President of The Benites Group a national Sales, Marketing and Consulting company specializing in the Hispanic Market and in the Food Industry. The Benites Group was founded in 1982 and has served clients such as Nestle, Nabisco, SC Johnson, Johnson & Johnson, KRAFT Foods, LA Agencia De Orci, Tropicana, Ford Motors, Covered California and many fortune 500 CPG companies and advertising Agencies.
With more than 30 years of experience at the retail and manufacturer level, Joe Benites brings a unique perspective to supermarket sales, promotions and marketing. He knows what it takes to take products to market and move them off the shelves. Recognizing his knowledge of the food industry and Hispanic consumers, the Mexican American Grocers Association (MAGA) appointed Joe its Executive Director in 1983, where he increased its members influence in the California food industry.
Joe began his career at the Adolph Coors Brewing Company in Golden, Colorado, where he spent 6 years working as an Assistant to Joe Coors, then the current President. While working at Coors, he underwent extensive management training. After leaving the brewery to become a partner in, and president of, MAYA Distributing, a Coors Beer distributor in Los Angeles, he took the company to over $10,000,000 in yearly sales before selling it. Following his stint at MAYA Distributing, Joe went on to become a national sales manager for Nabisco-Gamesa, the largest (multi $billion) company in Mexico, Central and South America, President of Next Generation Marketing Associates, and Executive Vice President of Pacific Star Corporation marketing cookie products from Spain. In 1985, along with his wife Maria Elena, he founded Action Demos, today the nation’s largest Hispanic-owned and managed in-store demo, merchandising and events management company.
Four years later, Joe formed The Benites Group, Inc., a sales and promotion based marketing and consulting agency focusing on the national Hispanic market, where he currently serves as President. In conjunction with Action Demos, Joe has designed and executed programs for
manufacturers such as Schering-Plough Healthcare, Nestle, Disney, Univision, Pfizer, Avandia, Tampico, Bush’s Beans, Johnson & Johnson, McNeil Pharmaceutical, Cerveceria Centro Americana (Guatemala), San Miguel Beer (Philippine Islands), and many more. His programs have generated incremental sales as well as increased market share in the growing Hispanic market. Joe believes the key to the success of his programs include three common ingredients: they are designed to create sales via direct personal contact with consumers, the results are measurable, and each element adds to building the brand.
From 2012 to 2014 Joe served as a shareholder, Director and CEO in a newly formed company that placed and represented over 267 Hispanic stores in California, Texas and Florida with 46 inch TV screens reaching over 3 million Hispanics weekly,
Joe’s extensive connection to the Hispanic market resulted in his position as the first Executive Director of the Mexican American Grocers Association, the President of the Sales & Marketing Executives Association –Los Angeles, an active member of the Los Angeles Advertising Club, Hispanic Association of Public Relations Agencies, Latin Business Association, the California Grocers Association, American Marketing Association of Southern California, and the currently All Cities Resource Group. He has been appointed to the Hispanic Advisory Boards of City National Bank; Expo Comida Latina, the Nation’s largest Hispanic Food Show; Encore Associates, a leading food industry group; and Pepperdine University and has been a member of the Board of Trustees of Antioch University Los Angeles. In addition, he serves on the Board of Directors for Los Jovenes, a Los Angeles based non-profit group working with young immigrants.
Considered an expert on the Hispanic Market, Joe has been a featured keynote speaker on the Hispanic market at the Hispanic 360 Conference, Winrock Foundation Conference attended by 150 Fortune 500 company CEOs in 2005; the International Conference of Sales & Marketing Executives in 2005; Louisiana State University’s Economic Conference in 2006; keynote speaker in Nicaragua and Guatemala in June of 2006 at the Manufacturer’s Export show for Central America on the subject of Private Label, presenter at the Coors Brewing Company’s Universidad Coors Distributor Hispanic Marketing Training Seminar 2007, led a panel on Hispanic marketing at a United States-Mexico Chamber of Commerce seminar in Los Angeles. Speaker at University of Southern California’s Grocery Industry Class on the Hispanic Market, February 2009 and the San Diego Advertising Club in 2009 and recently at the Sabor Latino Food Show in Pasadena, California.
A bilingual Mexican American, Joe was born and raised in Phoenix, Arizona. He attended Phoenix College where he studied Electrical Engineering as well as Advertising. While in Arizona, he served as the Chairman of the Arizona Civil Rights Commission, and a board member in California for the National Hispanic Media Coalition and The Wellness Community whose works with Cancer Patients are well known. Joe currently serves on the Board of Jovenes, Inc. a non-profit organization serving homeless youth.