El Sol Brands keeps spreading the word
For officials at El Sol Brands, every opportunity to showcase their products is a great thing.
That is why the New York Produce Show is so important to the Miami-based company’s business strategy.
“We believe that with the high standards that we have set for our products any customers that carries and sells them will immediately understand that our items do not cost much, but they pay very well,” said Luiz Perez, vice president of sales for the Miami-based company. “The bottom line is that consumers are demanding that retailers sell our products.
“The New York show helps to showcase our products,” Perez continued. “Plus, we have a large number of customers in the tri-state area and we have our largest warehouse in Port Washington on Long Island. Because of that, we have great following, which we thank them for.”
The New York show also gives company officials another opportunity to educate retailers about their strict safety protocols and procedures that are utilized to guarantee that shoppers always get the best products.
“It is so important to us that consumers get the best possible produce from us on a consistent basis,” added Perez. “We want to educate attendees about the fact that we follow all the recommended procedures to ensure that the highest standards and safety protocols are met. Buying product from us is no different than purchasing products grown in Idaho or Iowa, for instance. All our shipping partners are third-party certified, as well.”
As always, Perez stated that El Sol is the largest importer of root produce in the country, working with growers in such South American countries as Brazil, Ecuador and Peru, as well as growers in Mexico, Honduras, Jamaica, the Dominican Republic and Fiji.
“The key to us, and what we are fully focused on, is quality and the sell-through to consumer at the store level,” noted Perez, who joined the company as a sales rep about 13 years ago. “We want to help our retail partners sell everything we send to them. We have a low shrink rate that will help retailers build higher margins and a satisfied consumer who will come back to the store for repeat sales.”
There will be a big emphasis on Latin American and Caribbean products and more items in the El Sol’s Asian line at the show.
“One of our newest items is plantain chips in a jar,” he said. “They are packed by artisans in the middle of a plantain plantation in Ecuador and, so far, are taking stores by storms,” he said. “Sales are just simply outstanding. A lot of chips are made in U.S., but we offer a proprietary cooking method that gives the product a nice crunchy, fresh taste with no additives.
“The people who make these are in the plantain business,” Perez continued. “They harvest and process this right there. It does not get any better than that. Very fresh because it is packed today and two weeks later they are in the store.”
Perez also said that his team will emphasize that El Sol has started carrying value-added specialty peppers from the Dominican Republic that are in high demand with the growing Caribbean demographic in this country. These items include Ajicitos sweet peppers, Thai Chili peppers and Habaneros peppers. “We bring them in bulk and we repack using an UPC code,” he added. “Also, we are bringing in turmeric, a golden-orange spice, from Fiji. It is a superb anti-carcinogenic product that is great for juice, cooking and teas.”
The company is also continuing to focus on its Asian line, including Chinese eggplant, Chinese opo squash and Chinese and Indian bitter melons.
