A Taste of Authenticity
Alejandro Cepero’s entrepreneurial journey began on the beaches of Varadero, Cuba, where he sold tamales from a shoulder-strapped tin can as a teenager. Driven by a dream to build a business, Cepero and his family immigrated to Florida in the late 1960s. Less than a decade later, Catalina Foods, named after Cepero’s mother and inspired by her traditional tamale recipe, was born. Over the last half-century, what started as a small operation in Tampa, has transformed into a multi-million-dollar food manufacturing enterprise. The company’s success ties back to Cepero’s commitment to hard work, faith, and integrity.
Catalina Foods has built its reputation on delivering authentic flavors and quality ingredients. From tamales to croquettes and empanadas, the company’s devotion to its Cuban and Caribbean roots set it apart. Operating out of two facilities in Connecticut and Florida, with a combined 50,000 square feet of manufacturing space, Catalina has continually invested in innovation to enhance scalability.
In 2022, Catalina Foods entered a new phase of its growth journey when it was acquired by Promise Holdings. The acquisition brought valuable resources and strategic guidance, enabling the company to modernize operations and expand its reach. This momentum continued with the appointment of David Martinez as CEO in 2023. Under Martinez’s leadership, Catalina acquired Saugatuck Kitchens, LLC, a producer of premium, handcrafted frozen food. The deal not only expanded Catalina’s product lines, but also added new production capabilities to support its growth trajectory.
“David has made a tremendous impact at Catalina Foods in a very short time. From operational and cultural shifts to driving innovation, his ability to balance tradition with modern business practices has positioned the company for long-term success. We are very excited to see what the next few years have in store,” says Bobbie Allen, Director at Turning Point Strategic Advisors.
Despite challenges such as rising costs for key commodities like corn husks, Catalina Foods remains committed to its growth strategy without compromising on quality. In 2025, Catalina plans to launch new products, which include Codfish Croquettes, and expand its distribution network in Puerto Rico. Whole Foods remains one their largest retail partners, and Catalina Foods also serves numerous restaurants, retailers, and public venues through branded and private-label offerings.
The support of our business partners, including Turning Point Strategic Advisors and the team at Promise Holdings, has been instrumental in accelerating our growth and elevating our brand,” said David Martinez, CEO of Catalina Foods. “Their confidence in our mission allows us to build on the foundation of quality and authenticity that has defined us for decades.”
Through all its growth and evolution, Catalina Foods has remained true to the principles established by its founder Alejandro Cepero. Looking back on his journey, Cepero once remarked, “Only God can do this.” His unwavering faith, paired with a relentless work ethic, laid the foundation for a company that continues to thrive while staying rooted in its values. Today, Catalina Foods not only celebrates its legacy but also embraces a future driven by innovation, quality, and a commitment to bringing authentic flavors to tables around the world.
