Opportunity for Latin American Producers to Enter U.S. Supermarkets
Every year on October 1, the world celebrates International Coffee Day, honoring one of the most beloved and consumed beverages on the planet. Coffee is more than an agricultural product — it is culture, identity, and the economic backbone for millions of families across Latin America.
Countries such as Brazil, Colombia, Honduras, Peru, Guatemala, El Salvador, República Dominicana, Nicaragua, Costa Rica, Panama and Mexico stand among the world’s top coffee producers and exporters,
and their beans are recognized globally for their quality, tradition, and character.
🌍 A Market That Keeps Growing
In the United States, coffee consumption continues to rise, driven by younger generations seeking authentic flavors, sustainability, and products with a compelling story. According to the National Coffee Association, more than 65% of American adults drink coffee daily, and the specialty coffee segment has experienced steady year-over-year growth.
Supermarkets and specialty retail chains are increasingly interested in offering Latin American coffee brands that reflect diversity, traceability, and cultural connection with the Hispanic consumer, who now represents over 20% of the U.S. population.
From Farms to Store Shelves: A Structured Path
Despite this potential, many Latin American coffee producers and brands face significant barriers to entering the U.S. market: FDA regulations, labeling adaptation, commercial structure, retailer negotiations, certifications, and overall knowledge of the retail channel.
This is where the Hispanic Retail Chamber of Commerce (HRCOC) plays a crucial role — acting as a strategic bridge between producers, distributors, and supermarket chains.
“Latin American coffee is recognized worldwide. Our mission is to connect that value with the leading retail chains in the U.S. through structured processes, regulatory compliance, and solid commercial strategies,” says Daniel Esteban Novoa, Executive Vice President of HRCOC.
Supermarkets: A Strategic Gateway
Entering the retail channel not only opens new markets but also positions brands in high-volume segments where frequent purchases can drive significant growth for coffee businesses.
HRCOC has developed a comprehensive entry model that includes:
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Support with FDA registration and regulatory compliance.
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Label review and adaptation for U.S. standards.
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Institutional representation with supermarket chains.
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Access to visibility and sector positioning programs.
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Participation in trade shows, business matchmaking, and media initiatives.
This approach enables Latin American producers to access the U.S. supermarket ecosystem in an organized and sustainable way, reducing risks and accelerating market entry.
An Open Invitation on International Coffee Day
On this special day, HRCOC invites cooperatives, farms, and coffee companies to join this growing retail ecosystem. The goal is to strengthen the presence of Latin American coffee on U.S. shelves, open
sustainable export channels, and give greater visibility to products with unique origin and quality.
“We want International Coffee Day to mark a new beginning. We encourage producers to take the step toward internationalization with a clear strategy and institutional support,” adds Novoa.
About HRCOC
The Hispanic Retail Chamber of Commerce (HRCOC) is an institutional organization that connects manufacturers, distributors, and retailers to strengthen the Hispanic retail ecosystem in the United States. Its mission is to create structured market entry pathways, enhance visibility, and foster sustainable commercial growth between Latin America and the U.S. retail sector.
