PF mobile app

Your industry information available where and when you want it!
Download our new app, Prepared Foods Mobile, on your iOS or Android-based phone or tablet

Breaking News

Hormel, Herdez Del Fuerte Launch MegaMex Foods

July 6, 2009
/ Print / Reprints /
/ Text Size+

On the Street -- Hormel, Herdez Del Fuerte Launch MegaMex Foods

July 1/Food Weekly News -- Hormel Foods and Herdez Del Fuerte, S.A. de C.V., announced a definitive agreement to create MegaMex Foods, a 50/50 joint venture to market Mexican foods in the United States.

The venture will significantly expand the existing agreement between the two companies and produces a portfolio with initial revenue of about $200 million. The comprehensive portfolio includes brands and products, such as CHI-CHI'S, HERDEZ, LA VICTORIA, EMBASA and DONA MARIA, among others, which resonate with Mexican-American and mainstream consumers of Mexican foods.

"This expanded, long-term agreement with Herdez Del Fuerte is an example of how we continue to look to diversify our product portfolio," said Jeffrey M. Ettinger, chairman of the board, president and chief executive officer at Hormel Foods. "MegaMex Foods will have the scale and skill set to establish leadership in Mexican foods and grow the category. The collaboration should allow us to better serve both the growing U.S. Hispanic population and the vast numbers of the general population who love Mexican food."

"MegaMex Foods will combine the premier Mexican food products and brands of Herdez Del Fuerte with the strength in manufacturing and distribution of Hormel Foods," said Juan Marco Gutierrez Wanless, chairman at Herdez Del Fuerte. "This is an important step toward delivering on our ongoing growth and profitability strategy and making us stronger for the future, as we increase presence nationwide."

In order to provide focus to the business, MegaMex Foods will be a free-standing entity with an independent management team based in Chino, Calif. MegaMex Foods will optimize efficiencies by leveraging core competencies of the parent companies, such as manufacturing, research and development and the supply chain.

The organization of MegaMex Foods is expected to be completed around October 26, 2009, which coincides with the start of fiscal year 2010 for Hormel Foods. Formation of the expanded joint venture is conditioned upon the parties reaching agreement on the joint venture structure and ancillary agreements relating to product manufacturing, management services, and product and trademark licenses, and upon other customary conditions.

From the July 6, 2009, Prepared Foods E-dition

You must login or register in order to post a comment.



2015 Prepared Foods


2015 January

In the January edition of PF, the cover story, "Future of Traditional," looks at modern twists on classic American and ethnic comfort foods.

Table Of Contents Subscribe


What will be the most important trend of 2015?
View Results Poll Archive


Vegetable Oils in Food Technology
Vegetable Oils in Food Technology: Composition, Properties and Uses, 2nd Edition

Now in an extensively updated second edition, the volume provides a source of concentrated and accessible information on the composition, properties and food applications of the vegetable oils commonly used in the food industry.

More Products


Benecol Case Study: Reducing Cholesterol

Bread and Butter
Benecol is a brand licensed by Finnish company, Raisio Group. Branded products include a range of cholesterol-lowering food goods such as fat spreads, yogurts, milk, bread, and soy drinks. Market Line


Facebook icon Twitter icon  YouTube iconLinkedIn icong+icon

Food Master

food master 2014Food Master 2014 is now available!

Where the buying process begins in the food and beverage manufacturing market. 

Visit to learn more.