Sonora Foods is a supplier of a variety of Southwestern foods to the Canadian foodservice industry.

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After 15 years, Sonora Foods Ltd. has built a strong reputation for quality products and services, as well as ongoing technical support and expertise, Oscar Luengo says.  The company places a strong focus on these key areas of the business to ensure customer retention and continued growth.

Based in Mississauga, Ontario, Canada, Sonora Foods is a supplier of Southwestern foods to the Canadian foodservice industry. Luengo, who oversees sales and marketing at Sonora Foods, co-founded the company with two partners in 1993.

Initially, Sonora Foods started as a specialty food distributor. Luengo admits that this had limited success, and shortly thereafter, Sonora evolved into a wholesale supplier. “As a specialty food company, moving our own fleet of refrigerated trucks was expensive, and the average invoice amount low,” he says. “We decided then that supplying full line distributors was a better option. “ 

Today, Sonora Foods makes available such products as corn tortillas and chips, flour tortillas and wraps, canned specialties, salsas and sauces, and a wide array of dried peppers. “We are a one-stop shop,” Luengo declares. “Everything that has to do with the basic staples of Southwest foods, we carry.”

The company  chooses its vendors from the very best manufacturers in Mexico and the United States. Sonora’s exclusive vendors have a history of unmatched quality, and are well equipped to customize products for Sonora’s demanding customer base in Canada.

“In our line of foods, nothing that is sold in this country is of better quality than what we offer,” Luengo says.

Sonora Foods serves its clients from its 22,000-square-foot facility in Mississauga. Its customer base includes several of the largest multi-unit restaurant operators in Canada.

Maintaining Strengths
Luengo is a partner in Sonora Foods with one of its original founders, Juan Soissa. “This is a small but very solid company,” Luengo says, noting that Sonora has avoided falling into debt by relying on its own funds and resources. “We have been able to do that by growing one step at a time, and sticking to sound business practices. We do not owe anybody one penny.”

Sonora Foods also specializes in providing an unmatched level of services, Luengo says.  “We do everything to accommodate and help the customers, even in cases where we have to absorb extra cost,” he says.

“To maintain our 99 percent fill rate, we need to do a very good job,” Luengo states.  “Not only do we keep tight inventory levels and controls, but in peak seasons, we overstock about 25 [to] 35 percent to meet unexpectedly large orders. Our goal has always been to be a company that offers not only exceptional quality and convenience, but also extreme reliability.”
    
Following Through
“A reason Sonora Foods has succeeded in a very competitive environment is that whenever we promise something, we follow through,” Luengo says. He notes that the company pays close attention to all aspects of its operations. “We take nothing for granted, [and] we know we can lose our reputation tomorrow,” he states.

For instance, the company is proactive when addressing customer complaints. “Every complaint that we receive is treated as a blessing,” Luengo states, explaining that complaints, when treated properly, only help the company to achieve higher quality in the long term.

“When we do have problems, we fix them and we fix them quickly,” Luengo continues. 

Special Service
Sonora Foods also has focused on helping its business partners save money and/or increase their revenues. The savings are achieved through a careful customization of products that are an ideal fit for the operator. A customized product selection reduces waste and enhances performance.  To help increase revenues, the company has brought chefs from renowned cooking schools in the American Southwest to speak to its customers and to give cooking demonstrations.

“The chef who does the training has extensive experience in Southwest cooking,” Luengo says. “We make sure that his audience includes corporate chefs from our multi-unit clients. This way, a good tip or idea will have a trickle-down effect.”

Sometimes a great deal of improvement is achieved just by enhancing the flavor of the main dishes. “Better menus lead to better sales,” Luengo says.  

“The other part of the audience includes our sales force,” he says. “We have over 25 sales people from Ontario to the Maritime Provinces who are key to our success.”

Staying On Top
Luengo says it will be critical for Sonora Foods to maintain its momentum. “We have to focus on the things that have differentiated us from the rest,” he says.  This includes paying close attention to its customers’ needs. 

“We have to do everything better than everybody else,” he continues. “If we are going to remain in this business, we have to do everything better than our competitors.”