Vilore Foods Launches La Costeña® Tastemakers Challenge with Celebrity Chef Pati Jinich to Celebrate Mexican Flavor and Culinary Creativity

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A launch pad for aspiring food content creators, the movement will inspire digital foodies and empower home chefs

SAN ANTONIO, June 10, 2025 /PRNewswire/ -- Think you have what it takes to be the next big foodie influencer? Vilore Foods, a U.S. authority on distribution and brand builder of culturally connected food and beverage products, announced today the launch of the Tastemakers Challenge from its legacy brand La Costeña®, the go-to brand for authentic Mexican ingredients, like beans, peppers, salsa, and more. This exciting recipe competition and movement invites home chefs and food enthusiasts to showcase unique recipes using La Costeña® products and the brand's signature bold flavors, with entries judged by a panel including celebrity chef Pati Jinich, the James Beard Award-winning host of "Pati's Mexican Table," "La Frontera with Pati Jinich," and "Pati Jinich Explores Panamericana."

"The Tastemakers Challenge is about supporting and building the next generation of food content creators who are as passionate about flavor and creativity as we are," said Edgar R. Vargas, Director of Growth and Brand Development for Vilore Foods. "Vilore and our standout brand, La Costeña, has a rich history in hispanic kitchens and as we see love for the brand spread across the U.S., we want to celebrate the bold and deliciousness our fans create. We're searching for our next star and if you think you have what it takes, we're ready to see what you've got!"

The Tastemakers Challenge, a multi-stage competition, will judge entries based on creativity, flavor, and use of La Costeña® ingredients. Every two weeks, three winners will be selected to advance to the next round, getting one step closer to earning the title of Ultimate Tastemaker, winning $5,000 in premium content creation gear, and a special opportunity to collaborate with Pati Jinich on a virtual cooking segment.

As part of its goal to uplift rising culinary voices, La Costeña® will feature standout entries on Instagram and reward bi-weekly winners with up to $1,500 worth of professional-grade gear to help creators grow their skills and their platforms. Prizes include content creation kits (cameras, tripods, microphones, and more) and kitchen upgrades like high-quality cookware, blenders, and chef essentials. Select participants may also be considered for future brand opportunities and collaborations with La Costeña®.

To enter, participants must post their recipe videos as a Reel on Instagram using the hashtag #Tastemakerschallenge and tag @_mexicorico to be eligible.

Key dates for the Tastemakers Challenge include:

• Round 1 Winners: June 4
• Round 2 Winners: June 18
• Round 3 Winners: July 2
• Round 4 Winners: July 16

On July 16, the final phase begins. The four first-place winners will go head-to-head for the grand prize. The Ultimate Tastemaker will be crowned on July 30.

La Costeña® products are available on Amazon and at retailers across the U.S, including Walmart and Target. For more information about the Tastemakers Challenge, including Terms & Conditions, visit www.tastemakerschallenge.com.

About Vilore Foods
Since 1982, Vilore Foods has been a trusted partner in the global food market, specializing in the import, distribution, and brand development of culturally connected consumer products. Headquartered in San Antonio, TX, Vilore represents a dynamic portfolio that includes beloved Hispanic brands like La Costeña®, Jumex®, Congelli®, and Pronto®, and serves as a strategic distribution partner for global names such as Procter & Gamble and Mead Johnson Nutrition.

With over four decades of expertise, Vilore Foods offers a robust national distribution network, strong retail partnerships, and an expanding digital presence — redefining what it means to bring Hispanic heritage brands to today's modern, multicultural consumer at scale. From navigating complex supply chains to providing secure storage and reliable delivery, Vilore is committed to helping partners streamline operations, expand their reach, and grow their business.

To learn more, visit www.vilore.com.

About La Costeña®
La Costeña® is a storied Mexican food brand with a legacy that began in 1923. Founded by Don Vicente López Resines, the brand started as a small grocery store famous for its serrano peppers and long peppers in vinegar. As the brand's popularity grew, it expanded from its original Mexico City location to a larger facility in Ecatepec, which remains its main production site today.

Over the years, La Costeña® has made significant advancements. They were among the first to adopt lead-free electrostatically sealed containers, enhancing product safety and environmental responsibility. Additionally, the brand introduced the "easy open" system and embraced modern packaging technologies, including aseptic cartons and automated distribution centers. Their commitment to quality has been recognized with various industry awards.

To learn more about La Costeña®, visit www.lacostena.com. 

SOURCE Vilore Foods