The marketing department's mission is to persistently maximize the potential of the brands we represent through sustainable development of the product, pricing, distribution, communication, and promotion strategies that allow us to gain and maintain consumer support, as well as continuously identifying and capitalizing on global consumer trends relevant to our market.

Our Marketing Department is made up of groups segmented by category, type of approach, and brand support. We have five teams: Grocery (Commercial and buyer marketing approach), Grocery and non-food (Commercial and consumer marketing approach), B. Fernández Hnos. Own brands, Alcoholic beverages and cigarettes, and the Promotions Team. The brand management team is responsible for developing and implementing marketing strategies that generate sales and profit growth, as well as the profit and loss of the brand, the management, and optimization of commercial funds, and the main contact with our suppliers, advertising agencies, research, and promotion. Our Brand Managers are experts in their assigned brands with in-depth knowledge of the Puerto Rico market. Its objective is to maximize the local relevance of the brands in our portfolio while effectively taking advantage of the capital that each one owns.

All opportunities for portfolio additions or marketing proposals for existing brands should be directed directly to the marketing department for evaluation.

On the other hand, B. Fernández & Hnos .'s own Promotions Department supervises the implementation, coordination, and supervision of the promotional programs of all the brands we distribute. The group has capabilities for both on-site and off-site execution and support and coordination of special events. Our dedicated staff reaches every corner of the Island.


We also have in-house signage capabilities to enhance the visibility of our brands in the marketplace. Our trained staff can design and produce the highest quality custom POP signs, banners, displays, and POP material at any time.


Feel free to contact us if you are interested in learning more about the brands we distribute.