International firm Insignia appoints new CEO designed to fuel expansion and growth
Insignia International, a Denver-based food company specializing in Hispanic and Southwestern flavors, is gearing up for a significant expansion in the premium Hispanic food market. Jason Parasco, a seasoned executive with a background as a U.S. Naval Academy graduate and a former U.S. naval officer, has been appointed as the new CEO of Insignia, succeeding Adam Butler who led the company's rebranding from Flagship Food Group in 2024.
Parasco, who joined Insignia in early 2024 as the chief sales officer (CSO), brings a strong commercial background and a "Street Fighter mentality" to the table. His leadership style focuses on rapid decision-making and strategic agility, enabling him to navigate industry complexities effectively.
Under Parasco's leadership, Insignia International's growth strategy centers on focused, flavour-first innovation and strategic acquisitions aimed at expanding its footprint in the premium Hispanic food market. The company is preparing for the peak Hatch green chile season, during which it processes a significant portion of the total volume from New Mexico's Hatch Valley.
In addition to this, Insignia is actively pursuing strategic acquisitions to enhance and broaden its portfolio of bold Hispanic and Southwestern food brands, including 505 Southwestern, La Tortilla Factory, Yucatan Guacamole, and TJ Farms. The company's premier brand, 505 Southwestern, is expanding from its regional Southwest stronghold to pursue national distribution.
Insignia's core brands, such as 505 Southwestern, Lilly B's, Yucatan guacamole, and La Tortilla Factory, have recently posted double-digit growth and are consistently beating category averages. The company's focus is on U.S. consumers aged 25 to 50, who are driving mainstream adoption of Hispanic cuisine.
During Parasco's tenure as CSO, Insignia achieved significant retail wins, including expanding its craft salsa line into 1,400 Walmart stores and securing placement for its Hatch Magic Chips at 2,000 Kroger locations. Insignia's growth approach under Parasco is to build on its strong brand portfolio by connecting deeply with evolving consumer tastes for Hispanic cuisine, driving growth by innovation and strategic market expansion rather than pursuing growth indiscriminately.
Insignia's operations and offices are maintained in Denver, New Mexico, California, Idaho, Minnesota, Kansas, and Mexico. The company also partners with retailers and food companies through private label, brokerage, and logistics solutions. However, the article does not provide information about new appointments or succession within Insignia International, or any new products or categories developed by the company.
Parasco has a proven track record in the consumer packaged goods space, having helped scale Sovos Brands from under $100 million to over $1 billion in revenue. With his appointment as CEO, Insignia International is poised to make a significant impact in the premium Hispanic food market.
- Insignia International, under the leadership of its new CEO Jason Parasco, is planning to expand its private label portfolio of bold Hispanic and Southwestern food brands, including 505 Southwestern, La Tortilla Factory, Yucatan Guacamole, and TJ Farms, aiming to broaden its reach in the food-and-drink industry.
- To finance this expansion, Insignia International is exploring strategic acquisitions, leveraging its strong business acumen and Parasco's background in private equity and finance, with an ultimate goal to dominate the lifestyle market that is increasingly adopting Hispanic cuisine.
- As part of its growth strategy, Insignia International partners with retailers and food companies through private label, brokerage, and logistics solutions, focusing on retail wins such as expanding its craft salsa line into 1,400 Walmart stores and securing placement for its Hatch Magic Chips at 2,000 Kroger locations, while ensuring consistent supply chain management to stay ahead in the competitive food-and-drink market.
