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Icelandic consumers get "fired" up
FORT WORTH, Texas (April 21, 2003) When you think of
Iceland, fiery foods aren't the first things to come
to mind, but that may soon change. The Baugur Group,
Iceland's largest retail company is now importing Mrs.
Renfro's gourmet salsas and other products.
Among the Mrs. Renfro's products currently available
to consumers are Black Bean Salsa, Garlic Salsa, Green
Salsa, Peach Salsa and Nacho Cheese. By the end of spring
/ early summer four more products will be introduced:
Roasted Salsa, Habanero Salsa, Chipotle Corn Salsa and
Nacho-Sliced Jalapeno Peppers. Fleming is the distributor.
"We have been selling salsa sauces for about 15
years and the last five years the category has grown
approximately 30 percent per year," said Einar
Thorisson, director of buying for Reykjavik-based Adföng,
one of Baugur's warehouses. "We started importing
Mrs. Renfro's salsas because of the taste and quality.
It is higher priced than other salsas in Iceland, but
we don't worry about that; we feel we have a winner
on our hands. Today the consumption of salsa is approximately
13 ounces per person and growing fast."
"We are extremely excited about this new relationship,"
said Bill Renfro, CEO, and a second-generation family
member. "The desire for spicier foods continues
to grow worldwide."
Fort Worth-based Renfro Foods manufactures a variety
of sauces and relishes, including 26 Mrs. Renfro's products
distributed through supermarkets and gourmet and gift
shops in all 50 states, Canada and the Caribbean. Three
generations of Renfros have devoted themselves to the
family business since its founding in 1940.
Baugur-Iceland is the country´s largest general
merchandise retailer, operating 77 stores in Iceland
and Sweden, including discount, convenience and hypermarkets,
and two distribution centers.
Contact: jc@interstargroup.com
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