MEXICO 2022

ECONOMY WOMEN IN INNOVATION GREEN ECONOMY & ESG FINANCE ENERGY

MINING INDUSTRY IT & TELECOMS LOGISTICS & SECURITY CONSTRUCTION & REAL ESTATE
AGRICULTURE HEALTH & EDUCATION TOURISM & SPORTS

THE BUSINESS YEAR:
MEXICO
2022
exico is widely regarded as a regional
M trendsetter thanks to its proximity to
the largest economy in the world, the
US. It regularly gets first dibs on technology
and companies often choose Mexico to pilot
programs and products for Latam. This is part-
ly what brought The Business Year to Mexico
originally and this year we present our 11th
edition on the market, The Business Year: Mex-
ico 2022.
This latest year-long period of research was
marked by a sense of reflection and reinven-
tion in the business community. As the world
continues to restructure itself in the wake of
COVID-19 and the subsequent disruption to
the global supply chain, players in the country
are continuing to discover Mexico’s role in this
new reality. Many executives shared that they
used the crisis as an opportunity to question
entire business models and venture into seg-
ments that had previously been on the back
burner. Industries that had never collaborated
before also found opportunities to create un-
traditional partnerships.
Keeping up with the theme of change, we
saw a rising interest in the country to align
with environmental, social, and governance
(ESG) criteria. As consumers are no longer
satisfied with empty promises, companies are
readapting by showing more transparency and
incorporating these values into every step of
their processes. Gender equality is also start-
ing to gain more visibility in the market. With
Contents 3
FROM THE EDITOR’S DESK
this in mind, the 2022 edition will present, for
first time in Mexico, the release of the Women
in Innovation ranking, which was developed in
collaboration with Great Culture to Innovate to
highlight the importance of workplace culture
in this matter.
Creativity and agility became essential in
the face of what was a volatile year. Disrupted
supply chains and delayed deliveries heavily CEO
impacted some of the most important indus- Ayşe Valentin
tries, including automotive, construction, and Regional Director
Federica Fermo
chemicals. The wound was further deepened
by internal debates on how national energy se- Country Managers
Vanessa Rameix, Frida Torres
curity should be dealt with between the public Country Editor
and private sector. The government addition- Alejandra Gomez
ally finds itself under pressure to conclude Assistant Country Managers
Paula Colard, Elena Garví
megaprojects and realize campaign promises
before 2023. Project Assistant
Lizbeth Garcia
These challenges remind us all that the jour- Editorial
ney to pre-pandemic growth levels will not be Terry Whitlam, Aidan McMahon
fast and that the reactivation of the market will Finance Assistant Latam
Fernando Amezcua
not be equal. Among the industries that stood
out the most for having the fastest comeback Contributors
Gillian Docherty, Jason Shaw,
was logistics and manufacturing. In this mat- Susan Barrett, Emily Damgali,
Catalina Lopez, Adrian Espallargas,
ter, The Business Year has included a special Translinguo Global, Babak Babali,
spotlight on the city of Monterrey as industrial Kevin Mataraci, Cain Day
activity in the north was marked by an influx
of international companies, particularly from
Asia. The demand is influenced by companies
wanting to decrease logistical risk and shorten
delivery times, a major step forward toward
Mexico’s dream of becoming a global hub for ISBN 978-1-912498-87-1
logistics. ✖ www.thebusinessyear.com
6 Mexico 2022

154 Ceci Fallabrino, CEO & Founder, 178 Altagracia Gómez Sierra, 200 222 Care for all • Focus: Public
UPAX • Interview Director of Business Development,
Dina Camiones & Chairman, Grupo
AGRICULTURE health sector

155 Xavier Espinosa de los 223 Education • Forum

Minsa • Interview 201 Grow more • Chapter summary
Monteros, CEO, Latbc • Interview

158 Technology • Forum

161 Gustavo Moussalli, Latam Vice
President, Oracle NetSuite
• Interview
163 Fernando Ruiz-Galindo, Director,
Avaya • Interview
164 Alejandro Posadas, Country
Manager, Motorola Solutions
• Interview
165 Antonio Jiménez, Regional Vice
President, Latin America & CEO for
Mexico, Clear Channel Outdoor
• Interview
179 Daniel Espinosa Ávila, General
Director, Serviseg • Interview
203 Silvia Dávila, Regional President
Latin America & Mexico GM, Danone
224 TOURISM &
180 Marcos Castillo, Managing
Dairy, Plant based, and Waters SPORTS
• Interview
Director, Prosegur • Interview 225 The best is yet to come
204 Pablo Ricaud, President, Rising • Chapter summary
181 Safety in numbers • Focus:
Farms • Interview
Digital transformation of security 226 Germán Ernesto Kotsiras Ralis
industry 205 Food and sustainability Cumplido, Secretary of Tourism,
• Interview State of Jalisco • Interview
183 Pedro Luis Fernández,
Chairman & CEO, General de 206 Auto grow • Focus: Technology 227 Carlos Alberto González
Alquiler de Maquinaria (GAM) to reduce hunger and prevent climate González, Managing Director, Visit
• Interview change Mexico • Interview
207 Maria Teresa García Plata, 229 Raúl Revuelta Musalem,
184 General Director, Mexican Food Managing Director, Grupo

168 Voices from the sector

CONSTRUCTION Banking Network (BAMX)
• Interview
Aeroportuario del Pacífico (GAP)
• Interview
& REAL ESTATE 230 Roberto Cintrón, President,
170 LOGISTICS 185 Return to growth • Chapter 208 HEALTH & Hotel Association of Cancún, Puerto

& SECURITY summary

EDUCATION Morelos, and Isla Mujeres (AHCPM
& IM) • Interview
186 Francisco Javier Solares
171 Connecting the pieces • Chapter 209 Doing more locally • Chapter
Alemán, President, Mexican 232 Seyed Rezvani, Managing
summary summary
Chamber of the Construction Director, Grupo Mundo Imperial
172 Rafael Fernando Marín Industry (CMIC) • Interview 211 Pedro Zenteno Santaella, • Interview
Mollinedo, General Director, President, BIRMEX • Interview
187 FIBRAs • B2B 233 Hotels • Forum
Public Decentralized Office of the
213 Manuel Bravo, President & CEO,
Interoceanic Multimodal Corridor of 189 Luis Miguel Herrera, Head of 234 Antonio Ballester Gornals, CEO,
Bayer • Interview
the Isthmus of Tehuantepec Latam, Procore Technologies Estel Ingeniería y Obras • Interview
• Interview • Interview 214 Efrén Ocampo, CEO,
235 Alejandro Irarragorri,
Neolpharma • Interview
173 Raúl Huerta Martínez, 190 Lyman Daniels, President, Chairman, Grupo Orlegi • Interview
Managing Director, API Salina Cruz CBRE Colombia and Mexico 216 Carlos Arroyo, Managing
236 Back of the net • Focus:
• Interview • Interview Director, Grupo Diagnóstico Proa
Formalizing the Mexican football
• Interview
174 Javier Sandoval Dueñas, 191 Federico Cerdas, CEO, Global industry
President, Mexico Aerospace Fair Businesses & Skyhaus • Interview 217 Pharma • B2B
240 Juan Carlos Cachoua, Founder,
(FAMEX) • Interview
192 Construction & engineering 218 Karel J. Fucikovsky, General Santo Gusano • Interview
176 Demetrio Javier Sodi Cortés, • Interview Director, Pierre Fabre Médicament
243 Hospitality • B2B
CEO, Red de Carreteras de Latam • Interview
195 Back to building • Focus:
Occidente (RCO) • Interview
Reactivation of real estate 220 Federico Weber, CEO, Dentalia
177 Maite Ramos, Country • Interview
198 Innovation • Forum
Managing Director, Alstom
221 Digitalization • Forum
• Interview

Read more at thebusinessyear.com/mexico

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180 Mexico 2022
INTERVIEW
BETTER
solutions
Expects to grow
40% in Latam
Supporting
companies with
technological
solutions and
cybersecurity
services
BIO
Marcos Castillo graduated
from the National
Polytechnic Institute (IPN)
with a bachelor's degree
in computer science and
telecommunications and has
a master’s degree in senior
management from Pontificia
Comillas University of Madrid.
He also has a postgraduate
degree in business security
management (DSE) from
ICADE Business School and
a specialty in business risk
management (GER) from the
International Business and
Information Bureau. Castillo
has 20 years of experience in
private security with Prosegur,
being responsible for operations
management in Madrid, global
accounts for Latin America,
projects in Brazil, and, for
five years, general director of
Prosegur Security in Mexico.
What is your vision for the company in Mexico?
For Mexico, given its geographic location, the US
factor is crucial. In addition, the security market
is experiencing significant growth. Indeed, Mex-
ico is interesting for the company worldwide
for all its business lines. Latin America is key for
Prosegur. And, within this strategy in the Ameri-
cas, Mexico and the US are key. Growth over the
past two years was 25% annually. For the next
few years, we are aiming at growth of 40%. This
requires growth across different sectors such as
retail, industry, and the automotive market. The
latter market has allowed us to develop signifi-
cantly being a market that requires considerable
specialization. And, in this area, innovation in
safety brings much value, and we’re betting on it.
We want to help our customers transform the way
in which security services are provided. We also
want them to go through the digital transforma-
tion process and board the Industry 4.0 train. We
have a big commitment to innovation as part of
the services we provide.
What are the main challenges facing companies in Mex-
ico in terms of security?
The great challenge is to understand that the
world has changed. We are in a digital era of big
data and the Internet of Things. It is estimated
that security accounts for 2% of Mexico’s GDP
and can no longer be interpreted in terms of cops
and robbers, being a much deeper issue. Security
today involves adding technological components,
such as cybersecurity and electronic systems. We
call this vision Integra, and that is Prosegur’s pro-
posal in the Mexican market. The goal is for In-
tegra to lead companies to an integral and more
sophisticated security model. We want to change
the mentality of security managers. Many have
considerable experience and can now also count
on the support that technology brings. The chal-
Using technology and solutions such
as IoT and AI, Prosegur seeks to help
companies develop an integral and
more sophisticated security model
while keeping costs low.
Marco s C as t i llo
MANAGING DIRECTOR,
PROSEGUR
lenge is to demonstrate that you can have a model
that provides high reliability without reducing the
security level. Technology is much cheaper than
having an army of workers, helping companies to
curb costs and have a more efficient security.
What differentiates Prosegur from its competitors?
We can offer the customer intelligence and tech-
nological solutions. For example, a minute of
production at a manufacturing plant costs many
millions. Companies traditionally believe they
need a large workforce to maintain efficiency. We
tell them otherwise, by introducing new technol-
ogies. We use biometrics to verify that the person
is who they say they are and that they are access-
ing the plant. We have helped one such customer
save MXN50 million a year. It is a comprehensive
system that saves on costs, and, therefore, goes
beyond mitigating theft. Companies are interest-
ed in solutions that help their business. We use
technological solutions to get information that
helps customers sell more.
What sectors are you focusing on for growth?
We serve practically all sectors in Mexico but
have invested in three major sectors. One is the
automotive sector, which requires considerable
modernization and enhanced security provision.
Another big sector is banking, where the real
threat today, again, is cybercrime. Security to-
day requires intelligence and prevention through
employee training and anti-phishing techniques.
This is a sector in which technology brings trans-
formational value. The third sector is retail, and
the logistics business that supports it. Retail has
a great opportunity to develop and add compo-
nents ranging from customer experience to the
sales analysis. Security brings a differential value
to the entire process. Our goal is to add value to
these sectors of true potential in Mexico. ✖