The threat from the President of the United States, Donald Trump, to impose tariffs of 50 percent on aluminum, steel, and cars from Mexico has generated concern in the country's economy. However, Mexico has a notable defense in the company Maseca, whose shares have risen by 80 percent in just over two years thanks to its foreign sales worth over 110 billion pesos.
In particular, Maseca has stood out in the United States, being one of its most important markets. The healthy line of Mission, "Better For You," has driven annual growth in its EBITDA to 744.3 million dollars. According to columnist Jonathan Ruíz in his column "The Empire 'Against Tacos'," Maseca's tacos seem immune to possible tariff attacks, thus representing a defensive resource for the company.
Maseca's most popular products in the United States include burrito tortillas, chipotle-added tortillas, and whole wheat tortillas, all with a low carbohydrate level. The sale of these products has allowed Maseca to achieve a record margin of 20.6 percent, which is notable in the highly competitive food industry.
The significant presence of Mexican-origin residents in the United States, totaling 36 million people, and Latinos in general, totaling 66 million, has contributed to the success of Maseca's products in the U.S. market. This influence on Mexican cuisine globally could be key to countering the tariff measures proposed by Trump.
Additionally, Maseca has developed a binational production source that will likely allow it to dodge any possible negative impact on exports coming from Mexico to the United States. In comparison with other companies like Bimbo, whose EBITDA is 15 percent, Maseca stands out with an EBITDA of 17.2 percent, thus demonstrating its strength in an uncertain economic scenario.
