U.S. Supermarkets Offer “Taste of Colombian Flavor” to Celebrate Colombian Independence

Miami, 28, June,2010

Shortly after the United States celebrates its freedom with Fourth of July festivities, the South American country of Colombia will observe its Independence Day on July 20. To help commemorate this special Colombian holiday and introduce an American audience to its products, cuisine and delicacies, Publix Super Markets in South Florida and Atlanta and Fiesta Marts in Houston will host “A Taste of Colombian Flavors: Naturally Delicious” events from July 13 – 27, with booths that will give away samples of numerous Colombian foods and products. Read more

Taste of Colombian Flavor

The event is directed toward Americans from all backgrounds, but especially those of Colombian and Hispanic heritage, so they can sample the best products, dishes and delicacies the country has to offer, then celebrate its independence with friends and family with the Colombian products they buy. The goal of the events is to position Colombian brands in the market and boost sales of these goods. Given the growing number of Hispanic consumers in the United States, including a population that accounts for more than one-third of the total population in Florida, this event is of particular interest to wholesalers, due to its ability to raise sales and market share among this demographic.

Proexport USA, the Colombian Government Trade Bureau, organized the first “Taste of Colombian Flavor” in 2009 at Publix Super Markets in South Florida. In 2009, total sales from the Colombian products offered at the Publix Super Market increased 20% as a result of the “A Taste of Colombian Flavors” event, and total sales in 2010 are expected to grow even more due to additional brands being offered, as well as the expansion of the initiative into other states and chain supermarkets.

This year, nearly 90 Publix Super Markets and Fiesta Marts will participate in the celebratory event, including locations in Miami Dade and Broward counties, West Palm Beach, Tampa, Orlando, and Atlanta. Publix is one of the 10 largest supermarket chains in the United States, with more than 1,000 stores and average annual sales per store of over $55 million. Fiesta Mart, a chain in Houston, will also showcase Colombia’s products in conjunction with this event.

During the week of product demonstrations in 2010, Colombian brands are expected reach more than 3,000 Colombians, as well as many other American demographics, including Hispanic consumers from other Latin American countries. Brands, such as Alpina, Colcafe, Doña Arepa, Incauca, Noel, Postobon, Copelia, El Rey, and JGB y Pan Guadualupe – Colombian brands that are known for their quality and already have some name-brand recognition in the U.S. - will be represented during these exciting events.

Last Update: 2010-6-25

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