TUCOCINA is a brand of specialty kitchenware products aimed at the modern Latino kitchen, which is expanding their presence to large Latino markets across the country.
The TUCOCINA business model was born out of the frustration that his mother and aunts had with the lack of availability of good cookware for the preparation of home cooked Columbian recipes and dishes. Even when they did come across products they weren’t necessarily up to par or of consistent quality. Back during those years many companies would just place a sticker in Spanish on an existing product and it was considered a Latin utensil.
The TUCOCINA concept is to look at traditional utensils that haven’t improved in functionality in over 50 years or longer. Rodas takes great pride in the presentation and quality of their products and cookware. He also realizes that presenting them with pride and respect can inspire loyalty with his clientele.
Currently the products are available online at tucocina.net. On the East Coast they can be found in highly populated Hispanic neighborhoods. The company directly distributes to 600 mainly independent grocery retailers in Connecticut, New Jersey, New York, Pennsylvania and Philadelphia. The brand can be seen as far north as Montreal and as far south as Northern Florida in and around Orlando. In order to reach more consumers they are seeking out potential wholesale distributors in all of the important Latino markets here on the West Coast.
Rodas also says they are really focused on improving the “Home Chef” experience. They are the leading brand that is taking a fresh look at the traditional Latin style kitchenware products and bringing them up to the 21st century for today’s kitchen. Their approach is aimed at the continually growing immigrant community but they also have kept in mind the influential second and third generation U.S. Hispanic consumer.
TUCOCINA is working on a pilot program that will encourage families to get creative with cooking, save some money and help bring families around the dinner table once again. During the economic downturn families were preparing more dishes at home which coincidently provided a boom in business for cooking utensils. The company seized the opportunity to show people how to prepare and cook deliciously healthier meals. The launch of the program began in Bergen County, New Jersey with about 10 to 20 families, they provided utensils and paired up local culinary professionals and dieticians that assisted each family in cooking meals at their homes. The hope is to connect the participants to culinary traditions and to bring families back to the dinner table.
“The program is near and dear to their hearts because studies point out that Hispanic children are at risk by about 25% to get type 2 diabetes due to a lack of healthy cooking education. So we are stepping up in New Jersey and the East Coast with the hope of spreading the program throughout the nation”.
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