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
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Issue #31
Produced by Jassen Pintado Creative Direction Omar Rodríguez Translation by María Murgui Interviewee Astolfo Valenzuela, CEO for PROALMEX
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PROALMEX
T
he 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.
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.
PROALMEX holds the food safety
This is Valenzuela’s second tenure at
certification FSSC22000 and is
PROALMEX, a company he returned
currently in the process of obtaining
to as CEO in January 2023. The
the Safe Company and Clean Industry
executive has been a key element in
certifications.
institutionalizing the company, a goal
“Our policy of continuous
pursued for some time until it was
improvement and our relationship
achieved in 2022, allowing PROALMEX
with our business partners involve
to expand its coverage, production
obtaining certifications that guarantee
capacity and efficiency with the help of
the quality of our products as well as
a high-performance team.
of our processes,” added Mr. Astolfo
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LEADERSHIP AND EXPERIENCE ARE PRESENT IN KEY MOMENTS Valenzuela graduated in International
“We are building a more agile,
Valenzuela, General Manager of
modern, and stronger PROALMEX,”
PROALMEX.
commented Valenzuela.
Issue #31
Food & Beverage
We want to become a better place to work, and we are working to make that a reality - Astolfo Valenzuela, CEO for PROALMEX
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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
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
at the turn of the century, offering
powder form as a milk modifier, with
more variety while displaying a robust
different flavors, such as chocolate,
distribution strategy:
strawberry, banana, cinnamon, and vanilla.
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• The liquid concentrates of the
• The MEXQUISITA brand of
DELICIOSA brand, originally for
flavored concentrate for beverages
horchata, hibiscus, and tamarind-
preparation was launched in 2018
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Food & Beverage
for the international market. It is
• PROALMEX also distributes
made from natural ingredients in
Nestlé products through traditional
horchata, hibiscus, and tamarind
channels, offering a complementary
flavors, bringing Mexican tradition to
portfolio, and strengthening its value
consumers beyond our borders.
proposition.
• Since 2019, under a Nestlé license, PROALMEX manufactures
PROALMEX products are available
and distributes all presentations
in Mexico through all distribution
of NESTEA nationally, which has
channels. The company also has a
enjoyed consumer preference for more
presence in markets such as Canada,
than four decades with flavors such as
the Caribbean, Central America,
black tea with lemon, black tea with
the United States, as well as in 20
peach, green tea with red fruits, and
countries in Asia and Europe.
green tea with lemon.
“We will continue to strengthen our
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position in the domestic market and
milk modifiers are produced in the
focus more actively on international
municipality of Umán. Both plants
expansion,” said the executive.
supply 16 national distribution centers. PROALMEX has a sales structure
FROM YUCATÁN TO THE GLOBAL MARKET PROALMEX’S products are manufactured in two plants located in the state of Yucatán, Mexico. The
coverage throughout the country to be closer to its customers.
is located in Mérida, the state capital,
DIGITIZATION AND OPTIMIZATION IN ALL AREAS PROALMEX is undergoing a series
where the company’s corporate
of improvements and optimizations
offices are also located. Oats and
that cover various aspects of its
liquid and powder concentrate factory
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located in Mexico’s main cities, with
Issue #31
Food & Beverage
operations. Production capacity has
results for the company, as well
been expanded in its manufacturing
as the tools they have for their
plants, and its vehicle fleet is
tasks. The human aspect is not left
undergoing a modernization process.
behind, as a feedback loop has been
Undoubtedly, the company is
established, allowing the company
undergoing a standout Digital
to define benefits beyond those
Transformation as one of its strategic
mandated by law.
pillars. Aligned with these processes
Bonuses, awards, and other
is the migration of SAP Business
incentives are factors for talent
One to a cloud infrastructure and
retention, as are transportation
the deployment of new add-ons,
assistance, food vouchers, and a
along with a transformation of its
year-end bonus exceeding the
work culture.
one required by law, making talent
Results from this optimization, both operationally and administratively,
retention a priority for PROALMEX. “We want to become a better
have been reflected in increased
place to work, and we are working
efficiency in processes such
for it to become reality,” commented
as inventory management and
Valenzuela.
administrative controls, reducing downtime and minimizing resource waste.
ACTIVE INVOLVEMENT IN THE COMMUNITY Being one of the flagship brands
A BETTER-TRAINED WORKFORCE FOR A LOWER TURNOVER PROALMEX dedicates significant
of the Yucatán Peninsula carries a
resources to training its staff, whose
achieved significant presence
performance has provided positive
domestically and abroad. PROALMEX
responsibility to its surroundings, especially since the company has
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PROALMEX
has deeply involved itself within
school libraries, donating medical and
its community, both in organizing
rehabilitation equipment, and efforts
and collaborating in beach cleanup
to facilitate the acquisition of products
activities, supporting meal centers
made by individuals with different
and food banks, initiatives for native
abilities.
wildlife conservation, sponsoring artistic events, donating books to
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Issue #31
In this regard, in May 2023, PROALMEX received its SRC (Socially
Food & Beverage
Responsible Company) distinction.
EVOLVING TOWARDS THE FUTURE
“Social projection, the extension of
The company’s goal for the end
our activities towards the well-being
of 2023 is to implement a series
of individuals and communities in
of innovations aligned with
which we operate, is an essential
employee training to form high-
framework of our daily work,” stated
performance teams, developing in
the General Manager.
a work environment under a Digital
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PROALMEX
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
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Issue #31
Food & Beverage
Transformation, resulting in the
PROALMEX in a much stronger
establishment and pursuit of new
position. We are building the
profitability goals for PROALMEX. This
foundations for a better future for
is part of a five-year plan in which the
the company and for all of us who
business’s size is planned to double.
are part of it,” concluded Mr. Astolfo
“We have a plan that will put
Valenzuela, CEO for PROALMEX.
Follow us:
FOUNDED: 1972 INDUSTRY: Food & Beverage CONTACT: proalmex.com.mx ventas@proalmex.com.mx
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proalmex.com.mx ventas@proalmex.com.mx
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