The loss of certain representation rights for products important to the Company’s sales led to one of the most vital decisions in its history: to create its own line of canned products under the Herdez name, including vegetables, fruits, home-style sauces and peppers. It launched successful advertising campaigns with the themes, “You can trust Herdez” and “Put on the flavor.” A television variety show called “Domingos Herdez” enjoyed first place in audience preference polls for many years, making history and consolidating the corporate prestige of Herdez.
