Yaya Zazueta, Alma de Pueblo

Meet Yaya Zazueta

Our guest today joins us from the state of Sonora, and the town of Ures, in Mexico. Oralia Zazueta, affectionately known as "Yaya." 

Ures: The Town that inspired The Brand

Yaya was very happy and anxious to talk about her project, Alma de Pueblo,

From Sonora and Ures, which are located in the north of Mexico, her project essentially sources local foods and products. Yaya created Alma del Pueblo to show people their traditions and the results of their hard work. 

Ures is the oldest town in Sonora, so it has a lot of history and traditions. Yaya considers Ures to be the soul of the Sonora culture, so they have a lot to talk about and offer to everyone around the world. The soul of a town like Ures definitely is the people. The history that Ures has and the education and values of their people and children. It is very important for them to engage the people and to return to their traditions. In Ures, people are artisans and they do specific things with a lot of love.

About Alma de Pueblo

Currently, Alma de Pueblo offers eight different products. Their main product is 100% roasted and toasted Mexican coffee. There are also the Spanish Jamoncillos. They are very sweet candies that are very traditional in Ures, as well as pipitorias, machaca, obleas, and others products. Her idea is to sell them in a beautiful gift box for those who want to try them all at once.

Yaya’s business-oriented mind started in her childhood; her father used to be a businessman so she was inspired to become a businesswoman, it came easy to her. Yaya says, "Nowadays we have to do different types of business. We have to think about our consumers. We have to think about our target markets and we need to be different."

Alma de Pueblo is a  social brand. The purpose of Alma de Pueblo is to share around the world the products that are made in Ures. Alma de Pueblo is a social responsibility for the people, the education of the people, the social problems, and all the things that nowadays have been lost. 

Want to find out more about the project? Find them on Facebook and Instagram as @Almadepueblosonmex. You find their products, as well as videos and photographs about how the products are made. 

About the marketing

Yaya said that currently, she uses local influencers to promote her products. She says that there are very different tools to make these connections or to organize your ideas. The influencers she uses help her communicate her ideas to other people. Then she finds a great graphic designer that captures her vision and puts them into a beautiful marketing strategy. 

The future of Alma de Pueblo

Right now, the Alma de Pueblo products are only available in Mexico but they have plans to sell the project around the world exporting the brand to the US and Canada. Yaya wants the people to know thair her brand is unique and create more engagement around it. 

About her way to creativity and projects

Yaya says that when you have a very clear vision of what you want to be the project, is very easy for you to communicate to people. You have to identify the target market by age, socioeconomic level, and location. And then, you have to think about your project 24/7. You have to think about your project and once you do that, the inspiration will come. 

Her best advice for this is to get a comfortable space, put on some music, and make yourself a very nice cup of coffee, and then the ideas will come. 

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