TWO ICONIC BRANDS. ONE MULTICULTURAL AMERICA BY HERNANDO RAMÍREZ-SANTOS O ne brand was born in Ja- maica in 1922. The other has been a staple in His- panic kitchens across the United States for more than half a century. Today, Grace and La Fe sha- re a parent company and a common purpose: to bring authentic flavors to an increasingly diverse consumer base. GraceKennedy Foods (USA) LLC, a subsidiary of the Jamaica-based GraceKennedy Group, acquired La Fe Foods in 2014. Since then, it has added distribution centers in New Jersey, Florida, and Georgia. For the company, “The Power of Two” encapsulates this union. It re- presents the strength of two iconic brands with distinct cultural iden- tities, united by a shared vision of growth in the U.S. multicultural food market. Grace brings its Caribbean herita- ge and distinctive flavors. La Fe, for its part, adds its connection to Hispa- nic households and a broad portfolio of everyday products. Together, they are carving out a space in traditio- nal, multicultural, and mass-market channels. “Our strategy is not to change what makes each brand unique, but to le- verage their individual strengths to build a more relevant, accessible, and competitive portfolio,” said An- drés Falquez, Global Marketing Ma- nager – Hispanic Brands Category at GraceKennedy Foods. AUTHENTICITY AS A COMPETITIVE ADVANTAGE According to Falquez, food connects consumers to their roots and cultural identity. At the same time, younger generations maintain those ties whi- le exploring other cuisines and lifes- tyles. Cultural heritage creates an emo- tional connection and serves as a competitive advantage. That’s why innovation follows a simple rule: “It must complement authenticity, not replace it.” GraceKennedy Foods aims to esta- blish itself as “a trusted and relevant leader in the U.S. multicultural food market.” Andrés Falquez is Global Marketing Manager – Hispanic Brands Category at GraceKennedy Foods. He leads brand strategy, innovation, and business development. He has more than 20 years of experience in Latin America and the United States. He joined GraceKennedy in 2018. 28 • November / December 2026• abasto.com Our multicultural vision is rooted in authenticity. By honoring the heritage of Grace and La Fe and driving innovation, we bring trusted flavors to new generations and create meaningful connections in an ever-evolving market.” Andrés Falquez Grace and La Fe: Two Legacies, One Strategy