Executives from Navarro Discount Pharmacy were on hand this year at Hispanicize 2014, the nation's the largest annual event for Latino trendsetters and newsmakers.


Navarro Discount Pharmacy, Cristy Leon-Rivero, Vince Urrutia, Hispanicize 2014, Vida Mia, bilingual private label brand, Latino consumers, Hispanic-owned drug chain






































































































































































































































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Navarro execs share insights at Hispanicize 2014

April 9th, 2014

MIAMI – Executives from Navarro Discount Pharmacy were on hand this year at Hispanicize 2014, the nation's the largest annual event for Latino trendsetters and newsmakers.

From left: Cristy Leon-Rivero and Vince Urrutia of Navarro Discount Pharmacy at the Hispanicize 2014 event in Miami.

Cristy Leon-Rivero, Navarro's chief marketing and merchandising officer, and Vince Urrutia, the Hispanic-owned drug chain's vice president of operations, shed light on market research and discussed how to develop and launch a successful private label brand that markets to Latino consumers.

The model they spoke of was Navarro's Vida Mia, which the Miami-area retailer said is the nation's first bilingual private label brand targeting Hispanics across a range of categories.

With product packaging in English and Spanish, Vida Mia to date has sold more than 7 million product units encompassing about 1,000 SKUs and has won numerous private label awards.

Over the next one to three years, Navarro projects 4% sales growth annually for Vida Mia, which marked its two-year anniversary last month.

Vida Mia products are sold at all 33 Navarro drug stores in South Florida and on a wholesale basis in the United States and the Caribbean via Magellan Distribution Solutions, the retailer's wholesale and export subsidiary.

Now in its fifth year, Hispanicize 2014 attracted more than 1,700 of the nation's most influential Latino professionals from the industries of blogging, journalism, music, marketing, film and business over four days. The Miami event is a launch pad for creative endeavors, new products, technologies, marketing campaigns, films, books and more targeting Latinos in the United States.

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