When we talk about the Mexican diet, a nodal food is the corn tortilla: in the countryside the annual per capita consumption is 79.5 kg and in the cities it is 56.7 kg.
With 135,000 tortillerias, we reach more than 122 million consumers at a rate of 25 million kg per day, whether nixtamal or flour.
The predominance that Maseca had in the past of Juan Antonio GonzálezMinsa of Altagracia Gomez has been diluted by more than a dozen actors. Obviously, the strength is in the traditional tortilla factories with 330,000 employees, 240,000 suppliers and a turnover of over 173,500 million pesos annually.
Given the lack of rules, informality is 73% of businesses. Hence the National Tortilla Council (CNT), which dates back to 2021 and has Homero Lopez Garcia, passionate about doing things well, and that’s how he expresses it. The group pushes formality, legality and regulations. It is not easy, especially the recurring six-year pressures, even with Andrés Manuel López Obrador.
However, López García has no intention of letting his guard down and is currently promoting a loyalty program to reward consumers at the counter. He believes he can be a differentiator by providing the client with discounts of 2 pesos on an extensive basket of products: milk, tuna, jellies, soft drinks, water, oil, detergents, etc.
A challenge was the App to do it via cell phone. It was resolved via an alliance with the sofipo Finsus of Carlos Marmolejo, financial firm that will actually enrich the benefits proposition.
When the client joins, life insurance will be offered. In addition, they will be banked by being able to pay with the application and access savings and credit plans. It could potentially encompass 7 million clients with employees, suppliers, consumers and their families.
Right now, the consumer firms that will participate with the idea of tying up greater daily purchases in the country through tortilla shops are being outlined. Go from Bimbo’s Daniel ServitjeLala Eduardo TricioKimberly, Coca, P&G, Nestlé, even regional.
So the CNT’s plan is underway for a definitive turnaround in that union.
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