For 50 years, the La Fe brand has been present in Hispanic homes and kitchens during those special occasions bringing them the favorite dishes of typical Latin American cuisine they love!
This year on National Hispanic Heritage Month La Fe celebrates the flavor of the culinary traditions, culture, and values of the 60 million Hispanics who live in the United States.
With more than 1,400 food products of the highest quality in the categories of frozen, canned, refrigerated, dairy, soft drinks, snacks, and foodservice, La Fe has established itself as one of the largest grocery marketers on the East Coast of the United States, with direct delivery operations from Massachusetts to Florida and indirect to Illinois, Texas, and California. They also began selling their products in Canada and Central America.
Being an essential company in the food supply chain due to the Covid-19 pandemic, La Fe has had to double its efforts to keep supermarkets supplied during the health crisis, while supporting the different communities that have been affected by the pandemic.
The company developed support plans for students from other countries who were unable to return home due to Covid-19 and works with social organizations, churches, and the media to give free food products to families that have been impacted the pandemic.
Currently, in the states of New York, New Jersey, and Florida, La Fe has Food Trucks delivering free food and mouth covers to essential workers in supermarkets, hospitals, and other establishments.
The La Fe brand was acquired in 2014 by GraceKennedy, a Caribbean Holding with annual sales of more than $ 5.8 billion and with operations in more than seven countries.
In 2019, La Fe carried out the official relaunch of the brand with the “Celebrate the Flavor” campaign, which has been very well received by its customers and consumers, allowing double-digit growth in 12 months and expanding its footprint to new territories and customers such as Target, Kroger, CVS, Walgreens and expanding its distribution points with current clients such as Shoprite, Stop & Shop, Giant, Publix, and Walmart. The company has three distribution centers located in New Jersey, Georgia, and Florida.
On the other hand, La Fe’s frozen category, which is the leader by point of distribution on the East Coast within the Hispanic market, is undergoing a transition due to new consumer behavior trends. The new generations are looking to keep their traditional flavors but adapted to new product options that are healthier and more convenient.
In response to the preferences of young consumers, towards the end of the year and during early 2021 La Fe will be launching its new line of frozen and ready-to-serve products that will allow them to expand to the “mainstream” market but without abandoning their Hispanic flavors and traditions.
Visit www.lafe.com to learn more about their products, as well as on Instagram and Facebook @lafefoods