Ranger's

Digital Magazine

P.36

RANGER’S:

A shirt made of Mexican essence DIGITAL DOWNLOAD

THIRD BIMESTER 2017 | No 08, GRUPOAUGE.COM.MX

PASSION AND INNOVATION: THE BASIS OF THE RE-EMERGENCE OF MEXICO FOR ITS POSITIONING IN THE GLOBAL ECONOMY

p.

2

www.grupoauge.com.mx

p.

3

Letter from the President

p.

4

www.grupoauge.com.mx

Letter from the Editor María Eugenia Jiménez Zaragoza President grupo auge

Alejandro de León Jiménez

AUGE

General director

David Carrillo

Editorial director

Lylyana Avilés

Image and design coordinator

of the Mexican innovation

Susana Valdes Saldaña administrative director

Alejandra Sánchez

By: María Eugenia Jiménez Zaragoza, President Grupo Auge

GENERAL COORDINATOR

David Carrillo, Hernán Morales Espinosa WRITING

Lylyana Avilés, David Carrillo, Max Sepúlveda Graphic Design

Lylyana Avilés, David Carrillo

Editorial design, copy editing and layout

David Carrillo, Lylyana Avilés

D

Style correction

uring the development of this edition, we extended the meaning of two very important words for México: “passion and innovation”. Passion to contribute with the growing and innovation as a method to achieve them. The value of Made in Mexico continues to strengthen as the country’s cover letter in the global market. Every day, there are more and more companies that are opening to the world and demonstrating the best of the Mexican manufacturing in American, Asian, African and European countries.

Rick Alaniz, Hernán Morales Espinosa, Juan Carlos Ortega

Photography

Lylyana Avilés Photo editiing

Max Sepúlveda, Arturo Cervantes, Lylyana Avilés, David Carrillo, Nelson León

Digital platform and social networks

All of that shows that our nation has the potential to continue its path toward economic and social development. Sample of this are the business leaders and companies that join to this edition, companies that won’t rest in their search to reaching success, to promote the development of economy, create jobs and, mainly, contributing to the Auge of México.

Erika Karina García Padilla Translator

Isabel Trigo Ramírez

Correspondent

Fabiola Villa

My sincere thanks to Manuel Herrera, Agatha Ruiz de la Prada, Vivian Lan, Ivan Bennet, Daniel Pandza, David LaChapelle y Miguel Monroy Díaz for sharing their experiences and advices with us.

Even though not all of us share the same nationality, we share our love for Mexico and a strong conviction that together we can make a change to take the world in the right direction.

Reporter

Ricardo de León Jiménez Comptroller

Óscar Jiménez Zaragoza Administrator

Lorena Acosta Banda General assistant

Mtro. Arturo Martín Pérez Díaz, Patricia Flores Ozuna, Aram Alejandro Mena, Job Aaron Viramontes Collaborators

Editor’s Choice In the face of the current

The designation of origin

has, there are alternatives

diverse animal and vegetal

challenges that the country and projects that actively promote the Mexican economy: innovation and regulation.

p.10

is a concept granted to articles, as well

as to human creations that identify a region or people.

p.72

auge de México es una publicación de Fomento y Auge Empresarial S. A. de C. V. con reserva al uso exclusivo del título Jalisco: Auge de México, bajo el no. 03201203131255450001 con fecha 13 de septiembre de 2013, expedido por la Dirección General de Derechos de Autor. Certificado de licitud del título y contenido en trámite. Se prohíbe la reproducción total o parcial bajo ninguna forma o sentido, electrónica o mecánica, fotográfica o magnetofónica, sin permiso escrito de la editorial. Fomento y Auge Empresarial S. A. de C. V. no se responsabiliza por errores u omisiones cometidas involuntariamente en la información contenida dentro de este volumen. © D. R. Fomento y Auge Empresarial S. A. de C. V. Av. Novelistas 5137, Col. Jardines Vallarta, 45027, Zapopan, Jalisco +52 (33) 3673 2001 / +52 (33) 3944 4006 contacto@grupoauge.com.mx Auge de México - Digital Magazine Hecho en México

p.

5

Content

Opinion leaders p.10 Manuel Herrera Vega Challenges of the Mexican industry

p.16 Vivian Lan

Creative thought for the development of the industry

p.38 Ivan Bennet

The value of Made in Mexico in the Trump era

p.44 Daniel Pandza

Passion for business

p.54 David LaChapelle

The path to success through photography

p.68 Miguel Monroy Díaz The perfect combination of gastronomy and tourism

p.82 Agatha Ruiz de la Prada

The possibilities of fashion in Latin America

p.30 María Rosario Mendoza México is a trend

Suffering wasn’t only the ticket to heaven, it was also the excuse for an explosión of color and brightness in the paintings of Santuario de Atotoniclco in Guanajuato, declared Heritage of Humanity by unesco.

p.76

p.

6

www.grupoauge.com.mx

Content

p

p

p

Industry and Manufacture

p.48

Health and life style

p.12

defines ours.

p.84

.82

Fiscal incentive to innovation.

p.14

Pounce. Transforming ideas into products.

.46

ap & alzati. The success of our clients

p.52

vila®. Experts in intellectual property.

.72

Rainwater collection.

p.86

Education and culture

cemer-unitae. Innovation and leadership in kidney transplants.

Innovation, technology and design

p.56

p.88

p.18

p.58

Digital Creative City.

p.20

Internet of Things (IoT).

p.24

DG Energy Capital. Energy for the future of Mexico.

p.26

Bestground. Innovation in healthy trends.

p.36

Ranger’s. A shirt made of Mexican essence.

Infrastructure and development p.40

The ports of Mexico.

Services and trade p.46

fintech. The bank of millennials.

Education through social networks.

First gathering of university principals of Mexico and The United States.

Natura BioFoods. Promoting a healthy lifestyle in the world.

p.92

People in Auge.

p.60

Rubén Fuentes Gasson.

p.62

Checa. The trace of the female sensuality.

p.64

Simón Cruz. Visions: the creative universe.

editorial board

María Eugenia Jiménez Zaragoza president grupo auge

Alejandro de León Jiménez general director

p.66

Karla Aparicio. The artistic excellence of Mexicans.

Raúl Padilla López president of fundación universidad de guadalajara a. c.

Juan Rafael Mejorada Flores

Tourism and gastronomy p.72

From Mexico to the world.

p.76

Atotonilco. The art of pain.

general coordinator of business competitivity, minister of economic development of jalisco

Dr. Héctor Enrique Salgado Rodríguez general director of superior of higher education of jalisco

José García Macías general director corporativo macías dueñas

Patricia Flores Ozuna journalist

p.

7

Opinion Leader

industry / manufacture

Manuel Herrera Vega

President of the Confederation of Industrial Chambers (concamin) President of Mexico, Innovation and Design (mind).

Challenges of the Mexican industry

I

n the face of the current challenges that the country has, there are alternatives and projects that actively promote the Mexican economy.

Innovation and regulation play a significant role in the growth of companies that are looking to make their way out of uncertainty and the changes caused by the current national and international issues.

p.

10

www.grupoauge.com.mx

Opinion Leader

It is a fact that the regulation in Mexico is a big challenge. Currently, national companies invest 3.16% of the gdp in procedures, when the index of international competitiveness indicates that the countries with best evaluations are below 2%. Analyzing the economic factors, Mexico could substantially move forward and achieve a 2.5% in procedures and regulations; which has a range of free investment for the companies that could contribute to the gdp growth above 3%.

Diminishing the cost of regulations and removing the discretion margin through the use of information technologies will help the eradication of corruption, since this is how is considered the governmental inefficiency by specialized international organisms.

When a public officer won’t do his job in an optimal way, the entrepreneur will be forced to look for another way to achieve his or her projects, which usually opens the door for illegal or corruptive acts.

Innovation and regulation become subjects of great significance by impacting in the national economy. Public and private institutions must improve their processes and make an efficient use of their resource to achieve a reduction in their operational expenses, increase their productivity and contribute to the economic development of the country.

“

Diminishing the cost of regulations and taking out discretion through the use of information technologies will help to the eradication of corruption.�

p.

11

Industry / Manufacture

FISCAL INCENTIVE TO INNOVATION BUILDING THE FUTURE OF INDUSTRY

Digitalization and the use of technology in production processes can save the companies up to 30% in their operation costs. The adaptation of companies in the era of Industry 4.0 will allow a better decision-making when doing business, and, it will also successfully reinforce commercial connections.

p.

12

www.grupoauge.com.mx

Industry / Manufacture

It is through technologic innovation that Mexican companies increase their competitive level, provide greater benefits to society, have a positive impact in the social and economic development, and create new sources of employment.

The federal government implemented the Fiscal Stimulus to Research and Development in Technology program (efidt by its Spanish acronym). This support program consists on a 30% fiscal credit on incremental costs that are made in the fiscal exercise of technologic investigation or development. It has the support of the Ministry of Treasury and Public Credit, the National Council of Science and Technology (conacyt) and the National Chamber of the Transformation Industry (canacintra).

Technological development and innovation in the industry create greater competitiveness and positioning in markets.

In other words, it is thanks to this kind of fiscal incentives that Mexico can move forward in economic matters.

The expected digit for these incentives is of 1.500 billion pesos from the Ministry of Treasury, and from the private sector, it is an investment of nearly 3 billion pesos. The intention is that in the next few years, this amount, as well as the interest of private companies to contribute to this kind of incentives will increase.

Initiatives like this have been a complete success in countries with great competitiveness such as Ireland, Finland and South Korea, a highly renowned country for its technological progress, which can be seen in its companies with a great variety, from mobile devices to specialized medical equipment.

The fiscal incentive is the great opportunity for entrepreneurs to strengthen their companies with the help of technology. Moreover, Mexico has a human capital that is able to respond to these demands thanks to the new graduates, who are waiting for an opportunity to demonstrate their skills.

p.

13

National Pride

Pounce Manufacturing Transforming ideas into products

p.

14

T

he comprehensive service that characterizes one of the most important enterprises of technology in the world, Pounce, makes the development of diverse products that satisfy the technological needs of homes, companies and countries possible. Through its specialization area in manufacturing, and to its catalogue of international clients, Pounce actively contributes to the Auge of the Mexico economy by promoting the national talent and providing cutting-edge technology to society.

www.grupoauge.com.mx

Auge de MĂŠxico Industry and Manufacture

National manufacture is widely renowned by its high quality level. Although it was born in The United States, since its acquisition in 2005 by its current General Director, Roger Viera, Pounce has quickly grown thanks to its Mexican production and manufacturing, which transforms ideas into products for national and international clients.

One of the main pillars for success of the company is the manufacturing area, which has significantly spread its offer of products since it was launch, back in 2010. The offering includes products such as electronic articles, smart meters, illumination, robbery detectors, control of equipment for the creation of energy, infusion pumps and industrial protection equipment, among other projects that cross borders in order to be distributed across the world.

The strength of the leadership of the Chief Manufacturing Officer, Juan Llera, lies in the human capital, who is able to offer high quality products, thanks the academic studies, professional experience and creativity of the men and women that are part of it. The manufacture operation is design to be flexible, agile and to answer the needs of the development of new products.

Moreover, Pounce’s manufacturing has the greatest quality standards, production control and certified processes.

Pounce continues to make our country a benchmark in the development of technology and human talent. Its initiatives and actions establish the Mexican manufacture as one of the best in the world.

www.pouncecorp.com

/pouncecorp

@pouncecorp

contacto@pouncecorp.com

+52 (33) 3942 2500

Opinion Leader

Innovation / Technology / Design

Vivian Lan Singularity University Ambassador in Mexico

The creative thought for industry development

T

o achieve a transformation in the sphere of innovation and develop a more creative sense, you must be curious and submerge yourself in every possible aspect. To motivate and encourage new ideas, we must avoid hanging around experts. The least expert, and the greater capacity of learning, the better the possibilities of achieving a creative process.

p.

16

www.grupoauge.com.mx

Opinion Leader

Throughout my career in the creative sphere, I have heard avid and polemic chats about the impact of technology in society. People talk mainly about artificial intelligence, as it was an attempt to substitute men and suppress jobs. However, reality is very different because when we talk about artificial intelligence, we have to take into account that technological advances seek to complement and make the life style of human kind easer, they are not looking to eradicate or displace labor force.

However, there are many things where artificial intelligence shows virtues, such as its high capacity of analysis and data correlation in the entire universe, it is seen as one of the greatest developments in history of mankind. Its skills can be easily applied to any productive sector or industry.

But beyond developments, the creative thinking that derives into knowledge, science or technology, must have the common wealth as a goal. It is not about raising the status of humans, or showing portraits in scientific cover magazines; it is about contributing to society and search for the points that improve our areas of weakness.

Exponential technologies won’t break the sources of employment; they will transform them and even develop them. No matter what, jobs will go through multiple changes.

The current position that we have in our companies is different than those in the past; the job that the next generations will have, may not be created yet.

Experimentation, inspiration and collaboration are key elements for universities and public and private institutions to develop an optimal field of action in matters of technology and innovation.

“

Creative thought must have as a goal the common wealth. It must contribute to society and search for the points that improve our areas of weakness.�

As a member of a chain of universities, I sustain that experimentation and innovation come together with inspiration and the adequate values to build a surrounding in which collaboration and team work reach a greater exchange of knowledge, techniques and models to standardize results in a great variety of disciplines.

p.

17

Innovation / Technology / Design

CREATIVE DIGITAL CITY CULTURAL INNOVATION AND URBAN CREATIVITY In order to make the most out of the development of technologic innovation in cities, the United Nations Educational, Scientific and Cultural Organization (unesco) created the Network of Creative Cities with outstanding members like Austin, Dublin, Rome, Granada, Sidney, Tel-Aviv, and, San Cristobal de las Casas and Puebla in Mexico.

p.

18

www.grupoauge.com.mx

Innovation / Technology / Design

G

uadalajara is applying to be part of this network while taking firm steps to secure the sustainable development in the city –which is considered among the most innovating and competitive cities in Mexico.

The great cultural and historical background that Guadalajara has, make it a significant hub of attention for the development of creative and digital industries.

The capital of Jalisco has managed to define and organize different methods for the consolidation of the project with the support and incorporation of the region’s creative industries. Its candidacy as Creative Digital City will strengthen the plans for the attraction of international investors and will also boost the sectors of music, literature, gastronomy, design, movies, crafts and folklore.

The city’s capacity of articulation must be focused on the policies of development and on the attention of technical aspects on the development agenda of the United Nations (un). The project has to be linked to

the work program of a metropolis, with the goal of creating solid actions and exchange networks with the rest of the cities.

The application of the metropolis is more focused on the area of Media Arts, which promote infrastructure activities that the city has to offer, mainly on the creative and culture resources that it has.

Guadalajara Metropolitan Area (zmg by its Spanish acronym) has a great historical and cultural background, making it a significant attention hub for the development of creative and digital industries. To reach its inclusion in the network of Creative Cities, the perla tapatía –as it is known- doesn’t have to compete, it has create connections and organize its internal policies in order to reach foreign projects and strengthen the networks with the cities that are already part of the unesco’s framework.

p.

19

Innovation / Technology / Design

Internet of Things (IoT) When technology surpasses the routine It is not science fiction, but very soon we will be connected to objects through internet, with the goal of making our lives more efficient. But, what other advantages does the Internet of Things offers to us?

p.

20

www.grupoauge.com.mx

Innovation / Technology / Design

The Internet of Things is an intelligent system employed in objects and people connected with internet. And not only that, but it also refers the ability of objects to make human actions such as payments, schedules of agendas, and shopping, among other things.

This technologic revolution can be applied to every human production sector such as health, business, and of course, home and business.

It is currently in the development stage but it presents a growth in gigantic steps.

According to figures published in United States, it is planned that in 2020 the number of devices connected to internet

reaches 50 billion, with multiple economic benefits for the companies that develop them and the countries that promote them.

The researchers and creators of the book Internet of Things, Rajkumar Buyya y Amir Vahid Dastjerdi have estimated the impact of IoT in 11 trillion dollars per year for 2025. This quantity represents 11% of the world economy.

In the next years, the Internet of Things will represent an essential element for companies. For this reason, it is part of the future of the economy denominated “Industry 4.0�.

Main advantages of the Internet of things: - Improvement in efficiency and quality of every kind of services.

- Excellent functioning in the urban infrastructure.

- Control in situations that threaten the environment.

- Promptness of operations, repairs, organization and control in industries.

- Monitoring, regulation and detection of issues in energetic supply.

- Connection of every activity through mobile devices with the help of software and apps.

p.

21

p.

22

www.grupoauge.com.mx

p.

23

National Company

DG Energy Capital Energy for the future of MĂŠxico

W

ith the goal of fighting climate change through the financing of renewable energies, dg energy arises to incentivize the development of clean energy in Mexico. The interest in solar energy increases because it represent and alternative to fight against climate change, and also because expenses are minimum in comparison to electric light.

p.

24

www.grupoauge.com.mx

Auge de MĂŠxico Innovation, Technology and Design

dg energy capital is an initiative launched by caaapital, Shangai Ventures and Intelegis.

Through a capital fund, they are looking to finance installing and developing companies of solar panels to provide to their different clients, whether they are industrial, commercial or residential, the opportunity of acquiring their products and services that create pure and affordable energy.

This fund is possible thanks to the constant participation of private companies interested in an eco-friendly generation of electricity.

The objective of the creators of dg energy capital is to incentivize a greater approach of Mexicans and Latin Americans to the use of clean energy in their daily activities.

According to the Ministry of Energy, our country develops nearly 21% of energy from renewable sources but only 1% comes from solar panels. This figure, along with the poor access to competitive capital for developers of this kind of energy is the challenges that dg energy capital solves.

The environmental culture is promoted with this financial model, a culture needed in our time, as well as the competitiveness and profitability of the companies that are concerned with the ecologic and social welfare.

www.dg.energy

alberto@dg.energy

(+52) (33) 3615 5085

National Pride

Bestground Innovation in healthy trends

p.

26

B

estground’s innovation and its exportations have raised a great interest in the market of healthy food due to the new trends of consumers regarding healthcare and consumption of natural products. Nowadays, thanks the premium range solutions that it offers to each client, its products and commercial brands are recognized all over the world.

www.grupoauge.com.mx

Auge de MĂŠxico Innovation, Technology and Design

Agave has been considered a prodigious plant for many centuries because its producers make the most out of it, elaborating different products, such as textiles, ornaments, tools, fibers, food and even medicines.

This is because agave, specially the honey that the plant produces, have gain popularity thanks to its beneficial properties. The most evident benefit is the low glycemic index that it has in comparison to regular sugar. For this reason and because the human body easily absorbs it, experts in medicine and nutrition have encourage its consumption.

In the last few years, sugar has been in the center of debates due to its harmful effect and its relation with chronic diseases like diabetes. In the world, families, restaurants and even governments have taken actions to stop or regulate the excessive use of sugar, at the time that they have search for an alternative to substitute it.

An example of this is the actions that our country has taken, such as the application in 2014 of a tax to sugar with the goal of reducing the high rate of diabetes and to save the life of nearly 18,900 people. In 2018, United States is expected to apply a similar measure as ours, benefitting the proudly Mexican agave honey.

Benefits of the organic agave syrup: - Low glycemic index.

- Elimination of fats and toxins.

Without a doubt, the contribution of Bestground in the production of healthy food with nutritional value is the most significant in Mexico, since it has a participation of 58% in the market.

Moreover, its products are exported to more than 18 countries in the world.

www.bestground.com.mx

- Inhibition of the growth of the salmonella or E. coli bacteria.

- Gluten free.

- It contains probiotics that contribute to the care of the intestinal flora.

/BestGroundInternational

@bestground

sales@bestground.com.mx

+52 (33) 3648 9901

p.

29

SPECIAL

MarĂ­a Rosario Mendoza p.

30

www.grupoauge.com.mx

Auge de México Special article

México is a trend Twenty-eight years ago, María Rosario Mendoza visited New York. One of her visits was the headquarters of the United Nations, a place where she couldn’t go in as a tourist. But she never imagined that 28 years later, she would be in one of those rooms receiving the Women Together Award; a prize that recognizes her work as woman and as entrepreneur by putting the Mexican couture on the world’s view. Auge de México talked with her to know more about her work in the national fashion and her contribution to society, especially to women.

María Rosario Mendoza is the founder designer of one of the greatest fashion houses in Mexico: takasami. In 2012, the brand received an EMMY award granted by the Academy of Television Arts and Sciences for her design of the costumes of the opening and closing ceremonies of the Pan-American Games Guadalajara 2011.

p.

31

SPECIAL

What do you think of the Mexican fashion industry?

It is an industry that has grown with deficiencies and challenges. We import many fabric and inputs that we don’t posses, but that opens a door to the great advantages that we do have: creativity.

How does takasami faces the challenges of the competition and the recent creative industries?

With creativity and innovation to offer a different product; changing, transforming and adapting to the new needs and trends of the always changing fashion industry.

As a representative of the Mexican fashion, what are you looking to express with your designs?

I don’t feel that I am a representative of the fashion in Mexico, but with my style, I pretend to show the wealth that we have, both in crafts and culture, as well as in customs, roots and folklore of the Mexican indigenous. I want to show a piece of everything that Mexico has to offer through our rich culture.

How are the people that dress your creations?

They are unique; they are searching for something different and enjoy wearing a trend with cause and humanitarian awareness. They also want something comfortable and casual, for example, men wear guayaberas in different events.

If you had the chance, how would you dress the Mexican community?

I would dress them with the same garment, one that makes us look the same, with a universal and timeless style. I will complement it with the best accessory: a smile and good attitude.

What are your next plans and projects?

I am always working on different projects at a time. Right now, I am designing something that is related to the work of Juan Rulfo. Every day, the horizon of fashion is more difficult and challenging. But adversity is the mother of creativity, and creativity is something that Jalisco and Mexico has plenty of.

First the EMMY, now Women Together. How do you keep your feet on the ground with such significant awards?

Acknowledges are that: acknowledges to your being, your work and your action. But they don’t make me more important or superior; they are a commitment to me to make my work better.

p.

32

www.grupoauge.com.mx

FIGHT FOR THE WELFARE OF WOMEN For Rosario Mendoza, one of the purposes of her work is to inspire and invite women to undertake, to search for a better life and to overcome their problems. Thanks to these efforts, she was granted the Women Together Award, from an organization that is part of the Social and Economic Council of The United Nations (UN).

How does your experience as entrepreneur support Mexican women?

I inspire them with conferences and lectures. I motivate them to believe in themselves, to develop their potential and encourage them to learn more and make their dreams come true.

How is your work with indigenous women?

For many years they have been my support with their textile work. I have had the chance of working with women form different regions of the country, this is how I learned from their art, I learned to value it and to make an enormous work to make other people appreciate it as I do.

How would you like to see Mexican women?

Without any discrimination for the fact of being a woman, mainly on the countryside and in the indigenous communities. With an equal treatment, with freedom of thought and action on doing whatever they decide, without religion of customs forcing her not to think or comment on.

What impact had on you the process of the Women Together Award?

I understood that we all have skills and possibilities of doing a good job that benefits the others, without thinking that we will be recognized by it, but for the personal belief and satisfaction. This award will force us to strengthen our actions and to make a greater commitment with our equals.

You have won different awards throughout your career, what do you think now that you see them?

I still can’t believe some of them. Of other, I feel a great satisfaction because they have helped people that have nothing or almost nothing to have medications, home, protection, and etcetera. My satisfaction is that my work has been a bridge to obtain sponsorships with the goal of improving the quality of life of our people.

p.

33

SPECIAL

Which celebrities would you like to dress?

I would have loved to dress the actress Dolores del Río.

What kind of music do you listen to when you design?

I like instrumental music, soft, relaxing, that allows me to think and work without any distraction.

What book are you currently reading?

I am reading The Burning Plain and Pedro Páramo again, since I am working in something related with some of the characters of Juan Rulfo.

How would you like to be remembered?

As someone that had the idea of transforming the Mexican fashion by creating a style with its own identity and that succeeded in internationalizing garments that tell the history and culture of Mexico.

If you were someone else, how would you describe María Rosario Mendoza?

As a person that was coherent in her way of thinking, talking and acting, someone proud of her country.

p.

34

www.grupoauge.com.mx

Auge de México Special article

María Rosario Mendoza in phrases

“I don’t feel that I am a representative of the fashion in Mexico, but with my style, I pretend to show the wealth that we have, both in crafts and culture, as well as in customs, roots and folklore of the Mexican indigenous. I want to show a piece of everything that Mexico has to offer through our rich culture.”

“Every day, the horizon of fashion is more difficult and challenging. But adversity is the mother of creativity, and creativity is something that Jalisco and Mexico has plenty of.”

“I would like to see women without any discrimination for the fact of being a woman, mainly on the countryside and in indigenous communities. With an equal treatment, with freedom of thought and action on doing whatever they decide, without religion of customs forcing her not to think or comment on.”

“I would dress the Mexican society with the same garment, one that makes us look the same, with a universal and timeless style. I will complement it with the best accessory: a smile and good attitude.”

“I have had the chance of working with women form different regions of the country, this is how I learned from their art, I learned to value it and to make an enormous work to make other people appreciate it as I do.”

“We all have skills and possibilities of doing a good job that benefits the others, without thinking that we will be recognized by it, but for the personal belief and satisfaction.”

“My work has been a bridge to obtain sponsorships with the goal of improving the quality of life of our people.”

p.

35

National Pride

Ranger’s A shirt made of Mexican essence

R

anger’s, the emblematic Mexican brand of cowboy and charro style shirts, is one of the most representative brands in the exportations of clothing industries. With presence in Latin America and Europe, its work has been recognized by the federal government and its international expansion is linked to massive media such as television and music.

p.

36

www.grupoauge.com.mx

Auge de México Innovation, Technology an Desing

Promoted by the Santana Muñoz family, Ranger’s is a successful company with over 30 years of experience. It contributes to the development of the country by creating jobs and boosting the economy in Tocolotlán, Jalisco – renowned town for its participation in the clothing industry.

Directed by Roberto Santana, the brand was established in 1985. Its history begins with the talent of Roberto’s wife, Eva Muñoz, who started making shirts for different events in Guadalajara. With a vision that spread their horizons, what began in a small workshop, quickly transformed into first level facilities.

From the beginning, their business plan established a very strong influence in the Mexican and American market and continued with other American countries, such as Canada, Guatemala, Nicaragua, Panama and Colombia. Afterwards, it spread to Germany, England, Italy, Spain, France, Czech Republic, Norway, Sweden and Switzerland.

The satisfaction level among their clients has remained highly rated thanks to the excellent materials that they use in their shirts, which are 100% Mexican. It is because of that excellent reputation that Ranger’s is part of the wardrobe of successful international television series, with followers in United States and Latin America.

Ranger’s quality and economic promotion has been recognized in a regional and national level with two highly prestigious awards, such as the Galardón Jalisco to exportation in 2015 and the National Exportation Award in 2016 issued by the National Institute of the Entrepreneur, and given by the President of Mexico, Enrique Peña Nieto.

Auge de México recognizes the work of Roberto Santana and Eva Muñoz, who in addition of having an active participation in the economic development of the country, are also actively working to obtain the distinction of Socially Responsible Company (esr by its Spanish acronym), thus, corroborating their commitment with the environment and the Mexican society.

www.rangers.com.mx

Camisas Ranger’s

camisas@rangers.com.mx

(+52) (349) 776 0875 (+52) (349) 776 1921

Opinion Leader

Infrastructure / Development

Ivan Bennett Co-founder of Austar Telecommunications and pioneer of the concept “Food on the move�

The value of Made in Mexico in the Trump era

F

aced to the challenges imposed by United States, Mexico has to think and realize of the quality of its manufacture, of the importance of trading with other regions and of the great opportunity that the risk of the transformation of the North America Free Trade Agreement (nafta) implies.

p.

38

www.grupoauge.com.mx

Opinion Leader

The world is in constant change, especially in the last few months, with events that have transcended in the world’s politics such as Brexit, the rejection of people towards politicians and, of course, the influence of Donald Trump as the president of United States.

Definitely the administration of the controversial entrepreneur is changing the political and social panorama of the world.

One of the most outstanding actions since his presidential campaign is the hostile attitude towards other countries, like Mexico.

Even though the situation has had its ups and downs for the role of the country as the greatest commercial partner of United States, this is the best time for Mexico. It is time to change and see Mexico as a brand, not as the low costs factory of Americans.

Mexicans have to become a renowned brand, highlight “Made in Mexico” and feel proud of their identity. They have the talent and quality to make every kind of manufacture, attracting transnational companies that promote the development and creation of jobs in the region.

It is time to look in the mirror and think about what Mexicans can do to face the challenges that Trump imposes. It is also time to sail to other destinations of the world.

Geographically, Mexico has a privilege location, with two big oceans that allow a maritime trade with dozens of ports to the east and west.

Mexico can aim at Europe, Asia, West Africa, whose economy is growing, or South America. The physical and moral wall that has been built is not more than an advantage to conquer the world with the renown and quality of things Made in Mexico.

“

It is time to look in the mirror and think about what Mexicans can do to face the challenges that Trump imposes.”

p.

39

Infrastructure / Development

Ports of Mexico Strategic points of commercial influence The significance of the maritime trade in Mexico is reflected in the multimillion investments that the federal government has made in diverse ports of the country. It is estimated that approximately 80% of the world’s trade of goods use this method, since it is easier to move greater amounts to a lower cost.

p.

40

www.grupoauge.com.mx

Infrastructure / Development

E

ighty percent of the worldโ s trade of goods uses maritime transportation.

According to the Ministry of Communications and Transportation (sct by its Spanish acronym), Mexico has a total of 102 ports and 15 maritime terminals. However, only 47 of these have a port enclosure, this means, federal areas that lend their establishments and port services (load and unload of products and people).

Such facilities are important for the national economy since this is where different activities such as trade, petrol and fish related activities take place and the tourist activities in places such as Veracruz and Mazatlรกn.

Overall, maritime transportation and trade are efficient and profitable. Mexico has invested in the expansion of ports so they can have the necessary infrastructure to receive products. Throughout 2017, sct has informed about the multimillion investments that it will make in ports like Mazatlรกn, Progreso, Lรกzaro Cรกrdenas and Veracruz.

The investment made to Port of Veracruz of over 31 billion pesos is the greatest in its history. With this amount, the port is expected to be the biggest in Mexico, exceeding the ports of Lรกzaro Cรกrdenas and Manzanillo regarding size and capacity.

In addition of those ports, there are others that are also important in diverse sectors of the Mexican economy. Among which, the ports located in the Pacific Ocean, such as Manzanillo, Acapulco, Ensenada and Guaymas, stand out. These ports receive products that are mainly related to the automotive and manufacture industry.

Located in the Gulf of Mexico are Altamira, Tampico and Ciudad del Carmen, with great activity of transportation of fuels.

It is expected that in the next years, the investment in Mexican ports, both public and private, will increase with the goal of having facilities and services to satisfy the demands of load and unload.

T

he maritime transportation and trade are efficient and profitable. Mexico has invested in the expansion of ports so they can have the necessary infrastructure to receive products.

In the case of Mazatlรกn, the announced investment to broaden the port terminal is 1 billion 300 thousand pesos with the goal of expanding the operational capability from 270 to 350 million tons. While in Progreso, the goal is to extend the port to transform it into a distribution terminal of hydrocarbons for the southeast of Mexico.

On the other hand, Lรกzaro Cรกrdenas is in constant growth, since there was a recent investment of 7 billion 400 pesos. The new terminal specialized in containers was opened recently, making Lรกzaro Cรกrdenas the greatest storage port of the country.

p.

41

Opinion Leader

Services / Trade

Daniel Pandza

Director of Business Innovation & Marketing in Interlub Group and producer of TEDxZapopan

Passion for business

H p.

44

ow do you define success? Do you define it with the money that you earn or with the satisfaction that you feel while working? What would happen if instead of choosing two alternatives (money or passion) you could have both?

www.grupoauge.com.mx

Opinion Leader

To reach this conclusion, I had to go through a process of professional transformation. My job as a teacher made me happy, I had the opportunity to inspire and help others, but I didn’t earn as much as I wanted. I gave lectures and advices on business innovation but I was not applying any of that to my life.

I am sure that most of the entrepreneurs have gone through this process, where you think about your current job, where you have a salary but that is not your passion, or on the contrary, you follow your passion but your utilities are terrible. In my case, that is what happened.

Everything changed when I found a valuable purpose and focused on making the most of my possibilities (strengthening my imagination, using my talents, creating contacts, practicing persistence) and constantly working on expanding boundaries.

When the question changed from is it possible? To, what do I have to do to make it possible? I started gathering a team of people that had the same purpose , this is how the doors opened to us to make our dream come true.

Communication has been the key element during the entire process. We started each conversation with the purpose of our project and listened to the people. We wanted to understand if their goals and ours were compatible or not.

Eight years ago, under this principles and concerns, began the search of ordinary people who accomplished extraordinary things. Conversations with more than 1,000 people have allowed us to confirm the effectiveness of our questions and to build a platform that connects local talent with the world.

A company is the ideal platform to undertake a project of any nature. What is important is to join to people that share the same purpose and complementary talents to the ones of the entrepreneur.

“

The secret of passion is the balance between passion and capital. A company is the ideal platform to undertake a project.�

p.

45

Services / Trade

FINTECH The bank of millennials Financial transactions are now easier to make thanks to fintech, but, do you know what do they offer and what is their situation in the country?

p.

46

www.grupoauge.com.mx

Services / Trade

T

he fintech concept is the union of the words Financial and Technologies. fintech are companies that offer financial products and services through digital platforms like software, websites and mobile apps. fintech are attractive for their speed and easy

access, also, because you don’t need to go to an establishments with certain schedules. For now, the majority of their beneficiaries are the millennials, although the older generations also enjoy their advantages.

The services that they offer are wide and vast, going from loans, credits, payments, remittances, invoices, transferences and even crowfunding. You can also find financial advices, saving systems, planning of personal finances and insurances.

In the case of Mexico, fintech have found a productive ground, since day by day, there are more and more investors and young entrepreneurs interested in them.

According to digits published by fintech Mexico, organism interested in grouping this kind of companies and regulates them; there are nearly 200 fintech with over 500,000 active users.

The large majority are focused on three areas: loans, payments and remittances.

According to specialized sources, in 2016, there were more than 100 million dollars invested in the creation and development of this kind of companies. 2017 represents their regulation year to achieve greater confidence for investors and society.

In the last months, the Ministry of Treasury and other governmental organisms began the management of a financial technology law, with the goal of providing legal and social certainty to this kind of companies.

The final result will be known by in the third semester of the year, in which the regulations will be defined in order to avoid money laundering and prevent frauds. fintech are taking fast steps in Mexico

and will be doing it with more determination in the few months. What this kind of companies pretend is to include a great part of the population in the financial systems, so, in addition of making payments and money transfer, they also have access to financial education, saving programs and insurances. All of this with just one click.

p.

47

National Pride

AP & Alzati The success of our clients defines ours

T

he diversity of services that offers one of the main legal and financial firms in the west has leaded them to establish within the preferences of the Mexican entrepreneurs.

Nonetheless, its main product distinguishes from others: ap & alzati offers confidence.

p.

48

www.grupoauge.com.mx

Auge de México Servicies and Trade

With the premise “success of our clients defines ours” Alfredo Pimentel Alzati, General Director, has build a firm that treats its clients as partners. This means that the growth of one derives of the success of the other. For this reason, the team of specialists of ap & alzati takes each step very seriously with the goal of grating the development of both companies.

There are several risks when establishing a company.

The Mexican entrepreneur must prevent problems and reduce risks that involve long and exhausting legal or fiscal processes.

The culture of a successful entrepreneur is the prevention and not correction. ap & alzati knows the reality and issues

that a person faces when starting a new business, for this reason, the firm is exhaustively looking to contribute to the

www.apandalzati.com

culture of business prevention to protect the Mexican patrimony and allow a greater competitiveness in the global market.

Confidence as the best ally.

In the business world, you learn from the multiple phases of a project. Not only are there fiscal needs, but also administrative, legal, talent, and collection, among others.

For this reason, ap & alzati is the best partner for the entrepreneur, since it offers the confidence of mastering each aspect of a company to reflect benefits in utilities and development.

People is afraid of starting new things, they are frightened of investing time, money and energy in their dreams. ap & alzati is the best ally in the protection of heritage and consolidation of goals. “Lose your fears, approach to us and begin the new era of your company.”

@APGlobalFinancial

admon@apandalzati.com

M

exican entrepreneurs must prevent problems and reduce risks.

The culture of a successful entrepreneur is prevention, not correction.

(+52) (33) 3611 1261 (+52) (33) 3611 1262

p.

50

www.grupoauge.com.mx

National Company

VILA

ÂŽ

Experts in intelectual property

W

ith a new image, vilaÂŽ, is in constant update and maintains its commitment with the quality and professionalism that has established the firm as one of the most important legal firms of Mexico. Its work in matters of intellectual property has make it stand out in an international level, making part of the International Trademark Association (inta) in its more recent annual edition in Barcelona, Spain.

Its connection with the best firms in United States, Canada, Europe, Asia and Latin America, has established them in a national and international level as benchmarks in legal services in matters of corporative, administrative, regulatory, foreign trade, acquisitions and fusion, intellectual property litigations, fiscals and pro-bono programs.

p.

52

www.grupoauge.com.mx

Auge de México Service and Trade

With a new image, vila®, continues with its quality and professionalism that has established it as one of the most important legal firms of Mexico. Its work in matters of intellectual property has make it stand out in an international level, making part of the International Trademark Association (inta) in its more recent annual edition in Barcelona, Spain.

As a result of its ideology and commitment of constant improvement in benefit of its clients, vila® has made positive changes in its image in order to strengthen the innovation and evolution of its work team, which continues offering the best advice and service in the legal area, with the purpose of achieving the same quality that has characterized it since the beginning.

Due to the constant development of the global market in the last years, companies are worried about protecting their tangible and intangible creations. Hence, vila® has developed a strategic consultancy scheme in the area of intellectual property to offer a series of effective actions with the goal of protecting intangible goods:

Successful litigation cases: - Recuperation of the ownership of the brand of one of the most important soccer teams of the Mexican League.

- Representation of an international pharmaceutical company against its rival for the non-authorized use of registered marks.

- Recuperation of multiple brands related with cosmetic products to their legitimate owners through litigation strategies.

- Protection of technological and industrial patents - Brands, slogans and commercial names - Designations of origin - Copyright - Process related to licenses, franchises and assignations - Development of legal infrastructure and strategies to avoid piracy and unfair competition.

With an entire confidentiality and high level of protection, vila® keeps the management and protection of the Portfolio of Intellectual Property of its clients. These documents are carefully administered and individually sheltered for specialized professionals in the matter.

In addition, vila® is expert in litigation cases in matters of Intellectual Property with a great history of important successful cases.

All of this is product of the constant update of its lawyers, which is vital to know about the current needs of the client and keep contributing to the development of industries in Mexico and the world.

Master Víctor Vila, associate-director; César Ramírez, Citlali Carlos and Regina Palomar, partners and associates in intellectual property representing vila® Abogados in the annual reunion inta (International Trademark Association) Barcelona 2017.

“Knowledge exchange with a high grade of experience in the world. Constant update to offer its clients a firm of qualified professionals with global perspective.”

www.vila.com.mx

info@vila.com.mx

(+52) (33) 1204 0477

Opinion Leader

Education / Culture

David LaChapelle American photographer and director

The path to success through photograph

L p.

54

ost & Found is the opportunity to present new horizons and to reengage with the techniques that I started with in the world of photography, a passion that began in my childhood and that developed thanks to artists like Andy Warhol.

www.grupoauge.com.mx

Opinion Leader

I would have loved to have someone to give me a few words to guide me when I was young that could lead me to find what I wanted to do. In spite of this, life took me to my passion: photography.

Lost & Found is a series of photograph that I made in the last 10 years in Maui with the intention of showing the relationship of the human being with nature to avoid the perception and exploitation of the body as a merchandise. Moreover, it was the great opportunity to return to analogue photography and its manipulation through negatives.

If you know my entire experience in art, you might wonder the reasons why I started in photography. The truth is that since I was little, I had an interest for art thanks to my mother, who was the first model of my initial shoots.

At times, displaying my passion for art had me problems in school, I was bullied. After leaving basic education, I began working in bars and afterwards, I began working in Interview Magazine. There, I was lucky enough to work with Andy Warhol, who gave me the creative freedom with one condition, everyone had to look good.

My career as a photographer started in that moment. As I said in the beginning, I didn’t have anyone to guide me, but I am in the correct path. With this experience, I invite you to listen to your inner self, find your talent and develop it. You will see that acclamations will come eventually.

It doesn’t matter the discipline that you choose, just follow your heart and work on it. In my case, my path was addressed to arts, but remember that everyone and, artists especially, must make a work that illuminates the others.

“

Listen to your inner self, find your talent and develop it. Acclamations will come eventually.”

p.

55

Education / Culture

EDUCATION THROUGH SOCIAL NETWORKS

In the last years, learning through social media, mainly the streaming and video platforms has exponentially grown due the great amount of people that are searching for training beyond classrooms.

p.

56

www.grupoauge.com.mx

Education / Culture

Academy, an educational organization that offers resources both, in exact sciences and economy, finances and even history, in 39 languages.

What is the advantage of learning through tutorials or YouTube videos?

1. Visual attractive that this kind of material offers.

2. Learning rhythm that easily adapts to the student.

3. Accessibility is easy. You just need internet and a mobile device.

4. Reciprocity, since according to the professor or instructor, you will be invited to leave comments or activities to debate in the matter.

But exact sciences are not all there is. You just need to browse the web to find endless subjects like courses of languages, philosophy, music, cuisine, robotics, design, cinema and more.

Although the consumption of these materials is rising, it is not yet a threat to classroom courses. On the contrary, they reinforce the knowledge learned in school. Nonetheless, it is an excellent option to develop the educative autonomy and to expand knowledge without the need of an instructor.

The most used platform for this end, excepting the Chinese market, is YouTube, who reported nearly 1 billion published videos last year.

As a sample of this, Professor David Calle was nominated to the Global Teacher Prize 2017, commonly known as “The Nobel of Education”, for his use of YouTube to teach mathematics, physics and chemistry.

The Madrid-base teacher stated that this educative form was born to explain what wasn’t taught in classrooms, and for the youth to have a format that adapts to their needs.

Another example is Salman Khan, graduated from Massachusetts Institute of Technology, who began to upload videos to the popular platform to give math lessons to his family. Short time later, his videos generated thousands of visits that ended in the creation of the Khan

p.

57

Education / Culture

REINFORCING THE SPIRIT OF COLLABORATION BETWEEN THE UNIVERSITIES IN NORTH AMERICA: CREATING COMMUNICATION BRIDGES FIRST GATHERING OF UNIVERSITY PRINCIPALS OF MEXICO AND THE UNITED STATES – FIMPES & CIC

T

he initiative made by Federation of Private Mexican Institutions of Higher Education (fimpes by its Spanish acronym) was carried out with the goal of strengthening collaboration, communication bridges and the understanding between Mexico and United States.

Twenty-six university principals, 7 senior managers, 6 escorts and the President of the Council of Independent Colleges (cic).

p.

58

www.grupoauge.com.mx

Education / Culture

The visit was organized in cooperation with Universidad del Valle de Atemajac (univa), Universidad Panamericana and Tecnológico de Monterrey, campus Guadalajara and was sponsored by Santander universia.

During the gathering, the attendees discussed the different perspectives on collaboration between first level universities in Mexico and United States in the current environment of challenges and disagreements in the process of inclusion and understanding in North America.

They also explored articulation mechanisms to encourage the student and professors’ mobility, as well as the implementation of collaboration projects in matters of research and development of joint programs.

Council of Independent Colleges - cic.

One of the biggest university networks in United States. It gathers more than 600 universities and nonprofit schools that share among their objectives, the teaching with values, the creation of groups in a small scale and the institutional connection with community.

Federación de Instituciones Mexicanas Particulares de Educación Superior – fimpes.

The biggest network of private universities in México. Created in 1982, it gathers 108 prestigious universities for different social and economic sectors of every geographic area in the country. Altogether, they have more than 650,000 students (60% of the students of higher education in private universities). Among its main objectives is the achievement of the Certification of Quality of education offering, as well as encouraging the collaboration between affiliated universities with institutions of higher education of other countries. Currently, the President of Universidad del Valle de Atemajac (univa), the presbyter Francisco Ramírez Yáñez, is the President of the Executive Council of fimpes.

Presbyter Francisco Ramírez Yáñez President of Sistema Univa President of the Executive Council of fimpes

Universidad del Valle de Atemajac Av. Tepeyac No. 4800, Prados Tepeyac; 45050, Zapopan, Jalisco, México

www.univa.mx /UnivaGuadalajara @SistemaUNIVA p.

59

Education / Culture

Rubén

Fuentes Gasson p.

60

Without a doubt, Rubén Fuentes is one of the most outstanding Mexican artists of the last five decades. His artistic creativity as songwriter, arranger and producer, has marked the edge of the vernacular Mexican song.

His contributions to the genres of bolero ranchero, bolero moruno and romantic songs have transformed the Mexican culture.

Nonetheless, the creation of “symphonic mariachi” is the highest peak of his professional career by internationalizing Mexican music.

The year of 1944 marked an unprecedented act in the history of Mexico, because that was the year when Rubén Fuentes formed part of Mariachi Vargas de Tecalitlán in Mexico City. He began his career in the popular group as performer, to later continue as producer, arranger and musical director.

Rubén Fuentes is one of the most influent figures of the Mexican music across the world. Auge de Mexico commemorates his immense work in the vernacular songs and recognizes the significance of its creativity in the arts of the country.

www.grupoauge.com.mx

Education / Culture

p.

61

Education / Culture

Courtesy photo by: MarĂ­a MĂŠndez

THE TRACE OF THE FEMALE SENSUALITY

Checa p.

62

His inspiration is the sensuality that every woman has, sensuality that is reflected in his works, where he exhibits frustrations, happiness, dreams and achievements.

His paintings are guided towards the path of art to go on adventuring in the search of innovation and exploration towards the technique, with the objective of portraying in jute the passion that he has.

www.grupoauge.com.mx

Education / Culture

How do you define art?

It is the food of the soul, what keeps us sane.

What do your painting express?

What I like to talk about in my paintings is about the inexistence of perfection. It is impossible to reach it. Wanting to reach perfection is repeating something that is already written, without allowing us to innovate. Through a brush I can rebuild the reality and highlight the artistic essence that is inside me.

Who is your favorite painter?

Francis Bacon.

What do you enjoy the most about being an artist?

I am the full owner of my time. I enjoy the days 100%, even Mondays!

If you weren’t an artist, what would you be?

An inventor.

What do you consider is the main contribution of art to Mexico?

Art is a way of seeing life from a different perspective and to be able to expand ways of thinking.

p.

63

Education / Culture

VISIONS THE CREATIVE UNIVERSE OF SIMÓN CRUZ

The work of Simón Cruz is an open invitation to observe with a fresh look, emotional intelligence and intense colors, the fusion of figurative art with creative abstraction. An open window to the esthetic creativity of everyday life.

Through paintings, sculpture and textiles made with craft techniques, the artist from Jalisco, welcomes the spectator to his thoughts and ways of seeing life.

To him, every place can have an intervention. It seems that for the artist, there is no irrepressible element to creation, since he is convinced that art can do everything. For the artisans of this technique, there is no surface that can’t give more of itself to reality.

His creations are the ones of an artist that melts elements and features of universal art to give them esthetic validity. He makes the best narrative transportation out of daily life to enjoy and recreate the urban and personal experiences.

He is an irreverent creator, without any respect to surfaces; he seems to have never encountered the white pages of the creators of written narratives. His intense discursive proposal on two hands seems to be infinite at times, a proposal open to interpretation and appropriation to the spectator, who is the one that finishes the artistic creations.

His references to aboriginal art underpin with determination his traces and enrich that symbolic universe, where a man can be a fish, a skeleton realizing about life’s short time, or the jealous spectator of the reactions of the audience.

p.

64

www.grupoauge.com.mx

Education / Culture

Special thanks to José María Martínez Martínez

p.

65

Education / Culture

Karla Aparicio The artistic excellence of Mexicans Born in a cradle of artists, she is daughter of the painter Raúl Aparicio and niece of Juan Rulfo. Her passion? Experimentation, knowledge and bedazzlement by art in every expression.

Fully committed to the expression and manifestation of her ideas and feelings, Karla Aparicio found a more dynamic, original and distinctive way of making art and design her lifestyle. Her inspiration is the “inner me”, the nostalgia of her childhood and the value of things.

Karla Aparicio’s mission is not to sell her firm, which is displayed in paintings filled of colors and shapes, but to innovate in her creations in order to provide a product that makes any space or room become alive.

p.

66

www.grupoauge.com.mx

Education / Culture

“

To me, art adds tradition, origin and support to our roots and identity, it is creation without damage.

�

What changes would you make in Mexico in favor of art and design?

I will instill in children the love, respect and appreciation for everything that surrounds us.

I will remark the importance of our origins and traditions, as well as the significance of art.

What do you think of the Mexican art and design in the world?

Quintessentially, Mexicans have an artistic part of our customs and traditions in their souls, but sadly, these things are more appreciated by foreigners.

In a phrase, what is your life motto?

Live to feel and transmit!

If you weren’t into art and design, what would you like to do?

Know more about cultures and idiosyncrasies.

p.

67

Opinion Leader

Tourism / Gastronomy

Miguel Monroy DĂ­az General Director Santo Coyote

The perfect combination of gastronomy and tourism

T

ourism in Mexico continues to expand and make a contribution to the national economy that has no precedents. With this growth, the restaurant sector automatically establishes and offers unique concepts and spectacular flavors to tourists and locals.

However, the main dish that a restaurant should offer is not food, but the unforgettable, unique and incomparable experiences that are lived there.

p.

68

www.grupoauge.com.mx

Opinion Leader

For over 18 years, in Santo Coyote, we have learned that the true value of a restaurant lies in the contact with clients and follow the rhythm of the environment. Guadalajara has established as an emblematic city with exhibitions and relevant events of any kind, attracting thousands of tourists that are looking to satisfy their appetite in the best way.

Every day, we must show off our country.

The gastronomic sector must learn to work hand in hand with the tourism sector in order to achieve the best projection of the country. Each restaurant has delicious dishes that are highly attractive, however, we must also incorporate a team specialized in public relations and marketing to approach to the city events.

In Santo Coyote, we want to be present in social and executive events of Jalisco. We know what we are doing, but we also like to learn new things. For us, each event is a new opportunity to add and to enrich the diverse industries of Mexico, and become an intrinsic part of the city, no matter the subject, location, age or anything.

With this vision, we can show off our country to the world. Santo Coyote expands with the same concept in cities like Puerto Vallarta, Cancun, Tijuana and mainly, San Diego in the U.S. We are certain that hospitality and kindness are qualities worth exporting. Mexicans, like Santo Coyote, are distinguished by being “the best hosts”.

“

The main dish that a restaurant should offer is not food, but the unforgettable, unique and incomparable experiences that are lived there.”

p.

69

p.

70

www.grupoauge.com.mx

p.

71

Tourism / Gastronomy

From Mexico

to the world When you think of Mexico, what do you relate it to? Meet the main designation of origin that our country has and get immersed in the most diverse gastronomic cultures in the world.

The designation of origin is a concept granted to diverse animal and vegetal articles, as well as to human creations that identify a region or people. They must be developed with special characteristics that can only be given by the natural and cultural environment that surrounds them; therefore, they can’t be reproduced in any other part of the world.

Moreover, they are tools that promote the economy regarding tourism and service rendering.

The challenge is, according to experts, that Mexico increases its products to defend its production in countries like China. The organism in charge of granting this recognition is the Mexican Institute of Intellectual Property (impi by its Spanish acronym), created in 1993, until this day, it has distinguished 15 elements.

Tequila: elaborated with agave, it is mainly produced in Jalisco.

Mezcal: also made with agave, it is a symbol of the state of Oaxaca.

Bacanora: extracted out of a type

of thin agave, it is made only in Sonora.

Sotol: made with a plant called “Sereque”, it is found in the states of Chihuahua, Durango and Coahuila.

Cacao: only the coffee sow in Tabasco, specifically in the Grijalva River.

Charanda: representative of the Purépecha culture, its main ingredient is the juice of fermented sugar cane.

Veracruz coffee: it was in this state where the first coffee beans were sown.

Currently, Coatepec stands out as the main producer.

p.

72

www.grupoauge.com.mx

Tourism / Gastronomy

Chiapas coffee: it is in the region

of Los Altos were the aromatic fruit is produced. It flourishes in mountains of low height.

Vanilla from Papantla: in fact, the pod has a bitter flavor and the Totonaca culture attribute healing properties to it.

Chile habanero: harvested in the

peninsula of Yucatรกn, it is one of the most famous chilies in the world, mainly for its high level of spiciness.

Mango Ataulfo: in fact, this mango comes from Asia, however it adapted to the conditions of the wet Soconusco area of Chiapas.

Rice of Morelos: the harvest

of this Asian seed began in the XIX century, in the haciendas near Jojutla and Zacatepec.

Olinalรก: the Linรกloe tree is the

raw material of this unique craft from Guerrero. The color of the wood is natural thanks to the coal powders of the oaks and the stones.

Talavera: if Puebla is beautiful it is

because of the talavera that embellishes its houses, churches and silverware since the era of the New Spain.

ร mbar: another element that identifies Chiapas is this stone, which is the result of petrified resin.

p.

73

Tourism / Gastronomy

Atotonilco:

the art of pain Suffering wasn’t only the ticket to heaven; it was also the excuse for an explosion of color and brightness in the paintings that fill the Sanctuary of Atotonilco in Guanajuato, declared Heritage of Humanity by The United Nations Educational, Scientific and Cultural Organization (unesco).

The Sanctuary of Jesus Nazarene of Atotonilco has a shocking impact: below the faces of hundreds of angels that play among poems, colorful walls with landscapes of the life of Christ and altarpieces bathed in silver and gold that hide stories of pain, penitence and regret, with the objective of reaching the divine forgiveness.

p.

76

www.grupoauge.com.mx

Tourism / Gastronomy

The power or images The establishment of this venue was thanks to the priest Luis Felipe Neri de Alfaro for two reasons: a command of Christ through a dream and because Alfaro believed that the location of Atotonilco was similar to Jerusalem’s; an image that he had after reading diverse authors that described the Holy Land. The construction began in 1740 and finished in 1776.

Alfaro asked the painter Antonio MartĂ­nez de Pocasangre the decoration of the sanctuary. The artist made a hundred landscapes on the walls and vaults of the life of Jesus, of hell, paradise, the angels, personifications and a series of religious poems, written by Alfaro.

The main front of the temple is very simple and might not cause any impression of the inside visual delight. You must prepare your neck because you will have to look up to admire the frescos made by Pocasangre.

The first impact is in the entrance hall; here the artist represents the stages of Jesus, from The Agony in the Garden to the price that Judas paid for its betrayal.

In the central area, the power of electricity and candles make the golden altarpiece shine. It is drowned in the churrigueresque that guards the image of Jesus Nazarene, saint of the temple.

With the perfume of incense in the entire sacred place, it is impossible to stop looking at the roof. The portrait of the last few hours of Jesus continues: His trial, sentence and his way to Golgotha.

The walls and supports of the vaults are slightly illuminated by the light of a halfcloudy sky.

There are also the figures of Christ in pain: the first one is Christ Nazarenes, who dresses with purple velvet, carries a cross with silver details and sadly looks to his worshippers that are faithfully praying.

The other figure is the Christ standing in the pillar, whose face indicates despair, an uncomfortable position and wounds transformed in fountains of blood that nearly show the bones.

There is another surprise to the right there, the Chapel of the Virgin of the Rosary.

Fringed by two angels dressed with golden

p.

77

Tourism / Gastronomy

thread, lies an altarpiece that balances the use of gold and silver. Moreover, above a dozen mirrors, you can see the mysteries of the rosary, and, you can even see the paintings on the vaults, which show the story of this virgin, her patronage and the self-portrait of the painter.

The house of spiritual exercises Next to the Sanctuary is located the house of spiritual exercises, founded also by Alfaro and beginning its activities on 1740.

Hundreds of pilgrims from different parts of the country arrive each week to this place, with the purpose of spending a few days in this space dedicated to meditation and reflection through prayers.

When Priest Alfaro was alive, the believers and even the priest, made diverse physical punishments such as lashes, extreme fasting, among other unhealthy actions.

In addition of obtaining a pardon and the divine glory, they would also try to imitate the passion of Christ.

In order to make more dynamic the spiritual experience, the paintings and sculptures of the sanctuary, reflect the most painful moments of Jesus.

Alfaro, trained in the Seminary of MĂŠxico, had the firm intention of turning Atotonilco into a Holy city, as described by AgustĂ­n de Hipona in his work The City of God. During the 18th century, the sanctuary was far from the villa of San Miguel el Grande, which was perfect for the deepening of meditation. Nonetheless, it was a forced step toward the Route of Silver and Mercury, whose destinations were Zacatecas and Santa Fe.

p.

78

www.grupoauge.com.mx

Tourism / Gastronomy

From music to penitence Outside the temple the national story takes place thanks to the monuments in honor of Miguel Hidalgo. In this place, the priest took the banner of the Virgin of Guadalupe. On the weekends, the main street turns into a market with different odors from the different dishes that can be enjoyed to the rhythm of religious praises and regional music.

Out of all the different stands, the ones that stand out are the stands of religious articles. They offer replicas of the Christ figures on the temple, paintings of the New Jerusalem or even devices for penitential torture such as sisal ropes.

This how the brief but very productive visit to Atotonilco ends. A visit that offers an almost mystical visual experience of a time that shaped the identity and culture of Mexico. p.

79

www.grupoauge.com.mx

Opinion Leader

Health / Lifestyle

Agatha Ruiz de la Prada Fashion designer

Fashion opportunities in Latin America.

M p.

82

exico has been a country of unexpected opportunities to me. I never thought that my designs would have this impact. Latin America has truly become a paradise for my work.

www.grupoauge.com.mx

Opinion Leader

And it is because this region is going through a process of opportunities. Latin American art and fashion have a greater attractive than Spaniards. And now, even Latin American entrepreneurs invest in cosmopolitan cities like New York or Miami.

All of these talks about an Auge that is happening in this territory.

Regarding Mexico, I believe that the country has advantages that favor the development of creative industries due to its proximity to United States, its excellent industry and a highly competitive quality of manufacture that has opened the doors to the global market.

The success of the brand Agatha Ruiz de la Prada in Mexico was a miracle to me. When I think of this, I remember the origins and the essence of my products, which started locally with my friends and family. Thanks to the effort and innovation processes, we now sell different articles, from clothes for all the family, to stationary, perfumes, linen and home accessories.

In my designs, I express my personality with the abundance of color. I am a very responsible designer, passionate about my work and mainly, I have fun by doing it. Innovate has been the key for my company, it is necessary since innovation is similar to the sense of survival.

“

Mexico has advantages that favor the development of creative industries due to its excellent industry and a highly competitive quality of manufacture.�

p.

83

Health / Lifestyle

RAINWATER COLLECTION

SUSTAINABLE SOLUTION FOR A BETTER WATER SUPPLY It is estimated that in each rain season, there is a collection of nearly 300 million cubic meters of water. Nonetheless, the exploitation of this resource for the human needs is almost none.

Specialized organisms along with the Institute of Technological Research for Water (iitaac by its Spanish acronym) are working to create sustainable solutions that, in addition of benefiting the environment, will also contribute to the optimization of public and private economic resources.

The collection of rain water will help more than 9 million people that don’t have access to drinking water. It will also support 13 million people that live in rural and urban areas that drink polluted water due to the lack of sanitation.

p.

84

www.grupoauge.com.mx

Health / Lifestyle

The collection of water is not a new process in Mexico, since there is evidence that different cultures like the Mayas or Zapotecs recollected water for its consumption, irrigation and to prevent floods.

New prototypes that contribute to the exploitation of rain resources are being developed. These prototypes have been carefully installed in public buildings, schools and residences.

Mainly, the purposes of the collected water are irrigation and conservation of green areas, public cleaning, and cooling machines, among others. In addition of these uses, rain has multiple benefits for the economy and environment, for example:

- Reduction of the quantity of water subtracted from the current water supply sources.

- Distribution of the overload of groundwater.

- Floods are avoided.

- Rain water is free and it is only invested when the collection system is installed.

- The obtained liquid helps the companies of public services to significantly reduce the demand of water during summer and diminish the quantity of water in treatment plants.

- Reduction of payment for the consumption of water services.

Requirements for the collection of rain: - A plain collection area to avoid retentions.

- Chutes or ducts with filters to avoid leaves and insects - A rain device and a storage tank made with non-toxic materials.

- Plumbing equipment to administrate water and sediment filters, coal and uv light to clean the water so it can be used by people.

p.

85

National Pride

CEMER-UNITAE Innovation and leadership in kidney transplants in the medical private sector

L

eaders in transplants and treatments of renal diseases, the Medical Center of Kidney Diseases (cemer by its Spanish acronym) establishes as a national benchmark in the private medical sector thanks to its team of qualified specialists in nephrology, multi organ surgeries and transplant medicine. Moreover, their chirurgic processes are performed under strict quality standards with the latest technology.

Under the leadership of the physician specialized in nephrology, Librado de la Torre Campos; the medical surgeon of multi organ transplants, Juan Luis Contreras Rodríguez; and the medical internist Jaime Agustín González Álvarez, they have created the Unit of Transplants of High Specialty (unitae by its Spanish acronym) which is focused on patients with chronic degenerative diseases that are treated through a transplant. p.

86

www.grupoauge.com.mx

Auge de México Health and Lifestyle

With the goal of caring for every chronic degenerative disease, cemer-unitae offers a comprehensive service with favorable results in the health of their patients.

In addition of making surgeries, the team cemer-unitae is also committed to research, for the purpose of providing answers about the increase of kidney diseases in the west of Mexico.

According to the National Center of Transplants (cenatra), the professionalism and service of cemer-unitae, as well as the cutting-edge technology that they use in their surgeries and chirurgical processes, has placed them in the first position in kidney transplants in private institutions, and in the fifth position of units in the country.

Each treatment is design in a personalized way and covers every stage of the disease, from hemodialysis, continual renal replacement therapy (crrt), hepatic support through mars, until the reposition of the organ through a transplant, as well as minimally invasive surgeries in every donor.

· 99% of the success in renal transplants. · Jalisco is in the first places in kidney transplants in the world.

As part of their commitment to offer high quality comprehensive services, cemerunitae receives their patients in the prestigious Centro Médico Puerta de Hierro Sur in Guadalajara, the only one of this kind in the country with an exclusive area for transplants. This way, its vision and team of certified physicians, actively contribute to the advance of the private medical sector specialized in transplants in Mexico.

www.cemer.mx www.unitae.mx

@CEMERJalisco @TrasplanteRenal

+52 (33) 1522 0000 +52 (33) 1655 8014

National Pride

Natura BioFoods Promoting a healthy lifestyle in the world

E p.

88

stablishing its exporting business model and his innovating vision in the creation of healthy food, Natura BioFoods presents two new products derived from coconut that are presented as healthy alternatives to artificial sweeteners and industrial flours.

www.grupoauge.com.mx

Auge de México Health and Lifestyle

Thanks to the leadership of his founder and general director, Julio C. Carelli Díaz, Natura BioFoods continues its expansion throughout the country by distributing its products in the main self-convenient stores like 7Eleven, Comercial and Fresko. In addition of continuing its international scope in countries like United States, Canada, England, Sweden, Australia and Japan, to mention a few.

Hundred per cent Mexican, and with Uruguayan tradition, Natura BioFoods offers a variety of organic products of high nutritional level such as coconut oil, dehydrated prickly pears, honey bee, agave syrup, jellies, and dehydrated agave inulin, among others. Recently, the company presented two new products in their catalogue: coconut sugar and coconut flour.

Coconut sugar As antioxidant, it has low glycemic index, thanks to its inulin composition that works as diet and prebiotic fiber to allow a slower absorption of sugar. It has amino acids, minerals, vitamins, and it also helps controlling the levels of sugar in the blood.

Coconut flour The pulp of this fruit is dried in low temperatures before being crushed in order to keep its natural properties. Coconut flour allows a great capacity of liquid absorption, it is rich in proteins and fibers, and it doesn’t contain gluten, is low in carbohydrates and doesn’t present any enzyme inhibitor. It is the healthiest alternative in traditional flour.

With the integration of this coconut derivates, Natura BioFoods innovates in technological and nutritional value matters.

Moreover, it will be an ally to have a healthy life with completely Mexican products.

Certifications

www.naturabiofoods.com

@naturabiofoods

contacto@naturabiofoods.com

+52 (33) 3365 6560

Tenth Adolf Horn Award to the young entrepreneur of the year

With over 200 participating entrepreneurs, the Coordinator Council of Young Entrepreneurs of Jalisco granted the annual award to Elsa MarĂ­a Estrada Kelly (adweb Solutions), the first woman to receive it.

The award, presented by Jacqueline Bracamontes and sponsored by Pounce, among others, was held in Teatro Degollado in Jalisco, with Enrique Michel Velasco as the sponsor of the finalists.

p.

92

www.grupoauge.com.mx

Wipro Technologies launches the Centre of Excellence in Jalisco

The technological solutions enterprise from India opened its most modern Centre of Excellence, after investing more than 25 million dollars in our country. To the event attended the company’s ceo, Abidali Neemuchwala and vice-president of Emerging Markets, Ankur Prakash, accompanied by the Secretary of Economic Development of Jalisco, José Palacios Jiménez.

p.

93

Tribute to MarĂ­a Rosario Mendoza for her award of Women Together in New York

Entrepreneur and social leaders of Mexico gathered in an event to pay tribute to the designer of the fashion house Takasami, MarĂ­a Rosario Mendoza, for her outstanding contribution to the Mexican culture through the renowned textile art, which was awarded by the United Nations with the Award Women Together.

p.

94

www.grupoauge.com.mx

Visiones. Exhibition from the Mexican artist Simรณn Cruz

The multidisciplinary artist, Simรณn Cruz, exhibited his most recent collection, where he expressed his view of the world through paintings, sculptures and craft tissues that embellished the emblematic facilities of Casa Jalisco, accompanied by the first lady of Jalisco, Lorena Arriaga.

p.

95