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Insignia International has promoted its chief sales officer, Jason Parasco, to CEO as the company seeks to capitalise on the growing popularity of Hispanic cuisine in the US market.

Parasco takes the helm at a pivotal time when Hispanic food brands are experiencing significant growth, with Insignia's flagship product, 505 Southwestern, leading the charge.

Parasco succeeds Adam Butler, who played a crucial role in the company's transformation from Flagship Food Group to Insignia International in 2024. Butler's leadership was instrumental in rebranding efforts and product development, setting the stage for Parasco's new role.

Under Parasco’s sales leadership, Insignia achieved notable retail successes, including the expansion of its craft salsa line into 1,400 Walmart stores and securing placement for its Hatch Magic Chips in 2,000 Kroger locations.

The appointment comes as Insignia aims to expand its national footprint with a focus on its core brands, which include Lilly B’s, Yucatan guacamole and La Tortilla Factory. The company has reported double-digit growth across several brands, outpacing category averages in the competitive Hispanic food segment.

Parasco, a graduate of the United States Naval Academy and former US Naval officer, brings a wealth of experience from the CPG sector. He previously helped scale Sovos Brands from $100 million to over $1 billion in revenue, establishing a strong track record in driving growth and innovation.

His leadership style is characterised by a 'Street Fighter mentality,' highlighting rapid decision-making and strategic agility to navigate the complexities of the food industry.

As Insignia prepares for its peak Hatch green chile season, the company is also looking to pursue strategic acquisitions to further enhance its product offerings in the premium Hispanic food market. This segment has seen Hispanic flavours recently surpass Italian cuisine in mainstream American consumption, reflecting a significant shift in consumer preferences.

Parasco said: “This next chapter isn’t about chasing growth for the sake of it. It’s about earning it through focus, consistency, and flavour-first innovation that truly connects with modern shoppers”.

Under his leadership, Insignia plans to leverage its position in the market to introduce bold, authentic products that resonate with consumers aged 25 to 50, who are driving the demand for clean label, premium Hispanic foods.

Featured image: La Tortilla Factory