FORBES pays attention to Tajín’s success story in America

FORBES, the world-known American business magazine, is giving its international audience a taste of Tajín. In its upcoming edition, the publication interviews Tajín’s founder Horacio Fernández who tells the interviewer how his authentic Mexican seasoning “has turned into a spice giant — by selling to Americans.”

According to the article, penned by FORBES journalist Chloe Sorvino, “some 40 million pounds of Tajín are now sold in America annually, much of it at Walmart. In the cover story, FORBES estimates “the business to be worth $1.5 billion.” Sales in the United States have grown exponentially, according to FORBES, as “the U.S. is the engine behind the brand’s cultlike following, making up 60% of its business.”

The FORBES article quotes Matt Leeds, of Forward Consumer Partners, who says “Tajín is category-defining like Kleenex.” Leeds, who led the deal for McCormick to buy Cholula Hot Sauce in 2020 at private-equity L Catterton, said to FORBES that “Tajín checks all the boxes: addictive and craveable while being ‘very versatile’.”

On its daily cover of February 19, FORBES features cowboy hat-wearing Fernández who admirably created the seasoning blend 40 years ago in his kitchen. The story of the “chile titan,” as FORBES refers to Fernández, is introduced with a grabbing headline, “Meet Mexico’s First Chili-onaire.” Superimposed over the photo, a cascade of tiny Tajín grains creates an effect of abundance and a fluid metaphor for Tajín’s unstoppability.

At an AIMM/ANA conference in 2022, Daisy Expósito-Ulla credited Taíin’s “American Success Story” to the brand’s vision and leadership in Guadalajara, Mexico, and its dedicated American effort encompassing all consumer segments from their Tajín USA Houston headquarters. The communications activity is handled by d expósito & Partners with Fernando Fernandez as account head and Gloria Constanza handling language agnostic media duties. No information on media and P.R. U. S. investment is disclosed.