Food and Drink International - Winter 2016 Volume 2 - 134

d

DISTRIBUTORS

Mi Rancho

>> Mi Rancho prides itself on making tortillas the old-fashioned
way - using whole, fresh corn kernels.

a huge part in us not only being innovative, but improving our products day in
and out."
Marketing is also another area where
Mi Rancho has placed major emphasis to continue building its brand. "We
have a new relationship with an ad
agency here in San Francisco," Alvear
says. "In addition, we have developed
a new website, redesigned all of our
packaging and are very involved in
social media. We're not only trying to
build a brand, but communicate to customers and consumers who we are and

134

what we are about. Most of them have
been enjoying Mi Rancho tortillas for
years - they just didn't know it."

Close Collaboration
Mi Rancho takes a collaborative partnership approach with vendors. Alvear
explains the company values their relationships very much, and shares its
goals and needs with them.
"Our supply chain and vendors play a
critical role in what we do," he says. "On
one end, we have to be competitive in
the marketplace, so we do need to man-

food & drink international * winter 2016 volume 2 * www.fooddrink-magazine.com

age our overall operations. But, on the
other side of the coin, we're not going
to sacrifice quality and our positioning
over price. So we only work with reputable and reliable suppliers with whom
we try to build long-term partnerships."
In addition, Alvear explains that the
company gets vendors involved in the
development of products. "We produce
the world's best-tasting tortillas," he
says. "Working with the right suppliers
is key because you cannot market your
product as premium, and not have the
ingredients and suppliers that are going
to support what you're communicating
to customers. We have some very longstanding relationships with some of our
suppliers. We're loyal and they are, too."
"The company is positioned for
growth but it has to be smart growth,"
Alvear adds. "We want to continue to
reinvest but be positioned as a premium
company. There are a lot of businesses
out there that we could eventually pursue, but we have to go after the right
ones with the right customers for the
right type of growth."


http://www.fooddrink-magazine.com

Table of Contents for the Digital Edition of Food and Drink International - Winter 2016 Volume 2

Contents
Food and Drink International - Winter 2016 Volume 2 - Cover1
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Food and Drink International - Winter 2016 Volume 2 - Cover3
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