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Recipes to Cook a Better Future
“Recipes to Cook a Better Future” is Sigma’s campaign that inspires collaboration in Mexican households, working together to create a more equitable future. Recognizing the pivotal role of women in society and drawing inspiration from the first Mexican female astronaut, this campaign promotes equity through collective actions.
Building a memorable food brand goes far beyond offering good taste, impeccable quality, and a fair price. It’s also about linking the brand with certain values, a personality, and of course, with the consumers’ experience. Sigma is not just a food business, it seeks to positively impact the lives of people and communities, and support the development of everyone who interacts with the company.
Recognizing the pivotal role of women in society, Sigma has created La Villita®‘s “Recipes to Cook a Better Future” campaign, encouraging Mexican households to work together to create a more equitable future.
Katya Echazarreta, the first Mexican woman to travel to space and the spokeswoman for this campaign, shares her success story, and gives us a concrete example of how working together can help one achieve personal, family, and community goals.
Katya answers the core question of the campaign: “Is there a formula for a better future?”. In Katya’s family, every individual brought their dedication, motivation, inspiration, and a variety of extraordinary values and ingredients combined together in a “unique dish” of love and support. With her family’s help, she graduated as an electronic engineer, and pursued her dream of becoming an astronaut.
Each member of her family brings their dedication, motivation and inspiration, as well as a variety of extraordinary values and ingredients mixed in a “unique dish”.
Nowadays, Katya has become a public speaker who inspires women of all ages. Through this initiative, the young engineer seeks to inspire more people to work as a team and overcome challenges to achieve their goals and move towards a brighter future.
This campaign is also a reflection of the purpose and values that Sigma puts into practice to boost the development of all those interacting with the company, team members, clients and consumers.
“Recipes to Cook a Better Future” acknowledges the role that women play in society and invites to promote equity.
In addition to producing and distributing cold meats and cheeses, Sigma’s operations positively impact the lives of people and communities.
