56 • March | April 2026 • abasto.com BY VIOLETA MONTES DE OCA T o conquer the dynamic U.S. food and beverage market, a good product isn’t enough; it requires a strategic “Power Mix” that masters every facet of the business. In this special March edition, Abasto Media brings together the insights of five exceptional leaders who are re- defining the rules of the game: LOGISTICS AND INTERNATIONALIZATION SYLVIA MENÉNDEZ , Internatio- nal Business Manager at Yaesta , represents the evolution of legacy into global professionalization. The daughter of the creator of the iconic Tortrix in Guatemala, Sylvia began her journey selling snacks from her garage; today, she is an engineer and strategist driving products across borders. Her approach to the B2B market is clear: talent opens doors, but only standardization and regula- tory compliance (FDA) allow you to stay inside. For Sylvia, the “nos- talgia” market has matured into a high-quality cultural experience that competes with global brands. Her leadership, built on the faith and consistency she learned from her mother, prioritizes data-driven THE FEMALE “POWER MIX” IN FOOD AND BEVERAGE decision-making and traceability systems over mere intuition. Hea- ding into 2026, Menéndez defines the industry through adaptability. She maintains that true success isn’t just “arriving” in the U.S., but achieving shelf rotation through purposeful discipline and a deep respect for cultural identity. Scaling isn’t about losing your essence; it’s about learning to reproduce it with consistency.” Sylvia Menéndez Women leading in marketing, logistics, and trade associations share their stories, strategies, and secrets to success • FOOD INDUSTRY