57 • March | April 2026 • abasto.com FOOD INDUSTRY • Letty González Sandra Cortés Georgina Macías Yamilet Rivas MARKETING AND RETAIL STRATEGY LETTY GONZÁLEZ, CEO of Con- zeptos Marketing , is a leading figure in retail marketing with over two decades of experience. Alongside her partner and sister, Paty González, she has built an agency that transforms commer- cial goals into consistent execution strategies. For Letty, a food brand’s success on the shelf depends on storytelling that is clear and credi- ble: while first-generation immi- grants connect through memory and nostalgia, bicultural Gen Z looks for identity and current rele- vance. With a 2026 vision centered on adaptability, González argues that the Hispanic market, though diverse, is easy to navigate through active listening. Her competitive advantage lies in proprietary te- chnology: an exclusive Conzeptos app that allows clients to monitor activations in real-time, providing total operational transparency. Her advice for Latina entrepreneurs is blunt: to play in the big leagues of retail, you must change how you operate, professionalize your pro- cesses, and, crucially, learn to dele- gate to sustain growth. STRATEGIC AND LOGISTIC FOCUS GEORGINA MACÍAS , CEO and Founder of Geommag , has spent 22 years leading logistics and 3PL (Third-Party Logistics) services between Mexico and the United States. Her story is one of perse- verance and breaking paradigms; supported from the start by her mother, Georgina transformed her entrepreneurial dream into a pillar of the international supply chain. For her, the key for a Hispanic brand to scale in U.S. retail is diffe- rentiation: “The market is vast, but a clear value proposition and strict adherence to certifications (such as Non-GMO or Organic) are what allow you to compete globally wi- thout losing your cultural essen- ce.” Looking toward 2026, Macías promotes the adoption of AI and automation as critical tools for agi- lity amidst logistical fluctuations, though she maintains that an en- trepreneur’s “instinct and heart” is a signature that no technology can replicate. Georgina is a firm voi- ce in demystifying the size of the Hispanic market, noting that its $2 trillion in consumption positions it as an economic giant. Her ingre- dient for success? Collaboration: establishing strategic partnerships that provide the necessary support for solid growth. EXECUTION AND POINT- OF-SALE SANDRA CORTÉS is the CEO of Innercia , a firm with over 25 years of experience in Latin America and a robust expansion into the U.S. market. A specialist in the design and production of retail displays, her goal is to transform the point- of-sale into a real sales engine. For Sandra, the great challenge for Hispanic brands in the U.S. is not just distribution, but shelf rota- tion: “Many fail by saturating the shelf with volume without commu- nicating the benefits and attributes that differentiate the product.” Her vision for the bicultural ecosystem focuses on innovation and adapta- bility. She maintains that the His- panic consumer is savvy and mo- ves beyond the “nostalgia market”; therefore, the key to success lies in impeccable execution that seduces the shopper through creativity and market knowledge gained from 25 years of working with Latino brands. Inspired by her mother’s discipline, Sandra leads with or- ganization and teamwork, convin- ced that to stand out in an “ocean of brands,” it is vital to connect emotionally through Well-Thou- ght-Out Design at the last meter of the sale. ASSOCIATION LEADERSHIP AND ACCESS TO CAPITAL YAMILET RIVAS , Founder and President of the U.S. Women’s Chamber of Commerce , serves as a strategic bridge for Latina entre- preneurs within the U.S. corporate ecosystem. Under her philosophy of “agility and action,” Rivas ar- gues that scaling to the retail big leagues requires leaving “opera- tional loneliness” behind and su- rrounding oneself with consultants and experts. As a trade leader, she emphasizes that Woman-Owned Small Business (WOSB/MWBE) certifications are master keys to accessing exclusive contracts and closing capital gaps through key alliances, such as her partnership with SALCHAM to strengthen the food and beverage sector. Looking ahead to 2026, Yamilet defines the industry through the concept of the “niche,” warning that today “every company is, in essence, a tech company” and must rely on data intelligence to compete. For her, breaking the myth of Hispanic market homogeneity is fundamen- tal to capturing real opportunities. Inspired by the early support of her Aunt Noris, Rivas promotes a vi- sion where institutional structure and specialized knowledge trans- form individual effort into scalable, sustainable success.