A.M. Filler Up
Trade Article - Distribution Channels - October, 2002
Ethnic foods are making it big in c-stores as the American palate grows more diverse.
Ethnic foods are making it big in c-stores as the American palate grows more
diverse. Hispanic foods, in particular, are very popular. Ruiz Foods, family-owned
business in Dinuba, California, decided to extend its existing line of breakfast
offerings to c-stores when they realized the opportunity was there, says Kim
Ruiz Beck, Vice Chairman.
“The c-stores consumer is an on-the-go consumer,” she say. “
Our El Monterey products are designed specifically to meet the needs of the
on-the-go consumer: hand-held, convenience and quick to prepare in the microwave.
C-stores always seem to struggle with the right food offerings for breakfast.
Baked goods do well, but c-store operators are always looking for innovative
ways to entire the AM shopper. That is the need we are focused on filling.”
Ruiz foods offers three types of breakfast burritos under the El Monterey brand,
an 8 oz. single serve Breakfast Burrito containing eggs, sausage, potato and
cheese, a 4.5 oz. sausage burrito, and a 4.5 oz. egg and bacon burrito. In addition,
there are two varieties of Breakfast soft tacos, a 4.5 oz. cheesy sausage and
egg taco and a 4 oz. omelet and cheese sauce taco. One of the newest offerings
is for the roller grill, a good alternative to traditional hot dogs. The breakfast
tornado, which comes in four varieties, is a rolled tortilla, batter dipped
and lightly fried and filled. ##
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