Surely you have already read in some of our networks that we have just returned from Miami, where we have been presenting our Frosty® slushies to the American market 💪.
In case you didn’t know, we would like to tell you that we have participated in the Americas Food & Beverage Show & Conference, the event that brings together food distribution and catering professionals from the United States, the Caribbean and South America.
In this article, we would like to share with you some reflections and our point of view on this new transoceanic adventure that we are beginning to travel.
Frosty® and the American market
☝️El American continent is a key market for us, both because of the market potential and because of the #opportunity to deseasonalize our activity with an already existing demand. In much of Latin America, there is a consolidated tradition of granizado🥤 and “raspado” 🍧, a product that is also consumed throughout the year, especially in the most tropical countries.
🇺🇲Estados United States, on the other hand, is a market with huge potential and an already existing demand for our Frosty® Pocket, which has huge competitive advantages over other local products (which are far from resembling our instant slush) 😜.
What have we learned from this first experience?
Frosty® is very popular in the “New World”. Very good reception, both from Caribbean markets and consumers, as well as for North American tastes. Our slushies were a hit with Latinos and non-Latinos alike.
Distance adds complexity and more complexity is more uncertainty. And uncertainty is controllable to some extent. Ships, customs, agents, paperwork…. Our product arrived at the fair only two days before, even though we shipped it with plenty of time to spare.
Equipment matters. If you can’t control uncertainty, you have to have a great team that can react quickly and flexibly. And here we are lucky: both those who went there and those who stayed here have given their all to make the experience unbeatable. And they will do it again for the next one.
We must be prepared for success. It is a huge market: the U.S. and Mexico alone have more population than the entire European Union. But it is also a very demanding market and, given the extra complexities, you have to be up to the task of serving at that level and not fail.
It has been a small step forward. One more of many that we have taken in these more than 25 years. We have returned full of energy, illusion and motivation, with our suitcases full of great expectations. We hope to be able to tell you soon more news about Frosty® in America.
In the meantime, let’s go for the next challenge 💪.
