Hormel eyes Hispanic market

As Hormel Foods Corp. looks to 2012, its executives have their sights locked on the Hispanic market.

Citing growth in the United States’ Hispanic population, James Splinter, Hormel’s group vice president of grocery products, predicted Tuesday night at the company’s annual shareholders’ meeting that Hormel’s MegaMex brand will “grow at an accelerated rate.”

“Every time I hear (about the Hispanic population increase), I get very excited about the growth prospects of MegaMex,” Splinter said at the meeting in Austin High School’s Knowlton Auditorium.

Hormel and Herdez del Fuerte created MegaMex in 2009, which now distributes Hormel’s Mexican brands, including Herdez, Chi-Chi’s, La Victoria, its 2010 acquisition Don Miguel, and its 2011 acquisition Wholly Guacamole (under Fresherized Foods).

Read the entire article at the Austin Daily Herald.