From ideas to reality - we make innovation happen

We turn ideas into action through smart logistics, brand development, and commercialization strategies that help products grow authentically and reach new markets. 

Our purpose, values, and behaviors behind growth 

The purpose that drives us, the values that define us, and the behaviors that reflect who we are.

Ethnix Our purpose

Purpose

Transforming lives by connecting cultures

We celebrate culture, quality, and community by building authentic bridges that bring Latin products to every corner of the U.S., creating opportunities that uplift people and preserve identity.

Ethnix Our purpose
Ethnix Our purpose

Values

Built on trust, driven by excellence

Guided by the ETHNIX Code – Empathy, Trustworthiness, Hard Work, Neatness, Innovation, and Excellence – we lead with integrity, creativity, and a commitment to do things the right way, every time. 

Ethnix Our purpose

Behaviors

Together, we make it happen

We put people first, walk the talk, and embrace bold challenges. We take pride in our work, strive for excellence, and always replace “I” with “We”.

Leading with purpose, driven by people

Jose Carlos Herrera

At Ethnix Group, excellence is not just what we strive for, it is our standard. Every product we move, every store we serve, and every handshake we make reflects our purpose: to transform lives by connecting cultures through food & beverage.

What began as a bold vision from two Latin entrepreneurs, Johan Madriz and Merari Villatoro, has become a leading force in food distribution across the Southeast and Midwest. Their belief that food can connect people, create opportunities, and elevate lives continues to guide everything we do.

Today, Ethnix Group represents the energy of a multicultural team, professionals from diverse backgrounds who bring their best every single day. From our drivers and warehouse teams to our commercial and support staff, each person plays a critical role in delivering quality, reliability, and care to every customer we serve. 

We are proud of our roots, but we are even more driven by what is ahead. Innovation is reshaping how we serve our partners. Data is helping us make smarter, faster decisions. And collaboration is expanding our reach across borders, communities, and generations. 

To our people, thank you. Your hard work, discipline, and pride in what you do are the foundation of our success. 

To our customers, thank you for trusting us to be part of your business. 

To our vendors, thank you for believing in our capability and discipline to deliver excellence. 

And to those who want to join our team, welcome to a company built on purpose, performance, and passion. 

At Ethnix, we do not just move products. We move culture, opportunity, and progress. 

Ethnix

Together, we move cultures forward

We’re a family of professionals united by our Latin roots and shared mission: to bring the best of our culture to every shelf, store, and home in America.

At Ethnix Group, growth goes hand in hand with giving back.

We partner with nonprofit organizations such as Conexión Américas, the Tennessee Latin American Chamber of Commerce, Second Harvest Food Bank, Habitat for Humanity, Advancing Women in Business & Technology, and other local initiatives to empower Hispanic communities through education, entrepreneurship, and cultural preservation. 

From supporting local food programs to promoting diversity across our supply chain, we are committed to creating opportunities that strengthen communities and ensure our success translates into shared value for all. 

Ethnix logistic

A legacy of authenticity, innovation, and expansion

ethnix sales

Our Roots

Born from multicultural origins, Ethnix Group began with a simple idea - to make authentic Latin products accessible across the U.S.

Our story celebrates the richness of Hispanic culture through flavor, tradition, and entrepreneurship, building bridges that connect communities and preserve identity. 

ethnix sales

Our Journey

From our first distribution center in Tennessee to a strong presence across nine U.S. states, our growth has been guided by innovation, integrity, and collaboration. 

Through a network of sub-distributors extending our coverage to 12 additional states, and the support of our 3PL logistics platform, Ethnix Group efficiently delivers products nationwide - expanding our reach while maintaining the quality, authenticity, and purpose that define us.

ethnix innovation

Our Future

Our Future
Today, Ethnix Group operates as a multi-brand enterprise with 3 integrated business units - combining 3PL logistics, product commercialization, and brand development to bring Latin excellence to every American table. 
We continue to grow with purpose, blending tradition and modernity to lead the next generation of Hispanic-led logistics in the U.S.

Frequently asked questions

From product development to logistics and commercialization, our vertically integrated business units ensure quality and speed.

What does Ethnix Group do?

Ethnix Group is a U.S.-based organization that connects cultures through food and beverages. Our business is built on three core pillars: Distribution and Commercialization, through Limena Inc. and Ritefill DSD; 3PL and Logistics Services, providing warehousing, cross-dock operations, and last-mile distribution; and Brand Development, through the creation and management of private labels and exclusive brands for the U.S. market. With over 20 years of experience and strong relationships with manufacturers across Latin America, Ethnix Group integrates technology, operational excellence, and cultural insight to deliver authentic products efficiently and at scale - bridging the gap between Latin producers and American consumers.

Where does Ethnix Group operate?

Ethnix Group operates across the United States, with a strong footprint throughout the Southeastern and Midwestern regions. Our direct distribution network covers multiple states through Limena and Ritefill, while our extended network of partners and sub-distributors expands coverage nationwide. We operate from our main distribution center in Smyrna, Tennessee, supported by a network of regional cross-dock facilities that enable efficient transfers, optimized routing, and last-mile delivery to retail and foodservice customers. This structure ensures agility, reliability, and cost efficiency across every step of the supply chain.

What makes Ethnix Group different?

Ethnix Group is more than a distributor - it is a business ecosystem built to accelerate growth for brands, retailers, and partners across the food and beverage industry. We combine market expertise, multicultural insight, and operational innovation to connect Latin and American markets through products, partnerships, and purpose. Our difference lies in how we operate: a tech-driven organization with integrated supply chain, brand development, and marketing capabilities - supported by a bilingual, cross-functional team with deep category knowledge. Beyond business, Ethnix Group actively participates in industry associations, chambers of commerce, and collaborative initiatives, continuously transforming and expanding its services to deliver greater value to every partner we work with.

How does Ethnix Group ensure product quality and safety?

At Ethnix Group, product quality and safety are part of our culture. We follow rigorous internal standards to ensure that every product we distribute maintains its integrity, freshness, and traceability from origin to delivery. Our quality and compliance teams work continuously to monitor performance, strengthen supplier partnerships, and implement continuous improvement practices across all areas of our supply chain. This proactive approach allows us to protect our customers, support our partners, and uphold the trust that defines the Ethnix name. Our quality and compliance teams work continuously to monitor performance, strengthen supplier partnerships, and implement continuous improvement practices across all areas of our supply chain. This proactive approach allows us to protect our customers, support our partners, and uphold the trust that defines the Ethnix name.

What capabilities does Ethnix Group offer for brand and product development?

Ethnix Group offers comprehensive capabilities to support the development and growth of brands and products with strong market potential. Through our network of certified manufacturing partners across Latin America and the U.S., we help connect promising concepts with the right production and distribution structure - combining flexibility, compliance, and speed. Beyond our own portfolio of private labels, more than 125 trusted brands have chosen Ethnix Group as their long-term partner, many under exclusive distribution agreements, thanks to our proven market penetration and reputation for excellence. Our goal is to be a strategic partner - helping brands thrive through our pillars of distribution, logistics, and brand development.

How does Ethnix Group support retailers and partners?

Ethnix Group serves as a one-stop solution for retailers, wholesalers, and distributors across the U.S., providing variety, diversity, and reliable support. With a catalog of more than 1,300 SKUs and 125 brands, our portfolio covers dry, refrigerated, and frozen products - carefully curated to meet the tastes and needs of Central American, Mexican, Caribbean, and South American consumers. Our strong import network and volume-based purchasing power allow us to offer competitive pricing and access to products that many regional retailers or distributors cannot source directly. Beyond the product, our sales team acts as true business consultants, combining data insights with field experience to help customers make informed decisions and grow their business. This integrated approach makes Ethnix Group not just a supplier, but a strategic partner in growth and cultural connection.

Is Ethnix Group open to new partnerships?

Yes - Ethnix Group is always open to building partnerships that share our purpose.Our mission, “Transforming lives by connecting cultures,” guides everything we do - from a salesperson who connects communities through food, to a warehouse supervisor ensuring that every product reaches its destination safely and efficiently. We look for partners who believe in that same purpose: those who want to bring authentic food to more tables, create opportunities, and continue writing this story with us. Whether you’re a brand, distributor, or investor, Ethnix Group is committed to growing through collaboration, trust, and shared purpose. 

Ethnix

Get in touch with Ethnix