Sysco Corporation (NYSE:SYY), North America’s leading foodservice distribution company, announced today the introduction of Sysco Pica y Salpica a new lifestyle brand geared towards the foodservice industry’s Hispanic segment. “Sysco Pica y Salpica” is about providing an assortment of authentic ingredients and brands, with culturally relevant tools and services that empower operators to be successful serving culture-rich flavors and experiences.
“To become our customer’s most valued and trusted business partner, we developed a comprehensive strategy that features a strong understanding of the culture supported by our expertise and continuous customer research” said Diego Rondon, Sysco’s senior director of Multicultural Marketing who is responsible for developing the company’s marketing, selling and product strategies for multicultural market segments.
Pica y Salpica are Spanish-language words that describe the flavor of Hispanic food as captivating and contagious. The name of the brand celebrates Hispanic cuisine as an explosion of flavor resulting from authentic, high quality ingredients and the passion that the operators bring to the table. “Sysco wants to partner with them in an effort to splash the world with the spice, the texture and aroma of each ingredient as unique as the culture” said Rondon. To mark the introduction of the new brand during the National Restaurant Association Show weekend, Sysco has invited 200 special guests to experience the splash of Sysco Pica y Salpica featuring authentic Hispanic cuisine at a secret location.
The U.S. Hispanic population currently represents 17% and is predicted to increase to almost 31% by 2060. “U.S. Hispanics visited more restaurants compared to non-Hispanics and are key influences in all aspects of the foodservice industry,” said Rondon “so we strive to keep them in the center of everything we do, from product assortment to business building tools and services offered in our customer’s preferred language.”
Sysco is the global leader in selling, marketing and distributing food products to restaurants, healthcare and educational facilities, lodging establishments and other customers who prepare meals away from home. Its family of products also includes equipment and supplies for the foodservice and hospitality industries. The company operates 194 distribution facilities serving approximately 425,000 customers. For Fiscal Year 2014 that ended June 28, 2014, the company generated sales of more than $46 billion. For more information, visit www.sysco.com or connect with Sysco on Facebook at www.facebook.com/SyscoCorporation or Twitter at https://twitter.com/Sysco.