Mission Foods is one of the world’s largest manufacturers of tortilla wraps and a leading supplier of flatbreads, tortilla chips and accompaniments. Richard Hagan explores how Mission Foods is extending its brand footprint and meeting consumer demand for its authentically delicious portfolio.
Mission Foods is part of the Mexican GRUMA group of food brands, with a stunning portfolio by any measure. Even more impressive is the continuous growth of the company, rising from a family business to a global food operation. This growth is sustained by Mission Foods’ delicious range of products that are popular with customers around the world.
A proud heritage
During a trip to Renosa Tamaulipas in 1949, GRUMA’s founder, Alberto Gonzalez Pereira, found an old mill for grinding dried ‘nixtamal’ (limed corn kernels) into flour. It could produce 18 tons of corn flour a month - specifically of the kind used for making tortillas.
Seeing the business potential of the mill, Roberto Gonzalez, the son of Alberto, refined the machinery and later opened for business making tortilla wraps.
The business grew throughout the 1950s, which is also when Mr Gonzalez registered the Maseca (‘dry dough’) trademark which became a cornerstone of the GRUMA empire. The 1970s and 1980s saw the business expand into Costa Rica and the United States. European expansion followed in 2000, when the company opened its first UK plant in Coventry. Since its establishment, GRUMA has had a simple focus - making tortillas readily available worldwide, enabling people to eat them at any time of day, anywhere.
Today, GRUMA remains managed and partially owned by its founding family, proudly ensuring that the company stands at the forefront of innovation and food production technology. Yet, despite this steady growth, Mission Foods has held true to its heritage, ensuring that every product delivers on authenticity, quality and taste.
Wrapping up production
Due to the diversity of products in the portfolio, Mission Foods is always seeking to enhance its manufacturing operations and expertise. The company continuously invests in ingredients, raw materials and production capabilities, so that it can deliver products to customers’ specifications. The market is constantly evolving, and Mission Foods is always looking to invest for longer term, sustainable growth.
Production capabilities are only half of any food company’s success. Arguably the most important aspect is the ingredients themselves. Mission Foods is equally focused on continuous innovation to ensure that its products meet evolving consumer needs and food trends, whilst also retaining the level of quality and taste which characterise its extensive portfolio.
In early 2022, Mission Foods completed a major project to reformulate its existing branded product range to meet incoming
UK guidelines for HFSS foods (High in Fat, Salt or Sugar).
The company’s new tortillas are compliant with those guidelines without compromising on taste.
Home cooking made fun
The consumer and their love of food have not gone unnoticed. Consumers seek exciting, healthier and engaging food. Mission Foods is constantly striving to maintain the versatility of its products whilst also delivering inspiration, excitement and fun with f amily and friends. Finding solutions for consumers which are easy, engaging, affordable and enjoyable for the whole family is what the brand is all about.
Following the explosion of the street food trend, people are more creative with their cooking and try to re-create those dishes at home. They are making homemade tacos or nachos and having wraps for lunch. The shift in working patterns has created an evolving eating culture.
Children are not left out either – kids’ lunchboxes are also a big play for Mission Foods with the company’s range of mini wraps.
Going global
Although Mission Foods has its roots and heritage in Mexico, its food philosophy is not limited to Mexico. Mission Foods products can be used for creating different types of cuisine with quality in every dish, because each product is made to an authentic recipe.
Mission Foods always puts an emphasis on genuine flavours, while providing options that families and friends can enjoy together. The company aims to provide consumers with the inspi ration and the blank canvas to create authentic and delicious dishes using simple ingredients.
The company has also harnessed social media to bring personality to the brand and its portfolio, whilst engaging with consumers by offering recipe inspiration and meal solutions.
Meanwhile, Mission Foods and its parent, the GRUMA group, continue to work hard behind the scenes to ensure that its community support initiatives thrive. Mission Foods works hard to get food into the community in times of crisis. This plays into the history and sentiment behind the whole organisation. Ensuring people do not have to go without and that people can eat and enjoy the product - this is a key part of the ethical pillar within the organisation. These ethical principles also apply to broader sustainability
“Mission
always puts an emphasis on genuine flavours, while providing options that families and friends can enjoy together. The company aims to provide consumers with the inspiration and the blank canvas to create authentic and delicious dishes using simple ingredients”
Foods
projects. Mission Foods is committed to conserving natural resources, recycling, waste reduction and pollution control to ensure clean air and water, and to limit landfill waste.
This is combined with a dedication to minimising the carbon footprint of the company’s operations, with an Environmental Management System to identify and manage environmental risks, obligations and opportunities.
That is a wrap
Looking ahead, Mission Foods remains committed to the key themes that have b uilt the global brand from such humble beginnings. From the authenticity of the recipes, to delivering quality products and offering inspiring and tasty dishes to the global consumer, these themes remain firmly at the heart of the organisation Combined with the long-standing heritage of Mission Foods is the focus on sustainable growth: the result is a dynamic and innovative business, home to an engaged employee community. n
