YEMA is a Mexican direct to consumer grocer, which offers the best everyday products at the best price. Its main objective is to offer all Mexicans a fast and healthy alternative. Made with the highest quality, YEMA private brand products encourage and allow conscious consumption at honest prices. This is possible because the innovative retailer is fully committed to private brand the work with producers, eliminating any intermediary. In addition, while its team of experts develops new private brand ranges, YEMA complements its portfolio with the best products available in the market.

The ambitious new retailer is led by successful entrepreneurs: René Candia (Harvard MBA & ex-BCG) as General Director, Laurene Maire (Wharton MBA, former McKinsey, co-founder of Luuna) as Director of Innovation and Product Development, Angie Ursic (HEC Msc, ex-Linio) as Director of Technology and Rémi Martini (HEC Msc, ex-L’Oréal) as Commercial and Marketing Director.

The retailer launched in October 2019 with more than 100 products, into three categories, each product is made with natural ingredients, organic, vegan products, without questionable additives, safe cosmetic formulas, biodegradable and tested under dermatological control:

Food: Salted snacks, cookies, dehydrated fruits, cereals, pasta, oils, flour, condiments, jams, milk, eggs, coffee, superfoods, sweets, chocolates, beers, among others.

Personal Care: Shampoos, conditioner, body and facial creams, micellar water, lip balm, toothpaste, mouthwash, body soaps, etc.

Household: Dishes for babies and children, thermos, knives, and eco-responsible kitchen utensils.

The new brand was created by Mexico City-based agency Anagrama who was tasked with creating a consistent visual system that is honest, memorable and easy to implement. The solution features a universal language embodied in a scalable system adapting to a very diverse range of products ranging from matchboxes to future furniture packaging. The system is composed of informative bubbles responding to the most relevant brand messages highlighting each of the product’s key ingredients. 

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.