LuiLuiss A Arraannggoo Managing Director, Cordialsa USA from Nutresa and others from third parties that have entrusted the development of their business in our hands. RA: How has Cordialsa USA evolved since its beginnings? LA: At Cordialsa USA, we have declared that our vision is to develop a robust and e昀케cient distribution network with the best multicultural product o昀昀erings. Over the last eight years, we have increased our sales by a factor of 12 and our sta昀昀 by a factor of 18.. RA: What makes Cordialsa USA more and We have 昀椀ve regional sales o昀케ces, nine distribution centers more attractive for retail? for dry and frozen products, and our own DSD distribution, LA: At Cordialsa USA, we have products close to the tastes serving most of the East Coast of the United States. In addition, and preferences of Hispanic Americans, including Mexicans, we created a special B2B business division to serve di昀昀erent Caribbeans, Peruvians, Colombians, Ecuadorians, Venezuelans, industries. and Central Americans, among others. RA: What is the company’s scope regarding On the other hand, our customers recognize us for our good categories and brands? point-of-sale management, seasonality, additional displays, LA: We currently have a presence in 21 categories through service level, and logistics. We focus on helping retailers sell 700 SKUs and expect to incorporate some new ones in the more, which is why they reward us with loyalty and support. coming months. We also have a trade marketing team RA: What projects will occupy the company’s implementing over 100 campaigns and generating over 10,000 attention in the future? contact points with the consumer. LA: At Cordialsa USA, we have outlined a plan that RA:How has Cordialsa USA adapted to new contemplates growing our distribution capabilities, technologies? incorporating new categories, strengthening our relationship LA: At Cordialsa USA, we have the latest technology tools with our partners, and developing our people. to interact with our commercial team in real-time. 吀栀ese Recently, we took over the direct distribution of the Dux, tools allow us, among other things, to collect and store more Saltín, Ducales, and Festival brands on the East Coast. 吀栀ese than 50,000 point-of-sale photographs per month, which brands have been present for many years in the U.S. market. will be critical to streamline trade marketing processes and 吀栀ey are emblematic of Latin American consumers, who have make strategic decisions on time. In addition, we have a solid had them in their homes for years thanks to their quality, tradi- structure dedicated to boosting online sales. tion, and leadership in their countries of origin. RA: What has been the most crucial success 吀栀ey are brands with the backing of a well-known manu- for Cordialsa USA in its 20 years? facturer and have been in the market for more than 100 years. LA: We base our model on our distribution network, RA: There is no doubt about the importance ability to reach the market, our management of brands, and of the Dux, Ducales, Saltín, and Festival brands the development of our people. 吀栀e latter has been vital to in the U.S. Hispanic cookie market. How has the company’s growth, and today, we have leaders with retail received the news? extraordinary professional and human capabilities and a LA: 吀栀anks to the support of our customers and the passionate, competitive, and diverse team of collaborators commitment of our commercial team, we have achieved signi昀椀cant sales growth in these territories while at the same time achieving a clear improvement in the visibility of our brands in stores and a substantial expansion of references in our portfolio. AABBAASSTOTO..CCOOMM MMAAYY/J/JUUNNEE 2 2002244 1515