The strategy to expand Anglo‑Latin consumption through food:
“When an Argentine product lands at Walmart, it doesn’t just sell—it tells a story. And that story is worth more than any margin, because it unlocks an endless, high-consumption market.”
Mediants Foods (https://www.linkedin.com/company/mediants-foods/posts/?feedView=all) is redrawing U.S. retail and elevating Miami’s position as South America’s cultural export hub.
Strategic introduction: more than products—an identity reset
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Getting Argentine goods onto Walmart shelves isn’t just commerce; it’s the materialization of Argentine soft power at the heart of U.S. retail.
Marcelo Gilardoni—Argentina’s Consul in Miami—and the company are working jointly on this initiative, breaking historic barriers and positioning Argentina as an exporter of culture and brands, not merely commodities.
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The neuroeconomics of taste: why Walmart bet on Argentina
Key demographic data:
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62,000+ Argentines in Greater Miami (2022 Census)
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490,000+ Argentine visitors to Florida annually (2023–2024)
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170,000+ Argentines residing in other U.S. states
There is also a sizable Argentine community across the rest of Florida—nearly matching Miami’s—plus many who move back and forth. Add Argentines in the process of gaining permanent residency and EU‑passport holders in constant transit. And don’t forget the approximately 170,000 Argentine residents in other states who also shop these aisles directly.
Finally, Chileans, Uruguayans, Paraguayans, Peruvians, and Brazilians are naturally drawn to these products—they’re part of their cultural palate as well.
These aren’t just numbers; they’re a map of emotional consumption:
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Argentine products trigger taste memories and identity-driven nostalgia
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Walmart captures not only Argentines, but also Chileans, Uruguayans, Paraguayans, and Brazilians (the “cultural halo” effect)
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Accessible price points democratize access and amplify social impact
Economic diplomacy in action
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Marcelo Gilardoni is not a conventional diplomat; he’s a global business strategist:
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Perfect timing: Arrived in Miami less than two years ago and already played an active role in closing the deal
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Holistic vision: Not just products—country presence in the largest retailer in the U.S.
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Effective networking: Unified community, company, and retail in a single move
“This marks a before-and-after for the Argentine community in the U.S.”
Walmart as a cultural projection platform
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Walmart isn’t a supermarket; it’s an ecosystem of social validation:
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Strategic placement: 50 stores across Florida, starting with Hialeah (a Latino epicenter)
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Clear signage: Dedicated shelves with Argentine branding
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Multiplier effect: Anglo-American shoppers discover Argentine flavors
This is the first step toward positioning Argentine gastronomy as a premium category in the U.S.
The Argentine community: the real hidden asset
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The 62,000 Argentines in Miami aren’t just consumers; they’re natural brand ambassadors:
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High purchasing power: 43% report annual income above $75,000
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Higher education: 57% hold a university degree or postgraduate credential
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Digital influence: Heavy social sharing (organic viral effect)
Plus, 490,000+ annual visitors are near-direct consumers who take the Walmart experience back to their home countries.
This is only the beginning
Entry into Walmart is the tip of a larger strategy:
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Expansion to additional retailers: Publix, Whole Foods, Target
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Premium lines: Argentine meats, wines, artisanal dulce de leche
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Phygital events: In‑store tastings + social streaming + media activations
Naturally, top Argentine influencers Jony and Cami were on hand:
https://www.instagram.com/villereandoxmiami/
Call to action (for the discerning Infonegocios Miami reader):
If you’re a business owner, exporter, or brand strategist, study this playbook. It shows how to combine hard data, emotion, and diplomacy to win global markets. Miami is the capital of Anglo‑Latina.
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