The situation regarding road accidents in the motor transport sector shows a steady increase in incidents: in 2025 they increased by 8.5% and this trend continues in the first quarter of 2026. Road insecurity represents a cost equivalent to 1.8% of the Gross Domestic Product (GDP) and beyond economic terms, it translates into 1.2 deaths for every 10 accidents .

To understand the complexity of road safety, one of the commonalities is that it is a multifactorial problem that has various aspects from which it must be addressed and, therefore,  is not the responsibility of one area, but of organizations and their ecosystems .

In light of the above, the panel: “The challenge of changing road safety in Mexico” , held within the framework of the 5th edition of the Safety Summit of Jugos Del Valle-Santa Clara (JDV-SC) , presented various visions from the organization, but also with its strategic partners.

A first starting point is that security should be seen as an investment, not as a cost, a philosophy shared by Juan Carlos Jaramillo, CEO of JDV-SC.

Along the same lines, Alfredo Fernández, Chief Financial Officer (CFO) of JDV-SC, emphasized the benefits of investing in security, which contribute to reducing hidden costs such as accidents, turnover, litigation , and even an element that should not be overlooked: reputation.

“A peso saved is worth the same as a peso sold, but safety protects both,” Fernández summarized.
Alejandra Suárez, Transportation Director at Coca-Cola FEMSA, described road safety culture as a long-term process. “Road safety culture must be sustainable; it’s a process that takes years, not an immediate solution.”

Suárez also spoke about the challenge that operators face and that they should be recognized for their work, in all the areas where they must perform safely.

Therefore, in addition to technology, they require precise and focused training to take advantage of all available technological knowledge and tools, which implies creating good instructors .

When discussing how safety is a multifactorial issue, it was indicated that solutions are required from various fronts. For this reason, José Quesada, Global Route to Market Safety Manager at The Coca-Cola Company , described how investment in technology must be aligned with monitoring compliance with processes and the devices acquired, in order to achieve the expected results.

At that point, Quesada emphasized that attention must be paid to the interaction of the methods applied with the operators, where corrections can be made based on feedback received  in an effort to improve the processes.

Christian Guadiana, Director of Transportation at Solistica, emphasized that the industry must move from simply having safety initiatives to a shared road safety culture, one that is appropriate to the nature of the problem. “We have learned from the Coca-Cola system that investing in safety is a way to be competitive . ”

Alfonso Vázquez, Logistics and Distribution Director at JDV-SC, sent a message to all members of his team and their transportation partners, aiming to implement changes starting today, during which various elements for development were discussed. “Let’s make things happen and ensure they align with our teams.”

Vázquez asserted that, while there are operational pressures, all areas must take responsibility and be consistent with the safety approach to achieve change.

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Road accidents have been categorized as a pandemic by the World Health Organization (WHO) , just as happened with COVID-19 or other situations that have affected the pace of societies.

Understanding the reality and with a vision where they should not experience a single accident, much less a human loss, Jugos Del Valle-Santa Clara (JDV-SC) held the 5th edition of the Safety Summit , a space where the objective is to raise awareness among its transport partners and suppliers  regarding the challenge that exists in road safety.

“Safety is no longer a trend, it’s a culture,” with this forceful statement Juan Carlos Jaramillo, CEO of JDV-SC, began the sessions, emphasizing that well-defined strategies are needed to promote organizational changes, with the goal of internalizing safety at all levels, including own personnel, operators, and third parties.

In a vision where KPIs have become the roadmap, in terms of safety, success, the main KPI is that the operator and the truck arrive safely at their deliveries, achieving the best levels of productivity .

Juan Carlos Jaramillo, CEO of JDV-SC.

José Luis Silva, Safety and Environmental Manager of JDV-SC,  presented three different realities , with real accidents that touched the sensibilities of the transport partners present, but where the central message was key: elements such as fatigue, distraction and speeding continue to drive accident rates.

For everyone involved in the daily lives of operators, a fundamental axiom is: “a pressured operator is an operator at risk ,” therefore, efforts should focus on reducing pressure.

In addition to the above, work must be done on the best selection and certification of operators (theoretical and practical), promote continuous training where realistic and humane working conditions are presented and, above all, develop a talent retention approach, not just on its availability, summarized Alex Theissen, president of the Board of Directors of the National Association of Private Transportation (ANTP) .

In terms of technology, emphasis was placed on the fact that in addition to proper implementation, adoption is required in all spheres of the organization, which must be accompanied by training to obtain the expected results.

“ Technology doesn’t drive itself, it only helps to drive better , and if poorly implemented, technology can become the operator’s enemy,” highlighted Juan Alberto Báez, CEO of Fletes Hesa .

One consensus was that technologies such as cameras, telemetry, and ADAS systems must have a clear objective: to prevent serious accidents, not just to monitor.

“Technology is designed to reduce the severity of human error, assuming that error will always exist,” said Edgar Chahín, president of Fletes Hesa.

Eugenio Domínguez, Supply Chain Director at JDV-SC, warned about the need for certifications in both theory and practice, as a way to address existing problems and offer solutions.

Meanwhile, Luigi Terzini, Sr. Director of Occupational Safety LATAM OU for Coca-Cola Company , identified a key element in this matter, namely the maintenance of the units, which is associated with accident rates, and which is a matter that can contribute to predictability models .

One of the conclusions of the Safety Summit is that for JDV-SC, the effort to reduce accidents and human losses to zero has the full support of the organization, in identifying actions that help its transport partners and translate into tangible results.

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El cargo Jugos Del Valle-Santa Clara accelerates cultural change in safety apareció primero en T21.

For the fourth consecutive year, at the Jugos del Valle – Santa Clara (JDV-SC)Transportation Safety Summit, the focus with its suppliers of finished product transportation and production inputs  was on making road safety a non-negotiable priority and aligning all efforts to reduce all aspects of operational risk.

The JDV-SC leadership is clear that while transportation is outsourced, the implemented processes and elements such as training must be shared and, therefore, must be aligned in their objectives .

This effort is part of JDV-SC’s commitment to achieving the highest safety standards in alignment with its carrier partners and for the benefit of all the ecosystems where they converge.

“We cannot tolerate a lack of maintenance, processes, or training for operators. We must be strict and not compromise,” said Juan Carlos Jaramillo, general director of JDV-SC, at the start of the Transportation Summit.

The focus is on comprehensive safety, said Eugenio Domínguez, Supply Chain Director at JDV-SC, “We care about the physical and emotional health, not only of those who work for the company, but also of the community. That’s why the first element is ensuring that operators are safe .”

In this scenario, JDV-SC is focused on training operators and ensuring they assume technical skills , as well as identifying how to improve training processes.

Vicente Zenit, Director of Safety at The Coca-Cola Company , described that they must accelerate preventive practices so that they become a culture, and where efficient execution in operations stands out, a change in cultural mentality, “the safety culture must be focused on people ,” he considered.

An additional point raised by Zenit was that of recognition and accountability, in order to establish a clear responsibility matrix.

As part of the program, one of its transportation providers, Autotransportes Pilot , also participated. Gerardo Jiménez, the carrier’s general manager, presented the company’s ongoing safety models.

“Today we already have specialized road safety departments, because companies are focused on assuming greater responsibility in this area. Those of us who manage transportation fleets are jointly responsible for what happens inside and outside the vehicles,” Jiménez emphasized.

For this reason, various strategies are being implemented to address the health of operators, resulting in greater road safety. These strategies include involving families and maintaining close ties to promote better conditions.

Leonardo Gómez, executive president of the National Association of Private Transportation (ANTP) , highlighted that Mexico is above the average in Latin America in terms of the Accident Rate per million kilometers, above six per million kilometers, while the average is four .

“However, the accident rate for companies participating in the National Road Safety Award is just 0.59, which makes it clear that these types of initiatives are relevant,” said Gómez Vargas.

Another factor highlighted by the ANTP’s executive president is that while there is a severe shortage of operators, there is also a shortage of instructors, as a way to generate more professionally trained personnel to operate these types of units.

These are the elements that the 4th JDV-SC Transportation Safety Summit seeks to address in order to confront the issue of road safety, which the various participants agree is multifactorial and must be addressed with diverse strategies.

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El cargo Jugos del Valle – Santa Clara “revolutionizes” its approach to road safety apareció primero en T21.