“from the agave i shall get the strength to give it back to my land”.

Transcription

“FROM THE AGAVE I SHALL GET THE STRENGTH
TO GIVE IT BACK TO MY LAND”.
JOSE CUERVO FOUNDATION REPORT 2015
| 1DON JUAN BECKMANN GALLARDO
INDEX
BOARD OF DIRECTORS
Doris L. de Beckmann
CHAIRWOMAN
Tere Bailleres
ADVISOR
Lorenza Dipp
ADVISOR
Cecilia Elizondo
ADVISOR
Marie-Therèse Hermand de Arango
4
MESSAGE FROM THE CHAIRWOMAN
7
MISSION
8
MODEL FOR SUSTAINABLE COMMUNITY DEVELOPMENT
ADVISOR
Mónica Legorreta
ADVISOR
Lupita Phillips
ADVISOR
Pepita Serrano
ADVISOR
Marinela Servitje
12 CUERVO WORLD. A GIFT FROM MEXICO
TO THE WORLD
ADVISOR
JOSE CUERVO FOUNDATION
Roberto Delgado Gallart
14 STRATEGIC LINES
Sonia Espínola de la Llave
14 EDUCATION
MANAGING DIRECTOR
DIRECTOR
Patricia Contreras Ramírez
21 EDUCATION COORDINATOR
Margarita Arana Cisneros
COORDINATOR OF SOCIAL AND ECONOMIC
ENTREPRENEURSHIP
ENTREPRENEURSHIP
30 SOCIAL
Ercilia Gómez Maqueo
CULTURAL ADVISOR
39 CULTURE
Luz Escobedo
COMMUNICATION EXECUTIVE
Nancy García Corona
ASSISTANT TO THE DIRECTION
44 STRATEGIC SUPPORT
LIAISON OFFICES
UAVI (DOMESTIC VIOLENCE CARE UNIT)
Luz Cornejo Arreola
44 COMMUNICATION
Marina Ávila Rodríguez
47 TRAINING
COORDINATOR
RESPONSIBLE FOR SOCIAL WORK
Mónica Flores Illan
47 TERRITORIAL MARKETING
HEAD PSYCHOLOGIST
ANSPAC (NATIONAL ASSOCIATION PRO PERSONAL GROWTH)
Alma Patricia Andalón Franco
48 SELF-MANAGEMENT / ISO 26000
VIFAC (LIFE AND FAMILY)
50 HOW CAN YOU HELP?
RESPONSIBLE
Patricia Contreras Ramírez
51 PREVENTIVE PSYCHOLOGY PROGRAM
José Montes Esqueda
52 OUR BOARD
Emma Martínez Ramírez
54 THE FUTURE TODAY: 2016
RESPONSIBLE
HEAD PSYCHOLOGIST
HEAD PSYCHOLOGIST
|3
BUSINESS THAT TRANSCENDS
essage from the
chairwoman
A REALITY, A CHALLENGE
DORIS L. DE BECKMANN
CHAIRWOMAN OF THE
J O S E C U E R V O F O U N D AT I O N
To be part of Tequila and La Laja is a privilege. We have
walked a long path of joint work, developing programs and
initiatives that the Jose Cuervo Foundation has set in motion
and that have only been possible thanks to the enthusiasm,
the dedication and commitment of a great team, that day to
day makes a special effort in order for personal, educational,
social and business growth of these communities to become
a reality.
At the Foundation, we are certain that strengthening
the present of families, especially youths and women, will
create solid foundations and give us the drive needed to
build a future with greater wellness and security, magnifying this land that has given us all so much.
Beyond the gratifying results, the year of 2015 was special because it allowed us to implement a new, inclusive and
sustainable, work model as well as growing and consolidating programs that have born important fruits. Additionally,
this year we opened new areas of opportunity, faced new
challenges, such as the programs “Tequila at 1000%” and
“I undertake”, both directed towards giving impetus to the
creativity and innovation of the townspeople of Tequila, so
their effort culminates in successful businesses.
Diverse things give us inspiration, but only one moves
us: people. I thank the advisors, institutions, universities,
government areas, volunteers and our team for their incomparable work and dedication that allow for the mission
of the Jose Cuervo Foundation to become a reality and
make Tequila a better place to live.
|4
“THE TOURIST MODEL IN MEXICO MUST HAVE
AMONG ITS OBJECTIVES INTEGRATING RURAL
COMMUNITIES AND SMALL TEQUILA TOWNS,
WITH THE PURPOSE OF ELEVATING THEIR
RESIDENT’S QUALITY OF LIFE, IMPROVING THEIR
ECONOMY, EDUCATION AND HEALTH.”
DON JUAN BECKMANN VIDAL,
C H A I R M A N O F T H E J O S E C U E R V O C O M PA N Y
|5
LETS SUPPORT
THE EDUCATION
OF CHILDREN
AND YOUTHS,
THEY ARE THE
HOPE FOR A
BETTER SOCIETY.
ISSION
TO CONTRIBUTE
TO RAISING THE
QUALITY OF LIFE
OF COMMUNITIES
WHERE THE JOSE
CUERVO COMPANY IS
INSERTED, THROUGH
A SUSTAINABLE
COMMUNITY
DEVELOPMENT
PROGRAM.
DORIS L. DE BECKMANN,
CHAIRWOMAN OF THE
J O S E C U E R V O F O U N D AT I O N
C H I L D R E N AWA R DS .
|7
MODEL FOR SUSTAINABLE
COMMUNITY
DEVELOPMENT
The Jose Cuervo Foundation promotes viable
projects that reconcile social and economic
aspects; that is to say, financially possible and
profitable activities, that in turn promote human well-being.
As originally mentioned in the Brundtland
Report (UN, 1987), sustainable development
is that which satisfies the present necessities
EDUCATION
without compromising the capacity of future
generations to meet their own needs.
Thus, the Foundation works with a Model
for Sustainable Community Development that
demands from the different actors involved
compromises and responsibilities regarding
the four selected strategic lines: education,
social action, entrepreneurship and culture,
in order to guarantee an improvement in the
quality of life of the towns in which the Jose
Cuervo businesses are found.
To reach the aforementioned, the Foundation has defined four strategic supports under
the determination of long-term objectives and
the choice of actions and assignations of the
necessary resources to achieve them.
COMMUNICATION
ENTREPRENEURSHIP
TRAINING
CULTURE
SOCIAL
TERRITORIAL
MARKETING
S T R AT E G I C L I N E S
S T R AT E G I C S U P P O R T S
|8
EDUCATION
ENTREPRENEURSHIP
SOCIAL
CULTURE
TELL ME AND I FORGE T, TEACH
M E A N D I M AY R E M E M B E R ,
INVOLVE ME AND I LEARN.
A N Y T H I N G T H AT T H E M I N D
CAN CONCEIVE AND BELIEVE
CAN BE ACHIEVED.
SEARCHING FOR THE
WELLBEING OF OUR FELLOW
MEN, WE FIND OUR OWN.
NAPOLEÓN HILL
P L AT Ó N
C U LT U R E I S T H E S U M O F A L L
ART FORMS, OF LOVE AND
T H O U G H T , T H AT , T H R O U G H O U T
T H E C E N T U R I E S , H AV E
ALLOWED MAN TO BE LESS
E N S L AV E D .
BENJAMIN FRANKLIN
ANDRÉ MALDRAUX
| 11
Y E S T E R D AY , 24 D E E N E R O S T R E E T , T E Q U I L A ( 1 8 74 ) ,
P H O T O G R A P H TA K E N F R O M T H E B O O K “ Y E S T E R D AY ’ S F O O T P R I N T S ”
MUNDO CUERVO.
A gift from Mexico
to the world
T O D AY , C A L L E J Ó N J O S E C U E R V O , T E Q U I L A ( 2 0 1 6 ) ,
STO C K PH OTO G R A PHY.
It has been already more than 250 years since
the Jose Cuervo company has been present in
the life of Tequila, where the “La Rojeña” factory is settled.
From its beginnings, the founders of the
tequila house already worried for the town’s
development through different actions, such
as providing support for the construction of the
temple and donating lands for the cemetery.
Mr Juan Beckmann Vidal, current chairman
of Jose Cuervo, and his wife, Mrs Doris L. de Beckmann, continue to support the wellbeing of Tequila, taking up the philosophy of his father, Juan
Beckmann Gallardo: “From the agave I shall get
the strength to give it back to my land.”
With this spirit and commitment towards
the country, Mundo Cuervo (Cuervo World)
| 12
was created in 2003 as a tourist project where
mexicanity and the pride of being Mexican can
be experienced, but also as a gift from Mexico
to the world.
Since its creation 12 years ago, this development was thought to raise the quality
of life in the community of Tequila, it has created more than 600 direct and indirect jobs
and increased tourist services in the region.
Thanks to the impulse of the Tequila Route,
a project funded by the Jose Cuervo Foundation, Tequila receives an estimate of 300,000
tourists annually, both national and international, that leave an economic spillover in all
of the population. Back then, the town had a
scarce hotel offer; currently there is a capacity of over 277 room nights and more than 15
| 13
gastronomic options to receive the visitors
that arrive each year.
Tequila additionally has important emblems, such as being part of the Designation
of Origin protected by the Tequila Regulatory
Council, it has been appointed Magical Town
by the Ministry of Tourism and its agave landscape was declared a Cultural Heritage of Humanity by UNESCO in 2006.
The Jose Cuervo company is convinced
that this tourist model is a great opportunity to promote economic and social development in the region, which is why it will continue to work along the inhabitants of Tequila,
through the Jose Cuervo Foundation, to find
in tourism a great opportunity for raising
their quality of life.
STRATEGIC LINE
DUCATION
Education is an essential factor in the improvement of towns and people,
which is why the Jose Cuervo Foundation contributes in a decisive manner to promote the integral development of youths in knowing how to
be and knowing how to love, through programs that allow them to know
themselves, regulate themselves and overcome any difficulty from their
environment, so they can be agents of change in their community.
Through workshops, conferences and specific projects it opens a
panorama of human formation that complements, enriches student
learning and aims towards other important formative habits: promotion of reading, sexual education, responsibility towards consumption, as well as other formative options, so that teenagers remain in
school, have a better quality of life and visualize a future with more
opportunities.
Party of the Century
Week of conferences directed to youths, focused on explaining the risks
to those who expose themselves in parties, and the recommendations
to prevent accidents and learn to have responsible consumption.
Psychological care in junior high schools in Tequila
The Foundation provides psychological care to youths that are in a vulnerable situation, in coordination with parents and teachers.
Meeting with junior high school headmasters
Monthly, the Foundation works along with headmasters to define
strategic actions and find solutions to school issues, in adherence
to the program Route of School Improvement, established by the
Ministry of Education (SEP, for its Spanish initials).
| 14
C H I L D R E N ’ S AWA R DS .
| 15
LA
S
E XFUI E
AS
L TEAD DUECLA TSIIOGNL OP R E V E N T I V E
TA L K S , V I FA C .
“ S AV I N G L I V E S ”
C A M PA I G N .
VISIT TO TEQUIL A’S GARDEN
CENTER.
H A PPY WA LL S PRO J EC T.
Results of the POSIT diagnosis
The Foundation carries out the POSIT (Problem
Oriented Screening Instrument for Teenagers)
diagnosis to detect which youths are at risk
and to offer them a perspective on their life
project.
information and communication technologies
against harassment, blackmail and deceit and
other cybercrimes.
Workshops on sexual education for youths
Through the VIFAC, the Foundation carries out
preventive talks and workshops in junior high
schools to provide training and tools that allow them to know and value their sexuality so
they can make decisions that benefit their life
project promoting the healthy development
of youths.
This garden center is a project of the Strategic direction of the JB Group to encourage
Tequila’s reforestation.
Summer courses for youths
Each year, the Foundation carries out summer
courses to promote reflection and strengthen
values and skills in youths through dynamics
and games, so they can shield themselves from
any risk situation and a successful life plan.
Yearly children’s awards
Since 11 years ago, the Foundation grants
awards to outstanding students in all primary
schools in Tequila.
Teacher training regarding bullying
and cyberbullying
In collaboration with the Federal Preventive
Police, the Foundation carries out conferences
to promote respect and harmonious coexistence, as well as trust and safety in the use of
Campaign of responsibility towards
consumption
The Foundation, in collaboration with the
Virtus association, carried out the campaign
“Saving Lives” aimed at junior high and high
school students, which included talks, workshops, games, accident simulators, videos
and documentaries, with the purpose of
promoting responsibility for consumption,
prevention and awareness about risks.
Conference about
addictions
Conference for parents about the risks of addictions in teenagers, highlighting the importance of schools, institutions and parents
working together to orient youths, delivered
by Comunidad Terapeútica Polaris A.C. (Therapeutic Polaris Community).
| 16
“Happy walls” project
Through the program of internships, an exchange was made with Engineer Julia Anna
Hollnaged, of the University of Tokyo, specialist in urban and habitat development, in collaboration with artist Bolla Hiriart, to develop
a project where youths use graffiti as a means
of artistic expression and promote respect
through art in the walls of the city.
Visits to Tequila’s garden center
The Foundation organizes school visits to Tequila’s garden center and promotes the program “Adopt a plant” to promote environmental education.
| 17
Forum Against Violence
Doctor Carlota Tello, Mexican specialist in
gender violence, was invited to deliver the
conference “Violence is not normal”, in order
to sensitize parents about the situation of violence that is lived within Tequila families, to
raise awareness about the importance of not
remaining silent, of recognizing the warning
signs and the timely complaint before putting the lives of women and children at risk.
Microsoft Technologic classroom
The Foundation offers, thanks to the infrastructure donated by Microsoft, training
courses for all of the population regarding
the proper management of information technologies (TICs).
14,949
910 CHILDREN 3,000
WORKSHOPS ABOUT
RESPONSIBILITY TOWARDS
YOUTHS ALCOHOL CONSUMPTION
CHILDREN’S AWARDS
98 STUDENTS
PEOPLE
BENEFITED
GRADUATED
FROM THE MICROSOFT
TECHNOLOGICAL
TRAINING ROOM
8 CONFERENCES
FOR RAISING AWARENESS OF
THE SOCIAL PROBLEMS
IN TEQUILA
10 HEADMASTERS
OF THE SIX JUNIOR HIGH
SCHOOLS WORKING WITH
THE FOUNDATION
1,000
IN THE FORUM
AGAINST DOMESTIC
PARENTS VIOLENCE
1,260 HOURS
OF TECHNOLOGY
CLASSES
8 PSYCHOLOGISTS
PROVIDING SUPPORT
THERAPY TO THE POPULATION
2,138 YOUTHS
1,200
2,160 HOURS
80 TEACHERS
“KNOW HOW
PARENTS TO LOVE”
CONFERENCE
PREVENTIVE PSYCHOLOGY
PROGRAM
OF PSYCHOLOGICAL CARE
FOR YOUTHS PER YEAR
COURSE AGAINST
CYBERBULLYING
120
SUMMER COURSE
FOR SELF CONTROL
YOUTHS AND LIFE PLAN
PARTY OF THE CENTURY
5,000
300
CONFERENCES ON
RESPONSIBILITY TOWARDS
CONSUMPTION
STUDENTS
FROM TEQUILA
STUDENTS FROM
MEXICO CITY
S T R AT E G I C L I N E O F E D U C AT I O N
| 18
| 19
STRATEGIC LINE
NTREPRENEURSHIP
The Jose Cuervo Foundation has established strategic alliances with different companies and higher education institutions to promote social
initiatives that promote local development, promote empowerment of
artisans and microentrepreneurs, and favor Tequila’s vocation as a tourist destination.
Thanks to the collaboration with the ITESO, the University of Guadalajara, through the Centro Universitario de los Valles, the Instituto
Tecnológico Superior de Tequila and the Instituto Tecnológico y de Estudios Superiores de Monterrey, it has been possible to create multidisciplinary teams with students and academics that have collaborated for
the gathering of information, data processing, needs assessment, elaboration of proposals and projects aimed at raising awareness among
residents about the heritage value of their traditions, as well as creating
trust in microentrepreneurs and new entrepreneurs to establish, accelerate and consolidate business models aligned with alternative tourist
routes, acknowledging an opportunity in this sector for the creation of
new jobs and economic wellness.
P R O J E C T S O F P R O F E S S I O N A L A P P L I C AT I O N
( PA P , F O R I T S S PA N I S H I N I T I A L S ) O F T H E I T E S O ,
ADVICE FOR ENTREPRENEURS.
| 20
| 21
Internships
In consideration of the research works and realization of projects that
entail the improvement of services and products offered by microentrepreneurs, students of different universities have been able to carry
out their internships and apply their proposals in real scenarios.
Tequila aT 1000%
In collaboration with the Tec de Monterrey, a workshop was carried out
aimed at 80 youths of junior high and high schools, that stand out for
their leadership skills. During three intensive days, youths worked in
the proposal of attractive business prototypes, which were presented
before a jury that selected the best projects to give them continuity in
the “I undertake” diploma course.
“I undertake” diploma course
This diploma course was delivered at the Tec de Monterrey, Campus
Guadalajara. Assistants had the tools to make their ideas become a reality, placing emphasis on discipline, the search for excellence, innovation
and generating value; using a model that integrates their expectations
with their personal life and the environment. The objective is for these
youths to become agents of change, by acquiring from this formative
stage a vision that broadens their capacity to undertake actions, reflect
and make decisions.
Since the commitment to social and business development of the
Jose Cuervo Foundation permeated positively in the selected people of
Tequila, the Foundation and the Tec de Monterrey committed to give
continuity to this project through support, orientation and constant
counseling.
C L O S I N G C E R E M O N Y O F T H E “ I U N D E R TA K E ”
D I P L O M A C O U R S E AT T H E T E C D E M O N T E R R E Y.
| 23
P R O E M P L O Y M E N T F O U N D AT I O N .
ITESO
5
MICRO
ENTREPRENEURS
GASTRONOMIC
ROUTE
27
TENANTS
RETURN TO THE
MARKET “CLEOFAS
MOTA” AND
“FRANCISCO SAUZA”
TEC DE MONTERREY
TEC IN TEQUILA
CUVALLES
30 20 200 8
YOUTHS
I UNDERTAKE
DIPLOMA COURSE
320 TRAINING
HOURS
MICRO
ENTREPRENEURS
BREAD ROUTE
120 TRAINING
HOURS
LEADERS
WORKSHOP
“TEQUILA AT
1000%”
BAKERIES
BREAD ROUTE
120 21
PERSONS
PROJECT FOR
THE INCLUSION
OF PENSIONED
WORKERS OF
AGAVE
269
DIAGNOSTIC
SURVEYS FOR
TRAINING NEEDS
PARTICIPATIONS
ARTISANS
WORKSHOP FOR
THE FORMATION
OF A MARKETING
COOPERATIVE
44
ENTREPRENEURS AND
MICROENTREPRENEURS
FOUNDATIONS PRO
EMPLOYMENT AND
WALMART 120 TRAINING
HOURS
100
S T R AT E G I C L I N E O F E N T R E P R E N E U R S H I P
PERSONS
BEST PRACTICES
ENCOUNTER
VISITS
11
PERSONS
SENSITIZATION
JOURNEY TO
WINE ROUTE
14
PERSONS
SENSITIZATION
JOURNEY TO
SAN MIGUEL
DE ALLENDE
“ T E Q U I L A AT 1 0 0 0 % ” W O R K S H O P .
Graduates “I Undertake” diploma course:
1 Tequila Hostel
2 Agave handicrafts
3 Agave delights
4 Agave creative confectionery
5 Cultural Xperience
6 My Magic Travel
7 Flor Agave (Agave Flower)
8 La Cocina de Lorena (Lorena’s Kitchen)
9 Nena CAB
10 El Viajero Feliz (The Happy Traveler)
11 Bordando Tequila (Embroidering Tequila)
12 Infontt
13 Fibraz Papel de Agave (Agave Paper)
14 Tequila no sólo es tequila
(Tequila is not just tequila)
15 Hotel La Villa
16 Monik Banquetes
17 Fonda Mexicana (Mexican Tavern)
18 Antojitos Mexicanos Nena
(Nena Mexican Snacks)
19 Vivir Tequila (Living Tequila)
20 El jabón de agave (Agave soap)
21 TekPak carrier
“Undertake” program and business
accelerator
Through the Pro Employment Foundation
and with support of the Walmart Foundation,
scholarships were granted to mircroentrepreneurs to train them how to structure a business plan and make their projects profitable in
short term.
Pro Employment graduates:
1 Avocado producers
2 Producer of agave marmalade
3 Vegetarian tavern
4 Confectionery
5 Cheese producers
6 Uniform factory
7 Maguito Tavern
8 Nena Tavern
9 Dental consulting
10 Leasing of event venues
and furniture
11 Barrel furniture factory
12 Cheese and livestock
production
| 25
13 Seed sprouts
14 Agave fiber craftwork
15 Aquaculture restaurant
16 Organic chicken
17 Confectionery on request
18 Birriería Mariscal
(Mariscal Roast Lamb)
19 Preserves and foods
20 Cereals and pastures
21 Office of construction
and design
E L O L V I D O C O O P E R AT I V E .
ENTREPRENEURS OF THE TEQUILA ROUTE.
GASTRONOMIC ROUTE, LONCHES LORENA.
DIAGNOSTICS FOR THE BREAD ROUTE.
Consulting for microenterprises
The Foundation continuously gives out advice
on patent and brand registry, packaging and
product design, marketing techniques and
recommendations on points of sale. The visit
to a route of successful taverns in Guadalajara by of owners of taverns in Tequila was outstanding.
El Olvido Cooperative
The Foundation supports this successful cooperative of microcredits that works with rural
communities with consulting, resource acquisition and project development. This cooperative is self-sufficient thanks to the organizational skills of the community.
erated for new entrepreneurs to invest in this
project according to their interests: tourist infrastructure, adjustments, expansion, improvement of kitchen establishments, new transportations, furniture, among others.
Through a successful and efficient promotion, the knowledge of the Tequila Route
is extending further and further out, creating
impact and results that benefit directly each
of the municipalities, companies and families
involved. Likewise, other routes and strategies
are being structured to add value to strategic
producers, establishment and shops.
pamphlet is being planned to allow tourist to
taste typical food from the best traditional dishes
in Tequila.
Agave Artisans Cooperative
The Foundation carried out a decisive role in
the construction of this cooperative, through
a workshop in which the operating rules were
made, the products derived from agave and
their markets were redefined, and the link with
the Instituto de Artesanía Jalisciense (Craftwork Institute of Jalisco) was established.
The establishment of a fair trade shop
was also promoted, as well as the participation in expositions and bazaars, and they were
offered training, management, logistics and
allowances. It is worth mentioning that some
artisans participated in the “I undertake” diploma course.
Tequila Route
The Tequila Route was created in 2006 to
contribute to the economic and social development, to promote public and private
investment, generate employment, protect
and conserve natural and cultural heritage, as
well as promote artistic manifestations and
thus strengthen the local history and identity. With the support of the Tequila Regulatory
Council, the Jose Cuervo Foundation and the
Multilateral Fund of Investments of the Interamerican Bank, one of its main objectives was
achieved: to be a detonator of tourist activity
in the region.
Another of the great achievements of the
Tequila Route is the trust that has been gen-
| 26
Gastronomic Route
Several teams of students of diverse degrees at
the ITESO carried out a mapping of the gastronomical family establishments with more than
three generations and that are iconic in Tequila. As a result, corporate images and operation
manuals of six restaurants were developed, with
marketing recommendations regarding tourism.
In order to give further impulse for these
businesses, the publishing of an information
| 27
“Flavors and knowledge of my land” contest
In order to revalue Tequila cuisine, the Foundation organized a calling of typical dishes elaborated with family recipes. The results were very
satisfactory which is why there is a plan of organizing a network of women that offer gastronomical services and thus allow them to become
part of the productive chain facing tourism.
Bread Route
In order to recover popular traditions and insert
them at present, favoring local businesses and
turning them into sources of income and touristic appeal, the Foundation has made the diagnosis and mapping to structure the Bread Route,
which was presented to tourist operators in Tequila to establish its viability.
Other routes that want to be implemented
are the Cheese Route and the Barrel Rout, as well
as guided visits to the Agave Paper Factory.
855
PERSONS
BENEFITED
74
Back to the market
With this project, the intention is to reactivate
the two local markets so they go back to being
the heart of the community. Students of the
NEW
ENTREPRENEURS
69
MICRO
ENTREPRENEURS
SUPPORTED WITH
COUNSELING AND TRAINING
gathered in multidisciplinary teams, carried out a mapping of tenants and street vendors, as well as a diagnosis of the needs and a
proposal of renovation of the stores.
In a near future, the development of a
plan for architectonic conservation will be
managed jointly with the Town Hall and the
strategic alliances needed for its execution will
be evaluated.
ITESO
575
HOURS OF
TRAINING
64 STUDENTS
DID INTERNSHIPS IN SOCIAL
PROJECTS FOR THE
FOUNDATION
395,000 PESOS
SAVED IN PROJECTS AND
COUNSELING, THANKS TO THE
SUPPORT OF SEVERAL
INSTITUTIONS OF HIGHER
EDUCATION
M E M B E R O F T H E C O O P E R AT I V E , A G AV E A R T I S A N S .
| 28
G R A D U AT E S O F T H E P R O G R A M “ U N D E R TA K E ” , P R O E M P L O Y M E N T F O U N D AT I O N .
| 29
STRATEGIC LINE
OCIAL
According to the ISO 26000 norm and adhering to the chapter on the
promotion of respect of human rights, the Jose Cuervo Foundation
seeks to impact positively in the social sphere by promoting actions
oriented to strengthening the family nucleus, with an accent in women empowerment and the importance of the place she takes up in
the family, the community and productive life.
The Foundation offers support and information through its liaison offices, to prevent such risk situations to which the most vulnerable community is faced, such as abuse, domestic violence and
femicide; teenagers that for whatever reason are facing pregnancy
are supported and free counseling is offered legally, psychologically, through workshops and preventive talks. Simultaneously, it promotes the preservation of the family, communication between parents and children, collaborative work, equity, and changes of habits
and values.
The main objective of the Foundation is to create a compromised
community, that supports the most vulnerable population, working
hand in hand with non-governmental organizations that are transparent, and developing self-sustaining guidelines and procedures.
“ S P O N S O R A G R A N D PA R E N T ” P R O G R A M .
| 30
JOSE CUERVO
FOUNDATION
REPORT 2015
INFORME
FUNDACIÓN
JOSE CUERVO
| 31
E V E N T O F C H I L D R E N ’ S D AY .
O P E N I N G O F T H E V I FA C L I A I S O N O F F I C E .
A N S PA C V O L U N T E E R S .
SEBASTIÁN ZABALA GARABITO,
BL ACKSMITH AND MAKER OF DIBBLING STICKS.
Domestic Violence Care Unit (UAVI, for its
spanish initials)
In 2015 an agreement was made with the DIF in
Jalisco to promote the opening of a UAVI office
in the facilities of the Jose Cuervo Foundation.
This office provides integral services of professional care and specializes in persons that
have experienced domestic violence. It aims
to curb violence and offer institutional support with alternatives and strategies to solve
them. Diverse cases of physical, psychological,
economical and sexual violence were detected and cared for.
Additionally, through prevention workshops and personal attention, both legal and
psychological support was granted to 164 persons.
human formation and education on providing
care for their children.
fruits and an opportunity for personal growth
for members of the families of the region.
Liaison office with National Association
Pro Personal Growth, A.C. (ANSPAC, for Its
Forum Against Violence
Doctor Carlota Tello, director of Tejiendo Redes
A.C. (Weaving Networks) delivered a lecture
before a thousand parents with the purpose
of raising awareness about the situation of violence lived by Tequila families. They were encouraged to report on time any act and to not
put the lives of women and children in danger.
ual education of their children, and youths, so
they learn how to respect their body, enjoy
their youth and sexuality in a gradual and safe
manner.
Liaison office with Life and Family, A.C.
(VIFAC, for its spanish initials)
This office, opened in 2015, trains and tends
to teenage women in vulnerable state during
pregnancy. It channels and attracts women
that could be benefited, offering options on
lodging, food, medical and psychological care,
Spanish Initials)
This program of human formation oriented to
women has been consolidated through time.
Currently, it covers an important number of
neighborhoods in the communities of Tequila,
where 600 women receive talks about diverse
subjects, share experiences and with that generate tools to empower themselves and to
know how to face diverse situations. Each of
the coordinators trains other interested women, thus having a cascading formation, a successful model of growth and aid for the integration of their families.
Psychological counseling for families
The Foundation provides an important support in psychological terms, with specialized
personnel who tend to and give therapeutic
monitoring to every person that approaches
and so requires. This effort has born important
| 32
“Know How to Love” Lecture
Through the VIFAC office, teacher Judith Turriaga, specialist on sexual education and family relationships, was invited to give a lecture
called “Know How to Love” for 1,200 parents.
She highlighted the importance of accompanying their children in their education and the
consequences that their absence can have,
mainly in the emotional life and sexual sphere,
two fundamental aspects for the integral development and wellbeing of any person.
This lecture has the purpose of providing
tools for parents regarding the emotional-sexJOSE CUERVO FOUNDATION REPORT 2015
| 33
Talks in the Integral Center for Regional
Justice (CEINJURE, for its Spanish initials)
Five talks focused on human formation and violence prevention were provided in order for
those people who are in a process because of
some misdemeanor, are afterwards reintegrated to society with a more positive vision and
that they carry out better life practices.
Workshop “Growing Together”
Thirty couples of Tequila and La Laja came to
this workshop where they got subjects and
tools to help them solve their conflicts as a
couple, to have a more effective communication and renew marriage vows.
Golden years
The Foundation supports integrally Tequila’s
nursing home within its programs for the elderly and each year there is a homage to the
golden years, which is an acknowledgement
for people who have committed their lives to
their work and their community. On september 3rd of this year, within the framework of
this event, Don Sebastian Zavala Garabito of
76 years of age was homaged by the Jose Cuervo Foundation because of the legacy and
transcendence that he has had over all of the
jimadors and farmers in the municipality and
Magical Town of Tequila for the manufacturing
of his dibbling sticks.
Sponsor a child
This year, workers of Jose Cuervo along with
the Foundation and Human Resources carried
out the Cuervoton, where toys, clothing and
shoes were collected to support the community of El Reparo, the shelter for children with HIV
and the shelter 100 Corazones Niños con
Cáncer (100 Hearts Children with Cancer). Children wrote their letters to baby Jesus and the
workers of Jose Cuervo fulfilled their dreams.
PAIPID
Sponsor a grandparent
Thanks to the support of Jose Cuervo’s suppliers, hope and a little bit of joy was brought at
Christmas to the more than 20 grandparents
who live in the nursing home of the community of Tequila; elderly people who have no family or have been forgotten by them.
3,445
Donations
The Foundation gives donations to the most
vulnerable community in terms of health issues, women, children and elderly people,
who need support.
• In 2015 support was given to 8 childcare facilities and for working mothers in Tequila.
PERSONS
BENEFITED
1 MILLION
142,000 PESOS
• The physical rehabilitation center Prodislap was benefited with drugs, devices and
maintenance to the public healthcare center of Tequila.
• Diverse donations to solve health problems of people who required emergency
medical care, payment of medical fees,
clinical tests, surgeries, prosthetics, among
others.
• Economic support and institutional strengthening of the nursing home of Tequila.
FOR INSTITUTIONS AND
VULNERABLE POPULATION OF
TEQUILA
94,450
PESOS
COLLECTED IN KIND BY
EMPLOYEES AND INSTITUTIONS
FOR SUPPORTING THE
POPULATION OF TEQUILA
3 LIAISON
OFFICES: VIFAC, UAVI
AND ANSPAC
Volunteering
Volunteering contributes substantially in projects that are carried out by the Foundation,
provides new ideas and a different perspective
on the work carried out daily. In this regard,
the work of the ladies in ANSPAC is essential, as
well as the social service scheme that is made
with the Regional High School of Tequila, the
University of Guadalajara, the Center of Agricultural Technological High School, the Superior Technological Institute of Tequila and the
Regional University of Tequila.
“SPONSOR A CHILD” PROGRAM.
| 34
| 35
18
PARTICIPANTS
FLAVORS AND
KNOWLEDGE
OF MY LAND
CONTEST
164
PERSONS BENEFITTED
300
THROUGH THE UAVI
PERSONS BENEFITTED
HEALTH CLINIC
600
WOMEN
ASSOCIATED
ANSPAC
83
DONATIONS
1,000
INTERNSHIPS TALKS ON SOCIAL
REINTEGRATION DELIVERED
BY THE UAVI IN THE INTEGRAL
CENTER OF REGIONAL
JUSTICE OF TEQUILA
ASSISTANTS
TO POPULATION
IN GENERAL
TO THE “GOLDEN
YEARS” EVENT
19
198 YOUTHS
“LIVING MY SEXUALITY” WORKSHOP
VIFAC OFFICE
ELDERLY
ADULTS
10 COUPLES
INSTITUTIONAL STRENGTHENING
AND ECONOMIC SUPPORT TO
THE NURSING HOME
59 CHILDREN’S
CHILDREN
DAY
130 CHILDREN
“SPONSOR A CHILD”
EL REPARO COMMUNITY
HOMAGE TO THE “GOLDEN YEARS”.
8
DAYCARE
CENTERS
S O C I A L S T R AT E G I C L I N E
| 36
47 INTERNOS
“GROWING TOGETHER”
WORKSHOP
UAVI OFFICE
STRATEGIC LINE
ULTURE
Culture is as important as education, it provides the development
of attitudes and values and allows for broadening of horizons and
possibilities of individuals and their community. Culture provides
a sense of belonging, of identity and links the members of a community with their history and traditions. Language, food, music, art
are ways in which our cultural heritage is expressed, which we must
appreciate and preserve transmitting knowledge of previous generations to future generations.
Culture is an invisible bond that binds people along with education, it is the epicenter of social transformation. Thus, the Jose
Cuervo Foundation calls to work collectively to develop a better
life for all and seeks to develop and implement the integral business model of the Cultural Center, establishing objectives and implementing the bases of operation and project startup.
Music Academy and Festival in Tequila
In 2015, the Cultural Festival of Tequila was renovated and changed
its structure to achieve a more complete and coordinated festival
along with the Music School. In this occasion, an academy for master classes was created with important musicians of international
prestige, coming from Moscow, the United States, Argentina and
Mexico, with which, apart from enriching the trajectory of the Music School, an excellent opportunity was provided to musicians and
students to take classes and specialized courses with these important teachers. This project was carried out thanks to the strategic
MASTER CLASS, MUSIC ACADEMY
A N D F E S T I VA L .
| 38
| 39
V L A D A VA S S I L I E VA , C AT H E D R AT I C
AT T H E U N I V E R S I T Y O F C O L I M A .
alliance with the National Music Conservatory
of the INBA (National Institute of Fine Arts) and
the Music School of the University of Colima.
The Music Academy and Festival was held
from the 21st to the 29th of august, 2015.
Apart from workshops and master classes, the
opportunity to enjoy several free concerts in
the town plaza was provided, as well as gala
concerts in the Jose Cuervo Forum, with world
class stagings such as the opera “The Elixir of
Love” by Gaetano Donizetti, and a Mexican
Music Gala with a selection of the most beautiful songs from great composers like Agustín
Lara, María Grever, Consuelito Velázquez, José
Alfredo Jiménez, among others.
Music School
The school offers guitar and flute lessons, as
well as other instruments and music theory to
children of diverse surrounding municipalities,
and it works as a talent hotbed and agent of
change to rescue traditions and build a more
harmonious social coexistence.
Foundation Choir
The Foundation Choir is ever more consolidated and has become the tip of a spear for
the talent of the people of Tequila to be projected towards other audiences and artistic
venues, in such a way that generates opportunities for professional growth and employment opportunities.
Introduction to art
A project is being developed with the support
of Conaculta for the community of Tequila to
have access to diverse art disciplines, apart
from music, that has been so far the main cultural engine.
J O S E C U E R V O F O U N D AT I O N C H O I R .
| 40
| 41
6,000
SPECTATORS
PER YEAR
100
STUDENTS
MUSIC ACADEMY
AND FESTIVAL
8
MUSIC
ACADEMY
INTERNATIONAL
TEACHERS
AND FESTIVAL IN
TEQUILA
60
STUDENTS MUSIC
SCHOOL
80
STUDENTS
JOSE CUERVO
FOUNDATION CHOIR
“WE HAVE BEEN
ATTENDING FREE
CONCERTS WHERE THE
GREATEST MUSICIANS OF
THE WORLD, THE MOST
ADVANCED STUDENTS
OF THE WORLD PLAY.
WHEN OUR STUDENTS
ARE WATCHING, THEY ARE
SHARING EXPERIENCES
WITH THEM IN THEIR
CLASSES, NOT ONLY ARE
THEY MOTIVATED BUT
THEY ALSO REALIZE
THAT THEY CAN DO IT
TOO. IT ELEVATES THE
QUALITY OF STUDY AND
GENERATES ARTISTIC
ACTIVITY FOR THE
COMMUNITY.”
C U LT U R E S T R AT E G I C L I N E
| 43
D AV I D R O D R Í G U E Z D E L A P E Ñ A
D I R E C T O R O F T H E N AT I O N A L
C O N S E R VAT O R Y O F M E X I C O
Thanks to diverse cultural alliances with the University of Colima, the National Conservatory, the
Conservatory of Moscow and Saint Petersburg,
the Music Academy and Festival in Tequila in its
2015 version had workshops for musical specialization in violin, viola, cello, piano and singing.
Apart from carrying out daily concerts from
academy students and teachers and its already
traditional galas in the Jose Cuervo Forum. These
workshops allowed young students of the Music
School to receive instruction and advice from the
greatest musicians in the world in an event that
raises the quality of study and generates a very
special bonding process among students, musicians and audience.
The Music Academy and Festival in Tequila
is an initiative by the Jose Cuervo Foundation
that acknowledges the great importance of artistic training and dissemination among youths;
they are talent generating activities and of community development for the people of the town
of Tequila.
LUSIVE COMMUNITY
C
N
I
DE
VE
E
NG
LTI
N
PME
LO
T
36
00
INT
E
R
E
ST
G
RO
TRANSFO
KNOWLE
DG
SU
S
UP
S
M
ES
| 44
CO
N
LUNTEERING
KETING
MAR
DO
C O M M U N I C AT I O N M O D E L
| VO
EN
In adherence to international standards of social responsibility and
sustainability, the Jose Cuervo Foundation makes an important effort
to carry out a permanent communication strategy in the community
of Tequila and La Laja. Using the most efficient dialog tools it promptly responds to expectations and needs that are posed by all interest
groups: board, donors, children, youths, parents, microentrepreneurs,
municipal authorities, school headmasters and teachers, neighbors,
volunteers, workers of Jose Cuervo and its subsidiaries, among others.
Along with this labor, the Foundation seeks to have a greater impact
and reach to transmit the values, objectives and visions of the Beckmann family for Tequila.
All of this has been achieved through the application of diagnosis of needs, dialog organization with interest groups of the localities
where Jose Cuervo establishes its development initiatives and the use
of diverse communication tools such as the bulletins, magazine, annual
report, inserts in the press and social networks. These efforts allow for
the information that is generated, as well as the actions carried out by
the Foundation, to reach all of our interest groups.
C
LM
ITORIA ARKETING
R
R
TE
NY
PA
OM
COMMUNICATION
R MA
TIO
N
STRATEGIC SUPPORT
STRATEGIC SUPPORT
TRAINING
In order to have a better performance and to be more prepared to provide real and continuous support to the community, the Foundation
carries out a training strategy, both internally and externally, thus generating better programs, more alliances, greater tools and above all,
more professional people who are confident about their talents and
opportunities.
In 2015, familiarization trips were made to successful tourist destinations, such as the Wine Route in Ensenada and the city of San Miguel
de Allende, Guanajuato, where experiences exchanges were made to
get to know other development models run by the Foundation of the
Autonomous University of Baja California and the project of the CASA
Foundation, respectively.
STRATEGIC SUPPORT
TERRITORIAL
Marketing
The Jose Cuervo Foundation keeps strengthening the tourist destination of Tequila through its different programs, working with different actors of the community and the public and private institutions
to sensitize about Tequila having all of the credentials and it being
competitive before the best destinations of the world: Napa Valley,
Cognac, La Rioja.
That is why its objective is to transmit the importance of tourism
as a tool to generate employment, attract economic spillover and that
its populations see in this a great opportunity to raise its quality of life.
| 46
| 47
CHAIRWOMAN
STRATEGIC SUPPORT
SELF-MANAGEMENT
ISO 26000
Within the framework of the Social Responsibility that has been promoted for 9 years by Jose Cuervo within the company, through the emblem of Socially Responsible Company granted by the CEMEFI, the Jose
Cuervo Foundation incorporated in its management model the principles reflected in the ISO 26000 Norm to direct all of its actions in a work
system that guarantees its daily application:
JOSE CUERVO
DIRECTOR
VOLUNTEERING
1. Accountability.
2.Transparency.
3. Ethic behavior.
4. Respect for the interests of interested parties.
5. Respect for the principle of legality.
6. Respect for the international behavior regulations.
7. Respect for human rights.
DIRECTOR OF
THE JB GROUP
COMMITMENT
OF ALL
COMMUNITY
In a complementary fashion, the Foundation works in the certification of other international norms and standards of quality assurance
and good governance of the organization.
9 CONSECUTIVE YEARS
BOARD
ENTREPRENEURS
INTERNATIONAL
ORGANIZATIONS
C O R P O R AT E G O V E R N A N C E
| 48
CUERVO WORLD
PERSONNEL
How can you help?
Volunteering
Citizens committed to Mexico or other countries, who donate at least
one hour a week of work personally or online.
Internships
Youths in the final semesters of their college degrees, who donate time
and talent to social causes of the Foundation in Tequila and La Laja.
Social services
Junior high and high school students that wish to carry out their social
services in some of the programs that the Foundation operates.
Summer volunteering
Professional service with a duration of 2 to 4 weeks with an average
of 30 hours a week, in a community or institution in Tequila, where
volunteers from different nationalities participate in any of our 4 strategic lines.
Solidarity shopping in fair trade shops
Through the Agave Artisans Cooperative, different products made by
artisans of Tequila are offered, made with agave raw materials or reusing organic residue from the production of tequila. With this purchase
you favor families in Tequila.
Donors of financial resources and/or in kind:
Institution: Fundación Jose Cuervo, A.C.
Bank: Banamex
Account number: 750 218732
Interbank CLABE: 002180075002187324
More information: [email protected]
BUSINESS THAT
TRANSCENDS
In 2015, Don Juan Francisco Beckmann Vidal received the award granted by the Tec de Monterrey to alumni with more than 25 years after
graduating that remain committed to the institution and society.
The rector of this university, David Noel Ramirez, referred to Don
Juan Beckman as a man that bears testimony of the mission of the Tec
and highlighted the importance that the future of his work has to do,
reflected in successful alumni.
This award was given to Don Juan Beckman for his leadership before
Casa Cuervo, for his professional excellence and his social commitment.
But additionally, for being a working man, for his continuous labor to
bring the name of Mexico up high, as well as for his efforts to provide
wellness to the people around him. It is worth mentioning that the Jose
Cuervo Foundation has contributed to improving the quality of life of
over 60 thousand people that live in the communities surrounding the
tequila headquarters.
Don Juan Beckmann referred to this award as an honor and a matter
of great satisfaction; he received it on behalf of his parents, being grateful
for having carried out his high school, graduate and masters studies in
this university.
Source: IntermediaMexico
| 50
| 51
DON JUAN BECKMANN RECEIVES
F R O M D AV I D N O E L R A M Í R E Z
T H E AWA R D .
Our
BOARD
The board of the Jose Cuervo Foundation is comprised of prominent
personalities committed to social development and support for the
most disadvantaged people of the community of Tequila and La Laja,
and contribute to the fulfillment of the purposes and objectives of this
Foundation:
• Doris L. de Beckmann / Chairwoman
• Tere Bailleres / Advisor
• Lorenza Dipp / Advisor
• Cecilia Elizondo / Advisor
• Marie-Therèse Hermand de Arango / Advisor
• Mónica Legorreta / Advisor
• Lupita Phillips / Advisor
• Pepita Serrano / Advisor
• Marinela Servitje / Advisor
The team of the Foundation, through its chairwoman, Mrs. Doris L. de Beckmann, along with its workers, physicians, psychologists,
lawyers, volunteers and of course its board, works day by day to crystallize the hopes and aspirations of all of the population, by consolidating Tequila’s vocation as a tourist destination of excellence.
| 52
| 53
The future today:
2016
The mission of the Jose Cuervo Foundation
for this year is to integrate the community to
the consolidation of Tequila as a tourist destination, offering them training, education, entrepreneurship and cultural opportunities, in
order for tourist activity to become a platform
that serves to improve their quality of life.
To carry out this mission, the Foundation
will follow a Sustainable Community Development Model, that is to say, an integral process that demands commitment and responsibilities from the different actors of society in
economic, political, environmental and social
matters.
The Jose Cuervo Foundation encourages education as the main engine for social
and economic development; and as a tool for
youths of Tequila to continue to capitalize opportunities and strategic social investments
that are carried out for the development of the
region and become agents of change.
Tourism is an opportunity for economic
wellness for everyone. To consolidate and ac-
celerate business models in alternative tourist
routes and generate employments, it is necessary to offer support and trust to microentrepreneurs and new entrepreneurs; which is
why the Foundation will work in the creation
of programs that drive professionalization and
certification of trades.
The Foundation will adopt an integral system of self-management to continue to be a
transparent, trustable institution that provides
efficient and quality service to the community and actors involved around the tequila
industry, and will consolidate its guidelines
and procedures through certifications of continuous improvement. Likewise, it will form a
community committed to support the most
vulnerable population, jointly with non-governmental organizations with transparent and
self-sustaining objectives and strategies.
Similarly, it will develop and implement an
integral business model for the cultural center,
and thus granting this project solid bases of
operation.
Additionally, the Foundation will carry
out a communication plan to disseminate
clear, concise and assertive information
about the development opportunities, personal, economical and educational, that it offers in order to achieve greater impacts and
transmit the values, objectives and vision of
the Beckmann family.
THAT THE
JOSE CUERVO
FOUNDATION BE
A TRANSPARENT AND
TRUSTABLE INSTITUTION FOR
THE COMMUNITY OF TEQUILA
2016
KEY
MODEL
SUSTAINABLE COMMUNITY
DEVELOPMENT MODEL
BOARD, DONORS, CHILDREN, YOUTHS, PARENTS,
MICROENTREPRENEURS, ARTISANS, MUNICIPAL AUTHORITIES,
SCHOOL HEADMASTERS AND TEACHERS, NEIGHBORS,
VOLUNTEERS, VULNERABLE COMMUNITY AND JOSE CUERVO
WORKERS.
EXECUTIVE
BOARD
GOVERNANCE
ISO 26000
ISO 9001
CERTIFICATIONS
FUNDRAISING
FOR PROJECTS AND
PROGRAMS
PROCUREMENT OF
PUBLIC AND/OR
PRIVATE FUNDS
STRATEGIC
ALLIANCES WITH
PUBLIC AND PRIVATE
INSTITUTIONS
COMMUNICATION AND
TERRITORIAL MARKETING
BEFORE THE DESTINATION
OF TEQUILA
S T R AT E G I C P Y R A M I D J O S E C U E R V O F O U N D AT I O N
| 54
| 55
INTEREST
GROUPS
STRATEGIC
IMPERATIVES
GROWTH
GENERATORS

“from the agave i shall get the strength to give it back to my land”.

Transcription

Similar documents

Patron Tequila Dinner - Pussers Caribbean Grille Restaurant

§rtEl Cachanilla

Untitled - Grizzly`s

Jardin de ninos Rosalinda Guerrero Gambo Ejido Jose Delgado

Tequila Rose Mail-In Rebate Offer

tequila that is more than tequila

the fierce art of tequila

Frozen/On the Rocks: $5.00 Nicky`s Gold Margarita: $7.00 Flavored

SJECCD District Headquarters

Xicala is a spin on the word “Cigarra” or the Cicada (insect)