Pueblo answers the call in Puerto Rico

For the population of Puerto Rico, the Pueblo supermarket chain is more than just a food supplier.

With more than 43 years in the business, and 44 supermarkets covering the entire territory, Pueblo has become the number one chain on the island.

"Variety, fair prices and guaranteed supply are what keep us at the top", Rolando Ortiz, purchasing manager for Pueblo's bakery and deli areas, observes with pride. Late last year, Hurricane George caused serious damage in Puerto Rico and put Pueblo's capacity to respond to the test. "Because of the emergency, the need for supplies grew drastically overnight. The disaster damaged some of our installations, but thanks to the spirit of our team and excellent inventory management we were able to provide our customers with the products they needed," explains Ortiz.

Pueblo has put new plans in motion to improve its supply, cutting delays and improving the quality of its selection. One of the areas in which the changes have brought good results is the range of pastry and bakery products.

Like many other chains, Pueblo until just a few months ago used the "in house" production system, preparing from scratch a wide variety of cakes, cookies, doughnuts and Swiss pastry on the premises. The chain then started a restructuring process to cut production times and offer its customers a fresher product.

"It was then that we started to work with Rich Products, and the experience has been a success. We are now using Rich's creams for pastry toppings and in various dessert fillings. The versatility of the creams and their ease of preparation has enabled us to reduce production times by as much as 50 percent.," notes Rolando Ortiz. "We're also using Rich's cakes, cupcakes and minicakes in our pastry line. We have total confidence in their quality and taste.

Pueblo is currently selling around 400 different bakery and pastry products, from cakes and doughnuts to traditional coconut kisses and meringuitos. "We use the Bettercreme® line of creams in our Swiss pastry. Fruit tarts, parfaits, strawberry shortcakes and cream horns are filled with Bettercreme butter cream, vanilla or chocolate," explains Pueblo's supply manager.

But the Puerto Rican public already has a favorite. The introduction of cakes covered with Tres Riches®, Rich's Tres Leches mix, has been the success of the season. "Customer acceptance of Tres Leches has been stupendous. Its taste is just what the Latino public prefers. We hope to continue working with this and other Rich's products in order to keep growing next year," Rolando Ortiz concludes.