Cocina Sabrosa to Hold its First Expo in Long Beach in October

The new Cocina Sabrosa Trade Expo will inaugurate its first event, aimed at the Latino market space on October 4th and 5th at the Long Beach Convention Center in California.

Eric Jurado, founder of Cocina Sabrosa, in an interview with Abasto Magazine, offered details on the launch of the trade expo, which will be free for food and beverage industry professionals.

Abasto Magazine: How did the idea of creating the Cocina Sabrosa Trade Expo come about?

Eric Jurado: By attending various food and beverage trade shows over three years, I had the opportunity to meet with leading Latin food and beverage brokers, distributors, manufacturers, restaurants, and markets.

I understood how useful (and efficient) it would be if an expo/marketplace explicitly catered to the Latino market. Our discussions made it clear that we needed a true B2B event dedicated to bringing together this booming segment of the industry with the most relevant buyers and sellers.

In 2020, I launched the Cocina Sabrosa Trade Expo; since then, I have had overwhelming support so far from brands, restaurants, and retail attendees for the Expo 2021 to be held in Long Beach, October 4th and 5th.

RA: Why did you decide to focus on the Hispanic food and beverage industry?

EJ: The Latino food and beverage industry is one of the fastest-growing food service and retail market segments.

However, many decision-makers may not be familiar with a trade show as a key resource to learn about new and different products and services in the most cost-effective and time-efficient manner. As the only B2B event focused exclusively on the Latin market space, Cocina Sabrosa will provide this significant opportunity in an authentic setting.

Related Article: Acosta: Multicultural Shoppers’ Influence is Increasing

RA: How will Cocina Sabrosa help retailers and the restaurant industry?

EJ: Cocina Sabrosa will be a place to reconnect and discover the new trends, new products, and services that have come to the industry.

Here they will be able to learn how their peers are overcoming the pandemic challenges in both the restaurant and retail industries and in the communities they serve. And with the financial cost in mind, we have made attendance at this two-day event free for professionals. 

We encourage attendees to register now at

RA: How many exhibitors will be participating in the expo?

EJ: We already have more than 100 companies committed to showcasing hundreds of brands and products to attendees. 

Some of the leading exhibitors will be Pepsi, Jarritos, La Victoria, Herdez, El Comal, Los Altos, Frito Lay, Tapatio, Bravo Foods USA, and other important brands.

Unique and innovative products and companies such as Tequila Mandala, Doña Juana, El Faro Seafood, Helados La Neta, 805 Cerveza, Seis Soles Vino, Patria Energy Drink, and many more will be on display ready to meet new buyers.

Equipment manufacturers and distributors such as Ideal Equipment and Chef’s Toys will also be at the show.

In addition, on the second day of the trade show, from 10 am to 12 pm, the 8th Annual Latino Food Symposium will be located immediately adjacent to the Cocina Sabrosa exhibit hall. 

RA: Why did you decide to integrate food trucks as exhibitors at the trade expo?

EJ: The food trucks will not only be outside the event serving breakfast and lunch for attendees. Since many restaurants are developing their mobile offerings as a new source of revenue, we will also have major food truck manufacturers exhibiting on-site. For anyone looking to establish, outfit, or retrofit their food truck, this is an opportunity not to be missed to discuss in-person solutions with the experts. 

Contact Eric Jurado [email protected] to reserve a space at the expo or visit to register for your free pass.