A story of economic transformation with Amextra Artesanal

In 2013, the Amextra marketer was born to contribute to the financial diversification of the organization and provide commercial alternatives to the groups of artisans and beekeepers of the Income Generation program,as part of the community transformation process that implies the reduction of economic proverty.

This project was promoted and created by Eugenio Araiza Bahena – Former General Director of AMEXTRA, A.C. and current Director of AMEXTRA Finance-in the regions of the Chiapas and Guerrero. Thanks to the background of the AMEXTRA beekeeping project, A.C. and Fundación ADO in the Tumbalá, Chiapas and as a result of the Emergency Care program in the Montaña Alta de Guerrero, after hurricanes Ingrid and Manuel.

In 2014, an alliance was established with the Mexico-United States Foundation for Science (FUMEC) and based on its business incubation program, a diagnosis was made of the beekeeping project in Chiapas. And, under the charge of Katherine McIntosh, a business plan focused on the technical training of beekeepers, improving the quality and level of honey production, and product diversification was carried out.

For this reason, a line of natural cosmetics based on honey was proposed, the sale of honey in bulk was achieved for the company Mielmex, and 10,000 pieces of artisan soaps were purchased-made with honey produced by beekeepres who collaborate with AMEXTRA, A.C. – as a first effort to diversify the offer.

A year later, the branding and logotype design o f the marketer begins: Pej´Pem Artesanal, with the support of students from the Universidad Iberoamericana. In addition, herbal products (made by the women of Lomas de San Isidro, Edomex) and textiles (created by artisans from Chiapas and Guerrero) from the AMEXTRA, A.C. Income Generation programs are added to commercial offerings.

In 2016, the management of Juan Carlos Ramírez began, who focused on brand redesign (labels and packaging), training for textile artisans (quality improvement and standardization), marketing strategies (with emphasis on sales points and distributors). Independent and digital marketing (social networks).

In 2017, Comercializador Pej’Pem Artesanal joined the Professional Services Department at Transformación S.C. and Alejandra Gutiérrez joined the team as a commercial assistant. This year wwe contributed to the economy of beekeepers and herbal and textile artisans, with the purchase of their products for a total amount of 150 thousand pesos.

12 training sessions were provided as part of the strengthening of artisan products and 4 communities were visited to train textile artisans in Guerrero and Chiapas. In addition, the health and beauty offer included: activated charcoal soap, a new anti wrinkle cream, diet infusion, anti-stretch mark and cellulite gel. 30 thematic and corporate bazaars were attended mainly with CISCO México and INDRA.

In 2018, the alliance with the 100% Natural Foundation – which belongs to the 100% Natural restaurant chain-was established for the placement of honey in tis branches, through the development of “La Ruta de la Miel”, a tour to Cuernavaca, Morelos, Chilpancingo and Acapulco, Guerrero.

With the purchase of products from artisan groups in Chiapas,Guerrero and the State of Mexico for a total amount of 117 thousand pesos, 198 men and women benefited from the AMEXTRA, A.C. Income Generation program. Finally, commercial collaborations were also achieved with: Emerson, Zurich, Fundación ADO y Casa de la Amistad.

In 2019, a new administration began under Carlos Alberto Díaz Azcona, who focused the strategy on achieving commercial links with other organizations; thus, this year we managed to collaborate with: Universidad Anáhuac, Delegación Gustavo A. Madero, CEMEFI, Universidad del Valle de México, Tecnológico de Estudios Superiores San Felipe del Progreso. Likewise, the pilot of the BEEKIND campaign (membership program) was launched with collaborators from Cisco México.

The health crisis caused by Covid-19 in 2020 complicated the outlook for the marketer AMEXTRA Artesanal. This year Margarita Ramos joined, who, despite the adversities, managed to continue the commercial agreements with the Union Store of the Universidad Iberoamericana (CDMX) for the sale of honey in their spaces; and Casa Xitla, to which honey-based hair shampoo and biodegradable body washes were sold. We also participated-with the support of Natividad Morales- in the International Coffee Fair Expo in Palenque, Chiapas.

A line of hygienic products was launched: antibacterial gels and organic sanitizers. And in the branches of AMEXTRA Finanzas, sales of more than 17,700 pesos were registered, while in the branches of the 100% Natural restaurants, they closed with sales of more than 25 thousand pesos.

In 2021, Sayana Guerrero Saavedra joined, who focused on commercial prospecting, reactivation of sales points (AMEXTRA Finance branches, 100% Natural Restaurants) and digital commerce. Two new points of sale were achieved: Ocelote and Angelaria, and the virtual store was created on the Canasta Rosa digital commerce platform.

It is worth noting the acquisition of 450 kilos of honey from beekeepers in Palenque, Chiapas, and the launch of special edition honey, with pieces of the honeycomb, since for the first time we collaborated with beekeepers from Santra Cruz, Aldama, Chiapas, to whom 100 kilos of honey were purchased. In this process, we had the fundamental support of the promoter of eco-techniques from AMEXTRA, A.C. in Los Altos, Julio César Díaz, as well as Fundación ADO, the latter, in support of product mobility from San Cristóbal de las Casas to Mexico City.

In addition, a project linked to the Universidad Iberoamericana (CDMX) was developed, together with the Department of Design in three axes: marketing strategies, online commerce strategies and product innovation. The development of the inventory systems was completed and a total annual sale of almost 195 thousand pesos was achieved.

The panorama of AMEXTRA Artesanal has not been easy, and 10 years after its creation, the commitment to promote “fair that transforms communities” continues, to provide commercial alternatives and community transformation to the groups of artisans and beekeepers in the communities highly marginalized.