Link it, Mexilink’s internal magazine, has the intention of creating unity among Mexilinkers, keeping them informed about the movements, activities, and achievements of the company. It is a space to connect and have a good time.
Content
02
Corporate
WORDS OF WISDOM
A message from our CEO, Salvador Escalona THE GEAR
Know more about the Department of Order Processing and Foodservice / Convenience THE INSIDE SCOOP Departments news and announcements.
18
Mexilink Family
WELCOME ABOARD
People who join the MXL Family in this quarter. MEXILINKERS ANNIVERSARIES
April – June 2024.
24 HOURS IN THE LIFE OF Juan Luzon
STORYTELLERS
Sabrina Cartolano
THE MEXILINK PATH
Carolina Cortez
28 54 62
Beyond the desk
MXL OUT AND ABOUT: THE MERCHANDISER WAY
Discover the 11 essential steps for successful merchandising!
Seafood Expo, EMD Show 2024, C&S Show, Houston Latin Fest, Snacks & Candies Show, and NRA Show.
MXL YOU
THAT’S A WRAP! WHAT’S COMING?
Discover what happened in Family Week, Personal Finances, Paws for a Cause, The Gear: Order Processing, Inner Child’s Day, and PWR Time
Important dates for MXL YOU in the upcoming months.
Entertainment
READER’S CLUB
Reading Club of Blink.
WE ASKED THE LOCALS
Recommendations of Tepic THE BACKSTAGE PASS
Learn more about the MXL soccer team and the Philippines’ visit to Tepic.
Words of wisdom
A message from our CEO, Salvador Escalona.
DEAR MXL FAMILY,
It’s such a pleasure to communicate with you all through this second edition of Link It, especially after the blessing of being in person with a large part of the MXL family and our business partner team operating in the USA at our unforgettable GET TO KNOW EACH OTHER event in LAS VEGAS. There’s so much to discuss from this event that I want to give you a heads-up that there will be a special edition of Link It about our event so that EVERYONE who was there, as well as those who unfortunately couldn’t join us, can relive such important moments.
Now more than ever, I feel proudly MEXILINKER, not as an adjective but as an active noun filled with joy and excitement to accept the challenge of CLIMBING the mountain by leading the best team to achieve our next goal.
Since the day I returned, the messages of gratitude have not stopped. Incredible details, like a video made by the CSI, where they express their gratitude and the impact the event had, have been shared. There have also been non-stop comments saying WE ARE READY to climb Mount Everest; we are ready for the challenge, which is extremely motivating not only for us as members of MXL but also for our business partners who joined us and are extremely motivated to conquer the mountain alongside us.
We have left behind the first half of 2024, and we only have 5 more months left this year. We are experiencing many internal changes, and there will be many more, which are not always easy, but they are indispensable because they respond to what is changing externally in the market, with our consumers, and with the increasing demand from our business partners to grow even more by conquering much higher and more complicated mountains.
Now is the time when we are committed to CLIMBING the mountain and UPGRADE the organization, knowing what this implies. We need to live our values of FAMILY- PASSION-TEAMWORK-INTEGRITY-LOYALTY-RESPECT to the fullest.
Over the next few weeks, I will have the opportunity to speak with all company areas to inform them in more detail about the reasons for the changes, their implications, and, above all, the short, medium, and long-term benefits.
Thank you MXL YOU for the incredible experience in LAS VEGAS and thank you to all MEXILINKERS because although it was FOR you, it was BECAUSE of you that it was UNFORGETTABLE.
Salvador Escalona
The Gear
Beyond Logistics: The Dynamics of the Order Processing
The Order Processing Department (OP) was the first department created in Mexilink, led by Don Carlos Escalona, and it has been measured and evaluated since day one.
THE PEOPLE WHO MAKE UP THE TEAM ARE:
Francisco J. Morales
Chief Operating Officer
Jazmín Luna
Processing Supervisor
Alice Bogarin
Order Processor Analyst
Ana D. Contreras
Order Processor Analyst
Ana L. Peña
Order Processor Analyst
Araceli Ibarra
Order Processor Analyst
Dahyiana López
Order Processor Analyst
Gabriela López
Order Processor Analyst
Kenia Kelly
Order Processor Analyst
Paola Tiznado
Order Processor Analyst
The Gear aims to highlight why all departments are a vital component of Mexilink and raise awareness about the efforts behind the scenes that contribute to our company’s success.
Order Processing Department, the essential link in the supply chain
They oversee the analysis, processing, and transformation of customer purchase orders and all information related to negotiations and agreements between the Sales Team and customers, following the correct requirements to ensure timely delivery.
The team reviews all the basic requirements of the customer’s purchase order, verifying all applicable commercial conditions.
The five key steps to process orders successfully.
1- ORDER RECEPTION:
Orders can be received in two ways: Regular and EDI. For EDI, orders are received by True Commerce and imported directly into the D365 System, while for Regular, they are received via email in various formats.
2- INFORMATION ENTRY:
In the case of Regular, received orders are manually entered into the system, and with EDI, orders are automatically received and verified with the purchase order and D365.
3- REVIEW, ANALYSIS, AND VALIDATION OF GENERAL REQUIREMENTS:
This is a list of the general requirements:
- Customer name
- Purchase order number
- Delivery address and date
- Delivery mode and terms
- List of items: Quantity, description, UPC
- Commercial agreements (prices and discounts)
4- REPORTING AND CONFIRMATION:
Reporting
An email report is sent to the Sales team with listed items (number of items and quantity missing) and “Purchase Order Tracking” information.
Discrepancies between PO/D365 may also occur.
Verification
- Based on feedback from the sales team
- BO: The order is either held for the product or released shortly
- Others: Changes are made and approved
Confirmation
When the order is ready, it must be confirmed in D365, and it will also generate a SOR document that will be simultaneously transmitted to the warehouse via EDI.
5- RELEASED TO WMS/TMS
When the order is confirmed, the SOR will automatically change its status to release for WMS/TMS, meaning that the order is ready to be coordinated. However, for some clients, financial approval is needed before coordination.
The challenges of the OP Department
The department faces three challenges: a lack of information that can cause delays, order modifications, and discrepancies in inventory and items.
Order modifications represent one of the biggest challenges they have faced since the implementation of the D365 system, due to the risks of confusion, additional work, or disruptions in the natural flow of the system.
Meanwhile, the effectiveness of our sales forecast, helps us and our purchasing/ inventory teams, to ensure product availability to fulfill our client´s orders with the appropriate life shell and the reduction of inventory discrepancies.
OP Team’s 3 golden tips for other MXL teams.
The OP team offers these 3 tips which they have implemented when they are working with the team:
1- EMPATHY WITH YOUR COLLEAGUES
Empathy within your team is a way to understand what others are experiencing and it helps to reach solutions.
2- OPEN TO FEEDBACK
The OP team recommends listening assertively to the feedback others may give you; there is always room for improvement.
3- STRENGTHEN INTERPERSONAL SKILLS:
Interpersonal skills involve:
- Understanding the emotions, ideas, and context of those around us.
- Communicating with them clearly and effectively to act aimed at common well-being.
Foodservice and Convenience Team on the Rise The Gear
The Gear aims to highlight why all departments are a vital component of Mexilink and raise awareness about the efforts behind the scenes that contribute to our company’s success.
The mission of the Foodservice and Convenience Team is to become a $50 million annual business unit within four years. They will achieve this goal through organized and disciplined planning and execution by channel.
This includes maintaining a “hunter” mentality, effectively utilizing the CRM to manage pipelines, leveraging actionable data, and maintaining a laser focus on maximizing revenue per account.
THE PILLARS THAT GOVERN THE FOODSERVICE AND CONVENIENCE TEAM
1. Identify and focus on the key growth segments.
2. Increase Points of Distribution.
3. Drive Mexilink family of brands awareness.
4. Employ a data-driven sales approach
5. Establish CRM best practices for pipeline management.
THE TEAM
Adam Friedman
Director Foodservice and Convenience
Paulina Cavieres
Foodservice/Convenience Sales Administrator
Caroline Martínez
Key Account Manager C&U/ Broker Lead
Yaxi Díaz
Key Account Manager K-12 Tajín
Jim DeMoss
Associate Director National Accounts
Joseph Waters
Sales Manager Wholesale Distribution
Ryan Christiansen
Convenience Channel Manager
Erin MacDhubhain
Chain Account Specialist West
Kristen Martínez
Chain Account Specialist East
What is the Foodservice Marketplace?
Distributors are divided into 3 different categories:
In 2024, the foodservice team will participate in over 30 industry shows across all channels.
Among the shows participating this year are the Bar & Restaurant Expo, NRA Show, Market Vision, etc.
RESTAURANT DIVISION
- Call on top 500 Restaurant Chains in the country.
- Utilizing flavor and ingredient trends, coordinate collaborative culinary and menu ideation sessions.
- Exploit involvement and membership with the two largest chain account organizations in U.S. (COEX and MarketVision).
SCHOOL DISTRICTS K-12 DIVISION
- Update the extensive database of K-12 to continue to approach School Districts directly and through the broker.
- Launch new usage of liquid Chamoy and Mild Hot packets to existing districts to expand Tajin usage.
- Aggressively target East Coast, Midwest, and Northwest school districts with additional trade shows.
COLLEGES & UNIVERSITIES DIVISION
- Focus on top 400 Colleges & Universities throughout the country focusing on student feeding, dining halls, on campus retail, restaurant operations, and catering.
- Make on-campus presentations to culinary and concessionary teams to establish ideation sessions
Tajín Takeovers 2024
• Penn State-47,000 students
• SUNY-100,000 students across 5 campuses
• University of Arizona-41,000 students
• Iowa State-25,000 students
• UC Irvine-29,000 students
• UC San Diego-33,000 students
TRAVEL & LEISURE
- Target theme parks (Disney, Six Flags, Sea World) and water parks throughout the country and promote kiosks/snack/drinks/grab & go items featuring Tajín.
- Own the Rim-Create bar specific recipes/POS/ videos showcasing Tajín on the rim and market direct to Casinos & Hotels.
FOODSERVICE: INSIGHTS & ANALYTICS
One of the tools that the team uses the most is Datassential, which is a provider of data, intelligence, and market research services intended to serve the food service industry.
Their platform allows customers to track food trends and consumer preferences at the ingredient level with incredible accuracy, measure brand performance and deliver what customers want, ideate new products in real-time, identify top-selling opportunities and answer custom questions based on context-rich industry insights.
THE BENEFITS OF CRM IN FOODSERVICE
One of the program’s biggest advantages is that it allows you to gain a deeper understanding of your customers. This is achieved by tracking every customer interaction, from the initial contact through to the final sale.
CONVENIENCE / WHOLESALE CHANNEL
One of their goals is to target the top 15 convenience store chains in the U.S., like 7-11 to present and sell their snacking portfolio, including Tajín, Zambos, Hispanic candies and Nutrissimo.
Leverage the Tajin X AB relationship to sell into the top 20% of AB wholesalers across the country with a hyper-focus on increasing velocity, touchpoints, and on-premise/in-store merchandising to provide best in class execution and expand the NA product portfolio with Tajin.
TheScoopInside
IT
The IT team is currently implementing a new set of dashboards for Sales Teams in Dynamics CRM.
It aims to fine-tune dashboards based on user feedback to improve visibility and drive sales.
- Access granted based on security roles.
- Access – Food Service Only.
- Opportunities & Activities by Individual Users.
- Opportunities & Activities by All members of Business Unit.
- Opportunities, Activities & Leads by Individual Users.
Procurement & Inventory
As we announced in the magazine’s last edition, we are working hard to implement the MXL guidelines for all suppliers’ shipments.
As part of this initiative, we visited our commercial partner Henkel on April 12th. During this visit, we promoted the understanding and compliance of these guidelines and talked about improvements that will promote the safety, quality, and conformity of our products with regulations and customers’ requirements. We made considerable progress toward our goals and are confident we will excel even further thanks to our commercial partners’ continued support.
Starting on April 15th, we have consolidated the Case Stack and RJW Illinois operations in RJW Texas (Mesquite) to achieve a more efficient warehouse operation. This means 3 warehouses have now merged into one!!
Transitioning inventory and ending a warehouse business relationship is not an easy task, but we took all necessary steps to ensure a smooth transition for all parties involved, and after a lot of effort we can finally say we did it! We’d like to thank our Operations and Commercial teams for their effort and dedication to this transition.
Stepping up to her new role as Purchasing & Inventory Planning Associate Director, Thais Aponte will continue to bring her expertise, leadership, and innovative ideas to the table. Thais Aponte has been an invaluable member of our team since she joined Mexilink 6 years ago.
Her dedication, hard work, and exceptional contributions have not only made a significant impact on our projects but also exemplify our company’s values. We are confident that she will excel in this new chapter of her career journey and continue to inspire those around her.
Compliance
As we diligently progress with the execution of TR5 to maintain the integrity of the tuna supply chain in alignment with NOAA mandates, the team are actively engaged in collaborative efforts across various departments to ensure readiness for compliance with FDA’s FSMA Rule 204.
This pivotal regulation mandates the implementation of electronic data tracking and traceability measures for specific food items, marking a significant stride towards the FDA’s vision of ushering in a new era of heightened food safety standards.
These new requisites promise expedited detection and swift recall of potentially contaminated foodstuffs, thereby mitigating the incidence of foodborne illnesses and related emergencies.
Safeguarding the integrity of our food supply for the benefit of our clientele stands as a collective obligation shared throughout our expansive supply chain network.
About new developments, in the realm of legal affairs, we have meticulously crafted and are currently in the phased implementation of a comprehensive Contract Management Policy and Procedure.
These agreements stand as the nucleus of our Operational Governance and Strategic Planning (OGSP) initiative, enabling us to not only identify but also exert control over, and ultimately curtail operational expenditures.
In the Compliance section of the MXL portal, you can consult the Standard Operating Procedures developed and approved.
In this quarter, following their Quality Assurance Plan, we have undertaken several strategic initiatives:
- They have accurately planned and executed a bespoke inspection protocol tailored specifically for the reception of
inaugural shipments of new products, alongside implementing ad hoc spot checks on items already in circulation under the MXL banner. This ensures strict adherence to predefined standards and legislative mandates, thereby fortifying our commitment to quality assurance and bolstering customer contentment.
- Categorize our suppliers based on the inherent quality risks they present to MXL. This proactive classification empowers us to preemptively mitigate the likelihood of non-compliance and consequent penalties, while concurrently fostering a culture of perpetual enhancement and refinement.
- Their dedication to excellence persists with unwavering resolve as the team persists in laboratory testing of pivotal ingredients and products. These proactive measures serve to forestall any potential lapses in compliance, facilitating a seamless transition towards a paradigm of sustained improvement and excellence.
Finance
Dear Team.
In Finance we are delighted to announce that our external 2023 audit has been completed. We have not only met but surpassed the rigorous criteria, demonstrating our consistent commitment to excellence and compliance.
As a reference, our external auditors are Price Waterhouse Coopers (PwC), which is widely considered to be the world’s most prestigious and progressive accounting firm. It is the secondlargest professional services network and is considered one of the Big Four accounting firms.
Some of the customers that PWC also audit include ExxonMobil, Chevron, JPMorgan Chase & Co, Bank of America, The Walt Disney Company, American International Group, American Express, The Goldman Sachs Group Inc., Goodyear Tire and Rubber Company, and Exelon.
Our collective efforts have enhanced our journey towards being one of the most important leaders in the industry and certainly, this achievement only reinforces our position. It assures our commercial partners and clients that we operate with integrity, transparency, and the highest standards.
As we celebrate this accomplishment, let us remain focused on our journey of continuous improvement and continue working together toward achieving even more significant milestones in the future. Collectively, we will build upon this success and strengthen our processes and systems to drive sustainable growth and success for our organization.
S&OP Update
Over the past three months, our Corporate S&OP project has seen remarkable activity as we successfully wrapped up our initial assessment phase.
This period has been instrumental in gathering crucial insights from various departments including Sales, Operations, Finance, and Marketing.
These insights have yielded significant findings, providing valuable guidance on our current standing within the S&OP processes. They have also illuminated key areas for improvement, directing our focus towards opportunities that will bolster our efforts as we work towards achieving a robust and mature S&OP process in the future.
The most relevant key findings include:
- Enhancing Forecasting Accuracy
- Standardizing Metrics and Key Performance Indicators (KPIs)
- Establishing Documented Process Flows to Ensure Synchronized Understanding of Current and Future Processes
- Strengthening Collaboration and Coordination Among Departments Through Tighter Management and Oversight Across all S&OP Stages
- Facilitating Common Sharing and Better Understanding of Departmental Needs
- Improving Communication Among Teams to Enhance Decision-Making Value
- Providing Training on Processes Embedded within the S&OP Framework
- Increasing Visibility into Demand Planning Models, Including Construction Methods and Information Sources Utilize
Important Recent Collaborative Improvements
Among the most recent and pertinent enhancements to our Demand Planning Process, our DP team has focused on refining our SKU Rationalization through an ABC classification methodology. This approach aids in pinpointing SKUs that warrant more intricate forecasting analysis versus those that can be reliably forecasted using historical data or algorithms. Additionally, adjustments have been made to our Demand Planning Templates to better cater to the needs of both Sales and Operations departments.
To evaluate forecast performance effectively, it’s imperative to establish metrics. Therefore, we will be introducing new forecasting metrics to ensure the accurate measurement of forecast precision and reliability. These metrics will encompass key performance indicators (KPIs) such as forecast accuracy, forecast bias, and inventory turnover.
As we transition into the project’s second phase, our focus will shift toward conducting a more comprehensive examination of our current processes (As-Is), leading us to meticulously map out our envisioned Future State S&OP process.
Welcome aboard
April – June 2024
Welcome to the new members of the Mexilink family. We wish you success in this new challenge!
ALCIRA REYNOLDS
NICKNAME: Alcy
POSITION: Sales Representative
DEPARTMENT: Sales
LOCATION: Maryland
HOBBY: Go to the gym
NATIONALITY: Salvadoran
ALEJANDRA NAVARRO
NICKNAME: Ale
POSITION: Maritime Logistics Analyst
DEPARTMENT: Logistics
LOCATION: Guadalajara
HOBBY: Watch movies
NATIONALITY: Mexican
ANTHONY MARBAN
NICKNAME: Tony
POSITION: CHRO
DEPARTMENT: Human Resources
LOCATION: Houston
HOBBY: Go to the gym/ Abstract painting
NATIONALITY: American
GEORGINA RIOS
NICKNAME: Geo
POSITION: Accounts Payable Analyst
DEPARTMENT: Accounting & Tax
LOCATION: Aguascalientes
HOBBY: She likes to walk with her husband and play with her nephews
NATIONALITY: Mexican
AZNAVUR ELSIEV
NICKNAME: Aznavur
POSITION: E-com Manager
DEPARTMENT: E-commerce
LOCATION: Houston
HOBBY: Working out and traveling
NATIONALITY: Russian
GUADALUPE CONTRERAS
NICKNAME: Lu or Lupita
POSITION: Reimbursement Analyst
DEPARTMENT: Recuperable
Location: Tepic
HOBBY: Plants & Dog mom
NATIONALITY: Mexican
CORAL ROSAS
NICKNAME: Coral
POSITION: Compliance Manager
DEPARTMENT: Compliance
LOCATION: Tepic
HOBBY: Cook
NATIONALITY: Mexican
ILSE HERNANDEZ
NICKNAME: Ilse
POSITION: Analyst of imports
DEPARTMENT: Purchasing & Inventory
LOCATION: Puerto Vallarta
HOBBY: Watch series and makeup
NATIONALITY: Mexican
IVÁN TORRES
NICKNAME: Iván
POSITION: Costs Analyst
DEPARTMENT: Finance
LOCATION: Tepic
HOBBY: Watch movies and play video games with his son
NATIONALITY: Mexican
IRIS AHUMADA
NICKNAME: Iris
POSITION: Purchasing Analyst
DEPARTMENT: Accounts
LOCATION: Tepic
HOBBY: Skate, read and spend time with her family
NATIONALITY: Mexican
JENNY RODRÍGUEZ
NICKNAME: Jennita
POSITION: Outside Sales Merchandiser
DEPARTMENT: Sales
LOCATION: Houston
HOBBY: Silversmithing
NATIONALITY: Venezuelan
JOSEPH WATERS
NICKNAME: Joe
POSITION: Wholesale Distribution Manager
DEPARTMENT: Food Service
LOCATION: San Antonio
HOBBY: Taking care of foster / rescue dogs
NATIONALITY: Irish and American Indian
JORGE PRECIADO
NICKNAME: George
POSITION: CSO
DEPARTMENT: Sales
LOCATION: Atlanta
HOBBY: Basketball
NATIONALITY: Mexican
KARELY PARRA
NICKNAME: Kare
POSITION: Outside Sales Merchandiser
DEPARTMENT: Sales
LOCATION: South Atlanta
HOBBY: Design clothing and other forms of art
NATIONALITY: Venezuelan
MARIANA ÁLVAREZ
NICKNAME: Mariana
POSITION: Trade Marketing Coordinator
DEPARTMENT: Trade Marketing
LOCATION: Houston, TX
HOBBY: Travel and spend with her daughters.
NATIONALITY: Mexican
RENATA VASQUEZ
NICKNAME: Reni
POSITION: Trade Marketing Coordinator
DEPARTMENT: Trade Marketing
LOCATION: Houston
HOBBY: Paint
NATIONALITY: Mexican
MARIANA SOSA
NICKNAME: Mar
POSITION: Business Development Coordinator
DEPARTMENT: Business Development
LOCATION: Houston
HOBBY: Make things with epoxy
NATIONALITY: Mexican
SUGEY ESTRADA
NICKNAME: Sugy
POSITION: Data Analyst
DEPARTMENT: Business Intelligence
LOCATION: wPuerto Vallarta
HOBBY: Cycle, Hike, and go to the cinema
NATIONALITY: Mexican
NAJLA VARGAS
NICKNAME: Nash
POSITION: Administrative Coordinator Key Accts
DEPARTMENT: Key Accounts
LOCATION: Tepic
HOBBY: Read science fiction books
NATIONALITY: Mexican
Mexilinkers Anniversaries
From April to June 2024
This recognition is dedicated to all the people who have been part of the Mexilink family for 5 and 15 years in this quarter.
Thank you for joining us in this adventure! We appreciate all your years of loyalty. We are certain MXL wouldn’t be the same without you. Thanks for being part of the Mexilink Family!
ERWIN SALAZAR
DEPARTMENT: Multinational Brands
POSITION: Multinational Brand Director
LOCATION: Houston
ENTRY DATE TO MXL: 04-01-19
ALFONSO GARCÍA
DEPARTMENT: Sales - Confectionery
POSITION: Sales & Operations Planning Director
LOCATION: Houston
ENTRY DATE TO MXL: 04-01-09
ELIZABETH DEL CARMEN SANDOVAL
DEPARTMENT: Credit & Collections
POSITION: Accounting Support Staff
LOCATION: Tepic
ENTRY DATE TO MXL: 05-07-19
MILDRED D. ALFARO
DEPARTMENT: Logistics
POSITION: Logistics Support
LOCATION: Tepic
ENTRY DATE TO MXL: 06-17-19
Find out what Juan Luzon, Outside Sales Merchandiser, does in a day.
24 hours life of IN THE
Juan Luzon
For Juan Luzon, an Outside Sales Merchandiser, having clear objectives and a goal is what motivates him to get up every day.
With the first rays of sunlight appearing, Juan is ready to start a new day. At 6:45 am, he leaves his house with a green juice or a hot coffee.
He arrives at his first store at 7:45 am, and the action begins. He visits, checks if the products
are displayed correctly, if there are any suggested orders, and so on at each store he visits. These activities take up his entire morning.
The territories Juan works in are in southern New Jersey and Pennsylvania. During the week, he spends three days traveling to stores far from his home and the remaining days working closer to home.
During these long journeys back from Pennsylvania and Philadelphia, Juan usually listens to salsa and merengue music from his home country, the
Dominican Republic, or a religious program on the radio when he is en route.
He has lunch from 1 to 2 pm, then continues his route until around 4 pm or 4:30 pm, but this depends on how busy the work is that day.
Upon returning home from work, he rests with his wife while discussing their days over coffee.
Something that cannot be missed in Juan’s day is a call with his grandchildren since his sons live in North Carolina. Afterward, Juan showers and has for dinner a dish from his country, usually consisting of chicken, rice, and beans.
He spends some time with his wife watching television, and around 9:00 pm, he goes to his desk to prepare for the next day’s work. He checks his pending
tasks and which product type he will focus on, either due to a current promotion or the special focus with each client.
After finishing this and delving into the stock market, he checks the stock indices before preparing for bed.
By 10:30 pm, he and his wife are ready to sleep and start a new day.
Storytellers
Among the waves of Tepic: An Unforgettable Encounter
Sabrina Cartolano tells one of her favorite moments at Mexilink.
In a significant event in June 2023, Sabrina Cartolano, Accounting Manager in Houston, met her team in person in Tepic. This was a momentous occasion as it marked the first time, they had met face-to-face after collaborating remotely for 3 years.
The journey from Houston to Tepic was not without its challenges for Sabri. She had to leave her sick daughter with her husband, which added a layer of stress to the start of the trip. Despite this, Sabri and the other accounting managers embarked on their journey to Tepic.
They arrived on a weekend, allowing them to discover the wonders of Tepic before the workweek. They experienced delicious seafood and the warmth of the San Blas tourist pier, where Sabri remembered the song by the same name from the band Maná.
On Sunday, they had lunch together by the seaside and got to know each other. This was a unique way of getting to know her team: different anecdotes about the members’ lives were shared, creating a stronger connection among them.
Monday started with work activities, and by the end of the week, everyone ended up in tears with closing speeches and farewells to those sunny days in each other’s company.
Sabri thanks her team for their flexibility in changing their routine and values their active participation in such activities.
Each memory of that trip, Sabri treasures them in her and her heart because getting to know her team was extremely valuable to her.
From Childhood Design
Passion to Professional Growth at Mexilink
Discover more about Carolina’s career at Mexilink.
From designing her dad’s business advertisements in PowerPoint at 12 years old to pursuing a degree in Graphic Design, Carolina Cortez, a graphic designer in Tepic, knew design was the path she wanted to follow.
In 2019, working in a job that did not allow her to further her professional development, Caro explored other options and found a vacancy at Mexilink online.
Realizing she wouldn’t just be working with one brand but with many more with an international presence, Carolina knew her work would have a broader reach than she imagined.
“I will never forget that when I arrived at the office, I met Vane, my colleague and friend, and she asked me for the first time, ‘Are you Caro? I am Vane Medina. We’re going to work together,” Carolina recounted.
In October 2024, Carolina will celebrate 5 years of working at Mexilink.
Among the skills Caro has developed at MXL, she highlights learning about the printing process, organization, and communication.
“I have learned a lot, and I have also grown in terms of my designs; they are very different from the ones I started with,” the interviewee emphasizes.
One of the challenges she has had to face is knowing how to sell her designs to others.
THE Mexilink Path
“Sometimes it’s hard to defend my designs and explain why I did them that way. Even if you have an innovative idea, they won’t understand you if you don’t justify it. That part has been the hardest for me, but with practice and courses, I’ve been improving,” Caro said.
Caro feels a strong bond with her team because of all the support they give each other daily.
“I want to thank Jonathan, Vane, Julio, Sergio, and Alex for all the support they have always given me since I joined. To Maga, my leader, for explaining things to me so well, thanks for everything,” Caro concluded.
MXL out and about - The Merchandiser Way
Dive into the steps behind the successful work of our merchandisers
Discover the 11 essential steps for successful merchandising
Being a multicultural team with excellent execution in various points of sale is the compass that guides the daily actions carried out within Mexilink.
Seeking to dominate the point of sale through a solid structure focused on the consumption and preference of the brands we present is the path towards the future we want to achieve as a company.
For 23 years, the work done by our execution team has turned effort into success. Merchandisers, being a key part of the company, are the ones who execute secondary displays and maintain the shelves where each brand participates in its category.
Their important work of negotiation and attention to detail makes merchandisers our eyes at various points of sale and part of a great gear in our operations.
That is why in this edition, we want to showcase the process step-by-step our merchandisers go through to highlight their hard work every day.
Check the Storecheck app
With the Storecheck application installed on their cell phones, the merchandisers can see their designated route and tasks for the day at the respective points of sale.
Step 02:
Photo outside the point of sale
Upon arriving at the location, merchandisers ensure to take a photo of the outside of the establishment as required by the application.
Step 01: Step 6:
Step 03:
Greet the manager
The merchandisers greet the store manager and inform them that they will be carrying out their designated activities for the day.
Step 04: Step 05:
“Before” photos
When the merchandisers arrive at where our brands are located, either on the shelf or in additional displays, they take a photo of the current state of the products.
Cleaning
Before starting to fill the shelves and displays outside the shelf, the merchandisers ensure that our display spaces and products are clean.
Product rotation
They rotate the product and check its expiration date. They place the product with the shortest date in the most accessible locations for the consumer.
Step 7:
Shelf stocking and fronting
Once the rotation is complete, the merchandisers can fill in the shelf and allocate more display space to the best-selling products. They make sure the product is placed with the front label facing the consumer and ensure the shelves and additional displays are filled. Also, they confirm there is enough inventory to prevent stockouts.
Step 08:
Price placement
Having prices on the products is basic information for potential consumers to make a purchase decision. Therefore, the merchandisers ensure that all our products have price tags placed and visible on both shelves and additional displays.
Step 09: Step 10: Step 11:
Placement of P.O.P. Material
As the name suggests, point-ofpurchase (P.O.P.) materials attract consumer attention and educate them about the benefits and uses of the product at the point of purchase. That is why our merchandisers properly place the current P.O.P. materials for each of our brands.
Additional Spaces
Consumers know our brands because of the secondary displays outside the shelf in strategic areas of the point of sale. Some displays are already stipulated in the commercial plan for the year, but the merchandisers themselves negotiate others.
“After” photos
Once these steps are complete, the merchandisers take a photo of the result of the reorganization of the shelf or additional display. With these 11 steps, the merchandisers have finished their work at that establishment and continue with their route as indicated in Storecheck.
BRANDWhat’snews?
And the prize goes to…
Congratulations to the entire team for being part of this outstanding recognition!
Tajín Prize
Get ready to discover the latest from the brands handled by Mexilink
In a record-breaking year for advertising campaign participation in the United States, TAJÍN USA and the DEX agency were recognized by The Hispanic Marketing Council (HMC) as winners of the bronze category in the HMC 2024 Strategic Excellence Awards during its annual summit in New York City.
KICK-OFF - Launching Event Texas
The award was given in the Mainstream Impact category for the campaign “Tajin As Unique As You.”
The campaign consists of two distinct 30s TV spots, one for the diverse mass audience and another for Spanishdominant Hispanics, each with their corresponding 15s ad versions.
Each spot taps into the rich tapestry of storytelling not only to enhance cultural relevance and engagement, but also to feature a glimpse of “everyone’s” extended family members, reflecting the new Mainstream in American culture and the reality of Tajín’s diverse followers.
The Hispanic Marketing Council is the national trade organization of all marketing, communications, and media firms with trusted Hispanic expertise.
Ready for the launch of Tajín Twist in Texas?
On April 26, 2024, our South Central Territory Execution Team experienced the Tajín Twist Kick-Off Event at Six Flags in San Antonio, Texas.
For this great event, Tajín invited all our Merchandisers from this territory, who joined us from Houston, Austin, Dallas, and El Valle. As well as our Design Team, who were in charge of creating all the materials for the point of sale. It was a great event where we all committed to making this launch a complete success in 2024.
Tajín Twist is available at HEB and Kroger chains throughout Texas.
Elevate your snack time with the perfect sweet and spicy blend.
Beyond
TAJÍN X PRINCESS CRUISES
Tajín with Princess Cruises, a global leader in premium cruises, carried out a joint promotion at the point of sale.
Tajín will offer consumers the chance to win a Princess Cruise by registering on a landing page and providing their information (No Purchase Necessary).
The promotion will run for 6 weeks, during which consumers can scan a QR Code, available on various Point of Sale materials, to enter their information and participate in the contest.
This sweepstakes will also be promoted across our social media channels, website, and newsletters, aiming to achieve the highest number of registrations.
With a fleet of 17 modern cruise ships, it operates across 5 continents with more than 300 destinations, known for its innovative design and a wide range of options in restaurants, entertainment, and services. This promotion will be available from 3/6/24 to 7/14/24.
Food Service
NÉKTER BARS X TAJÍN.
What happens when you combine Tajín with a healthy smoothie?
An explosion of freshness and textures.
That resulted from Nékter Bars x Tajín, who released two fun new smoothie flavors in 224 of the brand’s locations with their partnership.
Pineapple Tajín Smoothie:
A sweet and zingy blend of house made with cashew milk,
pineapple, Tajín Clasico Seasoning, Tajín Fruity Chamoy Hot Sauce, and a touch of agave.
Tajín Chamoy Frozen Cucumber:
The perfect refreshing blend of sweet and tangy! Made with fresh cucumber and lemon, Tajín Fruity Chamoy Hot Sauce, and agave.
JAMBA JUICE X TAJÍN
And not only with Nékter Bars but also with Jamba Juice! Jamba Juice is a chain of smoothie shops with about 700 locations across 30 states in the U.S.
The new Watermelon Tajín® Smoothie with Tajín® Mild Sauce will be coming to a Jamba near you this June!
With 762 units, Tajín® and Jamba Juice create a refreshing smoothie for the summer! Jamba uses real, balanced ingredients that taste great.
BJ’S
FS / Division Restaurantes & Bares
In mid-March, Tajín arrived at BJ’s Restaurants & Brewhouse! With two exquisite drinks, you could enjoy the combination of mango and watermelon flavors with the characteristic and delicious taste of Tajín on the rim.
Spicy Mango Margarita. For the sweetness of summer heat, the Spicy Mango Margarita includes fresh jalapeños and a Tajín® rim.
Casamigos Watermelon Margarita. As a more refreshing way to cool off from the heat, the Casamigos Watermelon Margarita is a lighter alternative, infused with fresh watermelon and finished with a Tajín® rim.
Beyond
With 216 locations in 29 states, BJ’s Restaurants & Brewhouse is a very popular restaurant chain based in Huntington Beach, California.
They aim to provide unforgettable moments, and with their roots in the fast-paced, quality-conscious world of Southern California, they believe that the experience at BJ’s Restaurant & Brewhouse should always exceed expectations.
SEVEN BREW X TAJÍN
FS / Division Restaurantes & Bares
The hottest Drink Topper!
Tajín® turns into a topping in Seven Brew, where you can combine it with your favorite drink at their 216 locations across the U.S.
Available to add to any of their iced or chilled energy drinks, teas, lemonades, smoothies, or shakes.
The rapidly expanding drive-thru coffee shop is so much more than just a coffee stand. It’s the concept of cultivating kindness and joy with every drink – through their service, speed, quality, energy, and atmosphere. It’s contagious and it’s changing the drive-thru coffee industry.
CLEMENTE JACQUES
Food Service Sabormex continues to win in Food Service with its new clients:
- La Tolteca
- Carolina Food Service
They are both Hispanic Food Service distributors in the Southeast.
Historic volume for La Tolteca is roughly 1.5 trucks/month or 18 trucks a year. Soon after closing La Tolteca, The Food Service Team closed a smaller piece of business with
La Carolina Food Service. The volume for Carolina Food Service is roughly 6 trucks/year.
The strategic importance of these two customers’ is to ensure that we grow the business with Clemente Jacques in food service and convert competitive volume.
Additionally, as we grow at a significant year-over-year pace, Sabormex will see the value we bring to the table in food service. Year-to-date we are up to last year in cases by 12.7% and since we converted both La Tolteca and Carolina Food Service we are up 22.2% in cases to last year.
CONGRATULATIONS TO OUR FOOD SERVICE TEAM FOR EXPANDING OUR BRANDS!
NATURAS
To help end hunger in Guatemala, Honduras, and Costa Rica so our Central American brothers and sisters can access safe and regular meals, Naturas® partnering with The Global FoodBanking Network®, this international non-profit that works towards a hunger-free future in over 40 countries.
In 2022, 32 million people accessed food through a Global Food banking Network Member Food Bank.
This initiative will be communicated on the packaging of Ranchera and Sofrito Criollo sauces in 200g only. It will arrive on the shelves in the second quarter of 2024 and mid-2025.
In addition to in-store P.O.P. materials, a social media campaign will be to communicate this great initiative.
Beyond the desk
Nutrissimo is relaunched with a new brand refresh and will continue its partnership with Tajín.
It brings 2 SKUs: Dried Mango with Tajín and Dried Pineapple with Tajín.
Nutrissimo participated in the Sweet & Snacks Show in Indianapolis from May 14th to 16th.
The Sweets & Snacks Show is the premier business to business event for the confectionery and snack industries. Open only to those in the sweets and snacks trade, the show is unrivaled in new product launches, businessbuilding solutions, and innovations in merchandising.
The event features the biggest, brightest, latest, and greatest the candy and snack industries have to offer.
CANDIES
The project “La Esquinita del Sabor” has been launched in Kroger stores in the Houston, TX division.
A space has been designed for all our candy brands. This space is full of flavor and color, reflecting our Latino heritage.
Consumers can take home their favorite candies to create a flavorful celebration with their loved ones. This invites new consumers to try the unique Latino flavors we offer in candies, where they will discover that “spicy” can also be sweet.
Additionally, they are the sponsors of Hispanic sweets at Kroger.
SEVEN ELEVEN X TAJÍN FS / Division C-Stores
Did you know that the United States is the country that produces the most donuts per year?
We didn’t know it, but Tajín did!
That’s why, along with 7 Eleven, they bring an unexpected but delicious flavor, the “Mangonada Donut with Tajín,” with 50,000+ donuts in the first production. They expect to make 3-4 millions of these donuts.
7-Eleven, Inc. is the premier name in the convenience retailing industry. Based in Irving, Texas, 7-Eleven operates, franchises and/or licenses more than 13,000 stores in the U.S. and Canada.
The donut will launch in over 6,000 stores and will feature the iconic Tajín® Clásico Seasoning and Chamoy for the cream filling.
KALAN
With much excitement, we are pleased to share that in a remarkable display of excellence one of our newest brands, KALAN, has been doing great at Amazon.com. Kalan has been available on the e-commerce platform since April, and the brand has surpassed its original forecast by 62%.
Customer acceptance has been overwhelmingly positive, highlighting the superior quality and innovative features of Kalan’s products.
This exceptional growth is a testament to the brand’s commitment to excellence, where the Business Development and E-commerce Department has dedicated meticulous attention to customer needs, and robust online marketing strategies. A key factor for this success is also thanks to the involvement of the Procurement and Inventory teams that have strategically managed the brand’s growth.
Kalan continues to captivate a growing customer base, solidifying its position as one of the favorite healthy snacks for consumers in the e-commerce space.
It’s no secret that Hispanic brands are playing an increasingly important role in the United States market, and of course, this is not something Walmart has overlooked.
Currently, one in five Americans is of Hispanic origin, and it is projected that by 2060 it will be one in four, reaching 119 million.
Walmart’s interest in the Hispanic market is such that it will invest US$1.3 billion over the next five years in Central America. This interest is now also beginning to be reflected on the shelves of supermarkets in the United States, where nearly 7.2 million residents reported being born in or descended from Central America, according to data from the 2021 ACS of the US Census Bureau.
Today, we are filled with pride to share with all of you that, after years of hard work and effort, two of the brands in our Unilever portfolio have been listed at Walmart, which not only represents reaching a greater number of Central American consumers but also opens the possibility of making the crossover to reach consumers of other ethnicities, eager to try new flavors and experience Central American culinary culture.
The World’s Largest Supermarket Chain Raises Its Bet on Central America!
After listing, sales began in April in 331 stores with at least one SKU.
Sales performance has been outstanding, so we expect an even greater projection of our Natura’s sauces in more stores.
The leading sales sauce in Costa Rica, and an ambassador of its gastronomic culture, begins its penetration into Walmart with 520 stores, where it is already listed with only one SKU at the moment, the 12.13 oz bottle.
We are sure that it will continue its great performance satisfying not only the Costa Rican palates but also bringing its versatile and delicious flavor to homes of other cultures and nationalities.
Congratulations to all the Departments involved in this great achievement, which we are sure will continue to boost the growth of these two great brands significantly.
new RELEASES
CONTINENTAL
In this Q2, we have a new brand joining the others: Continental!
Continental® is the #1 brand in El Salvador. Generation after generation, Continental® has been the flavor enhancer for Salvadoran families, providing that unique touch that brings out the flavor of each dish, making it a one-of-a-kind and unforgettable experience. We are introducing two SKUs for the #1 flavor, Chicken.
The packaging was developed for the US market and contains 8 packs and 18 packs.
CLEMENTE JACQUES
Discover the New Era of Clemente Jacques Salsas! Clemente Jacques is excited to introduce their new and improved line of Salsas.
They are committed to offering a more delicious and convenient experience for all their clients and consumers.
New Formula: Their new formula has been carefully refined to highlight the authentic flavors you love.
New Bottle: Their new ergonomic bottle makes it easier than ever to enjoy your favorite sauces.
New Image: They are unveiling a new image that reflects their passion for quality and authenticity. With a fresh and vibrant design, the brand is ready to accompany you every moment, from family meals to dinners with friends.
Salsas Clemente Jacques is for you, for me, for every moment.
El Salvador in a Sachet
In the Spotlight:Trade Shows AND Grassroots events
Boston becomes a seafood paradise; Mar Di Mares makes waves at Expo.
MAR DI MARES Makes a Splash at Seafood Expo North America 2024
Seafood Expo North America opens in Boston for its 42nd edition with a bustling exhibit hall filled with seafood suppliers, services, processing, and packaging equipment companies worldwide.
During the three-day Expo, exhibitors demonstrated their latest innovations and built lasting relationships with
North American buyers. The expo lasts from March 10th to March 12th at the Boston Convention and Exhibition Center.
Our brand, Mar Di Mares, presented its products and samples of delicious Tuna Carnitas tacos and Tuna Poke, which the show assistants enjoyed. The Mar Di Mares tuna is natural and CO-free from the Pacific Ocean.
This year’s exhibit space spans 249,665 net square feet, five percent larger than last year’s event, with more than 22,000 attendees and 1,210 exhibiting companies from 49 countries, including new participating exhibiting countries from Azerbaijan, Germany, Kenya, etc.
Mexilink’s Stellar Performance at EMD Show 2024 in Baltimore
Mexilink, showcasing their latest products and achieving remarkable success.
EMD SALES, Inc, one of the fastest-growing International Foods Distributors in the Mid-Atlantic Region, offering a vast variety of dry goods, frozen and refrigerated foods, and private label items in a large portfolio of groceries.
During the EMD Sales Show held on March 6th and 7th, 2024, in Baltimore, Maryland, Mexilink successfully showcased Tajin, Dolores, Naturas, Zambos, Taqueritos and presented Knorr rice.
Our Sales Team sold during the show over 18 Containers of Mexilink products.
The show was an amazing success! and Christian Beltran and his Northeast Sales Team attended over 400 visitors to the Mexilink Booth.
A Triumph of Brands and Innovation
Mexilink, showcasing their latest products and achieving remarkable success.
We are so proud of our team’s resounding success at the C&S Spring Trade Show 2024, held on March 12th and 13th at the Henry B. Gonzalez Convention Center in San Antonio, Texas.
This premier event brought together more than 400 stores, around 700 people, industry professionals, and thought leaders, providing the perfect platform for us to showcase our esteemed and successful participating brands such as Tajin, Dolores, La Sierra, Clemente, Legal, Oro, Knorr, Saba, Xtreme, Lirio, Naturas, Lizano, Vanish, Sonric’s, Ricolino, Vero, Montes and Nutrissimo.
This show provided a great opportunity to amplify our brand’s presence effectively and reinforce their positions as industry leaders.
Our team proudly represented an impressive array of brands, demonstrating our commitment to delivering exceptional products and services to all our customers.
We fostered valuable connections with key decision-makers, strengthening our existing relationships and going new ones, and the response to our brands was phenomenal. We received accolades for innovation and excellence, further solidifying the brand’s reputation and Mexilink’s position as the leading company.
Poco Loco, and Feria Latina, were some of the relevant stores that visited our booths, and their interest and attention did not stop throughout the event.
At Mexilink, we work tirelessly to showcase the diverse range of amazing brands we represent, and this event has energized us to continue demonstrating who we are and what we can achieve with all our extraordinary brands.
With our diverse portfolio of brands and our dedication to excellence, we are poised for continued growth and success in all markets.
With our amazing brands, our team’s passion, expertise, and commitment, we are confident that Mexilink will continue to thrive and continue making a lasting impact in the industry.
Beyond the desk
Mexilink Brands Making a Lasting Impact at the Houston Latin Fest 2024
Houston
Latin Fest
Sizzles with Culture, Music, and Mexilink!
The Houston Latin Fest was a vibrant celebration of Latin culture, music, and community, where families connect and celebrate their Latin heritage.
It is the only Latin Festival in Texas with a cultural representation of all Latin countries in one event, the best cultural experience, where Mexilink stole the show with our brand’s presence with its high-quality products and engaging experiences.
With over 5,000 attendees, the Houston Latin Fest 2024 allowed us to showcase some of our impactful brands including Saba, Vanish, Xtreme, Naturas & Lizano.
The festival provides a platform to connect with our brands’ target audience, increase brand awareness, and drive sales.
By participating, each brand showcased its commitment to quality, innovation, and customer satisfaction for the growing Hispanic market in the US.
Our brands contributed to the growth and celebration of Latin culture.
The event’s success underscores Mexilink’s commitment to connecting and promoting our brands, and we are well-positioned to meet the increasing demand for authentic, high-quality brands and products.
We are thrilled to have been a part of the Houston Latin Fest 2024. We are proud to bring the best of Latin America to the US market.
SABA showcased its essential products, offering attendees a chance to know better the brand, the new products, and the comfort, confidence, protection, and empowerment that SABA provides.
Saba’s demo booth was a safe space for women and young girls to discuss the importance of feminine care needs, receive product recommendations, free samples, and learn about the brand’s commitment to women’s health, encouraging SABA’s support and understanding of the Latin community.
Xtreme was a hit among attendees with its unique and innovative hair products for all the family for its Gel Xtreme Wax with wet effect and Xtreme Pomade with natural effect for a healthy hair solution and good vibes.
The brand’s interactive experiences, product samples, and engaging ambassadors further enhanced the Xtreme experience, making it stand out at the festival.
With its impressive showing at the Houston Latin Fest 2024, Xtreme solidified its position as a leader in the hair care industry, poised for continued growth and success.
Vanish wowed the crowd with live demonstrations making a splash at The Houston Latin Fest 2024.
Festivalgoers gathered around the Vanish booth mesmerized by the brand’s interactive displays, expert product showcases and special gifts. With its effective stain removal and easy-to-use products, Vanish proved its versatility and cleaning power.
Attendees witnessed firsthand how the product can tackle tough stains on clothes, tennis shoes, and more.
Joining forces to make a real positive impact on the communities in need, Naturas X Global Food Banking Network Launch Partnership Campaign at the Houston Latin Fest 2024!
Naturas has donated $100,000 to the Global Food Banking Network to support food security in Central America and provide essential food and resources to those who need it most.
We wanted to leverage this partnership to strengthen Natura’s connection to the Latin community and gain brand
exposure by showcasing its big efforts to give back to Guatemalans, Hondurans, and Costa Ricans.
This generous contribution will provide food assistance to vulnerable populations, including families, children, and seniors.
We are so proud of their commitment to quality, sustainability, and social responsibility. Together, we can make a meaningful difference in the lives of thousands of people.
Salsa Lizano, the authentic Latin flavor sauce, brought the heat to the Houston Latin Fest 2024 with its mouthwatering samples experience.
The iconic Costa Rican salsa showcased its signature sauce so people can experience the taste sensation that has captivated Latin America for generations.
People indulged in the brand’s signature sauce paired with a salad, creating a flavor fusion that delighted the senses of all.
At Mexilink, our commitment to sharing the best flavors of Latin America with the world is unwavering, we are proud to be a part of Lizano’s Sauce success!
Sweet Networking: Connecting with Industry Leaders at
the Sweets & Snacks Expo 2024
Nutrissimo & Sonric’s in the Sweets & Snacks Show at Indianapolis
The Sweets & Snacks Show is the premier business-to-business event for the confectionery and snack industries.
Open only to those in the sweets and snacks trade, the show is unrivaled in new product launches, businessbuilding solutions, and innovations in merchandising.
The show took place in the beautiful city of Indianapolis, home of the Nascar Indie 500, from May 14th to 16th, where the ambiance is filled with racing vibes and excitement. The town was packed with racing and candy enthusiasts participating in the S&S 2024 show.
Mexilink was very excited to introduce one of our brands, Nutrissimo. That was very well received by everyone who tried it?
People loved the taste of our delicious and healthy snack with the “swicy” trendy flavor and returned to our booth to try it again.
Nutrissimo’s fresh image, practical packaging, delicious flavor, and the benefit of being a healthy snack excite everybody! It’s coming up soon, and we will share more updates on the next Link It edition.
The participation of Sonrics and Nutrissimo was in the HCNA area, where our company has been a member for more than nine years, on this occasion we had two objectives, one to strengthen our relationship with our current customers and seek new opportunities to find new customers either at the wholesale or retail level.
Beyond the desk
Tech on a Plate: Unveiling the Future of Food at NRA Show 2024
Tajín, Nutrissimo, Clemente Jacques, Zambos & Mar Di Mares at NRA Show 2024
Mexilink Food Service participated for the first time in the NRA 2024 with 5 of our brands: Tajin, Nutrissimo, Clemente Jacques, Zambos & Mar Di Mares.
The National Restaurant Association Trade Show (NRA) America’s largest Foodservice Expo, in Chicago, McCormick Place Convention Center, from May 18th to May 21st, 2024.
This year’s vibrant NRA show floor covered over 12 football fields of space with 900+ product categories on display. The event had over 35,000 attendees, it was huge!
NRA 2024 was a huge success! We can’t wait for next year!
The passing buyers were delighted with our delicious menu: Tuna Poke with Tajín Habanero and Zambo’s chips and Tuna Carnitas tacos with a jalapeno and tomatillo salsa with our Clemente Jacques products.
There were more than 55,000+ foodservice buyers and professionals who were able to explore and celebrate the latest innovations and enjoy our delicious recipes with Tajín products, such as Tajín Habanero Shrimp Campechana, Tajín Strawberry Dragon fruit Mojito Mocktail, Tajín Hot Fudge Brownies, among others.
Our design team outdid themselves with an amazing design of our booth this year! Congratulations! It displayed all the brands beautifully.
There were more than 700 companies debuting products for the first time and 1,500+ returning veteran exhibitors.
The 2024 show closed with impressive numbers: 58,000+ Total Foodservice Professionals: A 6% year-over-year increase in attendance. 15% International Attendees: Representing a remarkable 123 countries and a 22% increase from last year.
That’s a Wrap!What’s coming?
Events of the quarter
That´s a Wrap! Challenge
From 6th to 31st May 2024
WHAT WAS IT ABOUT:
The PWR TIME Challenge offered two levels of difficulty to elevate our fitness game.
Whether you were into jogging, yoga, cycling, or hitting the gym, this challenge was customizable to suit your preferences and fitness level. Boost your mood and energy!
Standard: Looking to kickstart an active lifestyle by dedicating 30 minutes of their time to exercise, 4 times a week, over 4 weeks.
Intense: Elevate their workout routine by dedicating 60 minutes to exercise, 4 times a week, over 4 enriching weeks.
What’s coming?
We have started to create a new healthy habit with the Wellness challenges! The Mexilinkers are proving to be very active people! But now, it’s time to take a break and live consciously! Join this new Wellness challenge focused on well-being, so get ready, it starts on July 15th!
That´s a Wrap!
Family Week
8th March 2024. MXL Portal
WHAT WAS IT ABOUT: The Business Intelligence Department came up with a beautiful idea to foster unity consisting of sharing a photo of a special activity you enjoy with those you consider family and a brief explanation of why this activity is meaningful to you. This way, we all felt like part of our Mexilink family.
COMMENTS:
Yay, Kristen! Go Food Service! - Erin MacDhubhain
Love all the pictures! Great idea - Adam Friedman
WHAT WAS IT ABOUT:
April 30th, 2024. Teams meeting
The Midwest Team organized a fun trivia game featuring movies from our childhood to celebrate Inner Child’s Day. The activity concluded with heartwarming photos of the MXL Team as children, bringing smiles and nostalgia to everyone involved.
COMMENTS:
Thank you, Gilberto and the team for this fun activity. Congratulations to everyone today! – Cynthia Ramos
Congratulations to all those children who are hiding behind an adult’s disguise! – Annahy Nava
So much fun!! Thank you! I even screamed haha – Cassandra Hoz
Do you know who these girls are?
Choose the correct option.
A Brisa Holguín, Ana Contreras and Melissa González
B María Chacin, Brisa Holguín and Elsa Pastrana
C Melissa González, Brisa Holguín and María Chacin
What’s coming?
Our goal is to cultivate a sense of unity and fellowship among Mexilinkers. See you on August 16th for an activity we have prepared for you.
Upcoming celebrations:
- Philippines National Heroes Day hosted by E-Commerce – August 26th
- Hispanic Heritage Hosted by Accounting & Tax
The correct answer is: A
Paws for a Cause That´s a Wrap!
Houston, Los Angeles, Tepic, and Philippines
WHAT WAS IT ABOUT:
Paws for a Cause aims to support shelter animals by providing them with lots of love and quality time, as well as donating food, toys, and treats to animal shelters.
Comments:
In April, we welcomed Toto into our family. We met her through an association called Proyecto Salvavidas. They are an organization that rescues puppies and kittens from the street, helps them recover their health, and takes care of them until they find a family for them.
Toto was found on the street with four of her siblings in very poor condition; only Toto and one other sibling survived.
I love watching her play with my baby, David. They run around the living room, and play with balls, David chases her, and they have a lot of fun. It’s so exciting to see them grow up together and think of all the adventures they will have. -Carolina Carvajal, Monterrey.
On April 20, 2024, we visited the Nacahua Foundation, where we spent time with some incredibly beautiful furry friends. It was an experience that filled us with so much energy and love.
Even though they didn’t know me, they gave me the trust to pet and hug them, showered me with kisses, and filled my heart with joy.
– Mary Ayala, Tepic.
We recently visited Shelter of Light, a local animal sanctuary in the Philippines, currently home to about 80 stray cats and 10 dogs. The origins of these animals vary—some were abandoned there, while others were found and brought in by the shelter staff.
What truly touched me was the staff’s dedication to caring for the elderly animals and ensuring that new arrivals are healthy and don’t compromise the well-being of the group. Although some animals still show signs of past injuries, they’ve received medical treatment and are now leading happier lives. One cat, despite a leg injury, is adapting well with a prosthetic leg, easing her movements considerably.
During our visit, we donated some pet food and treats, which the shelter’s owners gratefully accepted.
As members of the E-commerce team, we are deeply grateful to the Mexilink Family for this enlightening experience and look forward to participating in more initiatives like this in the future
– Justin Ortiz, Philippines.
Near Los Angeles, in the San Fernando Valley, CA, we visited an animal shelter called Pet Adoption Fund. The experience began as the shelter team welcomed us in the front office, where we delivered the toys and food collected in the previous days with the whole West team.
After receiving a few instructions, we proceeded to the patio where we sat in a circle and were greeted by a couple of beautiful dogs eager to play and receive love and companionship. The dogs were switched every 20 minutes so we could share our time with as many dogs as possible.
Simultaneously, inside the main building, there were multiple rooms where the cats lived. We spent some time there as well, playing and petting them. It’s incredible how many sweet and affectionate cats (and dogs) are waiting for someone to take them to their forever home.
Although it was an amazing experience, there was a bittersweet feeling upon leaving the shelter. On one hand, we were able to offer them some love, but they still deserve so much more than just a fun afternoon.
–Sebastián Sarmiento, Los Angeles.
What’s coming?
By protecting the environment, we can mitigate climate change, preserve biodiversity, and safeguard natural resources essential for life on Earth.
IT’S OUR TIME TO HELP OUR PLANET. – AUGUST
That´s a Wrap!
Personal Finances
5th and 12th April, Teams
WHAT WAS IT ABOUT:
In the two personal finance modules, many financial tips were provided by Silvia Mercado, who taught us the importance of having a healthy relationship with money and achieving balance.
Comments:
The instructor was remarkable, a woman whose expertise and passion for the subject were truly inspiring. Throughout the course, she skillfully guided us through the intricacies of financial management, offering invaluable insights and practical advice tailored to our individual needs.
Her emphasis on financial independence and resilience resonated deeply with me, and I left
The Gear: Order Processing
April 26th, 2024. Teams meeting
WHAT WAS IT ABOUT: The 2nd presentation of the Gear was hosted by the Order Processing department, where they shared with us their processes and took us on a journey through their daily work.
Comments:
Beautiful presentation team!! You rock! Special thanks to Kenia who always helps us with Zambos orders, you are great!! – Cynthia Reyes
Excellent presentation. Touchy! – Fernando Valdivieso
the training feeling equipped with the knowledge and tools necessary to navigate the complexities of personal finance effectively.
Without a doubt, I highly recommend this training to anyone seeking to enhance their financial literacy and achieve their long-term financial goals. – Emma López
I loved the conference because personal finances seemed to be an interesting topic, but I didn´t know that much. I am starting my professional career, and this conference was perfect so I can start my life with healthy financial health. I´m excited about all the things I can accomplish if I manage my money correctly. – Derek Martín
The Gear: Food Service & Convenience Team
June 7th, 2024. Teams meeting
WHAT WAS IT ABOUT:
In this The Gear presentation, the Food Service & Convenience Team told us about their main focus areas and team goals.
Comments:
Thanks for sharing! I’m surprised by all the work you do. Congratulations! – Corina Alvarez
Congrats to you all !!!! great work, excellent motivation for the ones who are new just like me – Alejandra Navarro
It is great to get to know each of you and to put a face to the names I see in emails. I am proud of the significant impact you make and the extensive reach you have across the US. I am glad to work closely with you! – Luis Karim
Continuously learning new things fosters adaptability and resilience in an ever-evolving world. It expands perspectives, enriches personal growth, and ensures relevance in a dynamic workforce.
MXL Learn Activity – September 6th
WE ARE EXCITED TO ANNOUNCE THE UPCOMING PERKS:
Join our upcoming classes and expand your linguistic horizons!
Entertainment
Dive into this section to discover different ways to have a good time in your free time and let your imagination soar to transport you to other places.
Reader’s Club
Book club “Blink: The power of thinking without thinking”
Improve your reading habits with our book club “Reader’s Club,” where you can read alongside the Mexilink community and exchange opinions about it in a dedicated book club meeting.
Name of the book: Blink: The power of thinking without thinking.
Author: Malcolm Gladwell
Synopsis: Blink reveals that great decision-makers aren’t those who process the most information or spend the most time deliberating but those who have perfected the art of “thin-slicing”—filtering the very few factors that matter from an overwhelming number of variables.
Where to find it:
Physical book: Amazon, Libraries Gandhi, Mercado Libre, Barnes & Noble, Target. eBook: Kindle, Google Play, Apple Books. Audiobook: Audible.
When should we trust our instincts, and when should we consciously think things through? Reading Blink will help you become a more critical thinker and understand decision-making.
Feel free to read it in your own time or you can follow this calendar:
CALENDAR FOR YOUR READING
Book club meeting: September
the locals We asked
Get your swimsuit ready, we’re heading to Tepic!
Would
you like to
visit Tepic but don’t know what you can do there? No worries!
We asked Adriana Medrano (CSI Director), Paulina Cavieres (Sales and Administrative Coordinator), Raquel López (Purchasing Support Staff), and Alex Ibarra (Marketing Inventory Analyst), locals from Tepic, for their recommendations to visit their city so that you can consider them for your next trip.
Where to stay and how many days to visit the city
All four agreed that you should visit Tepic and its surroundings for 5 to 7 days, including places like San Blas and La Laguna de Santa María del Oro.
Alex and Paulina recommend staying in the historic downtown area of the city.
Tepic’s Seafood, Freshness and Flavor in Every Bite! If there’s something that characterizes the city’s cuisine, it is its delicious seafood due to its proximity to the coast. Our
locals share the following restaurants that you can’t miss:
La Huasteca
It is one of Alex’s favorite places because the food is delicious, and the atmosphere is great for going with friends or family.
La Almeja Negra
This restaurant is a guarantee from Paulina because besides having typical Tepic dishes, it offers a varied menu, such as the soft-shell crab burger, among other specialties.
La U
This is another place to find typical city food with good seasoning in seafood. It’s a place highly recommended by Raquel.
A Dinner to Delight Your Senses!
If you’ve spent the full day eating seafood and want to change it up for dinner, check out these recommendations from our locals.
Loma 42
Adri and Raquel recommend going to dinner at this place, which offers an extensive menu, including aguachiles and ceviches, wood-fired pizzas, steaks, and more.
Fugu Sushi & Japanese Food
If you want to try seafood in a different presentation, Fugu is your option. For Paulina, it’s an ideal stop if you love Japanese food.
Tepic, the Combination of Nature, and Culture
If you’re adventurous and curious about history, the city and its surroundings offer you the best of both worlds. Follow our guide to the iconic activities you must do.
FIRST STOP:
Hiking the Iconic Hills of Tepic
If you love hiking and seeing beautiful views, climbing El Cerro de San Juan and El Cerro de la Cruz should be your goals, says Paulina.
SECOND STOP:
Go to San Blas Beach
Raquel recommends getting ready early and heading to San Blas Beach, about 20-30 minutes from the city. Remember to bring your sunscreen!
THIRD STOP:
Go to La Laguna de Santa María del Oro
In Alex’s words, this lagoon is among the most iconic worldwide. It is an hour’s drive away, and there, you can enjoy the Fish Crackling delicacy emblematic of the area.
FOURTH STOP:
Go to the Pueblo Mágico, Jala.
If there’s something that characterizes Mexico, it’s its Pueblos Mágicos. Adri advises visiting Jala, which is surrounded by unique landscapes and unforgettable experiences. Don’t forget to try their giant corn cobs and climb to the summit of Ceboruco Volcano.
Discover the Night Magic of Tepic and Let Yourself Go
If you’re looking to go out at night and have some fun on the streets of Tepic, Alex and Adri recommend Strana and Abolengo, both nightclubs, to have a fun time with friends and enjoy the music.
On the other hand, Raquel recommends PartyBus if you want to spend a couple of hours partying. This bus experience offers you a ride around Tepic with music and ambiance.
If you’re looking for a quieter atmosphere, Alex recommends going to Brulé, Kaffee Haus, Testarelli, and Mike’s Pub.
Backstage Pass The
Mexilink Welcomes Home: a Celebration of Unity
Across Distance
Family is the core value of Mexilink.
We learn that as soon as we begin our journey in the company, and live it as days go by, with our immense support, love, and appreciation for our colleagues.
One thing stands out in our big and growing family: diversity. We come from all over the world, with different cultures, ages, traditions, ways of thinking and working. That is what guides and distinguishes Mexilink.
In April, CSI had the honor to welcome some members of the team from Houston and the Philippines, to where it all started for the company: Tepic.
From day one, the purpose was to make them feel and see that they were part of our family no matter the distance. They were home.
The visit started with a delicious meal at San Blas, a beautiful beach, perfect for a great reception. We enjoyed some ceviche, empanadas, and lots of pescado zarandeado, all typical dishes from
Nayarit. We talked for hours, as we got to know each other.
Later that afternoon, we opened some beautiful and delicious gifts brought from the Philippines. We even had some ice cream at the beach!
On Monday, Susan, Danielle, Angel, and Carissa met some of the people they work with every day in a very exciting and delightful moment!
Later that day, the work sessions began as our team, conformed by people from different departments and cities gathered for some exciting and successful meetings.
In the afternoon, the grand event: We had our Mexican-themed Party! To the rhythm of mariachi and the beautiful melodies of Juan Gabriel and Alejandro Fernandez, among others, and a delicious dinner that included the best tacos, churros, and elotes, we had a blast!
But what’s a Mexican party’s most important element? Family. More than 80 CSI members, dressed in typical clothing, joined us for a beautiful and unforgettable night. We even got to break La Piñata!
On Tuesday, as we thanked each other for the time we shared and the memories, we reflected on the importance of getting together. We wish each other the best and hope to have an opportunity to meet again soon
In the end, we didn’t say goodbye because it was a simple see you later
After those sunny days in Tepic, Susan, Danielle, Angel, and Carissa with other members of the team went to the Tajín and Saba Factory to learn more about the brands they worked with daily.
Carissa Ortiz, E-commerce supervisor, told us for Link It about her experience in these places.
First Stop: Tajín Factory
The best part of the Tajín tour was learning about the brand’s history and origins. It was fascinating to see firsthand how Tajín is made, from the chile seeds to the final bottled product. The story about the pickup truck was particularly moving.
Another memorable aspect was how the Tajín team made us feel incredibly special, from arriving in Guadalajara to the dinner with Aldo, Publio, and Jessi. Their warm hospitality made us feel like part of the Tajín family. We had the chance to sample Tajín chiles, which gave us a deeper appreciation for the flavors and craftsmanship involved.
Additionally, we toured the facility where the chiles are grown, learning about the sustainable farming practices that Tajín employs and giving us a unique insight into the traditional methods preserved over the years.
Words can’t express how grateful I am for the Tajín experience. This unforgettable trip, filled with rich cultural insights and personal connections, will always remain in my mind and heart.
Second Stop: Saba Factory
Visiting the Saba factory and observing the production process was incredibly educational. I was amazed by the level of automation and advanced technology used. The entire facility is immaculate and well-organized.
The staff was welcoming and knowledgeable, explaining each step in the manufacturing process. Witnessing the rigorous quality and safety control measures in place gave me a deep appreciation for the effort to ensure the products meet high standards.
The tour also highlighted the company’s commitment to sustainability, showcasing its eco-friendly practices and efficient use of resources. Overall, it was a fascinating and informative experience that left a lasting impression.
More Than Just Teammates:
Building Bonds on and off the Field at the Corporate Soccer Tournament
The Corporate Soccer Tournament where CSI/MXL participated stands out as an exciting event that fuses the passion for soccer with the business world.
On May 31st, the grand final of the tournament took place, where the team emerged victorious, claiming first place.
The hard work and dedication have paid off, bringing them victory. This win is a testament to their talent, collaboration, and unwavering spirit.
With initiatives such as corporate social responsibility programs and charitable actions associated with the event, the commitment of the participating companies
to social welfare and community development is demonstrated.
In the same way, the members of the MXL family and the soccer team, have felt extremely integrated and happy to get to know each other beyond our work environment.
THE TEAM MEMBERS ARE:
• Mariano Macedo (Inventory)
• Luis Karim Gutiérrez (Logistics)
• Gustavo Martínez Sánchez (Purchasing)
• Julio Castro (Graphic Design & Digital Communication)
• Lesther Alexander López (Point of Sale Execution)
• Ulises Castro. (Inventory)
• Daniel Navarro. (Inventory)
• Moisés Flores. (Purchasing)
• Alex Ibarra. (Inventory/MXL YOU)
• Alexis Jarquín. (Logistics)
We cannot forget the honorable mention of Don Carlos Escalona, who is also part of the team.
