FreshDirect, Target, and Southeastern Grocers are highlighting and supporting Hispanic culture and brands during Hispanic Heritage Month, a national celebration that kicks off today and runs through October 15.
FreshDirect will elevate Hispanic products and brands online. It's dedicated a landing page to Hispanic Heritage Month, amplifying and celebrating Hispanic entrepreneurs and their achievements, according to the grocer. FreshDirect will also promote the brands on social media and via email.
Highlighted brands include:
• Siponey Spritz Co.: a beverage brand that is Latina-, Afro-Latina-, and Jewish-owned that commits 2 percent of revenues annually to nonprofit environmental organizations dedicated to saving honeybees. FreshDirect sells its Royale Whiskey Spritz Cocktail.
• Tia Lupita Foods: a brand of cactus tortilla chips that are packed with superfoods.
• De La Calle: a maker of the traditional Mexican fermented pineapple beverage called tepache. FreshDirect carries the company’s five flavors: Original Ginger Manzana, Grapefruit Lime Paloma, Tradicional Pineapple Spice, Picante Mango Chili, and Tamarind Citrus.
• Tucson Tamale: award-winning tamales from a husband-and-wife duo.
“We take pride in celebrating the diverse flavors and cuisine of the many cultures that make up the culinary fabric of New York City, where close to 20 percent of the population is Hispanic or Latine,” Karla Goris, category merchant at FreshDirect told SFA News Daily. “Latine and Hispanic chefs, recipes, and techniques are an integral part of the American food story, and Hispanic Heritage Month is a perfect time to bring front and center the important role that Hispanic food plays today in food culture.”
Similarly, Target has partnered with Hispanic artists and creators to their culture. Seite Family Foods cookies, Somos Burrito Bowl Kits, and Fillo’s Walking Tamales are a few of the featured items.
Throughout the month, Target is also accelerating its “Más Que” marketing campaign to target and engage Hispanic customers during the month with advertising in-store and online.
Southeastern Grocers is commemorating its celebration with a $15,000 donation to the Hispanic Heritage Foundation’s Youth Awards program to help high school students. The company is also platforming its more than 60 Hispanic suppliers through special product features in-store and online.
The grocer will also debut two private-label offerings developed in collaboration with Hispanic suppliers: SE Grocers Plantain Chips and SE Grocers Export Soda Crackers.
"As a company committed to diversity and inclusivity, we are proud to honor and celebrate the rich heritages of our Hispanic and Latino American neighbors by highlighting their traditions and flavors that are now staples in our communities,” said Raymond Rhee, chief people officer for Southeastern Grocers, in a statement. “As a grocer, we actively seek partnerships with diverse suppliers to offer an expansive variety of products to our customers. In turn, we are able to shine a light on and support the future contributions of Hispanic and Latino Americans, ensuring our collective cultural tapestry reflects the diversity of our communities.”
FreshDirect’s Goris also spoke with SFA News Daily about the importance of Hispanic Heritage Month for the online grocery platform, and what else it is doing to center conversations around the community.
How does FreshDirect incorporate diverse buying practices into its overall business strategy?
In keeping with its long-standing commitment to partnering with local vendors, FreshDirect partners and collaborates with emerging and diverse-owned businesses from New York to provide expert industry counsel and leverage internal FreshDirect resources to grow their brands. When identifying potential vendors, we consistently look to brands that capture the spirit of New York City’s diverse food culture, and it is impossible to capture that spirit without utilizing diverse buying practices.
Is it important for FreshDirect to seek out local Latine-owned brands?
We make a consistent effort to discover local Latine-owned brands, as New York is a mecca for Hispanic food and culture. One of the local vendors that FreshDirect is highlighting this month, De La Calle, has already left a global imprint, producing unique versions of the traditional Mexican beverage, tepache, to people and cultures all over the world, including FreshDirect customers.
Is there anything else you would like to share about the program?
Our Hispanic Heritage Month efforts are just a snapshot of the year-round focus we put on discovering and partnering with local Latine-owned brands. We offer over 200 Latine-owned products on our website and are proud to continuously introduce customers to new and exciting Latine-owned brands.
Related: FreshDirect Celebrates ‘Local Month’; FreshDirect Offers Kid Dinners
Image: De La Calle