San Miguel

San Miguel, founded in 1986, operates in rural Mexico, focusing primarily on the production and processing of amaranth products such as flour, sweets, snacks, drinks, and protein supplements. It supplies these products to Mexican state governments for their nutritional programs, multinational food companies, and the public. Despite being located in an area with limited educational resources, San Miguel meets international food processing standards and engages in innovative research and development.

San Miguel also emphasizes community development, having transformed the village of Huixcazdhá into a more prosperous community. This social mission is central to the company's operations, fostering local employment and improving the welfare of its workers and their families.

However, San Miguel faces multiple challenges. Its marketing efforts are inadequate, lacking coherent communication strategies, clear branding, and attractive product labeling. The company has relied heavily on government contracts, making it vulnerable to policy changes. Financial constraints limit its ability to invest in expanding its distribution network and modernizing marketing approaches. The company’s dependence on government support poses a risk, especially as the amaranth market grows and new, better-funded competitors emerge. To maintain its position and leverage its production capacity, San Miguel must address these marketing and financial hurdles and continue to align its growth with its core social mission.

Developed in partnership with EGADE Business School, Tecnológico de Monterrey, Hidalgo