Proudly from the north
We are a brand from Nuevo León that earned its spot on the corner store shelf through hard work, through delivering and through doing things right. Thirty years on, we are just as stubborn about all three.
Wates. Thirty years earning its place.
Wates is the flagship brand of Frituras y Condimentos Selectos, a company founded in December 1993 in Guadalupe, Nuevo León.
We started the way many things start around here: working, making product, knocking on doors and earning the shopkeeper’s trust one store at a time.
Since then we have grown doing what we know how to do: making and distributing snacks with variety, quality and a fair price. No shortcuts, and never forgetting where we come from.
We did not invent a new category. We earned our place in it through hard work, through delivering and through doing things right.
More than thirty years later, we are just as stubborn about all three.
Because earning a place takes work. Keeping it does too.
The space Wates has earned in the snack market
Between the large corporations and local producers, there is room for a brand that combines agility, specialization and consistency.
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Against the large corporations
More agile. Closer. More specialized. We can respond to the market, adjust flavors and develop products without carrying the structure of a big corporation.
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In the middle
Quality snacks at an accessible price. We neither compete only on being the cheapest nor raise prices to seem exclusive. We offer variety, great taste and competitive prices for the consumer and the shopkeeper.
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Against smaller-scale producers
The closeness of a specialized brand, with the consistency of a structured operation.
We work to maintain steady quality, a reliable assortment and the ability to deliver month after month.
Five values
- 01
Quality and Food Safety
We follow quality and food safety procedures and standards, continuously improving our processes and products.
- 02
Customer Focus
Meeting our customers’ needs and building long-term relationships of trust.
- 03
Agility
We adapt to change and act quickly to achieve better results.
- 04
Discipline
We act with responsibility and consistency, always keeping our commitments.
- 05
Teamwork
We collaborate with trust and shared goals to achieve the best results.
To be the specialist snack brand of the Mexican traditional channel, recognised for its quality, character and presence in every corner store in the country.
To bring authentic, accessible flavor to the Mexican consumer through the traditional channel, building relationships of trust with shopkeepers and offering products that always deliver what they promise.
Made by Friconsel
Wates is the brand of Frituras y Condimentos Selectos, with its own plant in Guadalupe, Nuevo León since 1993.
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