P.A.N. builds its position in the U.S. and renews its brand image

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The strategy includes the expansion of its distributor network to reach a greater number of points of sale.

P.A.N., the pioneer and world leader in precooked corn meal, presents its new brand image and packaging in the U.S. market, a design that preserves the iconic elements that it has been known for more than 60 years and an aesthetics that reflects its evolution and growth in the global market.

María Alexandra Mendoza, P.A.N. Global Brand Manager, emphasized that the launch strategy for the new image will be supported by a campaign under the slogan “The original yellow package you like”. “This is the beginning of all the things that P.A.N. will bring to serve consumers and strengthen its presence in the United States, as well as in the rest of the 90 countries where this brand, which sets the standard in its category and in the market, is available,” she said.

“P.A.N. goes beyond a product, it is the birth brand of Venezuelans and represents the values of Hispanic culture and our gastronomic culture.  We are the pioneers of precooked corn flour; the market and the category have grown in the United States with and because of us. At the same time, our undisputed leadership has been maintained because consumers know us and recognize the value of a quality product with the taste they prefer. We are proud that consumers continue to choose P.A.N., among other brands that have appeared, because they recognize our authenticity,” said Mendoza.

“P.A.N. has become an icon of Venezuelan culture. We have seen how consumers have appropriated the brand and its graphic identity elements, the character on the packaging, the corncob, the yellow and blue colors, which have even been represented in artistic manifestations. For this reason, we want to continue strengthening ties with our consumers and show the evolution of our brand through this new packaging,” said the P.A.N. Global Brand Manager.

Félix Gastón, Director of the P.A.N. Global Business, explained: “The announcement of the new image is part of the corporation’s strategic decision to adopt a new marketing model to strengthen its presence and leadership in the North American market and, at the same time, the beginning of the addition of other products of excellent quality that distinguish Empresas Polar, aimed not only at Venezuelan and Latin American consumers but also at the entire North American public, such as Maltín Polar, Polar Pilsen, Mavesa margarine and mayonnaise, Rikesa, among others”.

Gastón points out that at this stage, a new business model will be implemented under a multi-distribution, multi-channel and multi-category structure, through a broad network of national, regional and local distributors, which will allow for a greater and extensive presence, and to serve a greater number of consumers throughout the vast territory of the United States.

Empresas Polar and P.A.N. have had a solid operation in the United States since 2014, through its own production facility located in Greenville, Texas. This facility, which serves the U.S. market, recently increased its installed capacity by 30%, in order to respond to the growing pace of demand. The products manufactured at this plant are made from 100% local corn and meet the highest quality standards. They also have Gluten free, Kosher and Halal certifications.

Empresas Polar made adjustments to its plant and distribution center, strategically located in Texas, to take care of its product from the selection of excellent quality raw materials, to guarantee the highest standards in the manufacturing process and to have an adequate distribution to offer to the market its emblematic P.A.N. corn meal and the rest of its portfolio, as a bet to continue conquering customers and consumers in the United States.

To keep abreast of P.A.N.’s news in the United States, the brand invites you to consult its Instagram accounts @pan_us, @allofpan.

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