Hispanics are expected to increase their retail spending

Hispanic growth in income and population across all ages will drive increases in consumer spending that will exceed the shopping totals of the millennial demographic by 2020, Morgan Stanley analysts said Monday.

Hispanics should grow their “share of consumer wallet,” otherwise known as retail spending, by 1.6 percentage points by 2020 outpacing millennial growth of 0.6 percentage points and growth for whites over the age of 65 of 0.4 percentage points, Morgan Stanley said in a research report.

More http://www.marketwatch.com/story/hispanics-will-outspend-millennials-by-2020-morgan-stanley-2016-05-02#:wTcQ3Utz7M1IcA


Information you will need regarding the upcoming 2016 AWG Fort Worth Summer Sales held at the ARLINGTON CONVENTION CENTER,1200 Ballpark Way, Arlington, Texas on Wednesday, April 27, 2016.
Event Theme: AWG-Food-Show-2016
•    Vendor setup is Tuesday, April 26th at 7:00 am.
•    The Sales Event is scheduled Wednesday, April 27th from 7:30 am – 4:30 pm.
•    Excellence in Merchandising Awards 11:30-1PM 4/27/16. Vendor/Broker partners invited and encouraged to attend the lunch.
AWG has released a phone app that contains all the information necessary to make attending a show easy. The app is available on iTunes and Google Play and can be found by searching “AWG”. There are maps of the food show floors, contact information, schedules and accommodation information.
We look forward to seeing our clients and customers there!

The Houston Market – 2016 Grocery Retailer News


texas popultion growth



According the latest Census report, the Houston population is the fastest growing city in the country with the promise of affordable housing and an opportunity for families of all nationalities, especially Hispanics to live  the “American Dream”. These new families settle in newly developed suburban neighborhoods throughout Houston, and then they go grocery shopping!


With that, it’s no secret the Texas grocery retail market is continually growing to meet this new demand. Here’s the April 2016 Shelby Report Overview on the Houston marketplace. http://www.theshelbyreport.com/2016/04/08/houston-market-profile-newly-built-and-opened-retail-space-up-33-vs-2015/ One of the few markets in Texas not dominated by Wal-Mart. 


Reference: https://www.commerce.gov/news/blog/2016/03/us-census-bureau-releases-population-estimates-nations-cities-and-counties

Albertson’s/Safeway Texas Market News Update

 albertsons safeway blog post












In 2014 Albertsons offered $7.6 billion for Safeway’s 1,300 supermarkets, including 106 in Texas with Safeway sales plans  in place thru May 2015. The Albertson’s and Safeway merger will create the second-largest U.S. traditional supermarket chain behind Kroger after the merger is finalized next month.


The new Albertson’s and Safeway company will realign their national footprint by operating under 3 regions, (North, South, and East) supported by 14 retail divisions. Each division team will maintain its own focus, buying responsibility, and product assortment under the new de-centralized corporate strategy.


Albertsons Texas regions

The Texas market falls under the South Region divided into 3 retail divisions, (United- 63 stores, Southern – 120 stores, and Houston- 66 stores.)












 United Division 

  • HQ Office in Lubbock, TX  with Robert Taylor serving as division President.  
  • United Supermarkets is run by the Albertsons chain and operates as a division of Albertsons under the United Family of stores, Amigos, Market Stunited family storesreet and United Supermarkets. These stores are located in the North Texas, West Texas and the Texas Panhandle areas including: Lubbock ( 18 stores), Amarillo ( 13 stores), Wichita Falls (8 stores), Abilene (5 stores), and Dallas (7  stores).
  • Market Street features take-home cuisine, restaurants, gourmet, and everyday grocery items in one store. Amigos United, an international-format store offers a blend of American fare and international cuisine



 Southern Division

  • HQ Office in Dallas, TX with Shane Dorcheus serving as President. 
  • In North Texas, Albertsons is planning to continue to operate under both banners – Albertson’s and Tom Thumb
  •  Albertson-FW is to maintain supply chain relationship with AWG-FW for the next 9 to 12 months.
  • Albertson’s and Tom Thumb recently sold 12 Texas stores to Minyard Food Stores that will convert to Minyard Fresh Market in February 2015.



 Houston Division

  • HQ Office in Houston, TX with Sidney Hopper serving as division President. 
  • Tom Thumb is expected to make the transition to local buying management in May 2015 and will continue to use the Tom Thumb warehouse. 
  • In Houston, Safeway operates the Randall’s stores, and none of those are being sold. Randall’s is expected to make transition to local management and buying in May 2015 and will continue to use Randall’s warehouse.



Coincidently, STAR Brokerage Sales & Marketing operates full-service CPG sales, marketing, retail offices in these three Texas cities since 1991.  Our team is prepared to directly call on the Albertson’s/Safeway buying office of each division as well as provide full-time retail services to the stores in these markets.  



STAR Offices _ Safeway and Albertsons Map 


STAR Brokerage is the largest independently owned CPG sales and marketing solution in Texas. We offer a “go-to-market” solution enabling CPG manufacturers and suppliers to leverage power and collaboration ensuring they 1) hit sales targets, 2) gain new distribution, 3) service customers, 4) and WIN the battle at the shelf.



Our team includes 60 full-time professionals who are experts in the market and maintain established, long-standing relationships with the new and existing retail and wholesale customers across the Texas market including:



  • C&S Independent Customers (Fiesta Mart, Seller Brothers, Food Town, Foodarama, El Rio Grande, Savers Cost Plus)

  • Brookshire Brothers

  • Brookshire Grocery

  • Affiliated Foods

  • AWG FW (Albertson’s, El Rancho, Minyards), AWG Oklahoma, AWG Kansas City, AWG Goodletsville

  • Excel (La Michoacana), Productos Bredy, Nogales, El Ahorro


Contact STAR Brokerage President, Ken Holzheauser at 281-496-2032 ext. 210 or email at kholzheauser@starbrokerage.com to learn more about how we can help your business grow.




Minyard Fresh Market – 12 New Stores Bought From Albertson’s and Tom Thumb


Albertsons, owned by private equity firm Cerberus Capital, bought Safeway, Tom Thumb’s parent company, in March 2014.The merger reviewed by the Federal Trade Commission required Albertson’s to sell twelve Texas stores to Minyard Food Stores under antitrust regulation.



Minyard Food Stores is headquartered in Carrollton, TX and under the supervision of Minyard general manager, Bill Davidson. Of the twelve stores, eight originally were under the Albertsons banner and four were Tom Thumb stores, with six located in Dallas and one each in Grapevine, McKinney, Plano, Rowlett, Bedford and Roanoke. See map below.


minyard new store map

8 Albertson’s and 4 Tom Thumb now Minyard Fresh Market


By the end of February 2015, these twelve stores will be converted to Minyard Sun Fresh Market. The Minyard Sun Fresh Market stores will procure merchandise from Associated Wholesale Grocers’ (AWG) Fort Worth division.  In addition, the original thirteen Minyard stores historically supplied by Grocers Supply – now C&S, have also transitioned to AWG.



These new stores are an upscale and larger supermarket concept for the grocer compared to the existing thirteen stores the company operates now. They will feature specialty food departments and serve a different demographic of consumers in the DFW market. The majority of shoppers for the original thirteen fall within an annual income of $50K-$75K, with race being more diverse. 


Minyards 13 store race demogrpahic


For STAR Brokerage, its business as usual, as we will continue to call on the Minyard headquarter buying office as well as service the stores with retail merchandising. We are thrilled to gain the opportunity to grow client business with new distribution at these stores. For more information, please contact our office at 281-496-2032 and ask for Frank Chilton.  








Seasonings Greetings from STAR Brokerage

radio city rockettesWe always look forward to celebrating the annual Christmas party with the STAR Brokerage team. It’s a time for reflection, team recognition, and group discussion regarding the future, especially with the ever-evolving grocery environment we operate in today.


This year the party took place at the local institution Artista, a well-known downtown restaurant inside the Hobby Center. Our people mingled while sipping cabernet and indulging on those AMAZING angel wings, crab cakes, and tuna tartar tacos. For the main course, the highlight was the famous Churrasco steak marinated in chimichurri sauce topped off with the melt-in-your-mouth, tres leches cake. It’s seriously the best in Houston! Concluding dinner, our team headed into the Hobby Center for a Christmas spectacular featuring the Radio City Rockettes high kicking in a very energized and memorable performance. Just a magical night, indeed.


Here’s some photos taken at the party. To those who couldn’t attend, we genuinely missed you, because it’s just not the same without you. Oh, and Alex won the infamous “Ken” awarded by last years recipient, Stacey Henderson. Congrats Alex!


Overall, 2014 has been an exciting year, and we’re confident 2015 is going to be even better! STAR has the best sales & marketing team since it’s inception in 1991. 


 Merry Christmas and Happy New Year to All!



H-E-B Awarded 2014 Southwest Retailer of the Year


Shelby Report



Announced this month, H-E-B Grocery Co. wins the 2014 Southwest Retailer of the Year awarded by the Shelby Report. On behalf of the STAR Brokerage Team along with a few of our H-E-B CPG clients: Langers Juice, American Beverage CorporationGulf Pacific Rice Co., Juanita’s Foods, Copper Moon Coffee, Godshalls, Hawaiian Isles Kona Coffee Co., Quality Transparent Bag Inc., and Market 5201 import brands – Zaaschila and Granvita, we appreciate our retail partner’s continued collaboration and business over the years.



Our full-page “congratulatory” ad featured in the December 2014 Shelby Report demonstrates our commitment to continued growth and partnership with H-E-B. Our message, “You stand in a field of your own” is a special shout-out to the H-E-B business development mangers and their respective category team members we work with on a daily basis. The longhorn represents the STAR Brokerage “Go Texan” commitment to supporting TX based businesses and manufacturers.



Read the full digital issue of the Shelby Report here. http://issuu.com/shelbypublishing/docs/2014_heb_roy1/1




Shelby ad STAR Brokerage

Drive CPG Sales with Digital Marketing & Retailer Demos


The food industry’s traditional marketing methods based on in-store ads and POS materials is slowly transitioning into a digital user omni-channel marketing approach, and we believe it’s  here to stay. Digital and social media platforms to launch a new product provide better real time marketing and shopper engagement on social media platform such as Facebook, Instagram, and Twitter. Aggressive new item trade promotion coupled with in-store demos drive shopper awareness, build brand equity, promote trial, and customer loyalty.



In fact, Albertsons recently announced they too are utilizing digital and social amplification to support its shopper marketing initiatives with its “Best Mug” alliance with Kraft. This will be the first time the grocer has worked directly with a CPG vendor for a large-scale, fully integrated campaign.  


Read more about Albertsons new digital strategy here… http://www.progressivegrocer.com/industry-news-trends/cpgs-trading-partners/albertsons-kraft-brew-digital-first-mccafe-launch-promo?



To learn more about digital marketing strategies and in-store demo services with STAR Brokerage as your partner, please contact Elisabeth Urtado-Holzheauser, Vice President of Sales & Marketing at 281-496-2032.

TRADE MEMO: Buyer, Alexander Cisneros Joins STAR Brokerage Inc.


Alex Cisneros officially joins the leadership team at STAR Brokerage Sales & Marketing agency August 18, 2014. In his new role, Alex will be responsible for new client business development and will serve as senior business manager for a portfolio of strategic manufacturer/supplier accounts. With more than ten years’ experience in grocery category management, Alex also plans to leverage his buyer-side insight to represent client brands at the customer headquarter level.


We’re very excited that Alex has accepted this position to help STAR evolve into the future by bringing new energy coupled with a dynamic skill set,” said Ken Holzheauser, STAR Brokerage President in a statement. “Having closely worked with Alex for several years now, we know he has tremendous leadership skills and is also very familiar with the operations and goals of our company.”


Most recently, Alex worked for Excel Grocery Distribution, where he served as the buyer and private label development manager specializing in the research and design of key Hispanic store-brand product lines for La Michoacána Meat Market, the largest “carniceria” grocery chain in the U.S. with over one hundred locations in twenty-three markets, primarily in Texas. In this role, Alex managed several grocery categories and key supplier accounts such as Colgate, P&G, Vilore, Nestle, Conagra, Bush Bros and Clorox.


Prior to that, Alex was a buyer at Goya Foods and managed Goya’s Texas dry bean packaging center, which processed over 8 million pounds of a variety of dry beans annually. In this role, Alex was also responsible for the procurement of over 2,000 international and domestic specialty food products and supervised 70 supplier relationships.


Earlier in his career, Alex developed a specialization in freight transportation and fleet management, serving as Goya’s Transportation Manager and overseeing their commercial fleet department with distribution coverage across five states. Prior to that, Alex worked with C.H. Robinson Worldwide, Inc., managing the freight needs and negotiating customer carrier rates for key accounts including: Valvoline, Nestle Waters and Budweiser out of the Texas area.


Alex is a veteran of the U.S. Army and graduate of Lone Star College. A Houstonian for the past 27 years, Alex attended Strake Jesuit High School. Currently married to wife, Kimberley Cisneros, together they are the proud parents of two kids and new twins due to arrive in early 2015.         

Carlos A. Obando Joins Star Brokerage as Director of Shopper Marketing and Events











carlos obando bio

Carlos A. Obando joined Star Brokerage Sales & Marketing agency as Director of Shopper Marketing and Events August 4, 2014. Carlos will oversee retail product demonstrations in effort to drive sales and distribution for STAR’s extensive CPG client base. In addition, Carlos is responsible for coordinating all external promotions and tradeshow presence for the largest independent brokerage firm covering Texas and AWG markets. 




Most recently, Carlos has served in a marketing and public relations capacity representing Fortune 500 companies such as, State Farm, AT&T and Toyota Motor Company, worldwide. Carlos has represented various CPG brands in a shopper marketing capacity including, Bimbo, Gamesa, Pepsi Co., Frito Lay, and Jack Daniels. With more than decade of vast industry and brand experience, his leadership and knowledge has directly influenced brand equity growth, sales, and consumer engagement for these companies.



Obando has also worked for the Hispanic Chamber of Commerce of Greater Kansas City, National Council of La Raza in Washington, DC, Villa Estrellas/Bianco in Puerto Vallarta, Mexico and Marketing & Associates in Tampa, Florida.



Carlos has served on numerous Board of Directors including, the nationally recognized Hispanic Council for Reform and Educational Options (HCREO) and the Houston Jaycees. He is a Leadership Houston graduate and a veteran member of the Houston Livestock Show and Rodeo International Committee. 



Obando earned his BA in International Business, Spanish and Latin American Studies from the University of Kansas and was a member of the Theta Chi Fraternity. A native of Bellaire, Carlos attended Episcopal High School and since then has been an avid swimmer and runner. He currently lives in downtown Houston with his Weimaraner Polo.