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Benito Manrique established his amaranth-processing company, San Miguel de Proyectos Agropecuarios, in 1986, largely as a development project to create a sustainable business to employ local residents. Despite the plant’s rural location and unschooled work force, the company had pioneered the processing of amaranth into a number of different and unique products. Nonetheless, Benito Manrique was the first to admit that the company’s marketing efforts were deficient. San Miguel lacked a coherent communications strategy, clear branding of its products, and eye-catching product labeling. The case asks students to create a marketing strategy for San Miguel, answering such questions as: 1) How should the company communicate its mission and product offerings to consumers? 2) What line of products should the company promote (or create)? 3) How should the company brand its products? and 4) What distribution channels should the company employ?



The Yale School of Management’s work on this Global Network case study has been made possible by the generous support of 

The Brad Huang '90 Fund for Innovation in Case Studies.

Web Site Editor

Jaan EliasDirector of Case Reseach, Yale School of Management

Case supervision

Mario Alan González HernándezProfessor, Instituto Tecnológico y de Estudios Superiores de Monterrey Campus Hidalgo
Carlos Gil GarcíaProfessor, Instituto Tecnológico y de Estudios Superiores de Monterrey Campus Hidalgo
Rodrigo CanalesAssociate Professor of Organizational Behavior, Yale School of Management
Kaveh KhoshnoodAssociate Professor of Epidemiology, Yale School of Public Health

Web site text and research

Jaan Elias

Additional Research and Translation

Carlos Gil García
Mario Alan González Hernández

Mexico Site Visit

Charles EuchnerProject Editor, Case Research & Development, Yale School of Management

Video production and editing

Greg MacDonaldMultimedia Producer, Case Research and Development, Yale School of Management
César Otilio Martinez MaciasCactus Creative Media Group

Video interviewer

Charles Euchner

Video camera and sound

César Otilio Martinez Macias

Liaison with The Aspen Institute

Justin GoldbachAdvisor, Business and Society Program at The Aspen Institute

Special thanks for interviews, images, and other assistance

Dr. Benito Manrique de LaraCEO (Chief Equilibrium Officer) of San Miguel gave large amounts of time, prepared financial documents, and provided most of the images for this case
Diego Manrique de LaraPartner, San Miguel
Bruno PagliaiPartner, San Miguel
Laura Vargas de Osorio ChongDirector of the National System for Family Development (DIF)
Dr Eduardo Rangel EspitaResearcher, the National Agricultural Research Institute (INIFAP)
Fernando Jimenez UribeMayor, Municipality of Huichapan
Laura HerreraKellogg's Procurement and Innovation
David Osvaldo Huerta HarrisInternational Office of Tec de Monterrey
Jean RosenthalProject Editor, Case Study Research and Development, Yale School of Management


Tiffany FullertonIntern, Yale School of Management