September 29, 2000 Launches with 1,000 Authentic Mexican Products

Fueled by continued growth in the Mexican food market and a surge in online grocery shopping, announced the launch of its bilingual online grocery store devoted to selling specialty Mexican products with delivery throughout the United States.

The one-stop, online niche grocery store offers an extensive assortment of traditional, non-perishable foods from Mexico and the U.S. not commonly stocked by conventional grocers. Offering an assortment of over 1,000 authentic Mexican products from the leading national brands and over 100 cookbook titles online, offers consumers three times as many products as its nearest competitor. Consumers can now avoid driving from one store to another in search of their favorite Mexican products.

" was designed to cater to aficionados of authentic Mexican cuisine, from consumers living in areas where specialty Mexican products are hard to find, to people who prefer to shop from the convenience of home," explains Ignacio Hernández, founder, president and CEO of

The Mexican food market is estimated at $11.1 billion and growing 5.5% annually. Interest in authentic Mexican cuisine continues to increase, driven by the 22 million Mexican Americans in the U.S. coupled with the ever-increasing number of non-Hispanic Americans who crave Mexican specialty foods. Studies show that 90% of Americans have tried Mexican food and, of those, 95% eat Mexican food on a frequent or occasional basis. Today, consumer spending on salsa is 25% greater than on ketchup.

Industry experts predict a tremendous surge in online grocery shopping. Forrester Research estimates that today's $1.1 billion U.S. online grocer market will grow to $16.9 billion by 2004. Andersen Consulting forecasts that the number of American households purchasing groceries online will increase 100 fold in the next decade.

"Mexican Americans looking for a taste of home can now find it online," says David Schwartz, the San Diego, California company's vice president. "Consumers interested in delving into Mexican cooking can now purchase hard-to-find products online and avail themselves of authentic recipes for south of the border cuisine."

To offer consumers nationwide such a diverse array of Mexican specialty products, formed a strategic partnership with Royal Crown Foods, one of the largest Mexican food distributors in the U.S., for warehousing and order fulfillment. This alliance dramatically reduces the cost of warehousing and eliminates the need for traditional, more costly e-business financing. was founded early this year, is positioned as the premier online grocer of authentic, specialty Mexican products and offers consumers secure, point-and-click shopping, combined with reliable UPS delivery. This is why their slogan is "bringing authentic Mexican food to your home."

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