Empresa de LECHE con PROPÓSITO - Marcas Que Impactan: TRU de El Ordeño

Let me introduce you to a friend.

that lives in Machachi, free, in the middle of so many places, that in reality it is not the purpose of the milk you take from the cow, but we are going to learn how from the milk we focus on the most important thing, which is the development of people, of people, and there is a company in Ecuador that is certified as someone who makes money, treats employees well and takes care of the environment, with whom we are going to learn business lessons today. Today on Markas que Impactan, the story of El Ordeño.

In Machachi, they are doing programming. This is a board with a sensor so that the cows can pass, they can ring and you can do a count. Do you know Atahualpa Junior? Of course, of course. Atahualpa is the famous Atahualpa Cuy from Machachi. Hey, what's the story of Atahualpa? For those who like marijuana...

We have arrived in Machachi with Juan Pablo Grijalva, one of the most important milk businessmen in Ecuador. I ask him, Juan Pablo, what happened to you when you were a kid that said: "I want to do so many crazy things with cows"?

I lived in a farm until I was six years old. What is the purpose of the harvest? Break paradigms. Break the milk in Ecuador, above all, it became very boring. Milk is produced, white milk, and it's over. What we did was put life back to the milk. One of the things we are interested in seeing today is this true milk box that you can find in several supermarkets.

How does it get there? I told him, "What's up? What's up?" He took the ball out of things. There's a tendency that lactose milk, that it's a pain in the ass, that's complicated. What does it offer for that man? In any case, we do know that there is a large percentage of the population that has intolerance. For them, we have brought out spectacular milks. For example, we have this milk, which is a 99% lactose-free milk.

We have a machine, one of the few machines that are in Ecuador, to make this process of lactose perfect. Another product for them is this lactose-free milk, but it has 50% more protein. But how does it get more protein? Does it put egg whites in it? No, it is an ultrafiltration process, where it takes out the lactose,

and it concentrates the protein. Before we see it, the tankers have arrived, which is the next step from the uber to the tank. What is the most important life lesson that your daddy gave you that is currently useful to you? If there are problems, find the solution to the problems.

And the biggest lesson that you gave your mom for life? I always have to think about the people first. These things arrive here, what is the process? Well, they arrive here, each one of the people who do the logistics, who have a tremendously difficult job, they go collecting the milk from all the farms and they go taking small samples of each one of the accumulations or the farms that they collect.

that milk enters to be made a series of quality analysis here on the plant and there it can be released if they pass with all the parameters that we are going to explain to you, the milk is released so that it enters the threads. Well, how do you measure the quality here?

The quality is measured in the laboratory. Rolandito, how long have you been working here? 13 years. How is this laboratory? In this laboratory we do all the analysis of raw materials according to the local standards and also international certification standards that we manage. Every tanker that gets to have or get to detect the presence of antibiotics, that product is automatically rejected. It does not enter the plant.

We are on the trip from Hacienda Las Vaquitas to the Hordeño factory. I love the Andes mountain range and it is one of the spectacular trips. But I want to recommend that your next trip come included with the Proof of Love. Where the true proof of love of the 21st century is not the bullshit that you are

The true proof of love is that your partner tells you: "Hey, let's go to the weekend in Cuenca and stay at Firenze's house and also, please, let's have a tangerine ice cream after lunch."

Now, there are full moms, Lululemon in Cumbaya, who say no, no animal milk, all vegetable milk. What does that Cumbaya mom have to say? Look, first I would tell the mom that you don't have to think of milk of other things that is not cow or bovine milk.

The others are drinks, but people are used to drinking vegetable drinks. So for that you will have always heard the famous almond drink. We made an innovation in the almond drink and we made a drink that has three nuts.

It has almonds, hazelnuts, and macadamia. Obviously, these products don't have the protein that milk has, they are not substitutes. How does this work? We have storage tanks where we receive the milk that comes from the tankers.

and we have equipment that allows us to make all the mixtures for the manufacturing of the different products that we are making. Today we are making some milk with chocolate that we are going to see in the packaging and all the staff here makes the mixtures, the milk is placed in the tanks and from here it goes to the sterilization area. Here we are already in an area, why do you have to dress like Teletubbies and put this on?

We handle a high standard of quality and quality certifications. The next area, this is the sterilization area, here the product that you saw from the mixing area enters two aseptic tanks after passing through a thermal treatment that eliminates all the bacterial load and that allows the product in the container to last as long as it is not opened.

between 6 and 9 months depending on the type of product Juanpa, you have this stamp: B Certified Company How do you explain to the guy who doesn't know what a B company is? What the hell is this? Being a B company is being part of a movement and this is a movement of companies that don't want to be the best companies in the world they don't want to sell all the millions of dollars but what they are looking for is to be the best company in the world and consciously and technically measure their impact

How do your operations impact on the environmental? How do your operations impact on the social? Do you sell one more dollar for having certified yourself as a B company?

It's a difficult question to answer. What I can tell you is that we have had not only efficiencies, but also a wild process improvement since we started with the certification process. I like it, when I asked this to Santiago Peralta, you can see our brand Impactan from Pacari, he said: "I don't know if I sell one more dollar or not, but what has served me is to measure myself and be more productive, not only making money, but also impact people and the environment."

What is a tip you give to the entrepreneur who wants to be certified as a B company? Who says, "Let's see, you have to do a questionnaire where you go to a page of System B and they rate you over 200 points." Ulpik, our legal service where you can register your brand, build your company, got 64 out of 200. We needed 80 to certify it.

If you are at that point where you see that you are already doing things well but you still lack a lot, what is the recommendation? Pay a consultancy, do it yourself and leave that shit there? What do you recommend?

The best part of certification is the previous step. The tool you have is free. In fact, what I recommend is that when someone is thinking about starting a business, the best way is through this questionnaire. The only thing it will give you is a guideline of what you should measure, how you should measure it, when you should measure it, what are the indicators that matter in my business line.

not so much for the athlete himself, but for the mother who wants to take care of her family, who says: "you have to drink the green juice". So here the innovation team developed a product

products, products that are exactly the same as those green juices but ready to consume, then we have orange juice detox, this juice has ginger,

it has carrots, it is a really complete juice. Now a consultation, but I understand that these, having preservatives, preservatives, they come to be just as good as the one I make myself at home and that time? They do not have preservatives, what they have is stabilizers, which is so that they do not separate, but the stabilizers do not

They don't have any problem, the preservatives are the most serious problems. Well, now we are going to enter the filling room, these are rooms that are air-conditioned and have microbiologically filtered air to ensure that everything that is done inside has the least microbial load and avoid any risk of contamination after the products.

Here we have three fillers for Tetra Pak containers. If you see, the Tetra Pak comes like in those rolls and from there it is where it comes here. And here it is already making the box. And where does the milk go? If you see, there comes the tube and there it is already cutting and they come out here.

Hey, where do you buy these machines? I haven't seen them in your house. These machines come from Sweden. We have all the technology from the Tetra Pak company, which is the company in the world that has the most machines of this type.

I see your traffic light, there is always the maximum amount of sugar in yellow. Yes, always. Why? We seek to reduce the amount of sugar. In this we work a lot with the government's philosophy, which is to reduce the amount of sugar to avoid obesity problems. Hey, Juan Pablo, why does it say Iron Man milk? What are you doing now?

We are sponsoring the Ironman that will be in July of this year, so part of the sponsorship is to bring out a product that can serve athletes, it is a high protein product, it has 50% more protein. The product here is practically sterilized, packed, it has its respective coding, in terms of life, it goes to the final stage of placing the overcoat,

and cardboard. This is the cover machine. This machine places the overcoat to protect the membrane that the product has. Here the product is ready. It says ecological cover, what is the cover? It is not plastic? 70% of cane sludge is in the form of the cover. And those who like marijuana.

Those who like marijuana... Mountain! Those who like the good part of marijuana, we have this product called True Balance, because it has a nano CBD incorporated. What does CBD do? CBD is the non-psychotropic part of marijuana, it is a terpenum.

and this terpeno gives you a feeling of tranquility, peace, relaxation.

What is here, Rolandito? The finished product is delivered in this warehouse. Here it is stored and a quarantine process is passed. The product has to be verified through the quality assurance laboratory to see that there are no leaks and that everything is within the parameters for seven days. And after seven days the product is delivered to the market. How many liters of milk do you process per day?

Approximately 200,000 liters a day. And how many could he get with his plant? This time possibly 300,000 liters. What are you going to show me? Come to know the Rolls Royce. How long has it been since his Rolls Royce was bought? This one will probably be about two years old. This machine is amazing.

because it can make 24,000 units per hour. It is the fastest in the country at the moment. How much is the investment to have a machine like this? These machines cost between 3 and 5 million dollars. For the person who is in the office and does not know the difference between compostable and biodegradable,

How would you explain the difference? Compostable is that the product can be used but it will not be degraded over time. Biodegradable is that the product becomes the original components, they degrade. Why is Tetra Pak so famous? Is it the only one on the market? It was the only one until some time ago, but the patent expired and now there is a great

There are some companies, many that are trying to do the same, the difference is that, and why we keep Tetra Pak, is because Tetra Pak is always investigating and is always at the forefront of everything. People who do not like to drink alcohol, etc. have to do two things, to this one ... There will be Ecuadorians like that.

It could be. This one is ice cold. It's the most delicious drink out there. It's exquisite. It's orange. It's orange. It's orange. I'm going to do a competition with my orange shumir against this one. Let's see which one is better. If this one gets a little shumir, we'll see how it goes. Pandemic, how was it? Did you win or lose? I think it depends on what you define as winning or losing. I think we gained a lot of confidence. The pandemic this year was...

It was a year of many decisions that were very difficult and we had to define if we were saving the capital of trust or if we were saving the capital of money. Tell us, what was the point where you made that decision?

As you know, everything closed down. The market basically stopped sending milk and we had to decide what to do. Should we keep buying milk and accumulate tons of powdered milk or stop buying milk

But we left to how many? We work with 6,000 families, basically without a single income for a whole period. And the decision we made there was a long-term decision. To prime the value of trust, the relationship we had handled with all the producers, to continue buying milk, to reach completely innovative milk purchase agreements with them.

And obviously this did have a negative impact for the final balance. It was the first year and the only year in which the company has had a loss of that magnitude.

But when we look back and see how producers have continued to develop after the pandemic, we know that this was the right decision. This decision that the Ordeño took during the pandemic was: "Either 50 shareholders lose money, or 6,000 peasant families of the Ecuadorian Sierra lose money."

Here is where the concept of sustainability, which we bring to you today thanks to CHOP Seguros, is that we understand that the purpose goes beyond how much money we make, but the trust we have with people. The loss that the company had that year was 7 million dollars.

However, the fact of having told the farmers, the farmers, I am with you, I am supporting you in these worst moments, I am putting my money so that you can continue to educate your children, you have to eat, are the parts of a purposeful company that are what we need most in the world.

There is one thing, if you go to see our brands that impact their favorite corporation, their distribution center, they usually ask that all the questions go to their javas. This is also, no, yes, here it says favorite corporation. How complicated has it been to adjust to what Andy Ruggles says?

We get comfortable, everything is feasible when there is adequate planning. But this milk is not yours? This milk is from here, it is from the Supermaxi group, but we make it ourselves and we pack it in

different forms. Here there are four milks. For you, what would you give as advice to an entrepreneur about this matter of the brand, of making someone else and to develop your own brand? What is better? Look, I think the two things go in parallel. Putting a brand on the market is very expensive.

So, making a chain or someone is good because that helps you to cover your costs. If some transnational companies come to tell you: Juan Pablo, I want to buy your factory, how much? There has already been that attempt. This factory has no economic value. This factory has a value of development. I think the philosophy of the entire company is to do that. The time that we

If one day we happen to sell the company, we are going to break the dreams of many people. Rolandito, where are we? We are in the laboratory of the UHT plant.

For the silly Serrano who doesn't know what UHT is, how do you define UHT? Well, from the plant where we treat products at ultra high temperatures. That's the definition of UHT in English. In Kicha it would be Astarai. Here they do quality control of raw materials, process product and finished product. They take samples, an incubation is done, we have a microbiology laboratory.

and in this laboratory they make the liberations to deliver the product, guaranteeing that it is of the best quality and that it is harmless for all our consumers. My true standard, my political family, my promised Pau is from the Moncayo de la Nutri, the only fight we have is the fight for the best chocolate milk, I am from the Tony milk and it is not a paid guideline, I love the chocolate Tony milk.

How do you compare the Tony's milk and the Nutri's chocolate milk? I think the quality of the milk is great. The Tony's milk is very rich, I like it a lot. I like Nutri's milk a lot. I love the True's milk, logically. But, what is the difference between this one and the others? It's the mark that this milk leaves.

This milk comes with 6,000 producers behind it. We have professionals who have graduated from this milk. So I would say it is the component behind it, apart from the flavor. Juanpa, sports, there are many entrepreneurs who say "I don't have time, I'm selling". What recommendation do you give to those entrepreneurs? If you want to do sports, the best recommendation is to wake up early.

and you always find the time for the things you like and especially for the things that recharge you and fill you with energy. How do you manage your schedule to be able to do sports? At what time do you get up and at what time do you do sports? Depending on the day, there are days that I have to get up at 5 in the morning and other days that I have to be on the bike or running at 6 in the morning.

And the weekends are the best because you can get up early and then you can go to sleep and rest a little bit. What other sports do you do? I run, I've run several years, I'm now riding a bike and we'll see if I'm doing well in the first Ironman and Furio attempt. Well, here you can see our protagonists, there is Elisa, there is Malagueña, who names the cows today?

Here the administrator puts them. I hear you, I know you are in the cow business, but I hear this that you are with the school, it is your school, how do you get into more problems? They are simply parts of a chain and a chain of well-being. We take the school because here we believe that we can prepare people

that has a lot of talent, we can prepare so that later he can work in different aspects of the field, whether in research, teaching or practical issues. A student who leaves Genoveva Hermans

it is able to manage a livestock property, it will be able to manage a fruit property, a property of cuyes, it is already like an administrator. The reason why being milkmen we do this, is because a dairy farm, especially in Ecuador with small producers, we cannot condemn them to be only producing milk.

We must make them produce milk and two or three more things so that they have a diversity of income. Spectacular things in Machachi, it is not Silicon Valley, they are doing programming, this is a board with a sensor so that the cows pass, they hum and you can do a count. So see how you can do in agrotechnology and that they apply it well.

Here the Wambra can learn how an bee works, how to handle a panel and collect the honey, how to use the accessories for this. In the end they can generate their own honey, but one of the things they teach in school is how to sell this, because if you don't know how to market it, you depend on intermediaries who are going to get your head out.

Now, some questions.

You are in the cow and milk business, then I hear about onion, cabbage, beans, how do you handle this? Why are you getting into other things? Because we need producers to diversify, it cannot be that the producers are only involved in one activity.

If the milk goes wrong, there are other sources that support it. Here we handle a scheme that Lucy can explain to you, which is field schools, which is a spectacular scheme, which is made precisely so that people can learn to do these things, people who are cattle. How do you define a field school? A field school is a little school where we have our little producers,

where they learn from the students and the students learn from them. It's a continuous training school, and the fundamental idea is that both the producer and the student have a meeting of knowledge. It's a meeting of knowledge and a dialogue that is needed for the young people.

Juan Pablo

My fellow countryman, Yaku Pérez, is fighting against many things, he says, "Fuck, mining." And one of the things I got into seeing is that cows and livestock are much more polluting than mining. How do you see this issue and how do you handle this in your industry? I respect Yaku Pérez's criteria a lot, he has very good criteria, but I think we have to go much deeper because many times you can say things that

They don't have all the truth. The cows that have been accused of being the main contaminants of the world, let's do the analysis of the pandemic, never the cows stopped producing and you saw how the air in the world improved. In the case of milk, the grass, all this grass that you see here is a natural carbon capture.

The grass, as it grows, it is charging, it is capturing more carbon and storing it on the ground. Yes, as the grass that captures carbon grows, the nutrients in the grass also improve. What you have to do is eat the grass at the right time. Yes, it is a grass with three leaves, with three leaves. The moment a fourth leaf comes out, it is already being wasted.

and that animal that eats that grass that is a little more mature

will have more problems digesting, therefore it will throw more methane. The most trendy nowadays are these carbon bonds. How can I explain to my grandma that it is a carbon bond and how can I make money selling that? There are companies in the world that contaminate so much, so much, so much, that they need to go to countries like ours to see companies that do not contaminate or more than seeing companies that do not contaminate,

Pay so that the ponds are not damaged, for example, the vegetation is not damaged and that it remains that way. So the model that we are using is a public-private-community model.

and this means that we all work together for this. The public has to logically authorize that the bonds can be sold abroad, but it will be able to do that because they are bonds that will serve, the money of the bonds will serve to cover government programs. In our case, punctual is school breakfast, the government owes us money, instead of continuing

fighting with the government to pay us, we are giving them an alternative to get those resources. I think the vision of sustainability that we have been given today is spectacular. Milk is a means, the end is the well-being of people. If you have to see how we encourage them to make onions, I think it is the best answer we have

that we have, how we legitimately worry about the entire value chain. Sustainability not only speaks of the business to last, but that all the people around it are doing well and better in their lives. This I think is the most important ambition that we must have in Ecuador, so that if we were born in a poor and corrupt Ecuador, it is not our fault, but if we die in a poor and corrupt Ecuador, that will be our fault. And if you want to keep watching cows, businesses and how to have a country of the son of mothers, here I leave you another important video for you.

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