Driving Growth and Innovation in a Competitive F&B Market

Luis Rodrigo M., Marketing Director, Grupo Herdez

My professional journey has been a dynamic and enriching experience, marked by diverse roles across various industries that have shaped my approach to business today. I’ve had the opportunity to work in different types of companies, ranging from Fast-Moving Consumer Goods (FMCG) such as food, alcoholic beverages, and soft drinks, to Business-to-Business (B2B) industrial firms. Over the years, I’ve handled a wide array of projects in commercial areas like marketing, trade marketing, category management, and sales. This variety has equipped me with a comprehensive view of the business landscape, helping me navigate market challenges from multiple perspectives. It’s given me a deep understanding of how to develop strategies that drive not just growth, but also sustainability.

Currently, at Grupo Herdez, I manage 8 food and beverage brands that span over 12 categories. This role has significantly expanded my knowledge of the FMCG industry. It’s one thing to understand a market, but it’s another to live and breathe it. My goal has been not just to boost product penetration and consumption but to forge emotional connections with consumers. In doing so, I’ve learned that when consumers feel a deep connection with a brand, it transforms the brand’s power and presence. This has been at the core of my work—creating initiatives that resonate on both practical and emotional levels.

When it comes to communication strategies at Grupo Herdez, we base everything on two fundamental milestones. First, we strive for a complete understanding of our target market’s needs and desires. The better we know our consumers, the more effective our communication becomes. Second, we ensure that our advertising is always aligned with a clear brand purpose. This gives our campaigns authenticity and keeps us true to the essence of each brand. The results speak for themselves: we’ve positioned our brands as leaders in their categories, and we’ve earned recognition for our efforts, including awards like the EFFIEs. This kind of recognition is not just a testament to our creativity but also to the strategic thinking behind our work.

Looking ahead, the biggest challenge I foresee in the Food & Beverage (F&B) industry is maintaining brand relevance in the face of an increasingly crowded marketplace. Competition is intensifying, not just from established players but from innovative startups as well. Consumers today are more informed than ever, sometimes to the point of information overload. They are also more selective, more critical, and they have more options to choose from. Navigating this landscape requires innovation—not just for the sake of novelty but in a way that’s purposeful and efficient. It’s crucial for companies to stay agile, make data-driven decisions, and use resources wisely. At Grupo Herdez, we’re preparing by keeping a close eye on consumer trends while maintaining a long-term vision for our brands.

“Competition is intensifying, not just from established players but from innovative startups as well. Consumers today are more informed than ever, sometimes to the point of information overload.”

In terms of technology, Grupo Herdez relies on a variety of tools to stay competitive. We leverage insights from external market research providers, our clients, and internal systems like our Enterprise Resource Planning (ERP) system. The key to making this work is constantly updating and refining the data we use because timely, accurate information is critical to staying ahead in our industry.

For other F&B firms looking to adopt emerging marketing technologies, I have a few pieces of advice. First, it’s essential to fully understand your business model before adopting any technology. Not all tools are created equal, and what works for one company might not work for another. Organizational culture, leadership, and intuition play a massive role in making these technologies effective. Second, use the technology efficiently! This might sound obvious, but I’ve seen many companies invest in sophisticated systems only to misuse or underutilize them. The technology you invest in should provide relevant, accurate information that supports quick, informed decision-making. This is how you unlock its true value and gain a competitive advantage.

In my view, technology’s role is to serve the business, not complicate it. If it’s not delivering the insights and agility needed to seize opportunities and tackle challenges, then it’s time to re-evaluate. The future is moving fast, and the companies that succeed will be those that can keep pace with both the technology and the shifting market landscape.

That’s the mindset I carry at Grupo Herdez, and I believe it’s what will continue to propel us forward.