The butcher shops They are a necessary stop when visiting Matamoros, Tamaulipasbecause every good Mexican knows that in the north of the country the roast beef It is a binding tradition. However, there is a butcher shop that has become famous not for its cuts but for its sauces.
The García family’s iconic establishment, Super Carnicería 18, went viral on social networks in recent days by a publication where the names of its products aroused the curiosity of consumers around the world. Literally.
Madafaker, the sauce
The reason? Their homemade preservative-free sauces carry incredible names like “madafaker“, ” sanababish” and “asupichimaye”. The post – made by a client, not even by the business itself – that shows this curious branding that refers to the Mexican transformations of the English words “Mother Fucker and “Son of a bitch” has been shared more than 12 thousand times .
The Super Carnage 18which has been operating in Matamoros for more than 35 years, was already selling sauces, but one day Juan García and his brother Héctor noticed that these condiments that they bought from an external supplier lasted up to four weeks in the refrigerator because they did not spoil.
“We realized that they were full of preservatives and we thought that a good sauce should not have so many chemicals,” says Juan in an interview.
and the family business
The inspiration came to these brothers from the weekly meetings that the García family holds every week to share roast meat and prepare sauces with the traditional recipe. One day a little less than a year ago, the entrepreneurs decided to offer these homemade sauces to their customers as an alternative to the packaged products they already had on their shelves.
“We are a family-run Mexican business – as it should be – and we wanted our customers to try a product that tasted like what a real Mexican sauce should taste like,” says Juan, recalling what the decision process was like to offer the product in his only branch. .
It was Juan himself who suggested that his family use those “colorful” names that have their origin in a beautiful family history that echoes throughout that Mexican family that has a member who has worked “on the other side.”
“My father – who was called Héctor García – worked for a long time in the United States and did not know how to speak English. The other workers made fun of him, but he always answered them by telling them in his own way the few words he knew like ‘sanababish’ and ‘madafaker,’” Juan says excitedly.
The third name, ‘asupichimaye’, was born from the expression of hotness that his family made when tasting his green sauce loaded with habaneros.
Thanks to this curious idea of brand building, Súper Carnicería 18 is now receiving orders for products from other parts of the Mexican Republic, the United States and even Germany.
The importance of a good name
The success that the García family sauces now enjoy is undoubtedly linked to the good name they chose. And the name is the most important marketing element that an entrepreneur has to make himself known. This is what José Mervyn, innovation strategist at the collective intelligence agency Tekio, mentions.
“The name is the defining element of a product because it is the cheapest thing you have to differentiate it,” comments the expert. “It has to be based on the most important quality that your offer has and reflect the innovative proposal that you are making to the market.”
In this regard, business and entrepreneurship expert Yanik Silver offers 7 keys to choosing a good product name:
1. The name should sound good out loud
2. Use a name that has meaning and offers a benefit
3. Use a word that can be used in a real conversation and not just on the internet
4. Don’t use initials unless you are a giant brand like IBM or HSBC
5. Be specific and do not use generic names that do not have a real reflection on the culture of your market
6. Test it on Google AdWords and social networks to make it work on the internet
7. Make sure you can register it
“The most common mistake made with a brand is not investigating whether it already exists. We think of an original name, it begins to gain strength on the street and soon we realize that it already exists and the effort we have already made to build the name is left to another company,” warns the Tekio expert.
For now, Juan García assures that Super Carnicería 18 is enjoying the increase in sales of its Madafaker sauces and together they are looking for alternatives to be able to ship long distances without having to put too many preservatives in their products.
“We want to sell more, but our goal is simpler: that people who try our sauces get a truly homemade flavor.”