Food companies are quickly waking up to the fact that Latino consumers want more than chips and salsa. Local grocers, buyers, and food companies will convene May 12-13 for the 2nd Annual Sabor Latino Food Show at the Pasadena Convention Center.

According to Sabor Latino creator, Lilly Rocha, as the growing Hispanic market demands quality food and beverages, smart brands will offer everything from vegan to organic and yes, good quality tortillas, chips, and salsa.

“Just as diverse as the overall Latino community, Hispanic cravings varies. This year’s Sabor Latino Food Show will have a strong emphasis on healthier food,” Rocha said. “Sabor Latino provides an intimate platform for grocers, restaurateurs, schools, hotels, hospitals, and foodservice professionals to engage with food suppliers and manufacturers wishing to tap and grow in the lucrative Hispanic market.”

With Latinos comprising nearly a quarter of the U.S. population today, experts say this change is dramatically flavoring the American culinary experience. Today’s purchasing power of the U.S. Hispanic is $1.2 Trillion.

The show features exhibits, educational sessions, and cooking demonstrations with top chefs from Baja and Southern California.

A few of the companies participating this year include: Nestle, KAGRO (Korean American Grocers Association), Northgate Markets, Nutridata, Eastland Foods, Choctal Ice Cream, Mama Cheesecake, and of course, our presenting sponsor Wells Fargo.

Top chefs showcasing their recipes and techniques this include: Chef Cecilia De Castro and Chef Kiki (Flantastic).

A highlight of the show this year will be the popular “Titans of the Latino Food Industry” presentation that will release key findings of a new study on the Asian American and African American food retail consumer by Isabel Valdes, Chairperson of the Center for Multicultural Science.

Sabor Latino Presenting Sponsor is Wells Fargo. Other sponsors include Nutridata, ACE Academy, ATC Academy, and El Aviso Magazine. For more information visit

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