Latinos across the Midwest and Northwest have Ernesto Tovar to thank for being able to buy the tortillas, beans, peppers, and other foods they crave from their home countries. As a category merchandiser for SuperValu, Tovar works hard to make sure the needs of the grocer’s Hispanic customers are met.
Tovar grew up in Lima, Peru, working as a math tutor while earning a degree in industrial engineering from Catholic University. A scholarship to study marketing helped Tovar find his true calling, and he landed positions at Bristol Myers, Royal Ahold Corporation, and Luz Del Sur in Lima. He then put himself through the MBA program at Purdue University while also working as a Spanish teacher.
“I always try to invest in my education,” says Tovar, who was the first in his immediate family to go to college. “I’ve also looked for opportunities to be successful and for new challenges.”
Tovar believes that these challenges motivate him to do his best work and help him gain the additional responsibility he craves. Recently, for example, Tovar helped launch the private label Carlita line of foods that serves Cub and other independent grocery stores across the country. In this job, he has placed more than 400 products in stores in 15 states.
When Tovar isn’t working he spends time with his wife and baby daughter. He recently began fundraising for the Hispanic Chamber of Commerce. He also enjoys teaching others at work and in the community about Hispanic culture and food, as well as serving as a role model in the Latino community.
