For this reason, I allow myself to share my three stories with Jumex.
FIRST STORY: AS A CONSUMER.
Privileging the fact that there is no better school than the one near your house, I was enrolled in the Estrellita Kindergarten, in the very distant 80-81 school year. Loving teachers, students like me, looking to have fun and learn. One of the moments that I enjoyed with the most emotion was, without a doubt, recess, because when I opened my lunch box that had images of a farm, I found a piece of fruit, a sandwich and of course a small can of Jumex.
Regardless of how a marketing campaign in those yearsthe catchy song of the Jumex plant accompanied what for me was the success factor at that time: a high-quality product.
And since then, an active conversation has been opened about the consumption of a healthy product, since the brand never stopped basing its communication on the factor that was in its control and that was clearly the winner: natural fruits.
Clearly, it was involved in a number of challenges related to the use of added sugars, always demonstrating that the categories of Juices and Nectars were superior to those of soft drinks, but this did not affect the brand, since its link with the market had to do with something little explored for the time: the relationship with its consumers.
Although we are not talking about the budgets that cola drinks had, Jumex was always at the forefront of communication and product development, since it later launched Frutástica, the rarest drink on the planet with a level of creativity that disrupts to such a degree that it became a classic.
In addition, it has always been a brave brand that can also compete in segments dominated by big monsters, such is the case with the launch of Jumex Sport to take a slice of the Gatorade and Power Ade cake or Chispazo, where it fought for leadership against V8. In the same way, it boasts as the industry leader by launching Único Fresco, which for me is the closest sensation of a freshly squeezed juice, not without first having created the innovative LataBotella.
SECOND STORY: AS A COLLABORATOR.
In 1998 I entered the Logistics area for what would be the beginning of a 10-year career in that organization. And one of the moments I remember the most was when the production planning team did circuses, maroma and theater to be able to guarantee the pineapple supply that was scarce at that time.
As part of the induction, Mr. Santana, dean of the organization and who presumed to be the employee with the #1 badge since he would have joined almost when the company was formed, told us that it was important to refer to the different products as “fruits” and not as “flavors” because all employees should know that hundreds of trucks were unloaded at our facilities for a reason because we would not allow ourselves to work with artificial concentrates.
And although it seemed exaggerated, that became a discipline that I was able to take to my first experience as a sales manager and later regional, asking our buyers to know the production process because it was worth showing off.
Working in a company that we admire as consumers is simply an indescribable joy because knowing the processes of production, communication, promotion, etc. from the inside out, makes you feel even more hooked.
One of the best expressions of a smart business strategy was when I got to know the nostalgia market in the United States. Plum, Tamarind, Strawberry-Banana and Soursop were fruits that were difficult to displace in the Mexican market, but they enjoyed great acceptance with our compatriots abroad because it was like bringing them a little piece of our country since it was not always easy to get those varieties. in their localities, but the most valuable thing was learning to “read” the signs of the market itself.
THIRD STORY: AS A PERSON
I have affection and gratitude for several people with whom I met in that organization and with whom I still maintain contact, but the most important is undoubtedly my wife, because I met her in Monterrey while, from her role in Human Resources, I was looking for recruit a manager for the region whom I would also interview… but I was recruited and that story is almost 20 years old.
Our children were born when we were part of the company, we had the opportunity to forge a heritage and it was a stage that we will never forget. So there is no way not to have a bit of Jumex in our veins.
SOWING REFLECTION
This company celebrated 60 years in the market and it is this consistent construction and renovation that has kept it connected to the brand with consumers, since Don Eugenio’s motto of having a Jumex in every Mexican home is the product of the passion of many people working towards the same goal.
Without a doubt, an era is ending in the history of a proudly Mexican company where, beyond marketing or agriculture, it can be verified that transcendence occurs because of the people, because of their commitment and because of the conviction towards a vision.
I wait for you in @soyjuanbecerril to continue commenting on Marketing, Agriculture and much more.