Horacio Fernández from Jalisco made a simple mixture of chiles, lemon and salt that he sold from store to store. One bottle of Tajín at a time. Today he exports to 30 countries.
Many Mexicans probably have a Tajín in their cupboard, a product created by Horacio Fernández on December 23, 1985 (39 years ago). At that time, this entrepreneur from Jalisco sold his simple but unique mix of chiles, lemon and sea salt from his truck. He went from store to store, one bottle at a time.
Let’s start each day with a lot of strength and energy to work and achieve a change in mentality and structures. We are all in the same boat and we are called to row together. Are you up for it?
Horacio Fernández, owner of Industrias Tajín
It took eight years for Horacio Fernández to be able to export his product to the United States for the first time in 1993. In Mexico it was already a huge success. But when it arrived in the United States it was very well received by Latinos and other communities.
In 2000, the product’s image was renewed, its bottle and communication improved. Once remastered, they continued with the export. The next steps for internationalization were taken to Central America, Europe, Asia and Africa. Today, Tajín is in more than 30 countries, standing out in the United States.
In 2012, this Mexican company expanded its marketing and communication efforts to American stores to reach more customers.
Tajín Clásico is the main product. Currently, they also make Tajín Clásico reduced in sodium, Tajín Sauce, Tajín Chamoy Sauce and Tajín Habanero. Basically, Horacio Fernández sells his products in three ways: supermarkets, online sales and on Amazon.
Tajín Clásico Frosting for drinks.
The name “Tajín” refers to the pre-Hispanic pyramid located in Veracruz, Mexico, called El Tajín, which means “city or place of thunder” in the Totonac language.
What is the reason for Tajín’s success?
Tajín is produced in Zapopan, Jalisco with high-grade chiles, meaning they are of great quality or of more select and tasty varieties. These chiles come from farmers in the region who also export to the US to sell wholesale and retail.
Tajín’s organic chiles come from farmers in the region.
Tajín’s success is due, among other things, to the USDA certification, a guarantee of organic product in the US. Tajín is also kosher because it complies with Jewish dietary standards.
The owner of Tajín not only has national certifications, but international ones. Horacio Fernández has created a successful Mexican company because he gives people the certainty that his products meet the strictest and highest standards of quality and food safety.
Our quality control system is routinely audited by renowned international companies.
Horacio Fernández, founder of Tajín
But that’s not all. Tajín is gluten-free. In fact, it complies with the regulations of the Food and Drug Administration (FDA). The FDA is in charge of verifying that food, medicines, cosmetics, medical instruments and other products are safe for consumers.
Horacio Fernández aspired to a candidacy for his love of Mexico
It has been 2 years since Horacio Fernández Castillo became a Federal Deputy. In this public office he has sought to obtain resources for social development projects because he is interested in giving a dignified life to the most unprotected people.
It has been two years of intense work, listening to people and accompanying them day by day for love of Zapopan.
Horacio Fernández, entrepreneur and federal deputy of the Zapopan District
The genius behind such a popular seasoning created the Zapopan Foundation in alliance with businessmen and friends to change the lives of families in the most marginalized areas of Zapopan by building them decent housing and giving them job opportunities.
There is no time for indifference, we must find the face of God in the other.
Source: emprendedor
