To guarantee the continuous improvement of products, processes and services to consistently anticipate and exceed current and future needs and requirements of customers and end-users, creating growth the conditions, staff development, the harmonious coexistence between the company and the immediate communities and the optimization of its shareholders’ equity, within a framework of full compliance with social responsibility with the environment.


To be recognized as a world-class company and a market leader, with a growing and sustained socio-economic profitability, based on innovation and the continuous development of products, processes and services that provide greater value to its personnel, customers, distributors, consumers and suppliers, as well as to financial institutions, communities, shareholders and society.


  • Customer and Consumer Orientation
  • Respect for the Person and its Development
  • Teamwork
  • Continuous Improvement and Innovation
  • Ethical, Transparent and Transcendent Action