Hispanics Marketing Consultants Inc. of Winston-Salem already has the Web site — www.abastoonline.com — operating. It has plans to print at least 40,000 copies of Abasto magazine in May. Abasto is the Spanish word for supply.
The goal is for the free magazine to be circulated to 40,000 Hispanic business owners and vendors nationwide and be supported solely from advertising. The magazine will have 100 pages in full color.
Abasto officials believe that their magazine is the first of its kind serving the Hispanic food industry.
"We are very aware that a lot of print media is struggling to make ends meet in this economy," said Don Calhoun, the principal of the consultant agency.
Calhoun said he plans to attract display ads from national and regional food suppliers and vendors and also run classified ads in a clearinghouse format.
"Since we're writing the magazine in Spanish, we wanted to highlight that we are supplying vital business information to every business owner or manager who is part of the food-supply chain for Hispanic foods," said Francisco Camara, the editor-in-chief of Abasto.
Calhoun said that the focus is helping Hispanic business owners better connect with suppliers, vendors and customers, as well as offering economic and networking tips.
"We are intent on providing best business practices in every arena of running a company," Camara said. "We want to keep things practical and actionable."
"Many manufacturers and distributors of Hispanic foods also have not had a way to communicate efficiently to this large and growing Hispanic population of business owners."