Walmart Joins the Hecho en Mexico Campaign

Walmart has joined the Hecho en Mexico (Made in Mexico) campaign, an initiative led by the federal government. Through this effort, the retailer aims to strengthen the national industry and support local producers.

Starting Feb. 24, Walmart incorporated the Hecho en Mexico label across the aisles and shelves of its 3,200 stores nationwide, including Bodega Aurrera, Sam's Club, Walmart Supercenter, and Walmart Express. The initiative also extends to Walmart’s digital platforms, ensuring that the promotion of Mexican-made products reaches a broader consumer base.

The Ministry of Economy launched the Hecho en Mexico campaign on Feb. 18 to boost the production and consumption of domestic goods. Marcelo Ebrard, Minister of Economy, highlighted that the program is part of the Plan México, designed by President Claudia Sheinbaum, which aims to prepare the country economically for international challenges while promoting well-being and growth.

“The purpose of Hecho en Mexico is for the country to produce more and better. The goal is to increase national content, reduce unnecessary imports, enhance our production, and empower Mexican companies and innovations across all sectors,” Ebrard stated.

By supporting Mexican products, Walmart also aims to mitigate risks amid rising trade tensions with the United States and the upcoming USMCA review. Edmundo Delgado, Vice President, Walmart Supercenter and Walmart Express Mexico, revealed that the company conducted evaluations to identify imported products that could be replaced by local suppliers in anticipation of potential tariffs. However, Delgado declined to specify which imported products would be substituted with national alternatives.

Some experts warn that import substitution could pose challenges. Factors such as the production capacity of local suppliers, cost competitiveness, and adherence to quality standards will be crucial to the success of this strategy. Ángel Méndez, a Financial Consultant, Escuela Bancaria y Comercial (EBC), noted that the success of such programs depends on the commitment of all involved sectors. He emphasized that market competition should focus on innovation for Mexican products to compete effectively.

Currently, 91% of products sold at Walmart Mexico are locally sourced, including fresh produce like fruits and vegetables. The company works with around 30,000 suppliers in Mexico, 85% of which are SMEs. Walmart has maintained programs to integrate these producers into its supply chain. In line with this, the retailer launched the Growth Summit Mexico 2025 earlier this year, an open call for companies whose products are manufactured, grown, or assembled in Mexico and meet the program’s requirements.

By adopting Hecho en Mexico, Walmart seeks to strengthen its corporate social responsibility (CSR) role by aligning with principles of sustainability, community support, and the reinforcement of the country’s business ecosystem. However, the company has faced controversy in recent weeks due to the Freeze Latino Movement. This movement emerged after Walmart discontinued its diversity and inclusion programs in the United States following the inauguration of President Donald Trump.

Javier Treviño, Senior Vice President of Corporate Affairs, Walmart Mexico, commented that despite calls to boycott Walmart on social media, customer preference in the country remains strong. “It is clear that we continue to enjoy customer preference because we provide quality, service, and the lowest prices. There is a difference between the world of social media and the reality in our stores,” Treviño stated.

Treviño also emphasized that through the Mexico te Abraza (Mexico Embraces You) program, the company aims to provide competitive job opportunities for repatriated Mexicans. “We are working alongside other companies in this effort so that repatriated Mexicans can find employment opportunities. There is a significant recruitment effort across various regions, and we want to give returning Mexicans the chance to join the Walmart family,” he added.