Breathe
By Rita Alicia Rodríguez
This campaign aims to promote, encourage and strengthen national consumption; but how do Mexicans respond to our made in?
Once upon a time, while visiting a shopping mall, I was struck by some Talavera tableware (with traditional Mexican details) and I angrily discovered on the label that it was a foreign imitation; when seen up close, the quality was evident. In the so-called Magical Towns and main bazaars of Mexico's emblematic cities, unfortunately this is often replicated, therefore, it is essential to detect and ensure that you are buying directly from local artisans, distributors or legitimate suppliers, to avoid falling into the trap of piracy.
Because of my professional activity I assume that I do not hesitate to check labels with a magnifying glass and this should be a constant practice not only when we check the components of a food product, but in everything we buy because it is our obligation and right. On another occasion, in my "unknown field investigations", I discovered that the clothes in a store were not labeled for the national size, which is serious, starting first of all, from a respect for the customer and secondly, from the fact that the country of origin has nothing to do with the complexion and height of Latin women (which in itself we are very different by region) and then, why do we allow it and do not complain?
When you enter a foreign store where the very low quality of the products is evident, have you ever wondered why you are there?
These experiences and questions echo me in the relaunch of the "Made in Mexico" seal. The brand protects fundamental market pillars such as authenticity, creativity and innovation for the sake of fair competitiveness. It seeks to boost consumption, economic growth and job creation, according to the Ministry of Economy.
This campaign has been joined by major supermarket chains, which indicates greater openness for Mexican producers, so a greater reach for micro-entrepreneurs and entrepreneurs is expected. This process will require a certification that is well worth the added value of manufacturing and market prestige.
The intention is promising, loaded with expectations; it will be interesting to see how it is executed on this occasion. To begin with, we live in an economic environment where disposable products have gained relevance (amplified by the convenient ecommerce transaction); key points of sale in different industries are plagued by foreign stores that hinder national competition and we also have another factor: how do Mexicans respond to our made in?
I begin by pointing out that Latin America has always been a relevant market for products that, in the United States and Europe, are in decline or whose quality is questionable. We are an open and "benevolent" market for foreign products. Prominent corporate holdings have been formed and consolidated through the distribution and marketing of brands that in other countries are bankrupt, but which in LATAM are conceived in a status even of a certain luxury.
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