Mexico is taking significant strides to boost its domestic economy with the campaign titled ‘Hecho en Mexico’, aiming to promote products made within the country. This initiative is gaining traction through the support of major retailers like Walmart de México, which has committed to highlighting Mexican-produced goods across its stores.
The campaign officially launched on February 18, 2025, coinciding with the creation of the Honorary Promotion Council comprised of business leaders, artists, and government members. Its purpose is to cultivate national pride and encourage innovation among Mexican businesses.
Starting Monday, consumers will notice special signage throughout Walmart stores, making it easier to identify locally sourced goods, especially within the fruit, vegetable, and canned goods sections. Walmart operates over 3,000 stores under various formats including Bodega Aurrera and Sam’s Club, and boasts the impressive fact of sourcing 91% of its products from Mexican suppliers. By employing this initiative, Walmart hopes to strengthen the local economy and support suppliers.
Javier Treviño Cantú, Senior Vice President of Corporate Affairs at Walmart de México and Centroamérica, emphasized the company’s commitment to the campaign stating, “We are proud to be pioneers of this initiative, reaffirming our long-term commitment to Mexico and our extensive network of national suppliers.”
This initiative is not without its challenges. Economy Secretary Marcelo Ebrard heralded this campaign as part of more extensive efforts to bolster Mexico’s international standing amid rising trade tariffs and economic uncertainties. Ebrard pointed out, “This initiative is part of a broader plan to strengthen Mexico's position on the international stage, seeking national unity and cohesion.”
The political backing for the campaign is evident, with the Congress of Mexico City voting to promote the certification brands ‘Hecho en México’ and ‘Made in Mexico’, first published on February 17, 2025. Legislators are encouraged to present these brands prominently to forge recognition both domestically and internationally.
Legislator Paulo Emilio García González, from the MORENA party, noted the importance of this campaign within the current geopolitical climate. He pointed to the strategy’s objectives: positioning Mexico as one of the world’s top economies within ten years, generating 1.5 million jobs through public-private investments and enhanced technology adoption.
Still, the support for the initiative is not unanimous. During recent discussions, Congresswoman Tania Nanette Larios Pérez, representing the PRI, cautioned against using the ‘Hecho en México’ stamp for propaganda purposes. “The stamp should not be used for propaganda, as it deviates from its original objective,” she stated, reflecting concerns about the potential politicization of this economic effort.
Notably, the initiative also seeks to address the challenges posed by the U.S. government’s threats of tariffs on Mexican imports. Competitors within the local legislative bodies have highlighted the necessity of rallying behind this initiative to prevent adverse economic impacts from trade disputes.
Another voice of caution came from Congressman Raúl de Jesús Torres Guerrero of the PAN party, who acknowledged the positives of the initiative but argued it may fall short of incentivizing businesses adequately. He suggested adding additional measures to promote local brands effectively and counteract any upcoming tariffs from the U.S.
The campaign has garnered diverse reactions and discussions among legislators, as evidenced by comments from Congresswoman Valentina Valia Batres Guadarrama, who voiced her support for enhancing Mexican brands.
Interestingly, beyond the scope of marketing ‘Hecho en México’, recent attention has turned to products with ‘Denominación de Origen’ (DO), which protect and highlight authentic Mexican goods, such as tequila and mezcal, often with strict quality standards enforced by the Mexican Industrial Property Institute (IMPI). These products traditionally contribute to the cultural and economic heritage of the country.
With 18 products holding DO status, there’s significant emphasis on how the campaign distinguishes itself from these heritage products. According to Jessica Tolentino Martínez from the National Autonomous University of Mexico (UNAM), the DO designates goods whose unique properties stem from geographic and human factors, protecting cultural heritage and boosting the economy simultaneously.
The hopes tied to ‘Hecho en México’ echo within the Mexican community as they lean toward supporting local industries. This movement aims to bring economic stability, sustain employment, and evoke pride among consumers. Initiatives like this not only spotlight homegrown products but also attempt to solidify Mexico’s role as a leader among manufacturing nations on the global stage.
The initiative encourages consumers to choose locally produced goods, thereby fostering economic resilience. With greater visibility for such brands, the campaign seeks to inspire confidence and enthusiasm among Mexican shoppers.