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."