52 January | February 2026 abasto.com GOOD BUSINESS BY VIOLETA MONTES DE OCA B irria has transitioned from an authentic, tra- ditional Mexican dish to a massive consumer pheno- menon across the United States. This surge is reflec- ted in over 400% growth in birria menu items, a flavor profile that has expanded beyond Mexican restau- rants and carnicerias into general market locations and fast-food chains. For retailers looking to ca- pitalize on this trend, Chef Merito offers a high-quality and flavor solution with its Adobo para Birria. The adobo is a thick paste where all the chili is Chef Meritos Birria Adobo Fuels Meat Growth extracted and blended with traditional spices to create an authentic marinade, explains Lauren Corugedo. The secret is we dont skip on quality. We use traditio- nal chilies like guajillo, fo- cusing on a smoky, savory flavor, just as you would pre- pare it traditionally. Sales Performance and Loyalty Opportunity The products sales perfor- mance validates its mar- ket power: the Adobo para Birria has quickly become one of Chef Meritos top sellers, a category histori- cally dominated by their carne asada and chicken seasonings. The retail version has held the Best Seller tag on Amazon since its launch over two years ago, quadru- pling sales in comparison to the brands established top-selling products. For the B2B partner (re- tailers and meat depart- ments), this demand trans- lates into predictable sales success, especially in two key applications: Pre-Marinated Meat Trays: The trend of younger generations preferring pre-mari- nated meats is driving demand at the meat counter. Home Preparation: The adobo makes it easy for Hispanic fami- lies to prepare birria for celebrations, especially leveraging convenience trends like crock pots. Chef Merito offers a 22-pound bucket and cases of six 18-ounce jars, ensu- ring partners can meet the rising demand for a flavor that is rapidly becoming a household staple. Birria Takes Center Stage Adobo Flavor Profile: Provides a key flavor base with a perfect harmony of smoki- ness and heat, eleva- ting traditional birria (goat, beef, or lamb). Versatile Use: Ideal for braising, marina- ting, or seasoning for dishes like tacos and consomm. Top Trend: Birria ranked first place on the National Restau- rant Associations 2024 Top 10 Trends Overall. Creative Applications: Beyond traditional stews and tacos, creati- ves have incorporated the spicy, sweet, smoky flavor into sandwiches, nachos, poutines, and pasta. Social Media Po- pularity: Tastewise data identifies tacos, birria tacos, soup, and quesabirria as top ingredients by social share.