Sustainability, Social Benefits Among Grupo AJE’s Key Pillars

Q: How was Grupo AJE founded and what are its main pillars?

A: The company was founded 35 years ago in Ayacucho, Peru, by Eduardo and Mirtha Añaños. They started working in the fields harvesting fruit. A small patio set the stage to introduce their entrepreneurial ideas, and as a result, the Añaños family home became the center of operations. After many years of effort and dedication, in June 1988, the family set up the first manufacturing soft drinks machines in the country and began operations. This gave way to Kola Real, one of the family’s first products, and soon after, Grupo AJE was founded. The Añaños family has always stood by three fundamental pillars: generating social benefits, offering quality products at a fair price, and abiding by sustainability principles in a comprehensive manner.

Q: Grupo AJE introduced Big Cola into the Mexican market. How has the soft drink been received in the country since?

A: In the years 2008-2009, Big Cola reached a 25% share of the national soft drink market. Marketing strategies such as greater investments, distribution improvements and large-scale promotions were introduced to consolidate Big Cola in the Mexican market. Currently, our product has a new ingredient that has been favorably accepted, especially in the southern and northern areas of the country.

Q: How would you describe VOLT and its acceptance in Mexico?

A: Over the years, Grupo AJE has diversified its product portfolio while expanding into other categories, such as bottled water, juices and energizers. In the latter category, VOLT stands out as the leader in Mexico. Moreover, at the start of the year, VOLT became the official energy drink of the prestigious Real Madrid in various Latin American and African countries.

Q: What sustainability benefit programs does the company implement in local communities, as well as philanthropic actions that Grupo AJE has led.

A: Since its foundation, it has been essential for Grupo AJE to maintain its commitment to the environment. Even before our sustainability division was established in 2015, the Añaños family has always had a strong connection with nature, ecosystems and biodiversity.

In addition, Grupo AJE has always opted to generate alliances, creating value links with native communities, associations, and with other industry players aimed at developing solutions in favor of the environment and raising awareness about ecosystems, such as forests and jungles.

We have led important international conservation efforts, as well as promoting a comprehensive sustainability model at an economic, social, and environmental levels, among our other efforts. At Grupo AJE, we are very proud to collaborate with Amazon communities who are guardians of the Peruvian ecosystem and who have introduced the importance of various fruits to the world.

Q: What is the AMAYU brand and its purpose?

A: Thanks to our AMAYU brand, we have protected more than 4.5 million hectares of Amazon jungle in Peru. Since 2017, we have also purchased more than 1.1 million kg of fruit, generating income for local communities. We have introduced this value chain to communities in Ecuador and Colombia. We have also expanded our mission to other parts of the world, participating in conservation projects in Indonesia, Cambodia, Thailand, Guatemala and Mexico. For instance, in Tulum, Quintana Roo, we collaborate with local governments by sharing knowledge about waste generation. We have developed a circular economy model that aids in the conservation of specific ecosystems, such as the beaches in the region.

Q: What other sustainability efforts has the company implemented, such as the donation that Grupo AJE made for a waste compaction plant in Tepoztlan, Morelos.

A: As part of this collaboration, we entered into discussions with Tepoztlan’s government. The purpose was to generate environmental awareness regarding the use of waste. The intention was to reduce waste and find a sustainable way to extend its lifespan and contribute to generating additional income for the local government. This strategy has been well received by the local population, since they are the ones who visit collection centers to leave containers and other materials that can be disposed of by using compacting machines. Our objective is to raise awareness, as well as create spaces for social participation and generate comprehensive well-being for communities.

We have been able to segregate approximately 75,000 kg of marketable waste, such as PET, cardboard and aluminum.

Q: What alliances and collaborations have you established with nongovernmental organizations and governments to generate sustainable practices?

A: For Grupo AJE, it is very important to reinforce our commitment to sustainable practices. We understand that by forming alliances, it is easier to achieve objectives. We always seek to become allies with municipal governments where our operating plants are located. We support them in many ways. For instance, we donate our products to specific causes, sponsor sporting and cultural events, volunteer in reforestation activities, as well as river cleanups. We also join forces with civil associations and foundations that support projects that promote sustainable development, environmental education, zero food waste and protection of endangered species. 

Q: What benefits have been obtained from collaborating with Tulum Sostenible Sociedad Cooperativa while promoting the Puntos Limpios program?

A: One of our objectives when joining the Puntos Limpios (Clean Points) program in unison with other allies, was to achieve the consolidation of our sustainability message of a Natural Revolution in the country, as well as to collaborate with civil society on projects that provide solutions related to environmental care. For the second phase of the project, we have been involved since the end of 2023 and have introduced an environmental education and urban solid waste management concept to seven public schools in the area. Through our alliance with Tulum Sostenible S.C., FEMSA Foundation, and TetraPak, we have contributed to the reduction of waste in landfills, contamination in bodies of water and the improvement of urban landscapes.

Q: Where is the sustainability concept heading in Mexico and what efforts still need to be made?

A: Mexico´s sustainability challenges include air and water pollution, waste management, and deforestation. To make progress on these issues, stakeholders are committed to develop and adopt additional sustainable and environmentally friendly practices, promote environmental education through our Open Doors program, as well as foster clean technologies. Furthermore, in 2021, we joined the UN’s Race to Zero campaign. The objective is to reduce emissions and be net zero before 2050.

Q: What plans and projects does the company have for 2024?

We want to grow strategically while remaining committed to society and to making the world a more sustainable and supportive place. We will continue to consolidate our sustainability strategy through the Natural Revolution with brands like AMAYU that convey the following message: good for health, good for the planet, good for the community. In addition, we will continue to support biodiversity and ecosystem conservation projects while generating strategic alliances to fulfill our commitments to the Trillion Tree Campaign, an initiative powered by the World Economic Forum.