El MONTEREY BRAND TAQUITOS PARTNER WITH NATIONAL FROZEN FOOD MONTH PROMOTION AND SWEEPSTAKES TO TARGET CORE CONSUMERS

Ruiz Foods, Inc. partners its El Monterey Brand with the National Frozen & Refrigerated Food Association’s launch of a three-page FSI brand-awareness promotion/sweepstakes reaching nearly 40M in circulation.  The FSI, which will drop on Sunday, February 26, displays a Save $1 coupon on the purchase of any El Monterey Taquitos product.

• El Monterey Taquito flavors include:
Shredded Beef & Cheese Flour Taquitos
Chicken & Cheese Flour Taquitos
Beef & Cheese Corn Taquitos
Chicken & Cheese Corn Taquitos
Breakfast Flour Taquitos

Other manufacturer’s brand coupons include:  Dole, Tyson, Stouffer’s, Welch’s, Hot Pockets, Healthy Choice, Birds Eye, Green Giant, Sara Lee, and Pillsbury to name a few.

The FSI drop and promotion also includes a sweepstakes opportunity to win one Grand Prize of $5,000 cash or one of five First Place Prizes of $1,000.  Participating manufacturers are sponsors and entries may be submitted via the entry blank located on the FSI or on line at http://www.bringustoyourtable.com.  See official rules for details.

In addition, the sub-zero heroes from the Twentieth Century Fox film, Ice Age 2 The Meltdown, (scheduled for nationwide release on March 31st) will benefit retailers, manufacturers, local associations and consumers by creating fun promotions that highlight the benefits and convenience of frozen foods.

“This consumer promotion supports the industry’s efforts during National Frozen Food Month as it continues to create excitement and build awareness of our signature El Monterey brand,” said Kim Ruiz Beck, Vice Chairman, Ruiz Foods. “It provides Ruiz Foods with an excellent opportunity to introduce new consumers to the quality authentic frozen Mexican food products we manufacture.”

The most current IRI data (i.e. January 1, 2006, 13-weeks) reveals a 9.4% increase in the El Monterey Brand Taquito vs a total category increase of only .3%.  Furthermore, El Monterey Chicken & Cheese Flour Taquitos are the #2 frozen Mexican item in the category.  The #1 item in the frozen Mexican food category is the El Monterey 10-pack Beef & Bean Chimichanga. 

“The … promotional opportunities afforded through the Ice Age 2 alliance makes this an extremely attractive endeavor for our entire industry,” commented Nevin Montgomery, President, NFRA. “… it allow(s) us to build upon the successful 23 year history of March Frozen Food Month …. Equally exciting to NFRA is that the Ice Age 2 promotional efforts directly support the overall goals and mission of our year-round, all-industry Bring Us To Your Table! Freezer Favorites campaign to create excitement and bring more shoppers into the frozen food aisles, change consumer attitudes about frozen foods and increase the sales/usage across all product lines.”

NFRA is a non-profit trade association representing all segments of the frozen and refrigerated foods industry. Headquartered in Harrisburg, PA, NFRA is the sponsor of March Frozen Food Month, June Dairy Month, June/July Summer Favorites Ice Cream & Novelties promotion, October Fuel for School Frozen & Refrigerated Foods Festival and the Bring Us To Your Table! Freezer Favorites all-industry marketing/public relations campaign. NFRA holds the annual National Frozen & Refrigerated Foods Convention in October.

Ruiz Foods is a privately owned corporation with corporate offices and the first manufacturing facility and distribution warehouse in Dinuba, CA.  A satellite manufacturing facility is located in Tulare, CA.  A second manufacturing facility and distribution warehouse is located in Denison, TX.

Third generation Kim Ruiz Beck, the elder daughter of Chairman and CEO Fred Ruiz, is Vice Chairman.  Bryce Ruiz, the elder son, is Executive Vice President.  Siblings Kelly Ruiz Hanchett serves on the Board of Directors and Matt Ruiz is a college sophomore.

Ruiz Foods is dedicated to premium quality, authentically prepared frozen Mexican foods selling to all channels of distribution:  retail, convenience store, clubs, vending, industrial and foodservice.  The signature brand is El Monterey®. Ruiz is the market leader within the frozen Mexican food category and manufactures the #1 Brand of frozen Mexican food in the U.S.  Visit http://www.elmonterey.com.  ##