Partners:
More Flavor in More Drinks Worldwide
The expansion of their portfolio over the years and the support of an increasingly well-prepared workforce have led PROALMEX to transcend in the domestic market, bringing their products to more consumers around the world
Produced by Jassen Pintado
Creative Direction
Omar Rodríguez
Translation by María Murgui
Interviewee
Astolfo Valenzuela, CEO for PROALMEX
The history of PROALMEX dates back to 1972 with the “Deliciosa” brand of flavored concentrates for beverages, acquired by Mr. Orlando Casares (now deceased) and his son Abelardo Casares, creating a regional family company.
In 1996, both decided to establish PROALMEX, turning the company into a domestic and internationalscale company, currently offering a wide range of food products. PROALMEX holds the food safety certification FSSC22000 and is currently in the process of obtaining the Safe Company and Clean Industry certifications.
“Our policy of continuous improvement and our relationship with our business partners involve obtaining certifications that guarantee the quality of our products as well as of our processes,” added Mr. Astolfo Valenzuela, General Manager of PROALMEX.
LEADERSHIP AND EXPERIENCE ARE PRESENT IN KEY MOMENTS
Valenzuela graduated in International Business from the Anáhuac Mayab University in Yucatán, Mexico, and also earned a master’s degree in Marketing and Management from the EUDE Business School. His professional career has taken him through companies such as Nestlé, British American Tobacco, and Corporación Castillo Hermanos in key marketing, distribution, and management positions, among others. This is Valenzuela’s second tenure at PROALMEX, a company he returned to as CEO in January 2023. The executive has been a key element in institutionalizing the company, a goal pursued for some time until it was achieved in 2022, allowing PROALMEX to expand its coverage, production capacity and efficiency with the help of a high-performance team.
“We are building a more agile, modern, and stronger PROALMEX,” commented Valenzuela.
We want to become a better place to work, and we are working to make that a reality
- Astolfo Valenzuela, CEO for PROALMEX
A PORTFOLIO GROWING IN VARIETY, SCOPE, AND PRESTIGE
After decades of successful performance in the production of flavored concentrates for beverages, PROALMEX began incorporating new product lines into its portfolio at the turn of the century, offering more variety while displaying a robust distribution strategy:
• The liquid concentrates of the DELICIOSA brand, originally for horchata, hibiscus, and tamarind-
flavored beverages, later adding horchata with coconut, as well as varieties without added sugars and different package sizes.
• In 2000, PROALMEX integrated AVENA RIVERO into its brand roster, offering oats in flakes and also in powder form as a milk modifier, with different flavors, such as chocolate, strawberry, banana, cinnamon, and vanilla.
• The MEXQUISITA brand of flavored concentrate for beverages preparation was launched in 2018
for the international market. It is made from natural ingredients in horchata, hibiscus, and tamarind flavors, bringing Mexican tradition to consumers beyond our borders.
• Since 2019, under a Nestlé license, PROALMEX manufactures and distributes all presentations of NESTEA nationally, which has enjoyed consumer preference for more than four decades with flavors such as black tea with lemon, black tea with peach, green tea with red fruits, and green tea with lemon.
• PROALMEX also distributes Nestlé products through traditional channels, offering a complementary portfolio, and strengthening its value proposition.
PROALMEX products are available in Mexico through all distribution channels. The company also has a presence in markets such as Canada, the Caribbean, Central America, the United States, as well as in 20 countries in Asia and Europe.
“We will continue to strengthen our
position in the domestic market and focus more actively on international expansion,” said the executive.
FROM YUCATÁN TO THE GLOBAL MARKET
PROALMEX’S products are manufactured in two plants located in the state of Yucatán, Mexico. The liquid and powder concentrate factory is located in Mérida, the state capital, where the company’s corporate offices are also located. Oats and
milk modifiers are produced in the municipality of Umán. Both plants supply 16 national distribution centers.
PROALMEX has a sales structure located in Mexico’s main cities, with coverage throughout the country to be closer to its customers.
DIGITIZATION AND OPTIMIZATION IN ALL AREAS
PROALMEX is undergoing a series of improvements and optimizations that cover various aspects of its
Undoubtedly, the company is undergoing a standout Digital Transformation as one of its strategic pillars. Aligned with these processes is the migration of SAP Business One to a cloud infrastructure and the deployment of new add-ons, along with a transformation of its work culture.
Results from this optimization, both operationally and administratively, have been reflected in increased efficiency in processes such as inventory management and administrative controls, reducing downtime and minimizing resource waste.
A BETTER-TRAINED WORKFORCE FOR A LOWER TURNOVER
results for the company, as well as the tools they have for their tasks. The human aspect is not left behind, as a feedback loop has been established, allowing the company to define benefits beyond those mandated by law.
Bonuses, awards, and other incentives are factors for talent retention, as are transportation assistance, food vouchers, and a year-end bonus exceeding the one required by law, making talent retention a priority for PROALMEX.
“We want to become a better place to work, and we are working for it to become reality,” commented Valenzuela.
ACTIVE INVOLVEMENT IN THE COMMUNITY
Being one of the flagship brands of the Yucatán Peninsula carries a responsibility to its surroundings, especially since the company has achieved significant presence domestically and abroad. PROALMEX operations. Production capacity has been expanded in its manufacturing plants, and its vehicle fleet is undergoing a modernization process.
PROALMEX dedicates significant resources to training its staff, whose performance has provided positive
has deeply involved itself within its community, both in organizing and collaborating in beach cleanup activities, supporting meal centers and food banks, initiatives for native wildlife conservation, sponsoring artistic events, donating books to
school libraries, donating medical and rehabilitation equipment, and efforts to facilitate the acquisition of products made by individuals with different abilities.
In this regard, in May 2023, PROALMEX received its SRC (Socially
Responsible Company) distinction.
“Social projection, the extension of our activities towards the well-being of individuals and communities in which we operate, is an essential framework of our daily work,” stated the General Manager.
EVOLVING TOWARDS THE FUTURE
The company’s goal for the end of 2023 is to implement a series of innovations aligned with employee training to form highperformance teams, developing in a work environment under a Digital
We have a plan that will put PROALMEX in a much stronger position.
We are building the foundations for a better future for the company and for all of us who are part of it
- Astolfo Valenzuela, CEO for PROALMEX
Transformation, resulting in the establishment and pursuit of new profitability goals for PROALMEX. This is part of a five-year plan in which the business’s size is planned to double.
“We have a plan that will put
PROALMEX in a much stronger position. We are building the foundations for a better future for the company and for all of us who are part of it,” concluded Mr. Astolfo Valenzuela, CEO for PROALMEX.
