The presentation of a star product
During the launch event, Rafael Celorio, CEO of La Costeña®, shared the following:
“For 99 years in the company we have had a strong commitment to preserve the Mexican culture and seasoning, characterized by the unique flavor of the elements that give life to our dishes”
In this sense, La Costeña® now seeks that families enjoy new gastronomic experiences through Mexican Root Beans, while preserving the biodiversity of these species in danger of disappearing.
In line with its constant innovation, this company launches these four varieties as an example of the wide gastronomy that we have in the country.
According to the Ministry of Agriculture and Rural Development, in Mexico there are around 50 species of beans, which enhance the meaning that this ingredient represents in our gastronomy.
Ana Belén Díez, director of marketing, highlighted the following: “One of the main objectives we have at La Costeña® is to continue creating different ways of bringing Mexican flavors to all consumers, always providing quality and practicality.”
He stated that today consumers are concerned and attentive to knowing the origin of the products they purchase, so on the labeling of these products they will be able to find a QR code with information on the origin and the processes that keep these ingredients 100% Mexican.
In addition, he emphasized that Frijoles Raíces Mexicanas are part of a vision that is not only limited to the national territory, but also goes beyond.
“These types of concepts and the different way of making them known have great potential to reach any part of the world.”