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