Spreading the Flavor: Katya Torres de la Rocha and Mexgrocer

“I already had experience in the industry, and I knew there was a gap in the market for a proper distributor of authentic Mexican food. I also thought e-commerce was a great opportunity to reach a bigger market.”
– Katya Torres de la Rocha

Katya Torres de la Rocha is not just an entrepreneur; she’s an ambassador of Mexican cuisine, spreading the rich flavors and cultural heritage of her homeland across Europe. Her journey from a magazine shop owner in her childhood to the present CEO of Mexgrocer Limited and Mexgrocer Europe speaks greatly of her entrepreneurial spirit, passion for Mexican food, and dedication to excellence.

In 2009, Katya took ownership of Mexgrocer Limited, armed with prior relevant industry experience and recognizing a gap in the market for authentic Mexican food and beverages in the UK. Under her leadership, Mexgrocer has reached unprecedented heights, as the company reports it is now importing around 4,000 tons of food and drink annually and supplying over 500 restaurants and shops across the UK, including major retailers like Costco, Getir, TKMaxx, and Wholefoods. Mexgrocer has experienced exponential growth, from modest beginnings to a turnover of £7 million last year.

Central to Katya’s mission is the celebration of Mexican culture and cuisine. With a “team of Mexican nationals who love Mexico,” Mexgrocer proudly offers a diverse range of products, including gluten-free and Mexican Kosher options, reflecting Katya’s commitment to inclusivity and diversity. Mexgrocer’s success is underscored by its exclusive partnerships with top Mexican food brands such as La Costena, Tajin, El Yucateco, and Naturelo.

Katya and her ventures’ reputation for quality and authenticity have earned numerous accolades including Top 50 Best Food Sites by The Times, Top 50 Best Food and Drink Sites by The Independent, Personality of the Year by the Mexican Chamber of Commerce, and the Lukas Awards.

Katya’s entrepreneurial journey is marked by dedication to business and experience in academia. With a business degree from Universidad La Salle and a master’s in finance from The Universidad Nacional Autónoma de México (UNAM), Katya’s expertise extends beyond the culinary world. Her exposures include lecturing at Universidad La Salle and teaching finance at UNAM, demonstrating her commitment to education and mentorship.

Outside of her professional endeavors, Katya enjoys the simple pleasures of life, including hiking, skiing, cooking, and reading.

Here’s what Katya has to say.

TWB: What inspired you to take ownership of Mexgrocer and get on this entrepreneurial journey?

KTD: My decision to take ownership of this company was inspired by its potential and the passionate, talented team. I already had experience in the industry, and I knew there was a gap in the market for a proper distributor of authentic Mexican food. I saw an opportunity for growth by using my experience and vision. The company’s strong foundation, coupled with its dedication to quality and customer satisfaction, convinced me that with my leadership, it could achieve remarkable success. The chance to shape the company’s future and make a lasting impact in the Mexican food industry was a compelling motivator, aligning with my entrepreneurial spirit and commitment to excellence. I also thought e-commerce was a great opportunity to reach a bigger market and drive significant growth. The shift towards online shopping presented a unique chance to expand our customer base and increase sales through digital channels. By integrating e-commerce, we could offer our products and services to a global audience, enhancing convenience and accessibility for our customers. This move, combined with my vision and leadership, positioned the company for remarkable success in the digital age.

TWB: Mexgrocer has experienced remarkable growth under your leadership. What do you attribute this success to?

KTD: Our company’s remarkable growth is attributed to several key factors. The rapid growth in awareness of Mexican cuisine. The global popularity of authentic Mexican dishes, such as tacos, burritos, and guacamole, has surged due to their vibrant flavors and diverse ingredients. Social media and food influencers have played a significant role in showcasing Mexican food’s appeal, making it trendy and accessible. Additionally, the rise of Mexican restaurants and food trucks worldwide has made it easier for people to experience and appreciate this cuisine. This increased visibility and accessibility have collectively driven the widespread popularity and appreciation of Mexican food.

We dedicated substantial time and resources to pitching to clients. We understood their unique needs and tailored our presentations to address specific requirements. By building strong relationships we gained their trust and confidence which resulted in a steady increase in clients. We worked intensively at festivals, fairs, and exhibitions, etc. By showcasing our products and services at these events, we reached a wider audience, engaged directly with potential clients, and gathered valuable market insights. Our team’s dedication to creating compelling displays and interactive experiences helped us stand out and attract significant attention. Networking at these events also facilitated important industry connections and collaborations. This hands-on approach to marketing and brand visibility played a crucial role in expanding our customer base and driving our success.

TWB: How do you infuse your passion for Mexican cuisine into every aspect of Mexgrocer’s operations?

KTD: I infuse my passion for Mexican cuisine into every aspect of our operations by curating our catalogue with care. We ensure authenticity and quality in everything we do. We source the finest ingredients, directly from Mexico, to maintain the traditional flavors and integrity of our dishes. Our team is trained in cultural significance, fostering a deep appreciation and respect for Mexican culinary traditions. In our marketing and customer engagement, we share the rich history and stories behind our recipes, creating a connection between our customers and the vibrant culture of Mexico. We also innovate by blending traditional and contemporary elements, keeping our offerings exciting and relevant. We foster a workplace culture that celebrates Mexican cuisine and heritage. This enthusiasm and commitment to authenticity permeate every level of our operations, ensuring that our passion for Mexican cuisine is reflected in the exceptional experiences we deliver to our customers.

Our products have to be of the highest quality, reflecting the authenticity and rich flavors of Mexican cuisine. We achieve this by sourcing premium ingredients and maintaining rigorous quality control. This commitment ensures every product we offer meets the highest standards and delights our customers. We work closely with companies that uphold socially responsible and ethical practices. This collaboration ensures that our products are not only of the highest quality but also sustainably sourced and ethically produced. By partnering with like-minded organizations, we reinforce our commitment to integrity and positive social impact. Beyond the food, our company’s commitment to excellence is reflected in our customer service, operational efficiency, and continuous innovation. We cultivate a culture that values quality at every level, from sourcing to delivery, and emphasize the importance of celebrating Mexican heritage. This holistic approach ensures that our dedication to Mexican cuisine is evident in every aspect of our business, creating exceptional experiences for our customers.

TWB: Can you share some of the challenges you’ve faced while growing Mexgrocer, and how you overcame them?

KTD: The main challenges in the last 5 years were the Pandemic and Brexit. During the pandemic, the abrupt halt in the food sector presented significant challenges. Supply chain disruptions made sourcing ingredients difficult and costly. We then rearranged our business model and focused 100% on retail, shops, convenience stores, and our own website. We quickly adapted by enhancing our e-commerce platform and shifting focus to online orders. Additionally, we collaborated with local suppliers to maintain a steady flow of ingredients, allowing us to continue offering high-quality products. These swift adjustments helped us navigate the crisis and sustain our operations.

Brexit introduced significant red tape, making it nearly impossible for us to supply 35% of our clients due to new trade barriers and regulatory complexities. To overcome this challenge, we found a partner in Holland and opened Mexgrocer Europe in The Hague. This strategic move allowed us to maintain seamless access to the European market, ensuring our clients continued to receive high-quality Mexican products without disruption. By establishing a presence in Europe, we not only mitigated the impact of Brexit but also expanded our reach and strengthened our ability to serve our customers efficiently across the continent.

TWB: Mexgrocer prides itself on offering gluten-free and Mexican Kosher products. How important is inclusivity and diversity in your business philosophy?

KTD: In addition to our extensive range of gluten-free and Mexican Kosher products, we also offer a wide selection of vegan products. Mexico’s diverse culinary traditions naturally support these offerings, reflecting our commitment to catering to various dietary needs. Inclusivity and diversity are not just business strategies for us; they are integral to our mission and values. We believe in providing products that respect and celebrate the diverse dietary preferences and cultural traditions of our customers. By doing so, we aim to create a more inclusive and welcoming marketplace. This approach helps us to build a community that values and embraces diversity. As a company, we are deeply committed to inclusivity and diversity, and this commitment is reflected in our product selection, sourcing practices, and the way we engage with our customers. We believe that by offering products that cater to a wide range of needs, we can make a positive impact on the lives of our customers and contribute to a more inclusive society.

TWB: Innovation seems to be a key driver for Mexgrocer. Could you tell us about some of the innovative initiatives you’ve implemented to promote Mexican cuisine?

KTD: We are dedicated to continuously exploring new products and innovative ways to promote them. Our team actively researches emerging trends and customer preferences to expand our product range with exciting and authentic Mexican offerings. In addition, we seek diverse avenues and creative angles for promotion, leveraging digital marketing, social media, and partnerships with influencers to reach a broader audience. We also participate in food festivals, fairs, and exhibitions to engage directly with potential customers. This proactive approach ensures we stay ahead of market trends, keeping our brand dynamic and appealing while consistently delivering high-quality products to our clients. Now the company imports around 4,000 tons of food and drink every year and supplies more than 500 restaurants and shops across the UK, including Costco, Getir, TKMaxx, and Wholefoods. I masterminded the exponential growth of Mexgrocer in the 15 years that I have owned the business, from selling £300 per week at the start to turning over £7 million at the end of last year.

TWB: With Mexgrocer’s exclusive contracts with top Mexican food brands, how do you ensure quality and authenticity in the products you distribute?

KTD: Because we collaborate with top Mexican food and drink brands, quality is paramount. We are committed to offering only authentic products, ensuring that our customers experience the true flavors of Mexico. We avoid working with tailored taste products, focusing instead on genuine items that reflect the rich culinary heritage of Mexican cuisine. This dedication to authenticity and excellence sets us apart, as we deliver the real deal to our clients. By maintaining these high standards, we build trust and loyalty among our customers, reinforcing our reputation as a premier provider of Mexican food and drinks. Mexgrocer has been named among the Top 50 best food sites by The Times. This is testimony to the hard work and dedication that we have put into the company and its increasing popularity with consumers, the majority of whom are Mexican expats living in the UK. Myself and the business have also received numerous awards, including Personality of the Year by the Mexican Chamber of Commerce and the Lukas Awards in 2013 and 2014 respectively.

TWB: Being named among the Top 50 best food sites by The Times is quite an accomplishment. How does it feel to receive such recognition for Mexgrocer’s impact?

KTD: Being named among the Top 50 best food sites by The Times is a tremendous honor and a testament to our hard work and dedication at Mexgrocer. This recognition validates our commitment to quality, authenticity, and customer satisfaction. It feels incredibly rewarding to see our efforts acknowledged on such a prestigious platform, as it reflects the impact we’ve made in bringing authentic Mexican cuisine to a wider audience. This accolade not only boosts our team’s morale but also inspires us to continue striving for excellence, innovation, and to further enhance the exceptional experiences we provide to our customers. It is lovely to see those recognitions but the most important one is from our clients. Customer service is our top priority, and we ensure our website is easy to navigate to enhance the overall experience. Our site not only facilitates the retail of authentic Mexican food and drinks but also serves as a valuable resource for creating awareness about Mexican cuisine. We provide detailed product information, recipes, and cultural insights to educate and engage our customers. This approach helps build a deeper connection with our audience, fostering appreciation and understanding of Mexican culinary traditions. By prioritizing user-friendly design and informative content, we aim to deliver exceptional service and enrich our customers’ culinary journeys.

TWB: Beyond business, you’ve been recognized with awards such as Personality of the Year by the Mexican Chamber of Commerce. How does it feel to be acknowledged for your contributions to Mexican culture?

KTD: Being recognized as Personality of the Year by the Mexican Chamber of Commerce is an honor as it is my community and I am very close to my community. It feels incredibly gratifying to be acknowledged not only for our business achievements but also for our contributions to promoting Mexican culture. This award underscores the impact of our efforts to celebrate and share the rich heritage of Mexican cuisine with a broader audience. It is a testament to our dedication and passion, and it inspires us to continue our mission with even greater enthusiasm. This recognition reinforces our commitment to cultural authenticity and excellence in everything we do.

TWB: Your journey from running a second-hand magazine shop as a child to leading Mexgrocer is truly inspiring. What advice would you give to aspiring entrepreneurs looking to pursue their passions?

KTD: Business is a marathon not a sprint. Business is not for everyone, one must be resilient because 99% of business is problems, failure, many no’s and hard work. Research is the key. You must stay deeply committed to your passion and remain resilient in the face of challenges. Begin with a clear vision and set realistic, achievable goals. Surround yourself with a supportive and talented team who shares your enthusiasm and dedication. Always prioritize quality and authenticity in your offerings, as these build trust and loyalty among customers. Embrace innovation and be willing to adapt to changing market conditions. Learn from both successes and setbacks, and never lose sight of your core values and mission. Passion, perseverance, and integrity are key to long-term success. ⭐

(Cover photo credit: Katya Torres de la Rocha)

“Business is a marathon not a sprint. Business is not for everyone. One must be resilient because 99% of business is problems, failures, many no’s, and hard work. Research is the key.”
– Katya Torres de la Rocha

Links

Connect with Katya Torres De La Rocha via LinkedIn.

Visit Mexgrocer’s website.

Join the Conversation

After reading our insightful interview article, we invite you to share your thoughts with us. Comment below and let us know:

What aspect of Mexgrocer’s story resonated with you the most?
How do you think Mexgrocer’s innovative initiatives can inspire other businesses?
What advice from Katya would you apply to your own entrepreneurial journey?

We look forward to hearing from you!

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