28�NOVEMBER / DECEMBER 2025 ABASTO.COM Innovation with authentic roots GraceKennedy-La Fe Authenticity and Innovation for a Brighter Future By Hernando Ramírez-Santos G raceKennedy-La Fe continues its expansion in the United States with a clear strategy: combi- ning tradition, authenticity, and innovation to strengthen its leadership in the multicultural mar- ket. Te company, with more than a century of history, is consolidating its presence in key catego- ries such as frozen foods, snacks, and beverages, driving sustained growth across all its channels. GraceKennedy-La Fe’s new portfolio stands out for its focus on products that make life easier for modern consumers wi- thout sacrifcing favor or cultural heritage. Recent additions include empa- nadas, churros, tequeños, and ready-to-serve frozen solutions designed to ofer convenience and authentic favor at home. Te company also expan- ded its lines of snacks and cookies in convenient pac- kaging, seeking to reach new channels and satis- fy consumers who value quick, quality options. Response to new trends Today’s consumers seek authenticity and quality, but also convenience and trust in brands Each GraceKennedy-La Fe launch refects a deep understanding of the trends shaping consump- tion in the United States. Convenience and prac- ticality are essential for a public that lives in a hurry; culinary variety responds to the interest in authentic favors; health and wellness are addressed with natural ingredients and balanced portions; and multicultu- ral inclusion reafrms the company’s commitment to gastronomic diversity. Connecting with Hispanic and mainstream consumers La Fe maintains a dual strategy: strengthening its bond with Hispanic consu- mers—both traditional and younger generations—and attracting Anglo audiences seeking authentic favors. To do so, it adapts univer- sal favors with a Hispanic touch, expands its digital presence, and strengthens visibility at national points of sale. Tis combination allows both La Fe and Grace to be recognized as quality brands in all segments of the U.S. market. Modernizing without losing tradition One of GraceKennedy Foods USA’s great successes is mo- dernizing traditional products without altering their essence. More practical packaging, por- tions adapted to modern lifes- tyles, and healthier options are part of the brand’s evolution. The ready-to-eat snack lines are a blend of tradition, con- venience, and wellness that define today’s Hispanic consu- mer. The company has stren- gthened its feedback system, combining market research, sensory panels, and sales data analysis to anticipate trends and adjust its launches. Hispanic supermarkets, pillars of growth Hispanic supermarkets play an essential role in Grace- Kennedy-La Fe’s strategy. Tese channels allow the company to strengthen its ties with multicultural com- munities and maintain the brand’s cultural relevance. At the same time, its presence in major national chains pro- vides visibility and volume, positioning the company as a reliable and competitive supplier in the food and be- verage sector. GraceKennedy Foods USA Sales Team. OUR COVER