Industry News | September 23, 2003

Mexico’s Baja California State Tourism Board and Rubio’s Fresh Mexican Grill Align to Promote the Region.

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Rubio's® Fresh Mexican Grill and the Baja California State Tourism Secretariat announced today that they have formed a strategic alliance to promote the cuisine, culture, and color of Baja California, Mexico. The program, entitled Ralph's Private Baja will include Ralph Rubio, co-founder of Rubio's Fresh Mexican Grill sharing his favorite places in Baja California to stay, spa, relax and of course, eat. The program will also include tips on travel across the border, recipes from Ralph's family kitchen as well as consumer giveaways.

The outreach initiative will be supported by in-store point of purchase, travel tips and information, in-store consumer events, and public relations. The program will launch this month and run through out the year with an anticipated trip giveaway each quarter. In addition, to further enhance the alliance, both entities will provide links to each company's web sites.

"This partnership with Baja California State Tourism Secretariat comes as we celebrate two decades of serving authentic Baja-inspired food in the U.S.," said Rubio's chairman and co-founder Ralph Rubio, who discovered the distinctive flavors of the region while on spring break in San Felipe more than 20 years ago. "In addition to offering the authentic food, we hope that this relationship will allow us to provide a broader understanding of the Baja region for our guests."

Teresa Matamoros, marketing director, of Baja California State Tourism Secretariat says the alliance is good for both parties because both share a desire to introduce Baja California to a wider audience. "Ralph Rubio has a passion for all things Baja which makes him an excellent emissary for the region. He has demonstrated his knowledge of Baja by bringing his now famous fish taco to the United States and expanding his restaurant menus to include other authentic items," said Teresa Matamoros. She continues, "Much of the Baja California culinary experience revolves around fresh, full flavored, uncomplicated food, so in our efforts to gain more exposure for the region in the United States, Rubio's was a natural partner."