A Family Brand Reaches 40 Years Chef Merito is marking four decades of operations this Hispanic Heritage Month with a generational shift in leadership. The brand, founded in 1985 by a Cuban immigrant, has grown from a homemade carne asada seasoning into the #1 Hispanic marinade brand in California. Lauren Corugedo, a third-generation member of the Chef Merito family, now serves as Head of Marketing. She is tasked with honoring the brand's cultural roots while positioning it for modern Hispanic and bicultural consumers.
The Evolution Ahead Corugedo has highlighted several strategic priorities for the brand.
These include preserving Chef Merito's 40-year family legacy while evolving for the next generation, leveraging the role food and flavor play in keeping Hispanic culture and traditions alive, and sustaining growth as a Hispanic-founded family business that remains true to its roots. The appointment underscores a broader trend: Hispanic-founded brands are increasingly making their mark in mainstream retail, signaling demographic shifts in consumer preferences and purchasing power across the United States.
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Written by FBM Publications Editors
