal is to find them a medical "home". The events take place in a festival-like atmosphere that includes free product samples, music, food, exercise demonstrations and speakers on health-related topics.

"Cupones Para la Salud" is a bilingual coupon program in its sixth year that helps bring valuable free medical services to the community while helping to increase sales and goodwill for the participating retailers and vendors.

The free coupon booklets offer shoppers savings on name brand products, recipes and information about our charitable partners (Padres Contra El Cancer, The Juvenile Diabetes Research Foundation, Children's Hospital, and American Diabetes Association have all been featured) and other valuable outreach programs. Many of the top packaged goods companies in the world like Kraft Foods, Nestle, General Mills, Coca Cola, Unilever and others have participated in the program which makes it feel like a true community effort.

Cupones Para la Salud runs three times per year. The first program ran on March 23, the next two will run on June 29 and October 12, 2008.

CN: It seems you have tapped a unique niche - how did you find this niche?

SBR: I was working on diabetes awareness and I learned that one in four Hispanic adults has diabetes and one out of every two Hispanic children born today is pre-disposed to the disease. I wanted to help raise money and awareness in the community, so I began with Cupones Para la Salad as an educational tool with free resources. Years later we added Fiesta de la Salud to actually help screen people.

CN: What insight can you share regarding the Hispanic food & beverage industry in the U.S.? What do you see as the leading trends?

SBR: You must make a connection with the Hispanic consumer. Event marketing/promotion has a great deal of viability especially at or in grocery stores. Latinos shop an average of 26 times per month. The grocery stores are much more than a place to get food; they are banks, restaurants and community centers. Shopping is not a chore, it is an experience and more often than not it's a whole family experience. What happens outside the stores and in the aisles gives savvy marketers a precious opportunity to connect with the largest growing segment of our population.

Some facts that one might want to consider are that 98% of those who sample a product are more likely to make a purchase, and 67% actually do; 81% of attendees feel positive about a sponsored promotion at an event and 75% tell others about their promotion experience and do so within 48 hours. Creating a culturally relevant interactive experience is what we recommend, not merely doing demos. Attendees report that their number one impression from an event is the personal interaction they experience. Connecting with families in a way that touches their lives and their loved ones is key.

CN: How have you leveraged your relationships with grocery chains and packaged goods companies?

SBR: The food industry is one of the most generous groups of people I have ever known. They genuinely want to help people in their community, and these programs have given us all a vehicle to do that.

CN: What challenges have you had to overcome in your business model as you have grown?

SBR: These programs were never done before so I had no road map to follow. A lot of my journey was trial and error. I tried a lot of different methods of distribution and experimented a great deal with suppliers, concepts and execution. It required me to be flexible, keep an open mind, and get constant feedback from the consumer and from packaged goods companies and from the retailers about what worked and what didn't work. Those challenges helped to shape my path.

CN: You help promote healthy eating - what is your favorite healthy Hispanic dish?

SBR: I have to say that I like Salmon Topolobampo best. Corn salad is a close second!

For more information on Cupones Para la Salud and Fiesta de la Salud, visit Integrated Marketing and Promotions.

Ruben Aceves, Brand Director, Herradura Tequila

On taking a Mexican product world-wide

Our global economy commands a knowledge of international markets and marketing nuances. For this week’s Industry Expert interview, Comida News spoke with Ruben Aceves, International Brand Director for Herradura Tequila, on what makes a traditional drink from Mexico a sought after product overseas.

CN: Please describe the Herradura company and how Herradura Tequila stand apart from its competitors?

RA: Casa Herradura is one of the oldest and most respected producers of Tequila. Founded by Ambrosio Rosales and Aurelio Lopez, Casa Herradura is a Mexican treasure that, many believe, delivers the world's highest quality, most authentic tequila experience because of the expertise and leadership it has developed since 1870. Located and produced in the heart of Mexico’s tequila region, in the tiny town of Amatitan, Jalisco, just outside of Guadalajara, Tequila Herradura is 100% blue agave tequila carefully crafted using traditional methods, such as cooking the agave in clay ovens and fermenting naturally with wild yeast. Tequila Herradura is all natural and estate bottled.

CN: What are your largest international markets for Herradura Tequila?

RA: The United States and Mexico continue to be our top markets, accounting for almost 90% of tequila consumption. Although small in market share, tequila is growing in most markets around the world. We have been developing Pepe Lopez for many years in markets like China, Thailand and the Czech Republic. We will be focusing on markets that have a developing tequila category and where Brown-Forman has a good structure. Markets include Canada, Greece, Spain, Germany, UK, Japan, Australia, China and Russia. South and Central America also provide some interesting opportunities.

CN: What challenges do you face as International Brand Director in selling a traditional Mexican drink in other countries?

RA: As the popularity of tequila continues to rise, we see more opportunities where consumers can appreciate good ultra premium tequilas like Herradura and Don Eduardo. We are more interested in building our tequila brands around the world the same way they have been built in Mexico; sipping and savoring the smooth, unique taste of the tequila, or as a nice cocktail. We encourage consumers to drink our tequilas, and all of our brands, responsibly.

CN: How best to enjoy Herradura tequila? What foods do you recommend to accompany it?

RA: Tequila Herradura can be enjoyed best by sipping in a snifter glass or in your favorite cocktail like a Margarita or Paloma. Like most good wines, Tequila Herradura can be paired by expressions with the perfect food pairings. Herradura Silver can be enjoyed with a good ceviche so that you can taste more of the agave notes while an Herradura Reposado can be paired with meats and pasta. An Herradura Añejo is best enjoyed by itself on a snifter glass for dessert.

For more information, visit Herradura Tequila.

Roberto Santibañez, Chef & Author

On Mexican cuisine and its growing popularity in the U.S.

CN: Please tell us a little bit about yourself.

RS: I was born and raised in Mexico city in a home of very good cooks, everybody in my family is a good cook, my Mom, my grandmother and all my aunts and sisters are great cooks! So growing up in a Mexican family where food is the most part of your daily life gave me a constant wonderful contact with food. I have never had a dilemma. I knew since a very young age that I wanted to be a cook. When I finished college I was lucky in that my parents were living in Paris so I had the opportunity to go to the Cordon Blue and obtain my “Grand Diplome” and other certificates with Gaston Le Notre. I also worked while in school at different restaurants in Paris. My passion for Mexican food has always been with me but only got stronger when living abroad. When living overseas one desires the foods that bring soul fulfillment - so when I came back home to Mexico I started my own search for the foods of my country; which means I began a never-ending fabulous adventure!!

CN: You recently published your first book, "Rosa's Mexican Table", please tell us the inspiration behind writing the book, and for what type of audience the book was written.

RS: "Rosa’s New Mexican Table" is a book with many of the recipes that I developed or installed when I was the culinary director for the Rosa Mexicano restaurants. Rosa Mexicano is the must highly regarded Mexican restaurant in NYC and has always been at the forefront of high-end Mexican food. It is a beautiful full color book with great photographs that tries to explain that Mexican food is not as challenging as Americans think it is and insists on the healthy aspects of the cuisine. The book was written for the busy urban citizen.

CN: As a spokesperson for authentic Mexican cuisine, what are the common misunderstandings that Americans have of Mexican food?

RS: There are so many, but one of relevance is that Mexican food is a low-end-fatty-fast-food when it is one of the more sophisticated cuisines of the world with ancient origins and great variety.

CN: What is your favorite Mexican dish?

RS: I have so many, but as I am a simple man, one of my favorites is “Sopa de fideos” noodle soup! With all sorts of garnishes like crumbled pasilla chiles and queso cotija.

CN: At a talk recently I heard you say, "Never soak black beans". Why is that? What should we do to prepare them?

RS: Put the beans straight into the cold water and bring to a boil, lower the heat and finish cooking. Never add salt at the beginning “always and only” at the end when the beans are tender and fully cooke.

CN: What are you working on now?

RS: I am working on another great book, consulting for different groups of restauranteurs and other culinary institutions and I looking in to opening my own restaurant soon!

CN: Finally, as a renown chef and culinary expert, what are some of the trends you've seen driving the Hispanic food & beverage market?

RS: In my opinion only the tip of the iceberg has been seen in the USA regarding Latin Foods. I continue to see more high-end (higher and higher) products introduced to market. Every time I turn around there is a new, more beautiful and luxurious Latino or Mexican restaurant trying to show our heritage and complexity.

For more information, or to contact Roberto Santibañez, visit robertosantibanez.com.