Instore - August 2018 - 27
Harbar pushing tortilla popularity
by Ryan Atkinson
ispanic cuisine is still on the rise. According to Nielsen, half of all U.S. population growth from 2012 to 2015 came from
Hispanics, while the U.S. Census expects the
country's Latino population to more than
double within the next two generations.
"The way we're seeing the Mexican food
market is sort of like the Italian food market," says Harbar CEO Cheque Montemayor.
"It's here to stay."
In the same way you can find pizza and spaghetti everywhere while also finding elevated Italian cuisine, he says, the Mexican category is becoming very popular and diverse.
All this while Hispanics already represent
nearly 18 percent of the U.S. population and
will likely account for a quarter of the population by 2040.
It's no surprise that the foods and flavors
from Hispanic cultures are thriving. A September InStore feature detailed how supermarket retailers are serving the hunger for
Hispanic food with their prepared foods
But the backbone behind Mexican food -
the timeless, versatile tortilla - isn't always
easily or efficiently prepared in the store.
That's where a company like Harbar enters,
Harbar, a family-owned company based in
Canton, Massachusetts, produces a wide
range of tortillas for natural, independent
and conventional grocery stores - as well
as other foodservice outlets - throughout
the U.S. and Europe.
The timeless tortilla. Photo: Harbar
commissary INSIDER * AUGUST 2018 * 27