Ruiz Foods is Tops in Mexican
Trade Article - Frozen Food Age - February, 2002
Ruiz Foods, the nation’s only full line manufacturer of frozen Mexican Food, grows its #1 El Monterey brand with four guiding principles: Quality, Innovation, Leadership. Authenticity.
Ruiz Foods, the nation’s only full line manufacturer of frozen
Mexican Food, grows its #1 El Monterey brand with four guiding principles: Quality,
Innovation, Leadership. Authenticity.
"These principles are the reason for our success," says Ray Friedman, Vice-President
Marketing and Business Development, "As a direct result, El Monterey is #1 or
#2 in almost every category where we compete. We are the leading source for
frozen Mexican Food."
While the overall growth of the Frozen Mexican Category remains good, growth
of El Monterey remains impressive. According to the most recent Nielsen figures
(December 15, 2001), the El Monterey brand contributes nearly 40% of the category’s
overall growth outpacing the category 2-1/2 times (25% vs 10% vya 13 weeks).
"We stay in step with what the consumer wants – frozen foods that are high
in quality and great tasting – convenient hand-held meal solutions that are
quick and save time," adds Friedman. "In addition to that, we also know the
industry wants variety and innovation."
As a full line Mexican food manufacturer, the Ruiz Foods’ El Monterey
brand offers a complete selection of authentic Mexican recipes: burritos, taquitos,
enchiladas, tamales, and Mexican appetizers. Distribution channels include:
retail grocery, convenience store, vending, foodservice, warehouse clubs.
Each El Monterey product uses quality meats, chunks of cheese, flavorful spices
and ingredients – all hand rolled in freshly baked tortillas. "It is this dedication
to making products with a rich Mexican heritage that keeps the consumer coming
back for more," says Chris Whiteside, Director of Marketing. So let’s be specific.
El Monterey Flour Taquitos are the nation’s #1 selling Flour Taquito as well
as the nation’s fastest growing Flour Taquito. The brainchild of Ruiz Foods
just 3 years ago, El Monterey Flour Taquitos continue to take the consumer by
storm. Could it be because El Monterey Taquitos are the only 1.5 oz Taquito
offering more cheese and more shredded beef or grilled chicken that is perfectly
blended with a tangy combination of Mexican spices?
The #1 Tamale – El Monterey – is made with a specially prepared corn masa.
It is then hand rolled in corn husks, wrapped and steamed for the best flavor
and available in three great flavor choices. Authentic? You bet.
El Monterey Multi-Pack Burritos -- the #1 selling Multi-Pack burrito -- enjoys
the highest sales per point of nationally distributed Multi-Pack Burritos. El
Monterey Burritos are hand-rolled and available in seven great flavor choices.
A favorite for kids? Mmmmm-mmm.
El Monterey Enchiladas – newly reformulated for more flavor – is the #2 selling
Enchilada in the nation. El Monterey Enchiladas are now available in two convenient
trays of four enchiladas – a new space-efficient carton with striking new packaging
graphics. Choose from three great flavor choices (beef, chicken or cheese),
add a salad or refried beans -- dinner is ready.
"Whenever mom is in the grocery store, she knows she can trust whichever El
Monterey product she chooses," adds Whiteside. "She knows she can trust El Monterey
for quality, consistency and great authentic Mexican taste. As long as we continue
to deliver this to each of our customers, we will continue to be successful
– we will continue to grow – we will continue to be #1."
Contact: Pat Summers-559-266-8183
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