|GHQ| TALKING SHOP
Talk about Ruiz Foods and its history.
Rachel Cullen: Ruiz Food Products was co-founded in 1964 by
Fred Ruiz and his father, Louis, in a small rural community located
in California’s Central Valley. Some of their first frozen Mexican
food products included enchiladas, burritos and tamales—all
based on the authentic family recipes of Fred’s mom Rose Ruiz.
Today the company remains family owned. Kim Ruiz Beck,
Fred’s elder daughter, is chairman and Kim and her siblings, as
members of the third Ruiz generation, are proud stewards of the
company’s 50-plus year commitment to quality, convenience and
innovation. Ruiz Foods now operates manufacturing facilities and
distribution warehouses in California, Texas and South Carolina,
and we are proud of the long-term partnerships we have with
many of our customers as well as our vendors and suppliers.
What makes Ruiz Foods unique?
Family ownership is what makes Ruiz Foods unique. Because
of their ownership, we enjoy a warm, friendly culture, a unique
nimbleness, a set of values and a commitment to re-investing in
our future that is testament to our industry leadership and recognized expertise in the frozen Mexican food category. With a
solid reputation for product quality, great taste, convenience and
value, Ruiz Foods manufactures El Monterey—the No. 1 frozen
Mexican food brand in the U.S. Products include burritos, chimi-changas, quesadillas, enchiladas, chile rellenos, breakfast burritos, tamales and more. Our second brand, Tornados, was introduced just over ten years ago and is already a top snack food on
convenience store roller grills. Both El Monterey and Tornados
products are made using real cheeses, fresh ingredients and
freshly made tortillas direct from our on-site bakery.
How can Ruiz Foods help retailers build more sales
We can help retailers build more sales and profits through our
continued commitment—our promise—to quality, convenience and innovation in the products we bring to the shelf.
In order to accomplish this, we work hard to listen to both our
customers and consumers, remain on
the cutting edge of innovation and
deliver great taste and value. Our
commitment remains at the fore-
front of every product we manu-
facture, so I am pleased to mention
the recent completion of the Rose Ruiz
Innovation Center. This new R&D facility is
equipped with test kitchens, a state-of-the-art sensory science
center, analytical and micro labs, a pilot lab for scale up and a
packaging innovation center. It is important our customers
know that by offering our products to their consumers, they are
offering today’s families some of the very best choices in frozen
What do retailers need to do to maximize sales and profits?
Knowing our commitment to quality, convenience and innovation, we work with our customers to leverage what we have
learned about the consumer and what they are looking for in
terms of taste, texture, heat and flavors. What we learn from our
own research, focus groups and consumer and category insights
can bring a wealth of knowledge to very strategic conversations
with our customers that can result in long-term loyalty with consumers who feel good about what they are buying for themselves
and their families. We believe it is all about listening to what consumers want for themselves and their families and, then, innovating to bring to the shelf exactly what they want.
Talk about new products being introduced.
With several new products in the pipeline, we will continue to
demonstrate our promise to work hard to deliver exciting, great
tasting products our customers will be proud to offer to their
consumers. An example is our El Monterey Signature Breakfast
Burrito line, introduced nearly two years ago. As a small manufacturer, we are proud of the significant growth of this line, which
offers today’s consumer great taste and value in a category that
demands convenience and portability.
WITH RACHEL CULLEN
Rachel Cullen, president and CEO of Ruiz Foods, says family
ownership is what makes the company unique.