The base ingredient of many Mexican desserts is vanilla and, especially Vainilla Molina.
Its history began in 1944 when Jose Molina Ramirez, originally from Cuquio, Jalisco, arrived in Guadalajara. Then, he started producing juices and packing spices; later, he began making vanilla.
His son, Jose Molina Luna, joined the company in 1973 to manage it, and his wife, Monica Estrada, joined in the 1990s to lead the operations area.
Vainilla Molina is currently a family business. The third generation is in charge of the management. Jose Molina Luna, his children (Paula, Rodrigo, Alvaro, and Daniela), and his wife lead the company’s key positions and comprise the Board of Directors.
The company, dedicated to its principles and committed to customer satisfaction, stands out with a team of nearly 70 people. Quality is a pillar of any work or product.
Pure vanilla and more
Vanilla is originally from Mexico, and after America discovered it, the rest of the world learned about it.
The flavor of vanilla from Vainilla Molina becomes a reality after natural processes. That is why it has the purest and most original flavor and is the preferred brand of confectioners and food lovers.
Adding a dash of this extract is like adding joy to your dishes.
To complement desserts, the company has developed new products to consolidate its position as a leader in the category in both Mexico and the United States.
“Currently, besides vanillas, we produce confectionery ingredients: Postrelicioso Azucar Glass and Cocoa. As well as chocolate powder Chocolvita, and seasonings such as soy sauces, Dinastía Lin, and Tamashi,” said Alvaro Molina, Marketing and Design Manager, in an interview with Abasto Magazine.
Related Article: The Best Mexican Vanilla Is Called Vainilla Molina
A successful blend
Almost 50 years ago, in 1977, Vainilla Molina began exporting to the United States.
“We have also exported directly to Canada, Brazil, Costa Rica, Panama, Cuba, Spain, Poland, Ukraine, Holland, and Mongolia,” said Daniela Molina, Logistics Manager.
“We have always sought to anticipate the market’s and our consumers’ needs. Our quality certifications and customer service have been the fundamental basis for the growth and leadership of our product,” said Monica Estrada, Operations Manager.
Vanilla Molina’s main commercial partners are self-service chains in Mexico and the United States, such as Walmart, H-E-B, and Hispanic chains in California, Illinois, Texas, New York, and other states.
“It has been many years of successes, failures, and learning,” said Paula Molina, Credit and Collections Manager.
The company demonstrates its success through its dedication to the community. It supports the Mexican Food Bank, the United Nations International Children’s Emergency Fund, and the Child Nutrition Agency (ONI) through financial contributions and in-kind donations.
The environment and human capital are also a priority for Vainilla Molina.
“We always seek to be at the forefront in the working conditions of our collaborators, and that is why we have been awarded for two consecutive occasions with the Distinctive of Good Labor Practices of Jalisco, this year we are going for the third consecutive recognition of being a Socially Responsible Company, we also adhere to the SMETA program of the Sedex platform where we ensure compliance to human rights and to the SDGs of the 2030 agenda,” said Hector Vazquez, Deputy Operations Manager.
What’s next
In the following years, the company seeks to improve customer satisfaction in consolidated markets and boost its growth in still-developing markets.
“We want to continue our search for markets and commercial partners to expand in regions we haven’t reached,” said Rodrigo Molina, Administrative Manager.
Vainilla Molina through the years
1944 Founding of the company.
1958 Move to new plant from downtown Guadalajara to Ciudad del Sol, both in Jalisco, Mexico.
1978 Began exporting to the United States and conquered the kitchens of Hispanic families who emigrated.
1982 Building of the current plant, where production takes place.
1990s Diversification of the product line with soy sauce.
2000s The entire family joins the company.
2010 Receives quality certifications, begins exporting to new markets (Latin America and Europe), and develops the Postrelicioso brand.
2021 Receives the National Export Award from the Ministry of Economy of the Government of Mexico, which confirms the company’s spirit of improvement, honesty and discipline.