Jalisco is Mexico's
Leading milk producer Largest egg producer
can give you the opportunity to be the market leader.” He adds: “Thanks to our packaging and the fact that the technology used to process Isadora products is less aggressive in denaturalizing their original flavor, the result is an extraordinary taste.” A lentil soup with this technology is currently being launched under the Verde Valle brand in the U.S. market.
It is worth mentioning the nutritional boom that legumes are experiencing, especially in terms of their healthy protein content. In fact, one of the most prized chickpea varieties of the world comes from the state of Sinaloa, Mexico. Verde Valle will soon launch another great innovation based on this grain.
Rosales Wybo conducts its business with a strong social orientation: “We have been awarded by the union as the company that best pays its employees.” Verde Valle Tu Sana Compañía, also includes being consistent in humane treatment and zero corruption. “We want our workers to stay in Mexico with a better standard of living,” says the CEO proudly.
In Mexico, the CEO of Verde Valle finds a significant number of young entrepreneurs and innovators “who are not afraid to be told no.” “From there, interesting products emerge, some with the keto trend, for example.” He adds: "Sometimes we can make alliances with them, where creativity and determination are a good business formula.”
After dedicating more than 30 years to brand development in
An act of conscience must be made and offer high quality products
Mexico and the Latin American market in the United States, Germán Rosales Wybo published his book “Hagamos Marca en México” (Editorial Trillas). This book dedicated to branding is nourished by the professional experiences that Rosales Wybo has lived and a good theoretical support in the framework mainly of Mexico and Latin America. As Rosales Wybo observes, “Do not forget that one of the richest culinary traditions in the world is Mexican.”
In the dairy industry and its national relevance, Sello Rojo has played a fundamental role in the development of this industry over the years.
Sello Rojo was founded in 1961 by Mr. Roberto González de la Torre and his son Rubén González Sánchez. After multiple phases of technological renovation, the third generation, represented by engineer Abraham González Uyeda as CEO, updated its logistics systems in the face of a reality that is changing by leaps and bounds.
Going back to its beginnings, the González family had a relationship with many cattle ranchers, “since part of the business was to bring raw milk and sell it door to door in the streets of Guadalajara (...). My grandfather and my father decided to set up a pasteurizing plant and build what today is Sello Rojo,” says González Uyeda.
Later, the company faced different challenges, one of them being to lower the cost of packaging. They started with returnable glass bottles, and in the mid-seventies a non-returnable pasteurized cardboard package was introduced. In 1988, they opted for a high-density polyethylene container and introduced it nationally in the food industry. Subsequently, long shelf -life technology was incorporated into the packaging known as tetra and an option that is considered more environmentally friendly (easier to recycle), which is PET packaging.
Another of the great challenges that every business community faces, especially in a family business, was generational change and the succession of management around 1995.
The next challenge was the technological conversion of the entire industrial plant.
In the 2000s, the fundamental challenge for the company has been logistics reorganization: efficient data analysis, the status of distribution systems and route engineering. “It's the biggest challenge of the 21st century, and it has evolved exponentially. We have to look at what direction the consumer is going to take,” says González Uyeda, adding, “We are more than 4,000 members of this community. We are in 17 states, we have 52 distribution centers, most of which we own, our own sales force is approximately 1,000 units, and we have around 200 SKUs.”
Sello Rojo's strongest investment plans are in the technology sectors, data analysis, and in creating a good program for last-mile care. “We can't be absent from where and when people tend to consume milk because you lose
those sales,” says Sello Rojo's CEO.
González Uyeda adds: “The honesty of our products has always distinguished us, since they are 100% natural, they do not take more than 10 hours from the time they leave the farm to reach the market and your table at home. An act of conscience must be made and offer high quality products, which are healthy and do not harm the body. After several generations, we continue with this philosophy.”
Sello Rojo is currently updating its certifications with the goal of restarting exports to California. “It is important to understand the nostalgia market, which is undoubtedly huge, and serve it with the standards of the most demanding markets,” says González Uyeda, who adds that he lived through the evolution that Jalisco underwent when he was Secretary of Economic Development. “The state went from being a primary food producer to promoting the secondary and tertiary food industry, but also diversification in the technology sector. An enormous amount of innovation has been built in Jalisco that go all over the world,” he concludes.
As a prominent businesswoman in the food industry, the participation of Marisa Lazo, founder and director of Pastelerías Marisa, has been notable. Marisa became the first woman to obtain the Jalisco Business 2020 Award and to chair the board of the Tec de Monterrey in Guadalajara. In addition, she won the Philanthropic Company of the Year Award by AFP 2020. This successful woman started her business in 1992 in her kitchen oven. Later, she began to accept custom orders. It was in 1997 that she opened her first location.
During these years, Marisa has diversified its offering. Currently, it also owns Dolce Natura, which has 20 locations, and Tía Lola, which has 10. Pastelerías Marisa alone has five plants and 56 locations throughout the state. In the short term, its objective is to reach other national territories.
Marisa is also committed to the social development of Mexico. Within the company, she promotes the professional and personal development of her employees. Externally, it has the Marisa Foundation, which through 40 civil associations supports the empowerment of women.
Continuing in the industry of sweet delicacies, it is important to mention Dulces Montes, a 100% Mexican company that stands out for the quality of its products, which are candies made with real milk.
Dulces Montes was founded in the municipality of Poncitlán by Mr.
Miguel Montes Castellanos. His premise has always been quality. “We produce candies from fresh milk, which we must process quickly because after a few hours of milking it loses its properties. We never use powdered milk. In addition, our candies have no preservatives or artificial coloring. The freshness and quality of our products have been our hallmark and added value throughout all these years,” says Juan Carlos Montes, CEO of Dulces Montes.
Juan Carlos Montes was involved in the candy industry since he was a child; he was a cooler, machinist, and mechanic in the company. Later, he specialized in candy in the United States and Germany. In addition, several generations of the Montes family have been involved in public administration. “My grandfather was mayor of Poncitlán in 1902, my dad in 1959, and it was my turn between 2015 and 2018,” comments Juan Carlos Montes.
The company currently have two plants in Poncitlán, generating more than a thousand jobs in that municipality. The first plant was that of Dulces Montes and then another plant was required to manufacture the wrappers and bags; this latter plant also manufactures for external clients, meaning it has its own market.
In 1969, Miguel Montes Castellanos decided to install a corn plant in Guadalajara, which gradually began production in response to the demand for glucose, which is derived from corn. Today, Dulces Montes is a small customer of this plant, which has an important national market. Specialized starches are produced there for the paper industry, for the baby food industry and even for the basis of maltodextrins.
“In a short time, we will make a significant investment to establish a new plant in Poncitlán. My dad always had the goal of taking care of the people of his town, that's why the production plants stay here,” says Juan Carlos Montes.
The company broke its sales record in 2021 and expects 20% growth in 2022, based on innovation and improvements in their distribution network.
Within the candy industry, the CEO of Dulce Montes comments: “Today we are positioned in ninth place nationally. Our intention is to reach seventh place in 2023, and to be among the top in 2025. Our strategies are focused on product innovation, quality care and our relationship with our customers.”
“We want to consolidate the company over a period of three to four years, unifying our manufacturing plants, investing in innovation, positioning the brand for new consumers, expanding the distribution network and continuing with our social and environmental commitment,” says Juan Carlos Montes.
Dulces Montes also has an important export market, its main customer being the United States, where demand for chocolate has increased. Guatemala and Costa Rica have consolidated markets, although Dulces Montes has a presence in more countries, including Cuba.
We never use powdered milk. In addition, our candies have no preservatives or artificial coloring