2 • September | October 2026 • abasto.com Americas Food and Beverage Special Insert Huichol Unveils Its Future BY HERNANDO RAMÍREZ-SANTOS S ince 1949, Salsa Huichol has built its legacy by listening to consu- mers. This tradition, more than just a marketing slogan, explains why a small family recipe from Tepic, Na- yarit, grew into a brand that now ex- ports to markets such as the United States, Canada, and Europe. A Formula That Started with 40 Pesos It all began when Roberto López Flores invested that modest sum in a salsa recipe his mother had created. Using a hand-cranked grinder and a few used bottles, he began selling hot salsa at the local market in Tepic. Demand grew, and with it, the company. More than seven decades later, the company produces over 100,000 bottles daily and remains committed to reaching 100 years, or more, while sharing the legacy of the original re- cipe. That growth, however, has not been accidental. Every step, from diversifying flavors to expanding into new countries, has been driven by consumer demand. Listen Before Innovating Over time, the brand expanded from a single traditional flavor to a portfo- lio of five varieties: traditional, black, habanero, with lemon, and snack-fla- vored. Salsa Negra, in particular, has become the main driver of the busi- ness in the United States and other countries because it is the least spicy, making it easy to adopt and prefer, a direct adaptation to the palates of the U.S. market. The Nayarit-based brand that started with 40 pesos is preparing a redesign of its bottles tailored to U.S. consumers That same logic, adapting without losing identity, led the company to launch multipacks designed for retai- lers and consumers seeking variety and savings in a single purchase, with an attractive discount compared to buying a single bottle. Behind every decision lies a con- sistent premise: to simplify the con- sumer’s experience with the salsa, without sacrificing the recipe and quality that continue to make it so popular. A New Chapter for the Export Shelf Now, the brand is preparing to take another step in this same direction. According to the company, a redesign of the bottle caps will be imple- mented by the fourth quarter of 2026, specifically targeting export markets, starting with the United States and Canada. This new solution aims to meet the expectations of His- panic consumers and general shoppers on U.S. store shel- ves, where the user experien- ce, from opening the bottle to closing it, directly influences the decision to repurchase. For a brand that bases its growth on listening to con- sumers, the cap is no minor detail: it’s another opportuni- ty to make life easier for those who use it at home.