Expo ANTAD continues to solidify its position as the ultimate bridge for companies looking to conquer the U.S. market. On the show floor in Guadalajara, Jalisco, Mexico, and during an exclusive dinner hosted by Market 5201 on May 18, 2026, Abasto Media spoke with retail buyers and distributors from major chains to understand what they look for and how they spot the next big hit for their shelves.
Innovation and Competitive Advantage
For buyers, differentiation is the main reason to attend this trade show. Miguel González, co-founder of Northgate Markets, who has been attending the Expo ANTAD for nearly two decades, explains:
“The goal is to source unique, innovative products for our innovation center in the U.S. and use that as a competitive advantage.”
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Over his 20 years of visiting Expo ANTAD, he has discovered around 40 to 50 standout products.
Erick Palacios, CEO of Zinco Marketing, notes that today’s consumers—both Hispanic and non-Hispanic—are looking for flavor: “Expo ANTAD is ideal for discovering brands that spice up the U.S. product offering.”
Spotting a Winning Product
Success doesn’t happen by accident; it requires analysis. Palacios emphasizes that before placing a product in stores, it is vital to conduct market research and understand the priorities of both the retailer and the consumer. “Success comes from competitive retail pricing, in-store execution, constant inventory rotation, and support with product displays,” he says.
Meanwhile, Paula Delgado, Category Manager at Northgate Market, relies on the pulse of the market: “You have to have a pretty good gauge on what’s trending and changing consumer profiles. If it’s something you can get excited about, others will likely get excited about it too.”
From a mass-distribution perspective, Ivana Magaña, Category Manager at C&S Wholesale Grocers, adds that the right price point for the target demographic and eye-catching packaging are key to grabbing the consumer’s attention.
The Big Challenge: Regulations and Logistics
Manufacturing a great product is no longer enough; becoming a commercial partner requires solid infrastructure. Manny Tovar, Director of Ethnic Marketing at Affiliated Foods (a co-op with over 746 stores), puts it bluntly:
“We need the product to be delivered in the U.S. and to be FDA-approved. We find a lot of items that are ready to go, but the manufacturer isn’t ready to export yet.”
According to Paula Delgado, familiarity with regulatory processes represents the biggest opportunity for brands to expand into more stores.
Finally, the human factor is decisive. Ivana Magaña concludes that she looks for partners willing to work hand-in-hand: “It’s about building a team so both sides win, not just selling for the sake of selling.” For entrepreneurs, the experts’ advice is clear: preparation starts right at the production plant.