A Conversation With Bimbo’s David Benitez
David Benitez,
chief executive officer of Bimbo Snacks USA/Dayhoff LLC, divisions of
Mexico-based Grupo Bimbo, took some time out recently for a chat with Confectioner.
Grupo Bimbo, established in Mexico in 1945, is one of the world’s
leading bakeries.
Benitez discussed the challenges and opportunities
associated with moving into a new market, with a particular focus on the
U.S. Hispanic market.
Confectioner: Give us a bit of background about the objectives of Bimbo
Snacks USA.
Benitez: “We want to clone our successes in
Mexico in the United States. We know that the size of the Hispanic market
in the United States is increasing dramatically. So I think we started at
the right time.”
Confectioner: How do you think U.S. companies are doing in terms of
meeting the needs of Hispanic consumers?
Benitez: “Naturally, I don’t know what
other companies are doing internally, but I can say that I think there is
huge gap between the needs and what companies are doing.”
Confectioner: What advice
can you offer U.S. companies attempting to reach out more effectively to
Hispanics?
Benitez: “They have to understand that
marketing to Hispanics is a lot more than a translation. An overall
strategy is needed, especially when it comes to communicating. They need to
keep their essence. They should never forget their strengths, although at
the same time, key adaptations are needed.”
Confectioner: What about retailers?
Benitez: “The best retailers listen and
react; most of all, they try things. Important traits include a willingness
to learn and taking a partnership approach vs. a buying and selling
scenario.”
Confectioner: As part of a
major bakery company, you’ve seen the effect a trend like the
low-carb craze can have. How has that influenced the way you view the candy
category?
Benitez: “We were very well prepared for
it. We actually had the Atkins license. Secondly, when we developed our
company position for the next six years, health was one of the core bricks
in the strategy. So did low-carb do us any harm? No, because we were
prepared.”
Confectioner: Do you see
the candy industry changing and being influenced by consumers’
desires for more snack-like products?
Benitez: “We see a big impact of snacking
as a coming trend. I think the difference between the two industries is
that with snacks — even though technically speaking it’s not
true — snacks are perceived as more healthful.”
Confectioner: Should
this perception have an impact on candy product development?
Benitez: “Maybe we can create new categories. In
Mexico, we never had licorice. When Mars/Lucas introduced Skwinkles, they
introduced a Mexicanized licorice with chili powder, and then it was the
fastest-growing segment for the last four years. So it all depends on the
innovation part of the equation.” n
