Grupo Chilero, the Southern California-based parent of La Fiesta and Chef Merito, has acquired Tadin Herb and Tea Co., adding what it describes as the nation’s top-selling Hispanic tea brand to its portfolio. Terms were not disclosed.
Founded in 1982 in Los Angeles, Tadin built its business on herbal traditions and botanical remedies and has become a staple in Hispanic households. The company will continue operating from its SQF-certified facility in Vernon, California, with its existing products and personnel, now backed by Grupo Chilero’s direct store delivery (DSD) network of more than 150 routes and distribution centers nationwide.
“Bringing Tadin together with La Fiesta and Chef Merito helps us achieve our vision to be the leading Hispanic food company in the U.S.,” said Margaret Crow, CEO at Grupo Chilero. “Our plan is to honor what has made Tadin great while allowing it even more room to grow.”
Jose Gonzalez, president of Tadin, said the company had found the right home after four decades of building the brand. “Margaret and her team know us, they respect what we have built, and they have what it takes to bring our teas to even more families,” he said.
Grupo Chilero said the addition unites three category-leading brands with the aim of helping retailers grow sales and improve in-store execution. La Fiesta is a leading brand in the bagged Hispanic chile and spice category, while Chef Merito and its Butcher Blends are carried in Mexican kitchens, mercados and carnicerias.