International company Insignia appoints new CEO for enhanced expansion
Insignia International Shifts Gears Under New CEO Jason Parasco
Insignia International, a Denver-based food company specializing in Hispanic and Southwestern flavors, has appointed Jason Parasco as its new CEO. Parasco succeeds Adam Butler, who led the company's rebranding from Flagship Food Group in 2024.
With a focus on U.S. consumers aged 25 to 50, who are driving mainstream adoption of Hispanic cuisine, Parasco's leadership aims to accelerate Insignia's national expansion. The company's growth strategy centers on leveraging its leadership in Hispanic and Southwestern flavors.
Insignia's core brands, including 505 Southwestern, Lilly B's, Yucatan guacamole, and La Tortilla Factory, will be at the forefront of this expansion. The company is committed to flavor-forward product innovation, creating bold, authentic Hispanic cuisine products that lead rather than follow flavor trends.
Parasco's tenure as Chief Sales Officer (CSO) saw significant retail wins for Insignia, including expanding its craft salsa line into 1,400 Walmart stores and securing placement for its Hatch Magic Chips at 2,000 Kroger locations.
In addition to its branded business, Insignia offers private label, brokerage, and logistics solutions, including freight and warehousing. The company is currently preparing for the peak Hatch green chile season, processing a significant portion of the total volume from New Mexico's Hatch Valley.
Insignia maintains operations and offices in Denver, New Mexico, California, Idaho, Minnesota, Kansas, and Mexico. The company is the result of a buy-and-build strategy led by CREO Capital Partners, a Miami-based private equity firm.
Parasco, a graduate of the U.S. Naval Academy and former U.S. naval officer, brings disciplined leadership and a proven track record in the consumer packaged goods space to his new role. He was recruited and mentored by Adam Butler, who facilitated a seamless leadership transition.
Under Parasco's strategy, Yucatan Guacamole became the No. 1 guacamole position at Publix after a reformulation, while Lilly B's organic burritos surpassed club store sales projections by millions of dollars in Q1 2025. Insignia's premier brand, 505 Southwestern, is expanding from its regional stronghold to pursue national distribution.
Insignia is investing heavily in innovation and strategic acquisitions in the premium Hispanic segment, aiming to strengthen its position in the market, which is currently experiencing explosive growth and has recently surpassed Italian cuisine in mainstream American consumption. The company adopts an entrepreneurial approach with faster decision-making and a "Street Fighter mentality" aimed at punching above its weight and competing nationally with larger brands.
Parasco emphasizes building the company with “heart, hustle, and purpose,” aiming to bring Hispanic and Southwestern flavors to more consumers nationwide through innovation and market expansion.
[1] Source: Insignia International press release, [date]
- Under Parasco's leadership, Insignia International, a company specializing in Hispanic and Southwestern flavors, is planning to accelerate their national expansion, focusing on private label, brokerage, and logistics solutions, including freight and warehousing, in the food-and-drink sector, with an aim to compete nationally with larger brands.
- Insignia International has a strong commitment to flavor-forward product innovation, creating bold, authentic Hispanic cuisine products that lead rather than follow fashion-and-beauty and lifestyle trends, especially in the premium Hispanic segment, which is currently experiencing explosive growth.
- Parasco, the new CEO of Insignia International, aims to bring Hispanic and Southwestern flavors to more consumers nationwide, not only through their core brands like 505 Southwestern, Lilly B's, Yucatan guacamole, and La Tortilla Factory, but also by investing heavily in strategic acquisitions, adopting an entrepreneurial approach with faster decision-making and a "Street Fighter mentality."
