Importance of Values

The values ​​serve as a guide for the decisions and behaviors that are made within the company. They reflect the philosophy, collective and individual identity, and their organizational culture. In turn, they represent the focus and goals that make it active in the market. Its main objective is to generate behaviors in accordance with what is proposed to become aware of the behaviors to follow to contribute to the vision.

The core values ​​become the life force of the company’s identity. We analyze our employees’ actions based on these values. This is how we build a successful organizational culture.

The values ​​of the company generate an impressive and difficult to forget message about who we are and how we act. This message is spread in a digestible, clear, and impressive way. That is why each of our collaborator’s actions must be supported with the values ​​that the company promotes.

Values to Practice & Enforce

Our company is committed to serving our customers and the global community under the following values:


Respect must be understood as a consideration for others without which coexistence in well-being is impossible. It is also an attempt not to cause harm to people or things based on a tacitly or expressly accepted tolerance. Disrespectful coexistence and treatment lacking in respect are unpleasant and a source of bad experiences that break and tear relationships apart. It implies recognizing in oneself and in others the rights and obligations.

Respect in the workplace creates an environment of safety and cordiality. It allows accepting the limitations of others and recognizing their virtues; it avoids offenses and ironies and does not let violence or abuse become the means to impose criteria.


We must respect our colleagues, associates and friends in any event, appointment, or meeting, give them some importance and, finally, resort to alarms, agendas, reminders, among others. We must not only be punctual in time and the term punctuality can be used as a synonym for: formality, accuracy, precision, regularity, among others.

Punctuality as a value is the discipline of being on time to perform obligations. In turn, a punctual person proves to be organized and responsible, both qualities are important for a job.


Adhering to ethics and compliance in our business relationships and decision-making helps build our culture and reputation. By aligning our business practices with a set of core principles, we promote a culture of ethics and compliance that is built on trust and where we can succeed.

Achieving reliability through ethics, implies being transparent and honest in all actions and communications. Being trustworthy can have a positive impact both internally and externally.

If we act ethically, we keep the company working within the limits of the law, generating trust internally and externally, we will also be attractive to investors and shareholders, beneficial for the company’s employees and operations. Likewise, we will be able to attract the best talents that support our operations.


The business world requires us to adapt our systems and structures based on flexibility, agility, and speed so as not to lose competitiveness. We can achieve this by applying coherent management mechanisms that point towards the sustainability of the organization.

Putting a business alignment plan on track represents a challenge our shareholders, managers, and area supervisors. However, once cohesion and coherence within the organizational team are consolidated, it is possible to respond more quickly and flexibly to the gradual demands of the market and customers.

Being consistent, will allow us the intellectual growth of human capital. Improving the relationship of the organization and its employability. Clockwise, coherence with the members of our value network will also allow us to respond quickly and effectively to our suppliers and distributors, the market, and consumers improving the satisfaction of the latter.

Coherence will facilitate the positioning of the company thanks to a shared vision that guarantees results and enhances growth projections outside our borders.


If we want to demonstrate professionalism and reliability, we must be diligent in our actions and dialogues with our stakeholders. Our reputation will be disseminated, recognized, and accepted with the same diligence that we attend to what is required by our clients and suppliers.

Diligent work will always open doors not only with reputation, but with evidence of an active, responsible life dedicated to results. If we intend to be leaders in the market, let us make diligence an organizational discipline and at the same time a work culture.


Transparency in our company is synonymous with honesty, having nothing to hide to our clients, providers and collaborators who prefer to interact with honest and consistent companies.

Through transparency, the company lets society know how it acts, opening the way to possible criticism or value judgments. The path to transparency is communication, so the company’s communication system must be strengthened both internally and externally. Communication is the cure against the uncertainties of those who work with and for the company, helping to create a comfortable working environment.

Through transparency: we improve competitiveness, we improve relationships with customers and suppliers, we favor the stability of the company, regulatory compliance is promoted at all levels, and we attract and retain human talent.


The ability to respond flexibly to changes that occur in the environment and easily adapt to new realities will allow us to adopt the use of new technologies; Cultural or social adaptation, aimed at working with people from multiple origins and professional backgrounds, is of great importance to be a tolerant and inclusive company. Mass digitization and globalization make adaptability essential in our work spaces.

By being highly adaptable, we demonstrate as a company that we have important qualities that the market looks for in a strategic partner. How to be: positive attitude, active listening, problem-solving capacity and flexibility to find solutions that meet the needs of the market.

Only those companies that can adapt to the characteristics of the environment will be able to survive in the market.


A freedom implies greater economic and social development in a given economy. It is no coincidence that the most industrialized countries have the highest rates of freedom and that those that have industrialized rapidly have brought about change by opening their markets.

Freedom is a sacred and imprescriptible right that all human beings possess. Freedom is the power to act according to one’s will, respecting the law and the rights of others. Freedom of opinion means that everyone is free to have an opinion or a judgment, according to their emotions, reflective abilities and knowledge.

In our company, all collaborators must understand that we can fully enjoy the right granted to us to be able to express our beliefs and opinions without fear of being discriminated against or sanctioned. We prefer to tell a story with a sincere opinion than with a hidden lie. And in many cases, unfiltered opinions give rise to the brightest ideas in the business and work environment.


Our employees act correctly, fulfilling their duty and in accordance with morality, respecting the property of others, transparency, and business. By being honest, we can show that we are trustworthy people, free from lies and bad intentions, it is one of the qualities most valued by us. When we are honest, our clients know that our intentions are good, that we are not looking for malicious benefit and that they will not do anything that could harm us. Ultimately, honesty conveys trust. The integrity of our actions is based on the honesty with which we act.


Working as a team divides the work and multiplies the results. Acting together, we will achieve the long-awaited success, both professionally and personally. Collaboration develops those soft skills that we have not normally developed and that prevent us from achieving professional recognition. To achieve the highest goals, we will necessarily need the collaboration of all our work teams. Collaborating, we will be more powerful and difficult to conquer. In order to act as a team, we must submit to the group’s designs, we must act in a certain way in order to be more precise and achieve our objectives.


The value of innovation is not in preventing us from being copied, but in getting everyone to want to copy us. Our employees must innovate to solve today’s problems without the same solutions as yesterday. In this way, that we can see opportunities where others only see discouragement.


Betting on excellence at work is one of the best ways to enjoy it. An attitude at work aligned with this aspiration not only allows for good results, but is also enriching for those who maintain it, personally and professionally. In every job we do we are presented with the option to take this attitude. Our skills, abilities, resources, or information we have can be limitations, but it is also usual that we have a good margin of action. Here, above all, passion and commitment come into play. Achieving recognition by way of excellence is the noblest way to find it.