Service 04
Hispanic & Multicultural Food Marketing
Merchandise to the shopper actually standing in front of the case.
Appointed to Kroger’s Latino Committee to build the Hispanic merchandising plan adopted across every Kroger division. Later took a national beef brand bilingual — website, packaging and campaign.
Work is led personally by Kent Partida. There is no account team and no junior associate — the person who ran these departments and sold into them is the person doing the work, and the person you call when something changes.
Schedule a free consultationHow the work runs
Four stages, in this order
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01
Learn the shopper
Hispanic is not one shopper. Mexican, Central American, Caribbean and South American households buy different cuts, different pack sizes, and on different days.
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02
Fix the assortment
The cuts, thicknesses and pack sizes the department is missing. This is almost always where the fastest sales lift lives.
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03
Speak the language
Bilingual packaging, signage and web that was written in Spanish rather than run through translation — including the cut names, which rarely translate literally.
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04
Merchandise it
A plan the stores can actually execute, with the flexibility to differ by market instead of one planogram for the country.
Engagements run as a fixed-scope project or a monthly advisory retainer. Scope, timeline and fee are agreed in writing before anything starts.
Straight answers
Questions people ask first
- Is this just translating our packaging?
- No, and translated packaging without the right assortment behind it is worse than nothing — it signals you are courting a shopper whose cuts you do not carry. Assortment first, language second.
- Why does the meat department matter so much here?
- Because it drives the trip. Hispanic households over-index on fresh meat spend and on cooking from scratch, and the store that gets the meat case right frequently gets the whole basket.
Next step
Talk through your hispanic & multicultural shoppers problem
Fifteen minutes with Kent Partida, no deck. Describe the situation and you will get an honest read on whether it is worth an engagement — and what it would take.