Creating Innovative Stories

From our beginnings, we have been known for launching new products to the market, always complying with the highest quality and safety standards and addressing ever-changing lifestyles.

During these 100 years, innovation has been a cornerstone of the Group’s growth, from new technologies used in our processes and products, to the creative ways in which we have reached our customers.

Grupo Herdez was the first company in Mexico to bottle serrano and jalapeño chili peppers through a short process, eliminating the extended pickling times. We were also pioneers in bottling mole, a typical Mexican sauce that requires a great variety of ingredients and a complex production process, thereby enabling Mexican families to enjoy this traditional dish in a matter of minutes.

Our focus on innovation led us to revolutionize an emblematic component of Mexican gastronomy: salsa. In bottling it, our consumers were able to leave the “molcajete” (a stone tool used for manual grinding) behind and instantly enjoy the flavor of the Herdez® salsas. We were also the first company to process squash blossom, corn smut – or cuitlacoche the ‘Mexican truffle’ –, nopales, chile poblano and teas.

Since the 50’s – when our processes were handcrafted and our products made in small batches – we have evolved and incorporated continuous, automated and state-of-the-art preparation systems into our processes, such as high-pressure pasteurization. Our current manufacturing capabilities enable us to meet the demand of ever- growing markets.

Today, Herdez® frozen Mexican cuisine meals and the line of Wholly Guacamole® minis – both available in the US market –, are strong examples of our focus on innovation, through which we seek to offer authentic Mexican products in accessible and convenient formats.

We create healthy eating habits

As part of our commitment to offer healthy options to consumers, our product portfolio includes organic foods, frozen yogurt, superfoods and food & sports supplements. We also provide options of healthy low-fat, low-sodium and low-sugar products, such as jams, syrups, soy sauce, dressings and mayonnaise. In 2014, we created jelly formulas that add fiber and have no sugar, sugarless maple-flavored syrup, and low-fat mayonnaise and dressings.

One hundred percent of our products are subjected to procedures that assess their impact on the health and safety of consumers. These assessments are performed in all phases of the lifecycle of the products: research and development, certification, production, marketing, storage and distribution, as well as during the use and disposal of packaging. To this end, our manufacturing processes are certified by the Business Alliance for Secure Commerce (BASC), BRC Global Standard For Food Safety, Food Safety System Certification 22000 (FSSC 22000), Hazard Analysis and Critical Control Points (HACCP), and ISO 9001.

To gather feedback and respond to the needs of our customers and consumers, we have several channels at their disposal. Among these are a tollfree hotline, ad-hoc market surveys, home panels, brand health tracking, sensory studies, concept tests, product tests, launched product tests and social network presence.

Our story in mass media

For over six decades, our creativity and market knowledge have led us to create advertising campaigns and slogans that remain in the mind of the consumer today.

In 1962 we entered the television scene with the program “Chucherías Herdez”, which would later become the variety show “Domingos Herdez.” Paving the road for a new era of television in Mexico, “Domingos Herdez” made its way into Mexican homes every week for 12 consecutive years. Furthermore, our company used its broadcast to launch new products and position those that were already in the market.

Our story in the media is not only in television. We also launched memorable campaigns in both radio and print press that accompanied the Group throughout the years and made us a cultural reference for several Mexican generations. Over the years, phrases such as Con toda confianza…es Herdez, Hechos con Amor and Póngale lo sabroso remain in their minds.

Our promotions have also been unforgettable, including the highly successful McFamilia Millonaria from McCormick®, and the Gran Familia Herdez, with which we set a Guinness Record for the largest digital photo exhibition.

The media has evolved and moved to digital formats. Far from seeing this as a challenge, we look at it as an opportunity that drives us to develop new and better ways to approach our consumers.

Curiosities of our history

During the 50’s, we began marketing infusions in Mexico under the name “tea”. Due to the popularity of McCormick® teas, the Mexican Department of Health and Commerce, in accordance with customs and traditions, accepted the denomination “tea” for infusions.