Alejandro Guajardo Richo

Tétecoloh, is a company that was founded by four ExaUDEM entrepreneurs: Alejandro Guajardo Richo (LDE '14), David Garza Romo (MAE '15), Diego Guzmán Garza (LFI '13), and Mariano Garza Villarreal (LAE '12/MIIS '16) who, as coffee fans, felt the need to find a new business adventure and at the same time help their country. 

It is out of this feeling that the brand philosophy and image of “Tétecoloh” were born. “Tétecoloh” is a socially responsible project which aims to position itself in the Mexican self-service and coffee commercialization market: "We broke into the market when we identified the need for high-quality, 100% Mexican coffee sold at a fair price,” our ExaUDEM said.

We believe that the image conveys Mexican folk culture through an owl covered by one of our sarapes, and the Mexican pink color, and a name in one of our most traditional Mexican languages, Nahuatl,” they said about their brand identity.

During the year they were planning the company, they would get together to brainstorm ideas for a name. They wanted something Mexican. The first thing they thought of was animals. They went from the jaguar to the Xoloitzcuintli, until they started looking in Nahuatl: “From a list of thousands of words, we found that owls as a group are called tétecoloh in Nahuatl. We used it in several examples and we loved the idea. That’s where the logo and our friend ‘Teteh’ came from!".

The philosophy was inspired by the guiding phrase “Wake up, Mexico,” which aims to hint at the effects of their main product, coffee, but above all, to raise awareness in the Mexican community. It is about making Mexicans react (wake up) and feel the responsibility to help our country, mostly by activating the national economy, creating jobs, supporting our indigenous communities, and conveying the values of Mexican enterprisers.

This project has based its business philosophy on 4 pillars: local consumption, creation of jobs, support to the indigenous communities, and professionalism. It is precisely in the combination of these elements where ”Tétecoloh Café” has succeeded in consolidating a unique, winning, super competitive value proposition.

That is the reason why “Tétecoloh” supports the indigenous community, purchasing the coffee directly from them and paying a fair price for their product. “And finally, conveying the values that we Mexican enterprisers want to communicate to the country, that we are professionals, that we make our products well, and that we are prepared to provide excellent, high-quality service,” they concluded.

Contact:
tetecoloh.com
facebook.com/tetecolohcafe
instagram.com/tetecolohcafe