LLC, which launched today, is a bilingual Spanish and English national online grocer store specializing in traditional, non-perishable Mexican specialty foods.

The company offers an unrivaled assortment of national and imported leading specialty food brands, household products and authentic Mexican cookbooks.

“ is designed to cater to the 34 million Hispanics in the U.S. and the ever-increasing number of non-Hispanics that crave and enjoy authentic Mexican specialty foods,” said Ignacio Hernandez, the company’s founder, president and CEO.

Hernandez and his team want to position as the primary destination site and the principal source of hard-to-find Mexican specialty foods, household products and Mexican cookbooks to consumers, as well as Mexican restaurants, online grocers, brick-and-mortar grocers and small Mexican independent grocers.

He explained that the company’s inner workings will also contribute to its success. “We have built a highly qualified management team and advisory board,” said Hernandez. “We have hand-picked a diverse group with extensive experience in Mexican food, marketing, finance, legal and Internet-based businesses.

“We have also created our own niche by offering consumers and food professionals these non-perishable, hard-to-find Mexican grocery items online, where they would normally have to look anyway.”

Hernandez has a long-term plan, which includes adding even more products to the Web site as he acquires them.

To ensure that selling authentic Mexican foods and related products over the Web to a nationwide audience will run smoothly, has formed a strategic relationship with Royal Crown Foods, one of the largest Mexican food distributors for warehousing and for order fulfillment. This alliance dramatically reduces the cost of warehousing and eliminates the need for traditional, more costly e-business financing., which was founded early this year, offers an information-rich and highly personalized virtual supermarket with secure shopping.

“As a value-added service,” added Hernandez, “ provides professional and amateur chefs with authentic Mexican recipes and cooking tips from our prestigious executive chef Patricia Quintana, who has devoted the past 30 years to cooking as a profession and has accumulated extensive experience in native Mexican cuisine.”

Quintana is a food columnist and author of ten Mexican food cookbooks, and consults with several restaurants in Mexico and abroad. Quintana also started a business that produces homemade dressings and marinades with natural ingredients.’s product offerings include beverages, canned foods, chili peppers and desserts, while ingredients and packaged foods include salsas, snacks and spices. Additionally, the online grocer offers household items, more than 100 Mexican cookbook titles and recipes. The company has more than 1,000 Mexican products available.

Hernandez, who possesses a unique understanding of U.S.-Mexican operations and has successfully guided large companies in both the United States and Mexico, was intrigued by the impressive figures relating to the overall Mexican food market, an $11.1 billion business growing at an annual rate of 5.5 percent (Packaged Facts, 1998).

Within the retail segment, the shelf-stable segment accounts for $2.1 billion and includes salsas, beans, jalapenos and other specialty products. He knew there was a need for

These 34 million Latinos represent the fastest-growing segment of the U.S. population at 12 percent and are expected to grow to 21 percent of the population by 2010. With the annual buying power of this market estimated at $325 billion, is ready to fill the need of this important audience. 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.

Note to Editors: Call to arrange interviews with Ignacio Hernandez. Variety of photos available upon request.