Chicago-based V&V Supremo Foods is leveraging National Quesadilla Day — a food holiday the company created in 2020 — to push its Chihuahua® Brand Quesadilla Cheese into both retail and foodservice consideration, pairing social-media recipe content with Instacart coupons valid through September 25.
The campaign underscores a broader trend in the specialty-cheese segment: heritage Hispanic dairy brands are increasingly positioning their products as versatile, operator-ready ingredients rather than ethnic-aisle staples. For foodservice buyers, Chihuahua® Brand Quesadilla Cheese already carries dual retail-and-foodservice distribution, giving the promotion crossover reach to both restaurant operators and end consumers.
The Recipe Program
Developed in collaboration with social-media chef Freddster, the brand is spotlighting three regionally themed builds designed to illustrate how the quesadilla format travels across American dayparts and menus. The al pastor quesadilla draws on Southern-inspired flavor profiles; a black bean and mushroom build targets the West Coast's plant-forward appetite; and a lobster quesadilla anchors the East Coast entry, positioning the format as a premium appetizer or shareable. Each recipe is anchored by melted V&V Supremo cheese and is available at nationalquesadilladay.com.
For operators eyeing LTO development, the regional framing is a playbook worth noting. Quesadillas have expanded well beyond their QSR origins — the format now appears across fast-casual Mexican, sports-bar shareables, and upscale appetizer menus — and regionally inflected fillings offer a low-cost, high-margin route to menu differentiation without retooling kitchen equipment.
Retail Activation and Operator Relevance
On the retail side, the company is running Instacart coupons from September 11 through September 25, driving at-home trial of its cheese line across major national retailers. That dual-channel push — consumer-facing digital promotion alongside ongoing foodservice distribution — reflects V&V Supremo's positioning as a supplier that serves both the retail and commercial foodservice industries.
Founded in 1964 by brothers-in-law Gilberto Villaseñor, Sr. and Ignacio Villaseñor, V&V Supremo has operated as a family-owned Hispanic cheese company for more than six decades, producing authentic Mexican cheeses, creams, and chorizo. The company's longevity in the specialty-dairy segment gives it credibility with operators seeking consistent, authentic-profile cheese for high-melt applications — a specification that matters as Mexican and Latin-inspired menu items continue to outpace overall segment growth.
Cheese meltability is a recurring spec concern in foodservice procurement, and the brand's published guidance — use generous quantity, rest the finished quesadilla approximately four minutes before service to maintain elasticity — maps directly to back-of-house consistency goals rather than home-cook tips alone.
The promotion runs through September 25, with ongoing giveaways and activations planned across the brand's social channels for the remainder of the month.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
