History of an InnovatorChef Merito, Inc. was established in 1985 by Mr. Plinio Garcia with only two products, Chicken and MeatSeasoning. These two items were an instant success in Southern California. Chef Merito became the only Hispaniccompany to manufacture seasonings that gave meats and poultry authentic Mexican and Latin American flavorswith the use of one single condiment and was the only company at the time to pack its condiments in bilingualpackaging. As these products became well recognized by Hispanic consumers and with an understanding of theneeds of the Southern California Hispanic community, Chef Merito began to develop other products to makecooking Latin American cuisine easier, like fish, fajitas, breading mixes, batters, adobos and the ever-favoritemarinades. As these new products became household favorites with Hispanics and non-Hispanics, Chef Meritoimproved the packaging with bar coding, protective safety seals and attractive bilingual labels.Family TraditionThe history of the Garcia family is also a story of its community. Mr. Garciastarted the family business in 1985, calling it Chef Merito, “the best chef.”Without a doubt, the art of cooking is the great passion of the Garcia family.The secret ingredient in their appetizing dishes is the family’s own specialseasoning, crafted to perfection over the years, and built to share withothers. Now, with Chef Merito seasoning, thousands upon thousands sitat their own tables, enjoying authentic tastes of real Mexican, Spanish andLatin American cooking. The Garcia family’s tradition and passion live on inthe creation of fine products and through the continued management of thecompany by the Garcia family.One of founder Garcia’s most popular sayings was “If you can smell andtaste my products you are a customer forever.” With a strong belief in thatstatement, he convinced all members of his family to participate in his newventure by promoting his products through cooking demonstrations in everyHispanic store willing to give him the opportunity. In just a few years, ChefMerito products were in over 2,000 independent stores in California. In 1987the Vons Company created a subsidiary, TIANGUIS STORES, and authorizedChef Merito products in these super-stores. Chef Merito products provedto outsell every other Latin spice item in these stores. As a result, they wereauthorized to sell in most chain stores in Southern California and in (2009),Chef Merito was mentioned as a Preferred Carne Asada Seasoning byHispanic Families By the Beef Council.Today Chef Merito serves over 4000 accounts in the United States. Some ofour customers include: Food 4 Less, Frys, Wal-Mart, Stater Bros., Jetros Cashand Carry, Superior Warehouse, Vallarta Supermarkets, Cardenas Markets,Albertsons, Northgate Markets, Sellers Brothers, Compare Foods, KeHe,Winn-Dixie, Supervalu and independents retailers across the USA.
Beyond Dodger StadiumThis year marks a new milestone with the Dodger Stadium agreement, and Chef Merito is on an aggressive pathto growing the company. 2012 also brought a new brand marketing strategy for the company. “We have begun aconsumer ad campaign targeting a new consumer who we believe will love our products as much as our currentconsumers do” says Corugedo. The campaign included English language radio advertising, Facebook Ads andstrong social media participation. 2013 will bring even more aggressive marketing efforts in Spanish and Englishprint, radio and digital platforms. Chef Merito will continue to make products with the philosophy that deliciousfood can be affordable and easy to cook.Major Capital InvestmentsCapital investments for 2011 have given us the ability to increase production capacity to reach risingdemands. The growing popularity of our new product lines has led to the expansion of our liquidand automated jar lines, along with additional warehousing space.A family traditionsince 198557 OnTREND May/August 2013
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