PANORAMA EDITORIAL CCrreaeattiivve e SSttrraattegegyy ffoor Tr Thhe Re Reettaaiilleer Ir In Tn Thhe Se Suummmmeer Sr Seeaassoonn By Gus Calabro ith the onset of summer, we welcome the July/ GraceKennedy Group y La Fe August issue of Abasto magazine. 吀栀is season is Our cover story celebrates La Fe for opening the door to characterized by increased demand for refreshing innovation and success through its frozen products. 吀栀e design products and beverages. 吀栀is period is a signi昀椀cant of these products seeks to satisfy the tastes of the U.S. Hispanic opportunity for stores and supermarkets to consumer, o昀昀ering various options that authentically re昀氀ect Wimplement innovative marketing strategies that the richness and diversity of Latino cuisine. 吀栀is commitment not only attract more customers but also increase sales to innovation has not only resonated with the Hispanic community but has also consolidated GraceKennedy and Summer: a critical time for sales GraceKennedy and La Fe are the leaders in their segment. Summer brings with it a change in consumer habits. High temperatures and school vacations increase the in昀氀uence of Our presence at important events people in stores and supermarkets searching for products As always, Abasto magazine has been present at various to help them cope with the heat. Beverages see a signi昀椀cant key industry trade shows in May and June. We were at the increase in demand. 吀栀is is where well-planned marketing TIA (Tortilla Industry Association) show, page 36; the Sweets strategies can make a big di昀昀erence. & Snacks show, page 40; the NRA (National Restaurant Association Show), page 46; and 昀椀nally, the Purple Crown Case study: Pasta La Moderna Distributor show, page 28. We invite you to look for the On page 16, we highlight Pastas La Moderna's innovative We invite you to look for the image of your booth on these marketing campaign, which has successfully integrated sports pages and relive with us the highlights of these critical events. into its strategy. Leveraging the popularity of baseball, La Moderna's marketing department has created a campaign that Conclusion not only resonates with sports fans but has also signi昀椀cantly Summer is a season full of opportunities for retailers increased sales. 吀栀is campaign is a clear example of how and supermarkets, especially in beverages and soft drinks. creativity and identi昀椀cation with consumer interests can result Implementing creative and e昀昀ective marketing strategies in a successful marketing strategy. can increase sales, enhance the customer experience, and strengthen brand loyalty. In this July/August issue of Abasto, we invite you to explore these strategies and be inspired by the success of Pastas La Moderna to run your campaigns to the next level. Let's use the summer to refresh our sales with creativity and enthusiasm! 66 JJUULLYY//AAUUGGUUSST 2T 200224 4 AABBAASSTOTO..CCOOMM