Magazine | BBR - December 2022

EDITOR’S LETTER

December 2022

The last issue of 2022 is here. Boston Business Review closes a great year with thankfulness to all our readership, participating companies and advertisers, specially those in Central America, where we experienced significant growth not only coverage-wise, but also by increasing our readership from this territory.

Banco Industrial graces our cover and certainly graces its customers with more than simple digital solutions to offer their financial services and products, but also by making their lives much easier. Grupo Solid, on its behalf, went from importing paints to be marketed in Guatemala into a fullfledged operation which not only took them to manufacture paints in its home country but also to manufacture and offer painting accessories and even paint application services.

In the steel market, Corporación AG implemented inclusion policies and results have certainly made a difference by reaching important goals. Granjazul also boasts an integral operation from poultry breeding to egg delivery.

It only took a few years for Mexico-based giant Grupo Lala to take over the leadership in the Central American dairy market, through solid resources, policies and operational excellence.

In the alcoholic beverages industry, Central America’s finest has been the output from Licores de Guatemala, becoming proud ambassadors of its countries’ tradition in rum and other fine liquors.

We want to be thankful to all of the companies, advertisers and readers that have made possible an awesome 2022 for The Boston Business Review!

Mateo Rafael Tablado, Editor in chief for The Boston Business Review

Email: rafael.tablado@thebostonbr.com

COVERING every surface in the paints and coatings industry

From

Produced by Jassen Pintado

Written by Mateo Rafael Tablado

Creative Direction Omar Rodríguez

Interviewee Ariel Koll-Nescher, Executive President of Grupo Solid

Grupo Solid Solid is the leading manufacturer in Central America for paint, coatings and accessories, operating more than 15 brands in the entire Central America territory through its own brands, a partnership with a global brand and also running franchises and stores where painting services are also offered.

Grupo Solid’s origins date back to 1955, when the first Pinturas Paleta store opened in Guatemala offering imported paints. During the early 1980s, Paleta acquired assets from different companies in Central America, as this marked the beginning of its expansion abroad. Soon after, Pinturas Corona was acquired, which back then was only a local, independent paint factory. Thus,

the company became its own paint manufacturer within the same territory.

The brands, franchises and companies comprising Grupo Solid are run by more than 2,000 workers, resulting in the creation of more than 50,000 jobs in the region.

“We are based as a family business; actually, family members are shareholders and are only involved in the Board. We have transitioned into them being engaged in such a level as the company is run by a board in which shareholders and external directors take part, to the extent that the chairman is an external director with wide global experience in the paints and coatings business,” commented Ariel Koll-Nescher, Executive President of Grupo Solid.

ACCOMPLISHED AND RECOGNIZED LEADERSHIP

Panama-born Ariel Koll-Nescher relocated to Guatemala more than 30 years ago. He graduated as an industrial engineer at the Rafael Landívar University (in Guatemala); afterwards, Koll-Nescher earned an MBA from the INCAE Business School (Central American Institute of Business Administration).

After a five-year tenure at Banco Uno, where he was hired during college, he received a proposal to join Grupo Solid as a junior manager for the Paintbrush and Resale Products line; afterwards, he was named purchase manager, a position in which he lasted for a year, before taking over as CFO. In each of these positions, Koll-Nescher became familiar with the market, clients, the industry and each of the countries in which Grupo Solid had presence back then.

In 2005, Koll-Nescher became

executive vice-president, holding this position for eleven years, contributing to the group’s growth and expansion.

His tenure as executive president began in 2016, and during this time he has led an aggressive expansion plan, increased points of purchase and acquired two new production facilities -in the Dominican Republic and Paraguay- aiming at growth in the Caribbean and South America, respectively.

Koll-Nescher has earned praise from different publications for being one of the most efficient executives in the region. Other accomplishments during his time at the head of Grupo Solid include the Superbia production plant being certified under the ISO 9001:2015 standard for resins and paint, as well as the Farbe paint accessories production plant; during his tenure, the group also transitioned from an ERP platform to an ERP SAP

- Ariel Koll-Nescher, Executive President of Grupo Solid

“We are based as a family business. We have transitioned into a board in which shareholders and external directors take part along with external directors with wide experience in the business”

REFINISHING SYSTEM PROFESSIONAL VEHICLE

www.AutomotiveArtPaints.com

leaders in tin plate cans for the food and paint markets. Our constant improvement and renewal of equipment to the latest technology guarantees the quality of our products.

The tin can has a long history and its versatility and confidence have transcended the years. The good quality with which it preserves the products and its environmental friendliness have made it the preferred packaging for generations.

Grupo Comeca and its 42 years of history guarantee the supply of high-quality products. With plants from Canada to Argentina, it has operations in strategic points of the American continent, which give our clients confidence and certainty of a timely supply. www.grupocomeca.com

Hana system; heaters now run on biomass; the Pinturas Paleta retail chain has grown more than 50%, surpassing the 100-location mark in Guatemala, besides taking part in the high performance and marine coating business lines -the latter by partnering with the Transocean Coatings global brand- and also taking part in the automotive paint business along with Automotive Art. Other major feats include the Pinturas Modelo brand and franchises being taken to El Salvador and Panama, besides optimizing its branding in Nicaragua; and the automation of the Farbe production plant, increasing its productivity ten-

fold, among other goals.

SUPERBIA: A SUM OF EFFORTS BRINGING COLOR TO THE REGION

The Superbia paint factory, located just outside Escuintla (Guatemala), is the largest paint production facility in the Mesoamerican region, with an output of more than 45-million gallons, certified under ISO 9001:2105 standards for quality control processes.

The 2008 global crisis affected the financing for its final phase of construction. Fortunately, this was reverted when financing was obtained through the IFC.

We are a non-metallic mineral processing and micronizing company. We manufacture and supply raw materials for different industries, drilling fluids and radiological protection.

50 years of experience are the best guarantee of our products, services and technical advice to more than 400 clients in the region.

promisalatam.com ventas@promisa.biz

COVERING 360º IN PAINTS, COATINGS AND THEIR APPLICATION

Throughout its evolution, Grupo Solid has grouped everything paint-related, including waterproofing, coating, finishes, sealants, application and accessories such as brushes, appliers, adhesives, abrasives, masking tape, sprayers, thinners and diluents, etc., serving different sectors such as architectural and construction, high-performance, industrial, automotive, marine, and sprays and finishes for wood through different brands and franchises:

• Pinturas Paleta. The retail giant with more than 100 locations in Guatemala and other countries in Central America and the Dominican Republic. Besides paints and accessories, Paleta’s outstanding innovation is offering the paint application service, undoubtedly a key differentiator.

• Pinturas Corona. The brand’s target is hardware and large

department stores, besides relying on more than 300 franchise stores in all of Central America. Corona products are the top choice for painters, blacksmiths and other specialists. Including its franchise stores, Corona has added up to more than 10,000 points of purchase for its products, including the new territories in the Dominican Republic and Paraguay.

• Modelo. Leading paint brand in Nicaragua, with presence in the most important cities in the country.

• The Sytec line is engaged in the B2B segment, catering for different industries.

• The Transocean Coatings brand is operated through different manufacturing partners worldwide, leading the marine paint business as well as the industrial high-performance paint

sector. Transocean is produced in 22 facilities worldwide, shipped to 60 countries.

• Farbe Internacional. The only brush and applicator manufacturer in Central America and the Caribbean, offering a wide array of brushes, applicators, handles and other accessories.

• Grupo Solid also caters to the

B2B segment through turnkey projects for different industries, manufacturing store brands for retailers, including Color Place, for Walmart; National (Puerto Rico); Suprema, for EPA and El Fuerte, in Panama.

“Currently, our only imports are products from Automotive Art, a

Grupo Solid

specialty brand from Europe,” Koll-Nescher added.

A WORLD-CLASS COMPANY BEING OPTIMIZED

In order to face its brands’ steady growth, Grupo Solid has optimized its facilities and operations in every market, enabling the company to increase its efficiency in every front:

• Acquisition of two production

facilities in the Dominican Republic and Paraguay, to strengthen the group’s venture into the Caribbean and Mercosur (Southern Common Market), respectively

• Expansion and automation in the Farbe Brushes and Applicators Plant

• Expansion and automation in

SUPRA® is a range of aqueous pigment preparations manufactured in Mexico, designed for in-plant tinting of water-based coatings. Best in class tinting strength. Binder-free formulation, with polymeric dispersing and wetting agents, that are compatible with any water-based coating system. Zero VOC and APEO free. Wide range of highly chromatic tones

www.pyosa.com | info@pyosa.com

Grupo Solid

- Ariel Koll-Nescher, Executive President of Grupo Solid

“We strive to inspire passion and excitement among our team. We try to be close to our staff and clients”

THE BEST FROM EACH MARKET’S SUPPLIER POOL

The development of a wide product portfolio to offer is a contribution shared by the company’s suppliers, considering the importance of global players in the chemical industry. That’s why Grupo Solid maintains intensive work plans with suppliers, engaging in two yearly evaluations and delivering feedback to develop support plans or suppliers’ growth.

During the group’s expansion, suppliers have joined the company in new territories in the same way in which new markets have led Grupo Solid to find new partners whose quality and performance earn them the opportunity of joining the company also in previously established territories.

Grupo Solid works consistently on the development of new products with suppliers whose contributions result in innovation.

“Without good suppliers, good product manufacturing isn’t possible. We open the doors to suppliers, turning our laboratories into their launching point to the market,” the executive explained.

COMPANY CULTURE: HAVING PRESENCE

Grupo Solid’s presence reaches beyond a commercial transaction by HAVING PRESENCE at critical times in the market.

During Nicaragua’s crisis in 2018, many companies cut the country’s credit line, limiting countrywide product supply. This prompted KollNescher to travel to Nicaragua, HAVING PRESENCE among clients just to let them know that Grupo Solid was extending their credit line and delivering its products. In more recent years, as Honduras was torn apart by hurricanes, Koll-Nescher traveled to the country, HAVING PRESENCE with clients and establishing the company’s contributions to recovery, after its own warehouses were flooded, too. Everything that was experienced during the COVID-19 pandemic led to another critical moment in which the company announced there were not going to be any dismissals among its staff, HAVING PRESENCE along with its workforce during challenging times, as the group’s partners stepped up to keep paying workers’ salaries.

Grupo Solid is always HAVING

PRESENCE in the workforce’s wellbeing also by stimulating good results and adding an extra wages payment to staff members from countries in which sales targets are surpassed.

TERRITORIAL GROWTH AND INCREASED VALUE FOR CLIENTS

Grupo Solid looks forward to becoming one of the largest Muti-

Latin private companies in the paint industry. Each market is subject to an aggressive growth plan, increasing product portfolio and taking part in every segment in which paint and coating are required.

The company is involved in continuous endeavors to deliver new services and increasing value to its clients to differentiate from its competition, besides ensuring

professional and economic development to its personnel.

Territorial growth is a permanent topic that has met success, with the goal to paint from Mexico to Patagonia.

“We strive to inspire passion and excitement among our team. We try to be close to our staff and clients,” finalized Ariel Koll-Nescher, Executive President of Grupo Solid.

LEADING COMPANY

in integrated solutions in steel products

Produced by Jassen Pintado

Written by Mateo Rafael Tablado Translation by María Murgui Creative Direction Omar Rodríguez

Gabriel,

For almost 70 years, Corporación AG has acted as a valuable ally for Guatemala within the construction sector, leading the transformation, production, and distribution of steel products.

The company’s growth all along this time has allowed it to expand its operations in Central America. Currently, it has presence in six countries, has eight production plants and thirteen distribution centers in Guatemala, Honduras, and El

Salvador, thus generating a working source of 2,321 collaborators. Its human resources management has taken AG to the Great Place To Work platform, which recognizes the best companies to work for, according to their personnel’s criteria.

In 2021 the company became the first Central American company to become certified for its Integrated Management System, which includes the Quality Management System ISO 9001:2015, the Anti-bribery

We must keep our priorities and centralities on our clients and customers under a sustainability focus which allows us to combine our growth strategy

- Rodrigo Gabriel, Chief Executive Officer at Corporación AG

Con Voluntad de Acero, transformamos el presente para construir el futuro que todos soñamos

Management System ISO 37001:2016, the Health and Safety Management System ISO 45001:2018, the Environmental Management System ISO 14001:2015 and the Corporate and Social Responsibility Management System ISO 26000:2010.

Corporación AG also belongs to organizations such as Pacto Global and CentraRSE, which are

committed to Guatemala’s and the Central American region’s sustainable development.

“We must keep our priorities centered on our clients’ and customers’ needs under a sustainability focus which allows us to combine our growth strategy”, commented Rodrigo Gabriel, Chief Executive Officer at Corporación AG.

WORLD WIDE EXPERIENCE

Steel Resources, LLC., a legacy of creative steel solutions and business relationships that overcome the test of time and market fluctuations.

A global steel trading company dedicated to nurturing business relationships with the utmost excellence of service and by developing a high-valuable network that compose its operations.

A strategic steel partner!

CAREER-LONG LEADERSHIP COMMITTED TO THE COMPANY

Rodrigo Gabriel has been managing Corporación AG for five years, after being in charge of the company’s supply chain during the previous five years before he was appointed Chief Executive Officer.

He graduated from Rice University (Texas, USA), besides earning an MBA degree specializedin Finance from the ESADE Business School (Barcelona, Spain).

“My commitment is based on

the legacy that started almost 70 years ago and on the corporation collaborators’ trust”, the CEO pointed out.

A DIFFERENT AND BETTER KIND OF PRODUCTION

Over the years, Corporación AG has increased the catalog of products it manufactures, thus currently offering wire, iron, profiles, prefab, construction products, and loading/unloading products from transmetalation, among others.

One of the company’s distinctive factors is that the steel production processes at Corporación AG are carried out using electric arc furnaces, whose energy comes mainly from renewable resources. This factor helps reduce the company’s carbon footprint, which is currently Scope 1 and Scope 2 and aims at achieving Scope 3 through melting scrap metal.

GROWTH THROUGH ACQUISITIONS AND EXPANSION

While seeking to offer more products

related to the construction sector, Corporación AG recently enlarged the rolling mill at its SIDEGUA Plant, which is located in Masagua, Escuintla Department. This enlargement means an increase of 42% of this plant’s capacity, going from a 350,000 tons to a 500,000 tons capacity.

The detection of inorganic growth opportunities has also delivered results in recent times. Only in 2021, Corporación AG accomplished three important acquisitions, when

One-Stop Service for Steel Industry

incorporating TUBAC, a Guatemalan company that commercializes plumbing and flat steel for Central America and the Caribbean. This deal also brought its sister company

TYPSA, which, from Honduras, operates in the commercialization of structural tubing, zinc and aluminum/ zinc coated steel sheets, besides other flat products for different uses, and which operates in Central America.

The third acquisition was the company Megaproductos, which

offers integrated solutions for the construction sector.

“These acquisitions will allow us to expand our operations toward new markets to go on innovating, to become the best operator in the region and offer solutions for the construction industry” declared Gabriel.

ETHICS AND TRANSPARENCY REACH THE SUPPLY CHAIN

Corporación AG’s dealings with suppliers goes beyond mere

My commitment is based on the legacy that started almost 70 years ago and on the corporation collaborators’ trust

- Rodrigo Gabriel, Chief Executive Officer at Corporación AG

commercial transactions. The company works hand in hand with its business partners, especially when dealing with issues related to eradicating robbery, fraud, and bribery in all types of transactions. Therefore, it encourages an ethics, integrity, and zero-tolerance-based

culture before corruption acts through by-laws established in their CEAG Code of Ethics and their Management Integrated System.

Communication is a key factor between the company, its suppliers, and interested parties to detect and improve weaknesses within the value

chain. They work jointly on training collaborators and suppliers to share the best practices and keep ethical and transparent commercial relations.

“We work hand in hand with our suppliers to reduce risks through the implementation of transparent and long-term training, policies, and

relations”, added the executive.

INCREASING ONLINE PRESENCE

Corporación AG’s seven-decade presence in the construction sector in Guatemala and Central America is due to different reasons, one of them its adaptation capacity. The appearance

of relatively recent media, together with events such as the recent global pandemic have led the company to widen its presence in virtual networks, not only with its current presence via its website, which contains information about the company, but also developing platforms for sales and online training.

Since 2021 the company is carrying out trials to optimize the future launching of Portal AG. This digital showcase will allow its clients and customers not only to place orders but also to enter personalized profiles in which, besides purchasing products, they will have access to data such as their purchase history, tracking orders, account statements, as well as special and exclusive offers, and new products, among others. This portal is still in its trial phase and it is expected to start working soon to speed up and improve commercial interactions with the company.

“The last trial with the Portal AG was finalized with selected clients, who shared their comments, doubts, improvements, and wishes with us. We will be launching it for 100% of our clients shortly”, added Gabriel.

On the other hand, the Steel Academy is a free online training platform that is aimed not only at the company’s collaborators, clients, and suppliers but also at anyone

WORKING YOUR IDEAS IN METAL

At DYMISA our vision is to obtain leadership and profitability in the metalworking and marketing area, consistently responding to the various requirements of the industry in general, supported by our human and technological resources.

www.dymisa.com

INDUSTRIAL AND ENVIRONMENTAL ANALYSIS LABORATORY

CONTACT US

wanting to know more about the products the company offers. The courses are organized into 30-minute modules and have tests and a scoring system besides giving passing and participation certificates. Just as any online training tool, it offers the advantages of receiving courses with no schedule restrictions or infection risk due to the pandemic.

“AG goes for continuous improvement, so we know that training our clients and customers about our products and uses is

essential”, commented the Chief Executive Officer.

SUSTAINABLE ACTIONS FROM OPERATIONS AND STRATEGY

Only through the execution of its processes, Corporación AG contributes to the environment and sustainability being the company that recycles the most scrap metal in Central America, thus contributing to circular economy as it uses waste collected by more than 130 suppliers all along the country, to transform them in high-quality steel products for construction, contributing by generating business and reducing the impact on the environment.

To these daily operations, we

should add the Aceros de Guatemala Sustainability Strategy, which established guidelines aiming for 2025 to comply with environmental, social, and corporate governance criteria, named ASG (Spanish for Environmental, Social, and Governance projects), by operating responsibly and empowering collaborators, neighbors, clients, and suppliers. Its purpose is to have a positive impact on the region’s development when creating longterm value and prosperity, growing responsibly and increasing the company’s presence in the region, strengthening its position and competitivity within the established term with responsible leadership,

Click here to read Corporación AG’s first Sustainability Report (in Spanish)

We work hand in hand with our suppliers to reduce risks through the implementation of transparent and long-term training, policies, and relations

- Rodrigo Gabriel, Chief Executive Officer at Corporación AG

integrity, innovation, and proper treatment to its personnel, excellency in its commercial offer, besides optimal financial and economic results.

The strategy means the continuation of the vision that has kept the company seeking new results for decades and in years to come, so it can proudly celebrate its 70th anniversary.

The recent steps the company has taken regarding sustainability have been acknowledged in its first Sustainability Report, in which the efficient actions and numbers Corporación AG generates regarding this issue are listed.

“We commit to fulfilling our purpose of transforming the present to build the future we all dream of through the implementation of our strategy for the next years”, ended Rodrigo Gabriel, Chief Executive Officer at Corporación AG.

Beyond DIGITAL BANKING

Banco Insdustrial’s complete diagram of digital solutions, which go beyond digital banking, allow the access to services and products while contributing to the clients’ development all throughout the region

Prouced by Jassen Pintado

Creative Direction Omar Rodríguez

Interviewee

Javier Ramírez Penagos, Head of Digital Transformation at Banco Industrial

For more than 50 years Banco Industrial has helped to support, drive and promote Central America’s economical development. This banking institution was conceived in 1968 within the Guatemalan Chamber of Industry, offering universal banking services to business and corporate sectors, MSMEs and individuals since then.

Banco Industrial belongs to the BI Capital Corporation holding, which contributes to the region’s growth by being present in Honduras with

Banco del País and Seguros del País (insurance company), in El Salvador with Banco Industrial, and in Panama with BI Bank.

In Guatemala, banco Industrial has been named “Best Bank in Guatemala” for more than ten consecutive years

by the most internationally prestigious financial magazines, recognizing its strength, leadership, positive impact on the region, innovative culture and its outstanding service.

“Our financial services are complemented with integrated

ecosystems which allow the generation of solutions to drive the growth and development of customers as well as of the communities where the brand offers its services”, commented Javier Ramírez Penagos, Head of Digital Transformation at Banco Industrial.

EXPERIENCE TO LEAD THE EVOLUTION

Ramírez Penagos earned a bachelor’s

degree in Systems Engineering from the Universidad Rafael Landívar and an MBA from INCAE (Central American Business Administration Institute), besides other certificates.

His career at Corporación BI started 12 years ago, during which he has performed at different positions in different areas. During his tenure, he has overseen the corporation’s strategy of transformation and digitalization since 2017. While

- JJavier Ramírez Penagos, Head of Digital Transformation at Banco Industrial

Our financial services are complemented with integrated ecosystems which allow the generation of solutions to drive the growth and development of customers as well as of the communities

leading the implementation of digital strategies, Ramírez Penagos and his team have obtained different accolades thanks to the functionalities that have led Banco Industrial’s electronic banking.

“I lead the Open Banking and Innovation strategy, forming new partnerships as well as discovering and deploying disruptive technologies adapted to the banking industry”, the executive added.

ENTIRE CAPACITY AND EFFECT OF A GLOBAL BANKING INSTITUTION

Banco Industrial’s reach provides its customers with first level and world class attention through three main divisions:

• Strong, integral and international Corporate Banking.

• Business Banking, with the capacity of driving and contributing to the development of the country’s economy for companies at different stages of their evolution.

• Individual Banking, providing services to a wide customers and users portfolio with financial and tech solutions, and which has been recognized due to its customer service’s high standards.

Banco Industrial offers financial products and services through a network with more than 3,180 locations throughout Guatemala, and access to the most complete electronic banking both via the bank’s website and mobile devices from all over the world. From these, customers can make payments to more than 2,400 service providers, bank transfers to their own accounts or accounts from other banks, as well as international transfers and a regional connection.

DIGITAL STRATEGY AND THE PLANS TO DEPLOY IT

The goal of Banco Industrial’s Digital Transformation division is to make

Electronic Banking available to all its customers -individual business and corporative banking clientsboth through its website as well as via its app, so they can make all the money transactions and other bank movements without attending the bank’s locations.

Banco Industrial offers totally digital products (for savings and monetary accounts) to all its customers, and with these digital products it simplifies the acquisition of a new product or service, thus allowing its clientele to carry out these transactions when and where it’s more convenient for them.

“We want to become that hub where our app is the most used in the country, by providing our clients with value-added services and giving them the possibility of managing issues beyond financial services online through BI en Línea”, pointed out Carlos Vides, Modern Banking

Assistant Manager at Banco Industrial.

The institution considers Digital Transformation as a continuous and permanent process, whose achievements are constantly measured and goals evaluated after factors such as the growing number of users, functionalities and other parameters that ease the decision-making process at which efforts can be aimed.

For that reason, new technologies and functions able to generate value and optimize the user’s experience are constantly introduced to digital banking.

On the other hand, Innovation teams have been created, finding themselves steps ahead regarding new technologies and trends in the banking and financial sectors.

“We are working on updating our current resources, but always looking ahead. This allows us not only to update our infrastructure, but also

- JJavier Ramírez Penagos, Head of Digital Transformation at Banco Industrial

We believe in solutions built from diversity and union, so we go ‘Together, always forward’

to be up to date with our clients’ needs and demands”, Ramírez Penagos explained.

If the bank’s Digital Transformation process is understood as a continuous process, this area is subject to investments on technology and innovation to support Digital Banking, which allows the bank to continue offering services focused on fulfilling its clients’ needs and expectations.

As part of its strategy, the bank is considering these products and services to go beyond the bank’s digital channels to be used by third parties such as fintechs and entrepreneurs, among others, so BI’s services would be offered through different platforms, and the same experience offered to new customers.

STRATEGIC PARTNERS CONTRIBUTING TO EVERY IMPROVEMENT

To successfully develop its Digital Strategy and offer customers a wide array of products and services,

Banco Industrial has its key partners’ support regarding technologies and other areas.

The institution holds a productive relationship with GBM to support almost all the digital strategy stages: from Infrastructure and User’s Experience to new technologies and multiple innovations, thus achieving the implementation of strategical projects such as an Artificial Intelligence chatbot know as ABI, an Open Banking strategy and the implementation of resources on the cloud, among others, besides offering consultancy services on strategical matters.

NIU Solutions, on its behalf, enabled Banco Industrial to be pioneers in inbound marketing, by using tools such as HubSpot, besides contributing to take part in digital sales and implementing new portals to manage products digitally, such as CrediAuto, CrediMoto,

CrediVivienda, among others. Facephi, a company focused on face biometrics -and other servicesis also one of the institution’s most important allies, with contributions to the improvement of the user’s experience on the BI en Línea app, and also with its security by

integrating its technology with GBM’s, thus making Banco Industrial to become, in 2016, the fourth bank in Latin America and the first one in the region to own this technology.

There is also a more than ten-year productive relationship with Tribal WW regarding consultancy and

strategy matters, development and innovation in digital channels from their creation to the marketing stage of this services.

“The work of many people from both Banco Industrial and its suppliers has helped us achieve this great improvement”, Ramírez

Penagos commented.

EFFORTS AIMING AT CUSTOMER SATISFACTION

Banco Industrial has more than 15,000 collaborators who are key when dealing with the constant efforts made to satisfy customers and users

Growth Oriented Design

Technology has changed the way in which users relate to brands: from more punctual and occasional moments of relationship, we have moved on to intense, personalized and more participatory contacts.

with efficiency and trustworthiness.

The institution’s personnel is bound to constant learning to increase and update their talent and skills, so they can innovate in every aspect.

“We believe in solutions built from diversity and union, so we go ‘Together, always forward’, as a brand’s promise”, the executive added.

DRIVING DEVELOPMENT

IN EVERY FRONT

The boost BI provides to all of its customers is the same that leads the institution to drive the development of the community it serves with excellency.

“Guatemala presents multiple challenges and needs, so Banco Industrial invests, in an active and participative way, in initiatives oriented to generate integral and sustainable welfare in our society”, commented María José Paiz, from the Institutional Relationships Department at the Corporation.

The following are included

among the programs in which the bank is involved:

• Education as a driving force for progress. BI constantly invests in educational programs and platforms for children, younglings, and women. Additionally, it has designed a specific financial welfare Platform, which, through different formats, provides individuals and MSMEs with knowledge and training resources.

The Platform was created with the goal of enabling the financial inclusion of people who make decisions after being informed of its benefits.

• Education and sports. Support to different literacy programs, academical, technical, and university scholarships and the implementation of computing and technical labs. It includes daily sports practice for 1,550 children and youngsters as a measure for preventing violence and crime.

• Innovation, entrepreneurship, acceleration and escalation for MSMEs. The bank provides resources at no cost for financial

so Banco Industrial invests in initiatives which are oriented to generate integral and sustainable welfare

- María José Paiz, from the Institutional Relationships department at the Corporation

Guatemala presents multiple challenges and needs,

welfare, acceleration and escalating programs, partnerships with academic institutions for business strengthening, development of skills for the exportation of products and services, seed capital and grants for companies led by women, among others.

Additionally, the bank contributes with health and communal development programs which boost the community’s welfare.

Generating an in Guatemala “EGGVOLUTION”

An integral operation from breeding and nurturing pullets and hens to the delivery of an internationally certified high quality product to the end consumer, focused on being a sustainable enterprise, is what makes of Granjazul a leading, innovative company in Guatemala and the world

For more than 50 years, Granjazul has contributed to the wellbeing and development of Guatemala by delivering the best nutritional solutions to every Guatemalan family, through the production and sale of eggs and egg derivatives with top worldwide quality.

Granjazul is part of a group of companies comprising an integrated business operation with a focus on sustainability and the goal to deliver the best products for the country. We began with INAVISA - Cintazul Genética, where the dream began to come to life and where pullets are born. This company is currently in charge of breeding and relies on its own facilities. When pullets are born, these are moved to La Cría, the place where these are taken care of during 16 weeks, just before they begin to lay any eggs.

Granjazul operates from different

production plants and distribution centers around central and southern Guatemala. The company’s operations and facilities are certified under global quality and safety standards, including FSSC 22000 and HACCP since 2010. Granjazul is also the first company in Guatemala to receive the Animal Welfare certification, endorsed by United Egg Producers, and also is Kosher-certified, both since 2020.

THE KIND OF LEADERSHIP DEVELOPED BY LONG TENURES IN THE COMPANY

Granjazul is led by José Manuel Segovia, better known as Mel Segovia, CEO for Granjazul, with more than 30 years in the company. Segovia graduated as an industrial engineer from the Rafael Landívar University, and afterwards earned a Master’s in Innovation from the Pontifical Catholic University of Chile.

Mel has been named to different boards of directors and taken part

-

José Manuel Segovia, CEO for Granjazul

“ “

in startups for different services and products projects. Mel is supported by his key collaborators, who boast wide experience and postgraduate studies within business administration, finance, marketing, exports, industrial engineering and poultry enterprises, among other activities.

“Professionalization enables the process’ evolution, providing value

to the company through specialized resources, creating clear strategies and efficiently accomplished plans,” Segovia commented.

A COMPLETE OPERATION GROWING ITS SEGMENT PORTFOLIO

Through time, Granjazul has grown its divisions and business units until this day, finally comprising a complete

operation. Also, the company’s resources have been instrumental in new ventures, besides working around poultry and derivatives, mostly. The company’s main business units and divisions are:

• Egg Solutions. This division is in charge of supplying whole eggs and egg products to bakeries, patisseries and restaurants, among other businesses. This division is also available in El Salvador.

• The Plus division delivers whole eggs and egg products to supermarkets which are enriched with selenium, iron, A and D vitamins. The Plus line of products are delivered within Guatemala City.

• Liquid pasteurized eggs. This division offers whole eggs, egg whites and liquid yolks for the Solutions and Plus markets; this division was created in 2012.

• The Massive Channel serves small retailers through its own presale and distribution fleet.

• Livestock products compete in the market under the Cintazul brand of balanced nutrition, delivering special formulas for hens, other poultry, dairy cattle, livestock for feed, goats and pigs in their prebeginning, beginning and ending

phases. This is the longest-running and most-experienced division in the company, running since 1953.

• Innovation is also part of Cintazul, which provides Pelleted Feed, its newest business units, which began operations in 2020. Cintazul’s balanced feed facility is certified under ISO 9001-2015 standards.

Granjazul relies on technology from production to delivery

- José Manuel Segovia, CEO for Granjazul

• With El Paraíso, running through more than 12 years now, the company displays a clear example of circular economy, offering 100% organic fertilizer. This division is proudly certified under the BCS OKO Garantie for its Enmienda Agrícola Premium product. El Paraíso also offers a quality product

for the hands working on Guatemalan soil.

TECH-DRIVEN OPERATION OPTIMIZATION

Since its beginning, Granjazul has bet on tech investments which have resulted in a positive impact on production since the 1976 deployment

of an automated system for poultry production, through the egg grading system in operation in 1997, to the construction of specialized facilities for pullet breeding in 2015.

From laying hen genetics there’s tech support in incubation and automated vaccination.

Productionwise, once a hen lays an

egg, the automation process won’t stop until after the egg has been packaged, not without going through a washing and sanitizing process and passing under UV light to obliterate any kind of bacterium in the shell. The system also has automatic detectors, able to evaluate and discard defective eggs with cracks and dirty shells.

Packaging is also automated, either for a 30-count carton or for transparent packaging en route to supermarkets.

The Cintazul facility also runs under a cutting-edge automation scheme, where there’s a productive process for every formula. For the organic fertilizer segment, El Paraíso acquired latestgeneration machinery for chicken manure composting, which reduces time.

“Granjazul relies on technology from pullet production to product delivery in its final destination,” the executive said.

OPEN TO INNOVATION

Besides different technologies implemented along productive processes, Granjazul has also brought analytics and business intelligence resources able to provide support and optimize decision-making in every area.

Every department involved in management processes counts with digitization and automation procedures which have resulted in reducing paper use.

COMMITTED SUPPLIERS AT EVERY LEVEL

Granjazul’s supply chain is comprised by local and international suppliers which share quality and punctuality as their main traits.

Procurement of quality corn and soybeans is essential for business, besides acquiring these goods from certified suppliers.

Granjazul works with Hendrix Genetics, guaranteeing the highest standards globally for the birds’ genetic development.

It must be noted that delivering every product in a timely fashion is essential to the wellbeing of assets such as hens, for which food and other requirements are vital.

social

Agreements established with suppliers are aligned with food safety and sustainability. This is guaranteed by the company’s supplier evaluation and tracking programs, where any gap in the quality and safety standards required by the company is detected and solutioned.

In 2021, Granjazul finished the setup of a project that focuses every part of its business into circular economy,

which has delivered progress on different fronts; among them, the creation of a compliance standard on behalf of suppliers.

“Suppliers sign a social responsibility commitment where they agree to comply with fair safety, occupational health and anti-corruption practices in their organization,” Segovia added.

- José Manuel Segovia, CEO for Granjazul

Suppliers sign a

responsibility commitment, where they agree to comply with safety, occupational health and anti-corruption practices

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of emphasizing a positive impact in its surrounding communities, the company has worked out different projects along with Old Surfer, an agency of change with a global vision connecting sustainability with business and consumers. This organization has taken part in internal and external projects, one of these was recognized in 2021 as one of the three best sustainability projects in Latin America in the health category,

through the Granjazul Plus egg product line, which is currently the second best project in the Health/ Human Development category, achieved in April 2022.

Granjazul is fully involved in the child malnutrition problem suffered in Guatemala, where -according to data provided by the UN- one of every two children under five years old suffers from malnutrition. Granjazul developed an enriched variety of egg to face this

problem: Granjazul PLUS.

In the city of Amatitlan, Granjazul is involved with a women’s soccer team, which became the first sustainable women’s team in Guatemala and Latin America, working along with nutritionists from the University of the Valley of Guatemala, which contributes to the team relying on a nutritional preparation of the same kind that male professional teams receive. It must be pointed out that this program extends to the players’ families and communities.

HUMAN RESOURCES: THE GRANJAZUL CULTURE

Goals set by Granjazul are related to the market, its surroundings and the needs and possibilities of these. The Granjazul culture was created from its founders’ values and from the company’s purpose. The commitment from stakeholders, leaders and staff, favors this culture.

The company has defined an

empowerment and self-managing culture, obtaining the best from a family-run business and a corporation.

BRIGHT LIGHTS AHEAD

In the face of a market in which costs increase drastically, Granjazul fulfills its commitment to everyday goals such as catering for its clients and strategic partners through the best possible service, striving to deliver the best results for stakeholders and partners, keeping the same, outstanding quality.

“It’s about our clients’ satisfaction through service agreements aligned to a strategy transformed into facts, achieving world-class continual improvement in every stage of the supply chain,” finalized Mel Segovia, CEO for Granjazul.

Great efforts and traits to become a in the dairy industry

Translation by María Murgui

Produced by Jassen Pintado

During its 70 years of existence, Grupo Lala, originally a Mexican company, has been bringing different dairy products and derivatives to millions of households. Lala installed the first pasteurizer in Torreon, Coahuila, in 1950, and in 1967 it began the commercialization of milk in carton packaging. In 1985 the Lala Foundation was created, this is the group’s branch providing nutritional support to disadvantaged communities focusing mainly on children.

Besides Mexico, Lala has expanded all over America by being present in Brazil, Guatemala, Nicaragua and in the USA. Globally, Lala products are manufactured in 31 production plants and are distributed from 173 facilities by more than 40,000 direct employees and with an estimation of providing Guatemala with 3,500 jobs ̶ both direct and indirect.

Entering in Central America

Lala began operations in Central America in 2008 acquiring the Foremost production plant in Guatemala and installing distribution centers in every department of the country, thus managing to cover the entire country, and becoming a leading company in milk and yogurt production during the last thirteen years. Brands such as Lala, NutriLety, and Foremost ice-creams are synonymous with nutrition and quality in the Guatemalan market. The latter are produced at the Palin Plant, in Escuintla. Lala also offers brands to specialized markets such as the children segment through Oh Lala, Lala Kids, and Lala 100, a lactose-free product.

Regarding Nicaragua, Lala made its way into this market in 2014 by integrating the Eskimo brand with Grupo Lala, and afterwards by investing in the construction of the

- Ana María Orozco, CEO for Grupo Lala - Central America and the CaribbeanCaribbean

Making high-quality and highly nutritious food available is something we are passionate about

San Benito Plant in 2015. A year later the La Perfecta brand was included in the strong Lala portfolio, thus becoming the leading company in dairy products such as milk, ice cream, and yogurt in the Nicaraguan market, supplied by San Benito and Altagracia Plants. “Making high-quality and highly nutritious food available is something

we are passionate about”, commented Ana María Orozco, CEO at Grupo Lala for Central America and the Caribbean.

An outstanding career in mass consumption Ana María Orozco graduated in Business Administration, specializing in Strategic Marketing from the

Grupo Lala Central America and the Caribbean

CESA University (College of Higher Management Studies). Her broad experience in more than 25 years in mass consumption global companies makes her the perfect leader for Lala operations in Central America.

Her career highlights include her time in Unilever ̶for 11 years̶ and AB InBev, leading different business areas, Non-Alcoholic Beverages

among them, achieving results by fulfilling high standards, strategic plans, the creation of brands’ values, and cultural transformation.

Orozco has been part of Grupo Lala since 2019, overseeing Central America and the Caribbean regions, running three plants and 1,900 employees.

Permanent operational excellence

Ana María Orozco’s arrival at Lala Central America and the Caribbean has resulted in the optimization of the group’s operations in the territory, which can be seen in a double-digit growth in sales during the last three years.

To achieve these results, the division underwent a restructuring

of the model of the route to market, a change in the mixture of products in the portfolio ̶ thus focusing on high-contribution value categories̶-, a portfolio reduction, increasing available items and through geographical expansion, among other factors which led this division to operational excellence.

Currently, the company keeps working on the development of

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innovations for the consumer and operating with flexibility, which enables the company to face macroeconomic situations allowing Lala to become its clientele’s preferred company.

Supportive investments since the get-go

Lala Central America has invested in its production line and innovating int its regional product portfolio.

The company invested in a production line for the 31.75 oz smoothie yogurt in Nicaragua. And recently, in Guatemala, it raised the stakes by deploying a UHT line for the Lala milk manufacturing process. Besides, for this market, the distribution fleet was renewed, getting the product closer to clients and consumers. The company’s most outstanding investment is undoubtedly the $30 million allocated

to the construction and beginning of operations of the Palin Plant.

Innovative

products

making a difference in the market

Lala has increased its portfolio after researching the different options the market presents according to restrictions or specific diets and even its consumers’ age:

• Within the Lala 100 line, the Lala 100 Lactose-Free variety stands out, it’s the first and only milk in Guatemala produced through an ultrafiltration process, patented by Lala, keeping the milk’s original flavor. This line also offers Lala 100 Protein, a variety providing 70% more natural milk protein and 30% more calcium.

• The Lala Kids yogurt line was developed for children ̶ this line includes the special edition Lala

Kids Minions packaging, related to the movie saga and easy to open̶ , as well as dairy products NutriLety, Bolsileche, Foremost ice-creams, and Oh Lala flavored milk (available in chocolate, strawberry, and vanilla), thus also reaching the ‘tweenie’ segment in Central America by offering a product which is enriched with 100% cow’s milk and nutrients such as vitamins A, D, B1, B2, B5, folic acid and zinc.

“Our priority is to offer high-quality products with leading-edge technology and trends from the beverage sector that help fulfill the needs of the contemporary consumer”, the executive pointed out.

Important developments along with suppliers

The dedication and standards

level of the main Lala Central America suppliers has been a key factor to generate improvements in different aspects of its production chain.

Tetra Pak is one of the most renowned partners when supplying the ‘brik’ aseptic carton package (and by innovating over the years, thus making Lala the first company to introduce the ‘Edge’ format in Central America.

Technofilms, on its behalf, supplies materials with a sustainable innovation strategy, by reducing the plastic quantity to save an average of 9% in this material, which means a lesser impact ong the environment caused by plastic.

Most of the Grupo Lala Central America products contain dairy solids supplied by Agropur, a company of American origin that provides highquality dairy solids.

Grupo Lala Central America and the Caribbean

-

Ana María Orozco, CEO for Grupo Lala - Central America and the CaribbeanCaribbean

Grupo Lala seeks to promote and establish good practices that improve productivity and quality, as well as achieving a cleaner production

For the ice cream lines in Guatemala and Nicaragua, Lala has worked with Plásticos Modernos for more than 25 years, which is currently developing sustainable packaging materials for the Lala products, thus allowing the use of packages that use up to 30% of resin.

On the other hand, the Research & Development Department at Grupo Lala Central America works hand in hand with suppliers to generate efficiency and organize the “Innovation Day” annual event, where an exchange of the company’s most important needs and possible solutions are are presented.

Contributions to the region’s livestock development Grupo Lala tries to establish and maintain close relationships with those who are part of its value stream. Currently, its primary producers

network in Guatemala and Nicaragua consists of more than 3,000 cattle breeders.

In 2018, Lala started the suppliers’ ResCa Project Nicaragua (Resilient Central America) development program to generate endurance in the livestock sector before consequences from climate change may arise, by implementing silvopasture systems and good practices for livestock.

Also in Nicaragua, The Nicaraguan Dairy Products Industry Development project was created in 2019 with the purpose of optimizing the quality in milk production quality and the producers’, collectors’, and cooperatives’ profitability, as well as for the Grupo Lala’s supply chain. The two projects include 1,700 livestock farmers, 70 farms, 10 dairy products cooperatives, and nine direct suppliers.

“Grupo Lala seeks to promote and establish good practices that improve productivity and quality, as well as achieving the lowest loss or product’s refusal levels, but especially achieving a cleaner production”, Orozco declared.

Inclusion as another hallmark

Undoubtedly, opening the inclusive factor in Lala Central America has generated a positive impact beyond

fulfilling good working practices.

Currently, Lala Central America’s women employees mean 16%, and 34% of the management positions are held by women, besides 37% of the Executive Committee.

It is a woman who runs the Altagracia Plant, a role that has been traditionally performed by men. Her performance has been outstanding, thus achieving extraordinary results.

“Since I was appointed as CEO,

I resolved to increase women’s participation in the professional framework. I am proud of these numbers, and I expect to continue promoting women’s growth within the company”.

Committed to nutrition

Grupo Lala works along with the private sector and the local government to eradicate child undernourishment in Guatemala.

Grupo Lala Central America and the Caribbean

- Ana María Orozco, CEO de Grupo Lala Central America and the Caribbean

I resolved to increase women’s participation in the professional framework.

I am proud of these numbers, and I expect to continue promoting women’s growth within the company

Campaigns for this purpose are constantly being carried out, having donated bags with provisions to ice cream vendors, thus benefiting over 1,000 families. The “Collective Impact for Food” program was implemented for two consecutive years in collaboration with Walmart. And along with Kellogg’s, the company took part in a strategic partnership named Better Days to Grow Together, which includes an educational and integral program designed to support families by favoring their food security through a close accompaniment with the communities. In 2022, Grupo Lala has supported 1,000 children from over 20 communities in Chimaltenango, Guatemala.

been recognized after having saved more than 39 billion gallons of water in 2021.

“Grupo Lala has always been a responsible company, with high standards, passionate to produce high-quality products, to improve nourishment, and all this has been possible with a talented human team, committed to the company’s goals”, concluded Ana María Orozco, CEO for Grupo Lala - Central America and the Caribbean.

Towards a sustainable future The goals to be fulfilled in 2022 include the growth and implementation of technology that will allow to keep working sustainably, thus generating scale economies. In Guatemala, Grupo Lala’s duty regarding sustainability has

HIGH QUALITY

standards and operations

A comprehensive and certified operation from sowing to distribution is the cornerstone for Licores de Guatemala to endure as one of the companies exalting the name of the Central American country.

Translated by María Murgui

Produced by Jassen Pintado

Interviewee

Luis Ibáñez Guillén, General Manager at Licores de Guatemala

Licores de Guatemala has exalted the name of its country internationally through the exportation of fine beverages of high quality and excellence in their production processes; its brands come to be a model which is earning more and more prestige with the passing of time. In its country of origin, its rums and “aguardientes” are already a part of the local tradition for the best occasions, serving in each sip more than 80 years of experience which is also present in more than 25 countries. Besides extending its presence internationally, in 2013, Licores de Guatemala got the “Ron de Guatemala” Designation of Origin, thus affording status not only to the land and environment where the cane grows, but also to the quality of the materials in which it is stored and aged.

Later, in 2020, Industria Licorera Quezalteca won an award as Exports of the Year, which acknowledges the company’s quality, sustainability and competitiveness.

“Licores de Guatemala is currently at a very important point after five years of uninterrupted growth and a profitability of each of its production units”, pointed out Luis Ibáñez Guillén, General Manager at Licores de Guatemala.

INTERNATIONAL EXPERIENCE IN THE SECTOR

Ibáñez is an industrial engineer and public accountant whose education took place in Peru. He also earned an MBA at ESAN (Spanish acronym for Business School for Graduates, in Peru) University Business School and is currently a doctor candidate at the University of Seville (Spain). The executive also completed specialization courses at the Marketing Society (London, England) and

- Luis Ibáñez Guillén, General Manager at Licores de Guatemala

“Licores de Guatemala finds itself at a very important point after five years of uninterrupted growth and a profitability of each of its production units”

executive formation programs at the INCAE (Spanish acronym for Central American Business Administration Institute, in Costa Rica) Business School.

Its prime field of expertise is Business Strategy and Innovation in the trade front. Throughout 25 years he has worked in the alcoholic beverages industry in countries such

as Argentina, Ecuador, Panama, Peru and, currently, Guatemala.

“My job is results-focused, I take part in all the business development aspects”, declared Ibáñez.

OPERATIONS WITH THE SUPPORT OF A COMPLETE STRUCTURE

The operation of Licores de Guatemala has got the structure of an

integrated chain: from the sugar cane plantations, the sugar mill where raw material is processed, distillery, aging centers, packaging factories, its own distribution system and contracted distribution through first-tier partners for the global presence of the product.

Moreover, the company has a division for imported liquors of different kinds, through which first-

class brands are commercialized.

The operation is complemented with Casa del Ron, its own retail chain, which has different locations in the country.

RICH PORTFOLIO WITH WELLPOSITIONED BRANDS

Licores de Guatemala is formed by rum, “aguardiente” and gin brands,

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each one with its own personality, capable of reaching different market niches.

RUMS

Ron XL: Beverage aged in oak casks for at least one year, distilled four times. Excellent selection for cocktails and a choice beverage for young adults. Available in pineapple/coconut, lemon/cucumber, berries, and apple flavors.

Ron Venado: This rum is offered in two different varieties, according to their alcohol content. It stands out due to its mixability.

“AGUARDIENTES”

Aguardiente Venado: A real tradition in the Guatemala central area, aged for a year and with tinges of intense flavor. A version with cinnamon scent and flavor was added recently to this brand.

Quezalteca: Flagship brand in the country, rooted to customs and flavors from Guatemala. Quezalteca is beyond social classes and age groups. Different flavors have been adapted to the Central American taste in different graduations, which allow

for a democratic consumption among different groups.

AGED RUMS

Ron Botrán: Botrán rum varieties are recognized worldwide thanks to their raw honey-based production, obtained after the sugar cane’s first pressing, which is grown in the Retalhuleu region, in the South-West of Guatemala.

Ron Colonial: Conceived up in one of the first cities to be founded in this continent, Antigua, Ron Colonial is produced from the maceration of plums, raisins and vanilla.

Ron Zacapa Centenario: Zacapa has been catalogued as the best rum in the world due to its production, from the soil type, climate and other natural elements combined in the region where its cane grows, its one of a kind distillation process and, specially, its aging at high altitude.

GIN

Xibal: This liquor is produced from Mesoamerican herbs which are

characteristic from Central America, in perfect symbiosis with the gin traditional flavors.

RTD s AND HARD SELTZERS

As trendsetters in low-grade and low-calorie alcoholic beverages, the company created brands such as Cubata, VIP, OBIT, Mangiatto, Xibal and Kick, aimed for different occasions and different markets with flavor variety.

IMPORTED BRANDS

We are pleased to represent brands from top level wineries and companies such as Viña San Pedro, Casa Orendain, Tito’s, Pernod Ricard, E & J Gallo Winery, PradoRey, and Segura Viudas, which trust our commercial and brand development system.

“We are proud of producing rums which are really world-class”, commented the General Manager.

INNOVATION AS A BRAND-CREATOR BOOST

The capability of building up brands and innovating when affording them an evolution element was joined to Licores de Guatemala’s tradition of producing high-quality liquors for decades.

Currently, the company offers both the domestic and international markets an average of 25 innovations a year in the form of new products, new flavors, new brands and packaging.

“We have converted the company into a lean organization to respond to the faster and faster changes in the markets”, Ibáñez pointed out.

Among these innovations, we could highlight high quality products which can make a difference in the market, such as: Ron Botrán Creole Apple Fusion, Botrán Vintage Wine Cask, Botrán Guatemalan Oak, Cinnamon Flavored Venado, Zacapa Royal, Ron XL in different combinations with lemon, XL Sour Blast, XL Pineapple/

rums

-

Luis Ibáñez Guillén, General Manager at Licores de Guatemala

“We are proud of producing

which are really world-class”

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Coconut, Xibal Gin & Tonic, Xibal Equinox; Blackberry Quezalteca, Guatemalan Mango, Pepita Orange, Pineapple, Hot Corn flour Drink; “ready to drink” (pre-mixed) Mangiatto, XL Kick and Quezalteca Chispuda, just to name a few.

Beyond alcohol as a beverage, COVID-19 pandemic took Licores de Guatemala to develop Alkoh, making an incursion the in medicinal alcohol market, thus contributing to fight the virus.

COMPANY-OWNED RETAIL OUTLETS

In order to work as a complete operation, Licores de Guatemala manages its own retail channels, which have been modernized and reshaped through physical sales channels Casa del Ron, in different cities in the country, whose unique concept has been renovated.

After the transition to e-commerce on the part of the consumers, which was accelerated during the quarantines derived from the

pandemic, the company has focused its efforts on developing its electronic commerce channel.

SUPPLIERS’ SECTORS

Each line of Licores de Guatemala’s suppliers is properly segmented according to each stage in the production and commercialization of beverages.

For the farming stage of the process, the company has got suppliers who can afford the best fertilizer and riper which not only fullfils the sowing and optimal development of the cane, but also are friendly to the environment and the soil quality for sowing. Another important partnership is the one with packaging material suppliers (both glass containers as well as lids and labelling).

An important task with companies which take part in key areas for the creation of formulae, such as flavoring, aromas and natural scents is also carried out.

changes

- Luis Ibáñez Guillén, General Manager at Licores de Guatemala

SUSTAINABLE OPERATION

The purpose of directing the company towards sustainable operations has resulted in important investments on behalf of Licores de Guatemala, accomplishing effective actions such as a reduction in the use of fossil fuels and the optimization towards clean processes, having received the ISCC Certification Plus (International Sustainability and Carbon Certification) and verified the entirety of its production chain. This rank also guarantees the optimal management of the production chain’s resources, from plantations, mills, distilleries, aging and packaging

centers to experience centers.

This way, the company guarantees the sustainability of Guatemalan rum, which keeps up to world standards not only for its quality, but also for its caretaking of the environment and respect of human rights.

The company earned the Neutral Carbon certification in May 2021 from SGS, thus fulfilling ISO Standard 14064:2006. This was achieved by eliminating its carbon footprint, without turning to the purchase of carbon footprint credits as other companies do, as it owned an inventory of more than 1,850M to achieve its own mitigation of

“We have converted the company into a lean organization to respond to the high speed of

in the markets”

greenhouse effect gases.

Towards the external part of the company, Licores de Guatemala created the “Tranquilo Camilo” campaign, which consists of enjoyable communications to promote the moderate consumption on behalf of consumers.

FUNDACIÓN LICORERA (SOCIAL WORK ORGANIZATION)

Fundación por la Vida (Foundation for Life) was created in 1986. It changed its name to Fundación Licorera, which contributes to the complete development of the Guatemalan society focusing on three

main points: life standards through nutrition, education and productive programs.

This organization has managed to have an impact on children and surrounding communities through two schools with about 1,000 students, and also more than 200 women through different trainings who seek to empower and improve their living standards. They also distributed about 12,620 bags with food in Jocotan, Chiquimula, known as the “Dry Corridor” in our country. In addition to this, our Ingenio Tulula office for relationships with communities has benefited more than 14,300 neighbors and 2,800 families from San Andrés Villa Seca, Retalhuleu, with health,

communal infrastructure and human development projects.

LOOKING TOWARDS GROWTH

The main goals for Licores de Guatemala are the consolidation of the growth experienced over the last years and make it sustainable with the passing of time.

After the positioning of its brands in Guatemala and Central America, Licores de Guatemala seeks to emerge in new markets beyond the organic growth.

“We keep an eye on new growth opportunities and we look toward the future with optimism”, concluded Luis Ibáñez Guillén, General Manager at Licores de Guatemala.

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