MIAMI — Navarro Discount Pharmacy's chief marketing and merchandising officer Cristy Leon-Rivero and VP operations Vince Urrutia spoke earlier this week at Hispanicize 2014, the largest annual event in the nation for Latino trendsetters and newsmakers.
On April 4, Rivero and Urrutia spoke to attendees about market research and how to develop and launch a successful private-label brand marketed to Hispanics. The model they spoke of was Navarro’s Vida Mia, the first bilingual private-label brand in the United States targeting Hispanics across a range of categories with product packaging in English and Spanish. To date, Vida Mia has sold more than 7 million product units comprised of approximately 1,000 SKUs, and has won numerous private-label awards.
Now in its fifth year, Hispanicize 2014 attracted more than 1,700 Latino professionals from the industries of blogging, journalism, music, marketing, film and business. The event is a launch pad for creative endeavors, new products, technologies, marketing campaigns, films, books and more targeting Latinos in the United States.