Selected 2010

Manuel Alejandro González Martínez

  • Current company Agroin
  • Location Mexico
  • Industry Agriculture

Agroin is ready to provide the best authentic Mexican ready-to-eat frozen foods with its produce and Mexican delicacies.

Friends since elementary school, Agroin’s three founders studied together at the Tecnológico de Monterrey. While working in the frozen food industry, Manuel knew he wanted to grow his own good, so he partnered with Leonardo, who owned a small piece of land. The two began growing chilies in 2004. They reconnected with Ricardo and began using his family’s ice cream factory to freeze the chilies before selling them. The three received government funds and built a new plant. While La Huerta provided the company with the best practices, in 2010 the entrepreneurs followed Endeavor Mexico mentors’ advice and launched their own brand.

Agroin sells a high variety of frozen vegetables and fruit. It produces for La Huerta, and its own brands. All of its products can be prepared in three minutes and retain the taste of fresh produce. To ensure this quality, Agroin hand peels all vegetables and fruits and then freezes them using the Individually Quick Frozen method within 24-hours of receiving the produce from farmers.

By leveraging cheaper labor costs in Mexico, Agroin offers its good at a tenth of the price to its American competitors. Agroin recently launched a subsidiary company in the US, Nutrifreeze, to handle all of the importation and sales efforts there.

These entrepreneurs have led their venture to impressive growth in a traditional industry, and have already planted the seeds to a multinational success story.

Stay up to date on our entrepreneurs, events, research and more.