Mexican food distributor, Mexgrocer, establishes Swedish franchise

Mexican range

Mexican range has joined the franchise portfolio of Mexgrocer. The online food distributer, a Times Top 50 Food Site and one of The Independent’s 50 Best Food websites, has announced the Swedish franchise as part of its European expansion.

The Swedish franchise will be managed by Arturo Escalante and Rodrigo Donoso. The pair, who founded La Raza, the first authentic Mexican street food restaurant in Malmö, Sweden, promotes the diversity of Mexican food through authentic dishes.

With over 500 products, including Mexican corn tortillas, dried chillies, spicy sauces, tomatillos, traditional candies and gourmet products, food supplied by will be imported directly from Mexico. Satisfying the demand in the Swedish market, Mexican food is perfect for those with specific dietary requirements. It offers exciting gluten-free, organic, vegetarian and vegan products that can be used in any kitchen.

Escalante said: “It’s a dream come true to start selling Mexican products in Sweden. The franchise is the first of its kind in the country and we have a clear goal – to bring Mexican food to as many Swedish homes and retailers as we can. I have worked with Mexican food in Japan, India and the UK; with all of these ventures it has always been remarkable seeing people begin to share my passion for Mexican food. With the support of Mexgrocer Limited and Rodrigo, we are committed to offering the highest levels of customer service and I know we will see the same incredible reaction to Mexican food that I have experienced around the world.”

The most recent Food Market Report from the Chamber Trade Sweden reveals increasing sales of exotic foods and hot sauces in the country.

Katya Torres de la Rocha, CEO of Mexgrocer, said: “We’re very excited about our new franchise in Sweden. We are always looking for new opportunities to expand further across Europe and working with Arturo and Rodrigo will help us achieve that. Arturo’s diverse experience, passion for Mexican food and his own profile within the industry will make this franchise a success. He shares the same ethos and commitment for the business and together, we will ensure the conquest of the Nordic country.”

New Mexgrocer franchisees receive products, branding, infrastructure and business expertise to help them get their new business started successfully. Marketing, promotion, web design, social networking and SEO support are also offered. Mexgrocer distributes all the ingredients and helps with customer engagement and inventory management systems.