They call him “The Bean King,” but his real name is Guadalupe Miranda Baldenebro, a Sinaloan businessman who, in just over two decades, has built his “kingdom” on both sides of the Mexico-United States border. His market caters to the “nostalgia” of the Hispanic-American population who have migrated to the northern neighbor, supplying various grains. Local palates have also integrated these products into their snacks or meals.
At the beginning of the new century, Miranda Baldenebro embarked on his entrepreneurial journey by selling sacks of beans in Phoenix, Arizona, and Los Angeles, California, and growth came quickly. Today, he enjoys significant influence throughout the United States, selling approximately 30,000 tons of grains annually, mainly from Sinaloa and Sonora in northwest Mexico, but also from Peru and Nicaragua, with beans and chickpeas being prominent. His “reign” has also extended to Canada and some countries in Europe.
Orgánicos Milenarios SA de CV is the Mexican unit responsible for purchasing, packaging, selling, distributing, importing, and exporting to both domestic and foreign markets since 2002. Currently, “The Bean King” is the main exporter of beans to the United States.
Orgánicos’ business strategy focuses on its relationship with producers, “highlighting the corporate branding of the leading brands that distinguish the Group (The Seed King and The Bean King), allowing it to have an integral business cycle. Through the sale of seed under The Seed King brand, it ensures a good volume of raw material purchase to transform it and obtain a finished and packaged product under The Bean King brand,” according to its website.
Its counterpart in the United States, MultiFresh Produce Inc., also founded in 2002, is responsible for promoting the consumption and sale of imported products, an equally important task.
INTERMODAL UNDER CONSTRUCTION
But for the past two years, this business group has outlined plans to develop a more efficient supply chain. That’s why they created Conekta Intermodal SAPI de CV, a new division in Mexico specializing in logistics, tasked with seeking better alternatives for goods transportation. Their strategy has become more visible in recent months.
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