Lorenzo Piña grew up in the Dominican Republic. He studied finance and international trade and worked for multinational companies until he arrived in the United States with one certainty: there was an opportunity that no one was taking advantage of. In 2004, he founded Global Trade Bridge, with the mission of creating a strong commercial link between Latin American brands and the U.S. market.
What began as a small representative agency has evolved into a comprehensive import, export, logistics, and distribution operation serving partners across the U.S.
What No One Was Explaining to the Brands
Piña, the company’s CEO and president, saw something many others overlooked: simply having a high-quality Latin American product wasn’t enough to bring it to the U.S. “You can’t imagine how many large companies don’t know what pallet format we need here,” he recalls candidly.
That gap between Latin American manufacturers and the U.S. market was the real problem. And Global Trade Bridge was created precisely to solve it.
Growing from the Inside Out, Step by Step
Growth wasn’t immediate or easy. “The strap comes from the leather,” says Piña, and that philosophy guided every decision. First, one brand put its trust in them; then another; then yet another.
“There was a lot of trial and error, always with the support of brands that today, 20 years later, are still with us,” he acknowledges. That’s how they built their reputation: with results, not promises.
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A Service that Leaves no Stone Unturned
Today, Global Trade Bridge supports its partners from FDA registration to the last supermarket shelf. They have trademark attorneys, in-house marketing teams, and a distribution network that reaches across the entire U.S.
“We’re involved in everything,” says Piña, “from major chains to the small grocery store in Upper Manhattan.”
Game-Changing Information
Many brands sell well, but they don’t know exactly to whom or where. Piña saw this and solved it: his company shares open data with each partner on pricing, coverage, competition, and in-store presence.
“We keep our books open with them,” he assures. That transparency builds trust and, above all, leads to better business decisions.
The Latino Consumer has Already Changed
Second- and third-generation Hispanics in the U.S. don’t cook like their grandmothers, but they still crave those flavors. “The young person who grew up here prefers to have the product served to them, but in a more convenient way,” explains Piña.
Frozen empanadas, ready-to-drink juices, tortillas ready to heat up: the market is evolving, and Global Trade Bridge has been anticipating this trend for years.
Advice from Someone Who’s Been There
For those who dream of getting their brand onto U.S. store shelves, Piña has an honest message: “A lot of hard work and patience. You can make it here, but not overnight.”
And he adds something he says with conviction: “I haven’t made it yet.” That humility, combined with 20 years of proven results, is perhaps the strongest argument for entrusting your brand to him.
On July 16 in New Jersey, Global Trade Bridge participated in the National Supermarket Association trade show. For Piña, this event is unique: “It’s the only trade show where you can sell to and connect with 500 or 600 independent supermarkets at once.” A business opportunity that no Latin American brand should miss.