Novamex markets an array of food and beverage brands from Mexico in a variety of categories. Each brand is a leader in Mexico and is well known to our Mexican-American shoppers in the U.S. Novamex owns the distribution rights of these brands in the US through joint ventures, partnership or long term exclusive distribution agreements. The company has been in business since 1987.
Novamex is in the right place at the right time marketing its products to Hispanic families, the fastest growing segment of the U.S. population. As a result, the company is realizing exponential sales with an Average Compounded Annual Growth Rate of 27% since 1990.
Our Strengths
Our company strengths are an intimate understanding of Mexican culture, solid financial and technical resources from a Mexican partner network, a financial commitment to build a portfolio of leading consumer brand franchises through a unique coast-to-coast Hispanic distribution system and integrated marketing programs that can drive retailer and consumer purchase.
Our Goal
Novamexís goal is to be the No.1 marketer of Mexican non-alcoholic beverages and grocery products in the U.S. market and in the world. To achieve this objective, Novamex is actively pursuing a range of growth strategies: outright brand ownership, joint ventures with other companies, distributorships and licensing of brands, private label bottling/manufacture, institutional opportunities, food service and hospitality.
Our Purpose
"Create a community of entrepreneurs with a sense of social responsibility, by taking the Mexican culture to the world."
Our Mission
"Novamex is the leading marketer of branded beverage and food products to Mexicans in the United States through strategic alliances."
Our Organization
Novamex corporate offices are located in El Paso, Texas, with satellite sales offices in major markets throughout the U.S. Novamex is owned by Axis Corporativo S.A. de C.V., a conglomerate with diverse interests in real estate, agriculture, plastic, and consumer products manufacturing located in Juarez, Mexico.
Novamex has invested heavily in plant and equipment and plans accelerated commitments in this vital area due to the companyís tremendous growth. The company currently owns high-speed, state-of-the-art soft drink bottling facilities in Juarez and Mexicali Mexico with blow molding capabilities to produce our own plastic soft drink bottles. Novamex has warehouses to store finished goods in El Paso and Laredo, Texas and in Calexico, California.
Novamex marketing personnel are located in Mission Viejo, CA, close to Los Angeles, the largest Hispanic market in the U.S., while corporate and administrative offices are located in El Paso. Some of the resources housed in the Novamex administrative offices include accounting, finance, invoicing, order processing, customer service, traffic, procurement, logistics, collection, legal and MIS.
Novamex is a bicultural company
We understand how to do business in the U.S. but our roots are in Mexico. This intimate knowledge of the Mexican-American consumer gives us a unique competitive advantage.
We know our consumers well: their language, their culture, what their lives are about, their aspirations. We know how to reach out to our customers, to communicate with them in a way they understand. (All of company marketing communication is en español).
Each year we invest heavily in market research to get feedback on our advertising and promotional efforts and to stay abreast of shifts in consumer tastes and preferences.
Company History
It began back in 1986 with a meeting between the Fernandez family of Chihuahua and the Hill family from Mexico City. The Fernandez family, through their company, Sistema Argos, owned bottling plants, soft drink franchises and distribution rights in several major Mexican cities. The Hill family owned Frutas Concentradas, a syrups company that owned and marketed the leading Mexican soft drink, Jarritos.
The Fernandez family invited the Hill family to create a new company with tremendous growth potential. Both parties had a common vision - the export of Mexican products to the United States. These entrepreneurs anticipated that Mexican-American immigration to the United States would continue, that newcomers to the U.S. would keep strong ties to their culture and that the Hispanic portion of the U.S. population would continue to grow. This new strategic alliance would offer a golden opportunity to distribute Mexican brands of beverages and food products in the U.S. market, leveraging the capabilities of each partner.
Over the past 14 years, the Fernandez - Hill joint venture has evolved into one of the top five exporters of Mexican products to the U.S. From two brands in 1986 (Jarritos and Sangría Señorial), the company has grown into a total of 11 leading beverage and food brands from Mexico with a compounded annual growth rate of 27% since 1990 and annual sales of over $150 millions in 2003.
The partnership has evolved into Novamex, now a subsidiary of Axis Corporativo S.A. de C.V., a conglomerate with diverse interests in real estate, agriculture, plastic, construction materials along with consumer products manufacture and marketing. Novamexís head office is in El Paso, Texas, which is located across the border from Mexico.
It began back in 1986 with a meeting between the Fernandez family of Chihuahua and the Hill family from Mexico City. The Fernandez family, through their company, Sistema Argos, owned bottling plants, soft drink franchises and distribution rights in several major Mexican cities. The Hill family owned Frutas Concentradas, a syrups company that owned and marketed the leading Mexican soft drink, Jarritos.
