Acclaimed Chef: Evolution of Mexican Food Has Only Just Begun

Mexican Chef Iliana de la Vega, a 2022 James Beard Award winner, grew up at a time when her native country’s food never was considered fine dining.

And then her grandmother started sending care packages from Oaxaca to Chef Iliana’s mother in Mexico City, opening a world of flavors missing from the foods with which she was most familiar.

In 1997, de la Vega opened El Naranjo in Oaxaca, determined to show people Mexican food can be more than just something you serve your immediate family. The popularity of her mole recipe convinced her to open a cooking school, and in 2012, the chef reopened El Naranjo in Austin, Texas. In 2014, the Mexican government gave her the prestigious Ohtli Award for expanding the popularity of Mexican cuisine and for her work with the Hispanic community.

The Food Institute recently chatted with the acclaimed chef about the growing popularity of Mexican cuisine north of the U.S.-Mexico border. Here are her answers:

FI: Why are U.S. residents so taken with Mexican cuisine in general? Is it the spicing and if so, what flavors in particular? Is it the textures and presentation? Is it the relative affordability?

Chef Iliana: First and foremost, Mexican cuisine is amazing, delicious, complex and regional – meaning different geographic regions have different culinary practices and ingredients. The distinct differences between the culinary regions can be seen in different dishes, cooking techniques and ingredients. There is so much more than tacos! I also think there has been an increased availability of Mexican ingredients to folks in the U.S.

I think describing Mexican food as spicy creates a misconception about the reality of the complex flavors. We have so many different chiles in Mexico, and when used wisely, they add spice, but more importantly deeper flavors to our food and more than just spice. In some cases, regularly spicy salsas or chiles are served on the side when appropriate to add to the dish.

Presentation is also very important in Mexican cuisine. We love beautiful and colorful food, and lots of textures. Take a tostada for example: First, a crispy corn tortilla, then spread a layer of soft bean puree and top with finely shredded lettuce, meat, fish or vegetables and then finished with chiles or salsa and sometimes crema Mexicana and shredded cheese. The meat, fish or vegetables are stewed, roasted or fried. Although we consider corn and beans to be inexpensive, Mexican food is labor intensive, and quality ingredients are not necessarily cheap.

FI: How do you see the future of Mexican cuisine evolving?

Chef Iliana: I anticipate that people will become more and more interested in learning the difference between Tex-Mex cuisine and Traditional Mexican fare, even in its regionality.

Mexican coastal cuisines, such as seafood are now showing up in restaurants, as well as restaurants focusing on specific regions of Mexico for specific dishes on the menu.

FI: Are there types of Mexican foods that those north of the border are resistant to, and how can you change that?

Chef Iliana: At El Naranjo, we have introduced many dishes with new ingredients over the years, and we have yet to meet rejection from our guests. We just have to be very clear on what we’re serving and how it is prepared, cooked and presented.

For example, huitlacoche is a naturally occurring black fungus that grows in corn. It is a Mexican delicacy with a rather earthy taste, and we have found that even people who are hesitant to try it enjoy it once they taste it.

Energy Drink Brands Making Inroads in Latin America

According to a Statista report, the global revenue of energy and sports drinks reached approximately $159 billion in 2021 and is estimated to increase to $233 billion by 2027.

While the U.S. largely dominates the energy drink market, the Latin American market segment has experienced significant growth in recent years and is expected to reach approximately $8.4 billion by the end of this year.

At 2023’s outset, the sales volume of sports and energy drinks in Mexico amounted to approximately 33 million liters, Statista noted. The region’s most popular brands in the category include: Red Bull, Monster Energy, and Rock Star. Red Bull reported a global revenue of nearly $10.9 billion in 2022 alone.

Despite these brands being known for containing caffeine, taurine, and sugar as their main ingredients, a new wave of no-sugar, low-calorie, and natural ingredient energy drinks is emerging. Companies are attempting to fulfill consumers’ growing demand for healthier options.

An evolving market

Throughout Latin America, you can find a diverse range of energy drinks. The market seeks energy drinks with low or no caffeine, as well as sugar-free options with no artificial additives.

To meet consumers’ evolving demand, companies like Red Bull, Monster, and Coca-Cola are innovating by reducing the amount of sugar, caffeine, and taurine in their products. New beverages are tapping into Latin America’s desire for natural products to provide the same benefits as caffeine or taurine, but in a healthier form. That’s the case of OCA, a plant-based energy drink powered by tapioca, an extract from the cassava root that taps into the richness of the region’s flavors and culture.

FI Latam recently interviewed Reinaldo Padua, OCA’s chief brand officer, to analyze the Latin American energy drink market.

What are the biggest challenges of the Latin American market?

Reinaldo: Even though energy drinks are one of the fastest-growing categories in the industry, one significant challenge involves the competition from substitute products. The growing need for energy among consumers has been satisfied by an increasing number of offerings from categories other than energy drinks, including: sports drinks, juices, RTD tea, etc; these products have included energy ingredients, giving consumers more alternatives to consider when they need a boost of energy.

Another important challenge is the negative perception and concerns surrounding traditional energy drinks. Concerns are mainly around the quality and naturalness of ingredients and the jitters and crash experienced with these products.

Addressing these challenges involves bringing products that truly deliver a healthier alternative, but also changing the generalized perception about the category.

What strategies have you taken to make OCA appealing to Latin American consumers?

Reinaldo: OCA breaks the consumption barriers of traditional energy drinks. We stand out as the “better for you” energy drink in the market. We are present in most Latin American countries, we are the first natural energy drink with no jitter and no crash, which sets us apart as a unique offer in the market.

Moreover, our availability in modern trade, gyms, and convenience stores across the region ensures easy access for our consumers. Offering a range of distinct flavors different from the standards available in the category helps us capture the attention and diverse preferences of Latin American consumers.

How are you setting your brand up for long-term success?

Reinaldo: First, we remain dedicated to closely listening to (customers’) requirements and energy drink consumption barriers. This enables us to develop product line extensions that become the ideal solution for their energy demands throughout the day, with natural ingredients.

We’re committed to offering energy levels that precisely fit (consumers’) daily needs, adapting to each key moment and situation, such as night consumption, exercise, etc. We’re also very focused on our approach to continue to grow our global footprint.

Beliv Exec: Innovation, Sustainability Key to Growing Brands in Latin America

The non-alcoholic, ready-to-drink beverage category appears poised for significant growth. Consider: in 2023 the revenue in the non-alcoholic drinks market amounts to $53.1 billion dollars.

Beliv, a fast-growing, better-for-you beverage brand, is eager to seize opportunity in the Latin American market.

As a result, The Food Institute caught up with Reinaldo Padua, Beliv’s chief brand officer, to discuss the current state of the segment. The brand recently acquired a 78% stake in High Brew, a leading brand in the cold brew coffee RTD category that’s exhibiting rapid growth in the U.S. The following interview was lightly edited, for brevity.

The Food Institute: What opportunities does Beliv’s alliance with High Brew provide, and what does it mean for the North American and Latin American markets?

Reinaldo Padua: There are two main opportunities from this acquisition:

First, High Brew strengthens our natural energy portfolio. High Brew provides another way to offer natural energy with coffee through the cold brew process, which gives you the refreshing and indulgent energy of the RTD Coffee with a less acidic product. Our vision is to keep expanding this great product into more places and channels in the U. S. then to consumers around the world.

The second one is that High Brew, with its excellent commercial team and capabilities, provides Beliv with an amazing platform to increase the availability of our portfolio of brands, including OCA, Mighty Pop, Big Easy and Guitig, to more places and to more channels in the U.S.

FI: What does it take to appeal to Latin American consumers these days?

Padua: In our experience, it’s very similar to what it takes to appeal to consumers around the world.

Taste continues to be king in terms of appealing to consumers; particularly with products coming from Latin America, where consumers have an expectation of an indulgent taste from our rich nature.

The point that has been evolving is the expectation about what the beverage does for me; consumers are looking more and more for functional benefits that they can get from their beverages. Also, they want that with the minimal calories and a positive impact to society.

The second element that we look for is to create a ritual with consumers. It’s not only about bringing the product, but also giving it a role in your day-to-day life. The third point has to do with having our products available at the location when that ritual is happening and at the right price, providing affordability. Pricing is directly connected to the first point; the more unique and relevant the benefit of the brand, the stronger the ability of the brand to command a premium in the market.

FI: What’re the next key steps or strategies for Beliv?

Padua: There are four main fronts in our growth strategy: First is renovation. This is all about keeping our iconic brands current. We do this by understanding the physical and emotional tensions of consumers and making sure our brands stay relevant to them. In a recent initiative, we renovated our zero-sugar fruit flavor soda, Frutaris, reconnecting it to post-covid teenagers’ tensions, including Frutaris Instagram.

Next is innovation. A great example of that is Guitig Limonada, made with Guitig naturally sparkling volcanic water and natural lemon essence, which offers a healthier and more natural alternative to traditional lemon-lime sodas.

The third strategy is incubation, it refers to more disruptive products which create new propositions to the industry. An ideal example of this strategy is Mighty Pop, which offers superior gut health functionality through the combination of pre-, pro- and post-biotics.

The fourth strategy is acquisition. When we identify an unsatisfied consumer need, we first try to tackle it. However, in some instances, it’s faster or less expensive to do it through acquiring an existing brand. That’s the case of High Brew.

There’s no doubt that innovation, sustainability, health and culture/rituals are the main pillars that the beverage industry has to consider in order to grow in the Latin American and North American markets.

CPG Brands Adapting Marketing Messages to Reach Latin Consumers

According to a recent Kantar report, Latin America is home to nearly 40% of the global CPG and FMCG brands that are growing.

Here’s a look at the most popular CPG brands in Latin America, along with key strategies for food and beverage companies to appeal to the region’s consumers.

1. Coca-Cola
Coca-Cola Company has a presence in more than 10 Latin American countries, with 2.1 million points of sale throughout the region.

According to a 2023 report from Coca-Cola FEMSA, the largest bottler and distributor of Coca Cola products, during the first trimester Coca-Cola has increased revenue by 12% and continues to grow in Mexico, Brazil, Guatemala and Uruguay.

The Mexican market is the most important for Coca Cola Company; in 2021 Mexico represented 45% of the total units sold by Coca-Cola throughout the Latin American region, according to Statista.

2. Grupo Bimbo
Grupo Bimbo has been one of the leading bakery companies in the world since 1945. It has 215 bakeries and more than 1,600 sales centers in 34 total countries. Latin America represents nearly 50% of the company’s global market.

Bimbo’s 2023 first quarter report revealed that Latin America´s sales have grown 8.6%. More specifically, sales in Mexico increased 19.8%, attributable to favorable performance of price and product mix.

3. PepsiCo

PepsiCo sells products in more than 200 countries and territories around the world and, in 2022 reported $8.91 million in profit.

PepsiCo Latin America has a presence in 34 emerging and developing markets like snacks, beverages, cookies, crackers and nutrition, which have generated 11% in net revenue in 2022, the company reported.

4. Lala

Lala Group is a Mexican dairy company that operates 29 production plants, and 172 distribution centers, with 628,000 points of sale in Mexico, Brazil, the U.S. and Central America. In the second quarter of 2023, net sales increased 5.6%.

Lala is the second-most preferred brand in Mexico and fourth in Latin America´s food industry according to Kantar. The company is investing in the meat sector, with its line of products such as Chorizo ​​for grilling and Argentine chorizo.

5. Nestlé

Nestlé has a presence in 22 countries, with Mexico and Brazil serving as key markets. Latin America represents over 12% of the company’s global sales.

Latin America is invaluable to Nestlé, because it’s the principal supplier of various items distributed worldwide, like coffee, cocoa, and milk.

Advice for Appealing to Latin America

Latin America has been a challenging market for some CPG brands, especially in the past few years when the region experienced political, social and economic instability.

Gabriel Castellanos, CEO, Hispanic LatAm, Insights Division, Kantar said in a company report that “As several countries in Latin America experience political and/or economic challenges, the link between brand and financial growth becomes particularly important.” In the context of a global slowdown, this might sound discouraging, but brands that leverage their strengths may actually be standing in front of a “pot of gold” of potential growth, he indicated.

Most popular brands in Latin America have executed new strategies to penetrate new markets. Perhaps the most impactful strategy is embracing society’s fast digital transformation.

The E-market has grown significantly as a selling channel in the past few years. In 2023, this digital sales channel forces the creation of more personalized commercial and marketing strategies based on metrics and specific data about the market and the consumers. More and more brands are implementing tailored messaging.

“While businesses face challenging conditions in several Latin American markets, those that have adopted new digital platforms and investment in innovative ways to engage with customers have delivered growth and strengthened their brand across the region,” said David Roth, CEO, The Store WPP EMEA and Asia and Chairman of Brand Z, in Kantar’s report.

Meanwhile, CPG brands are investing in strategic partnerships to manage their operations in a more granular way and understand local consumers and sales channels in the region. This helps brands to penetrate new markets, identify new segments and opportunities to develop new products or adapt the brand to the consumers preference – for example, catering to millennial and Gen Z consumers that prefer purpose-driven brands.

Restaurant Rankings Illustrate Popularity of Latin American Cuisine

It appears we’re in the middle of a Latin American food renaissance. Twelve Latin American restaurants are among the fifty best restaurants in the world according to a recent ranking – and three Latin establishments are in the top ten.

Additionally, it’s the first time that a South American restaurant has been named the top restaurant in the world. Central, a Peruvian establishment, received that honor from The World’s 50 Best Restaurants, an independent organization.

Peruvian cuisine has been increasing in popularity due to its respect for local ingredients. According to Fortune, Perú has quickly become a foodie paradise, with four additional restaurants that are among the World’s 50 best.

Three Spanish restaurants are among the five best in the world as well, and each of them is quite unique. Ferran Adriá´s restaurant, El Bulli, has earned acclaim as the best restaurant a handful of times, and his research projects with food and new techniques include molecular gastronomy. Spanish cuisine is widely praised for its innovation.

The aforementioned rankings illustrate that Ibero-America is emerging is a leading region in the food industry, praised for the cultural diversity, creativity, and sustainability that it highlights in most dishes.

Here’s a look at the best Ibero-American restaurants in the world, according to The World’s 50 Best Restaurants list:

No. 4: Asador Etxebarri

Asador Etxebarri is a Spanish restaurant in a Basque village between Bilbao and San Sebastian. For Chef Bittor Arginzoniz considers it imperative to have top-quality products, considering fresh ingredients are the secret of their fourteen-course menu. The Spanish establishment even makes its own products such as chorizo, beer, mozzarella, and has its  own vegetable garden. The restaurant boasts six grills, with fresh wood utilized to grill everything from Palamós prawns, beef chop, and grouse.

No. 3: Diverxo

Chef Dabiz Muñoz is the head behind this avant-garde Spanish kitchen. Diverxo dishes mix Spanish ingredients with performance, theater, and art. For Muñoz, each ingredient has a purpose that tells a story through different seasonings, textures and temperatures.

In Diverxo’s tasting menu – influenced by Asian cuisine – customers can taste XO tapas, roasted baby octopus with jamón essence, and mochi bonbons with Thai style dulce de leche and lime, for example. Additionally, Diverxo seeks to reduce the use of salt, seasoning its dishes with approximately 20 chili peppers and 15 different citrus fruits.

No. 2: Disfrutar

Since 2018, when Disfrutar first made the list of the World’s 50 Best Restaurants, it has continued to gain acclaim and recognition, reaching a ranking of second-best establishment in the world according to Tasting Table.

The Barcelonian restaurant aims to create food that surprises and delights in equal measure throughout its avant-garde molecular gastronomy. Chefs and founders Mateu Casañas, Oriol Castro, and Eduard Xatruch highlight unique flavors like frozen gazpacho ice cream sandwiches, pesto with pistachios, and eel and truffle foam macaroni shaped from gelatin.

No. 1 Central

Central integrates flavors from the Andes Mountains, Amazonia, Pacific Ocean and the coastal ecosystem in its tasting menu. Head chef Pía León seeks to understand and preserve Peru ‘s ancient culture and heritage through the restaurant’s food.

Each dish at Central explores the flavors of 100% organic Peruvian ingredients, such as river snails, coca leaf, native tubers, raw cacao, and native mushrooms. Central’s core philosophy is sustainability, and the restaurant engages with local producers to explore unique ingredients, according to Pursuitist.

For León, haute cuisine is ultimately a tool for knowledge sharing and self-awareness.

El Food Institute anuncia una colaboración mediática con Cocina Sabrosa Food & Beverage Trade Expo

Nueva York, 11 de julio de 2023 (FI NEWSWIRE) – The Food Institute (FI), una destacada empresa de investigación y medios de comunicación de la industria alimentaria, se complace en anunciar su colaboración con la próxima Cocina Sabrosa Food & Beverage Trade Expo como su socio estratégico en los medios de comunicación. A través de esta asociación, FI aportará su experiencia en medios de comunicación en vivo y contenido impulsado por información a Cocina Sabrosa.

La Cocina Sabrosa Food & Beverage Trade Expo, programada para los días 27 y 28 de septiembre de 2023 en el Irving Convention Center en Dallas, Texas, ha ganado rápidamente reconocimiento como la primera exposición nacional B2B creada para la industria de alimentos y restaurantes hispanos. La expo ofrecerá una oportunidad única para que emprendedores, profesionales e inversores exploren una amplia gama de ofertas culinarias, descubran nuevos productos y obtengan valiosos conocimientos de líderes de la industria. Con la amplia experiencia de The Food Institute en brindar contenido de primera clase y la experiencia de Cocina Sabrosa en la organización de eventos, esta colaboración promete llevar la expo a nuevas alturas.

Como socio estratégico en los medios de comunicación, The Food Institute transmitirá programación en vivo durante los dos días de la expo, con entrevistas a expertos de la industria y reportajes sobre el terreno con expositores y asistentes. Además, FI brindará una presentación magistral, ayudará a moderar mesas redondas y sesiones educativas, y proporcionará investigaciones de mercado de vanguardia.

"Estamos emocionados de unir fuerzas con la Cocina Sabrosa Food & Beverage Trade Expo", dijo Brian Choi, CEO de The Food Institute. "Esta asociación se alinea perfectamente con nuestra misión de ser el principal recurso de medios de comunicación para la industria alimentaria. Juntos, aspiramos a crear un evento excepcional que inspire y empodere a los profesionales de la industria de alimentos y bebidas latinas".

"Nos complace asociarnos con The Food Institute para la Cocina Sabrosa Food & Beverage Trade Expo", dijo Andrea Fletcher, Directora de Marca de Cocina Sabrosa. "Los conocimientos de la industria y la experiencia en medios de comunicación del equipo serán fundamentales para ofrecer un evento completo y atractivo.

"Esperamos crear una plataforma que fomente la innovación, la colaboración y el crecimiento en la industria de alimentos y bebidas latinoamericana".

The Food Institute y Cocina Sabrosa Food & Beverage Trade Expo invitan a profesionales y líderes de la industria en los sectores de servicios de alimentos, comercio minorista, manufactura y distribución a marcar sus calendarios para la máxima experiencia empresarial de alimentos y bebidas latinas. Se pueden encontrar más detalles e información de registro en los siguientes enlaces:

Asistentes

Expositores

Los miembros del Food Institute pueden disfrutar de entrada gratuita al evento utilizando el código de descuento 'FOODINSTITUTE' a través de este enlace.

Acerca de The Food Institute:

The Food Institute es una empresa multimedia impulsada por información y análisis que ha prestado servicios a la industria durante casi 100 años. Su misión es proporcionar información integral y práctica a los profesionales de la industria alimentaria, permitiéndoles tomar decisiones informadas y aprovechar las oportunidades emergentes. Con un equipo de expertos analistas y asesores, The Food Institute sigue siendo una fuente confiable de información y orientación para empresas en toda la cadena de suministro de alimentos.

Para consultas de medios, por favor contactar a:

Brian Choi, CFA

Socio Gerente y CEO

brian.choi@foodinstitute.com

(201) 791-5570 ext. 700

Acerca de Cocina Sabrosa:

Cocina Sabrosa es el punto de encuentro por excelencia para todo el ecosistema de alimentos y bebidas latinas. Desde empresas que actualmente atienden a la próspera población latina hasta aquellas que desean ampliar su alcance, profesionales de la industria en todo el país encontrarán los productos, servicios e ideas que necesitan para operar y hacer crecer sus negocios de manera eficiente y próspera. No es solo una feria comercial, es una comunidad donde supermercados, fabricantes, empresas de equipos, restaurantes, distribuidores, inversionistas y líderes de opinión se reúnen para aprender, establecer contactos y hacer negocios.

Nuestro objetivo es hacer crecer y elevar la industria de Alimentos y Bebidas Latinas, a sus profesionales y a la comunidad en general. Nos apasiona celebrar y honrar los orígenes de la gente de América Latina y, por supuesto, la deliciosa gastronomía que llevan a la mesa.