Maizajo It is a project started by Santiago Muñoz and Gerardo Vázquez Lugo in 2016, and later joined by Daniela Moreno to help manage and provide the company with a financial structure. It was thought to be a business dedicated to the research, development and commercialization of products made with 100% Creole corn, using ancestral techniques.
In 2016, Santiago worked at Nico’s restaurant with Gerardo, the establishment’s executive chef. Together they specialized in the traditional preparation of tortillas in the restaurant. It was then that Santiago realized the difference and the benefits of eating a tortilla made with nixtamalized Mexican creole corn compared to conventional tortillas, which is why he discovered that he could generate a positive impact in his community, while paying homage to the Mexican culture and its roots. Maizajo represents an ancestral practice that today is combined with technology and digital platforms to make a leap in the market and contribute even more to the benefit of its community.
companies with purpose
In Mexico, more and more companies are born with a purpose that goes beyond just satisfying a need or finding an opportunity in the market. Today, the new generations seek to break the “status quo” and entrepreneurship has become their main means to achieve it. GoDaddy’s 2022 Entrepreneurship Survey revealed that, in Mexico, 24% of entrepreneurs decided to start a business because they had an idea in mind and wanted to make it a reality.
Although corn is considered one of the main national prides, the products derived from it that are commercialized on a massive scale do not always maintain the quality they should have due to alterations in the production process. Maizajo was born out of the need to bring quality tortillas and other corn-based products to Mexican homes. To achieve this, Santiago, Gerardo and Daniela work with native corn using the technique known as nixtamalization, which has existed in Mexico since pre-Hispanic times, to offer 100% nixtamalized products with quicklime. This process preserves the properties of the products, free of pesticides, additives, artificial ingredients or “enhancers”. In the same way, they work closely with the farmers, from whom they purchase the corn directly, which guarantees that it is planted and harvested honestly.
The importance of having the right digital tools
At first, Maizajo was only dedicated to the production and sale of handmade tortillas. Later, Santiago, Gerardo and Daniela decided to invest in equipment that would allow them to get their tortillas to restaurants and a few private customers more efficiently. However, with the start of the pandemic, Maizajo had to restructure its business model and decided to start selling directly to homes. Therefore, it became clear to them that it was time to invest in digital tools and that was how digitization was the key to starting their growth strategy.
One of the first things Santiago did when founding Maizajo in 2016 was to acquire the domain name for the project at www.GoDaddy.com. Although Santiago did not launch the business online immediately, he was laying the groundwork for when he decided it was time to do so by securing the Maizajo name on the Internet: www.maizajo.com. Likewise, upon her arrival, Daniela suggested that she acquire a personalized email in order to give customers greater confidence, professionalize the company and be able to carry out digital marketing campaigns.
Subsequently, they designed a website tailored to the company, which faithfully represents the brand and reflects its true essence. It describes the history of Maizajo, what they do, how they work, contact information and details of how their products can be purchased. Along with this, the Maizajo team launched the brand’s online store, turning its website into an important sales channel.
When launching their website, security was one of Daniela and Santiago’s main concerns because “we were constantly hearing about other small business websites being victims of cyberattacks”.
According to GoDaddy’s 2022 Entrepreneurship Survey, only 24% of entrepreneurs surveyed in Mexico reported that they currently protect their business online. Therefore, from the beginning, they implemented a security suite from GoDaddy with continuous scanning of malwarea firewall and an SSL certificate that allows them to protect their business online. Subsequently, they decided to strengthen the security of the site by integrating DDoS protection, website backups, and constant cleaning and maintenance of the website. Santiago and Daniela consider valuable the fact that there are “all-in-one” tools that meet the needs and concerns of small businesses and local entrepreneurs.
How to create community
Maizajo also found the ideal space to communicate the way in which they impact their community. To achieve this, his website displays constantly updated content and information and becomes the primary medium for telling his story. In addition, they take advantage of SEO (Search Engine Optimization) and other digital marketing tools that help them boost their online presence. In Daniela’s words, “customers want to see what you do, in this sense, digitization allows you to have more reach.”
Currently, Maizajo’s website is in perfect harmony with its social networks, with more than 28,000 followers on Instagram and more than 13,000 on Facebook. Using these platforms has helped Maizajo create his own community and interact closely with customers, as well as drive traffic to his online store and other channels to sell his products.
“We want to tell entrepreneurs and small business owners that having a strong Internet presence helps people find you; having a website is the bare minimum. Today, we rely on digital media to be able to reach more people, make ourselves noticed and be more professional,” said Santiago. Maizajo is the perfect example that, regardless of the line of business or how traditional or modern it is, the right digital tools can help take any idea to the next level.
For Santiago, the company’s philosophy is clear: “Without the producer, Maizajo does not exist.” Thus, the social base of this company is to value each of the members involved in the supply chain, which begins with the producer and ends at the table of consumers and diners. In the same way, the employees are a fundamental part of the Maizajo family, “we want the money that comes in to be paid correctly,” added Santiago.
Santiago and Daniela also believe in the importance of sustainability and the promotion of good practices in corn production. For this, one of its main allies is the International Maize and Wheat Improvement Center (CIMMYT), which with the help of its engineers provides knowledge and skills to farmers to improve the planting and harvesting of native maize. Therefore, the commitment of the producers is essential to preserve the benefits of the Mexican countryside.
A business to change Mexico
Another part that distinguishes the spirit and social commitment of the company are its free workshops “Maizajo en la Escuela”, given in primary schools for educational purposes. These workshops are created to raise awareness about Mexican corn and the people who are in charge of growing it. “With this, we want children to learn how to make tortillas, get to know the nixtamal tradition and experience the taste of a well-made tortilla,” explained Daniela. In addition, they offer workshops and ongoing training to individuals, tortilla shop owners, and restaurant staff who buy their products, while collaborating with gastronomy schools.
Each venture is unique and all the stories behind it are what make it come alive. Beyond the objective of preserving the culture of corn, the essence of Maizajo lies in the love that Santiago, Gerardo and Daniela feel for Mexican corn, their Mexican roots and their community. “I wanted to help people and get involved in a project that would have a positive impact on the country, and I found this opportunity in Maizajo,” said Daniela. Maizajo’s success story should be seen as an example that inspires more people and entrepreneurs to believe in the indigenous virtues that distinguish Mexico from the rest of the world. “I want to change Mexico through this project. This is what I have learned and it is the way that allows me to help preserve and honor our richness and cultural legacy”, concluded Santiago.
Gianluca Stamerra Gianluca is GoDaddy’s Senior Director for Latin America and Iberia, where he helps entrepreneurs succeed online. He has developed his career in multinational technology companies such as United Internet, Vodafone and Orascom. He has extensive experience supporting the expansion of companies in multiple markets such as Italy, Spain, France and Mexico, as well as scaling subscription-based business models (B2C and B2B).