Grupo Bimbo, the world’s largest bakery, has decided to place the “Made in Mexico” seal on its white and whole-wheat bread bags. This move, more than responding to a commercial need, reinforces its national identity amidst a context of trade tensions with the United States and government efforts to bolster domestic consumption.
“Mexico has been and is the heart of our operations; our roots are here, those roots that have allowed us to grow and grow,” said Daniel Servitje, CEO of Grupo Bimbo, when announcing the company’s support for the campaign promoted by the Ministry of Economy. The event was attended by the head of the ministry, Marcelo Ebrard.
The “Made in Mexico” initiative seeks to highlight companies that produce locally and support their role in economic development, at a time when the country is seeking to attract new investments and strengthen existing ones, with a vision more focused on strengthening the domestic market.
Grupo Bimbo thus joins the ranks of one of the country’s iconic companies, with brand recognition that goes beyond its products. According to Statista, in 2024 it was one of the ten most valued brands by Mexican consumers, with an estimated value of $2.6 billion.
The decision comes at a key moment. Donald Trump’s return to the presidency of the United States has rekindled adjustments to that country’s trade policies, forcing Mexico to rethink its economic integration strategy with its main trading partner.
“Joining this type of initiative may be more of a political or institutional gesture than a measure with a direct commercial impact,” says Carlos Hermosillo, an independent stock market analyst. “Bimbo cannot be excluded from this type of initiative, but honestly, my perception is that it does little or nothing to influence consumers’ purchasing decisions.”
Mexico in the Bimbo equation
Unlike Walmart and Coca-Cola Mexico, which joined the “Made in Mexico” label amid criticism for cutting inclusion programs after the change of government in the United States, Bimbo’s support isn’t a response to public pressure, but rather a reaffirmation of its origins.
Founded in 1943, the company emerged as a modest bakery. It was in 1945 that it adopted the name Panificación Bimbo S.A. and launched its first products: white bread, brown bread, and toasted bread, wrapped in cellophane, a packaging that marked an era in the Mexican food industry.
Currently, Bimbo operates in 35 countries, with more than 151,000 employees and one of the most extensive distribution networks in the world, with more than 57,000 routes. Despite this global expansion, Mexico occupies a significant place within its operations.
In 2024, the company reported global revenue of 408.335 billion pesos. Mexico accounted for 32.8% of that total, behind the United States, which contributed 46.4%. Asia, Africa, and Europe contributed 11%, and Latin America the remaining 9.8%.
In the country, Bimbo groups brands such as Tía Rosa, Marinela, Barcel, and Sanissimo. Although it remains a dominant player in the processed food sector, its revenue growth in 2024 was single-digit, after several years of double-digit growth.
“More than helping it grow sales—which in itself will depend more on consumer health—joining this initiative will serve to bolster its image both with consumers and with authorities,” adds Hermosillo.
Source: expansion
