Valor Tequila Unveils the Gente Buena Foundation

To help deepen its commitment to social and environmental impacts in Mexico, Valor just announced the launch of the Gente Buena Foundation.

The Foundation works closely and collaboratively with local communities in Jalisco, Mexico as well as NGO and academic partners to identify investment priorities that champion sustainable growth and shared wealth in the region, the company states. 10% of every purchased bottle of Valor tequila goes directly to the Gente Buena Foundation.

“Serving the individuals, families, communities, and the very land intimately involved in the entire production process of tequila, our primary focus begins with the vibrant state of Jalisco, Mexico, where this cherished spirit has deep roots. This is one of the most important pillars of Valor,” says Christiane Maertens, Valor Founder and CEO in a news release.

A Dedication to Sustainability

The Gente Buena Foundation has established formal partnerships with ProNatura, the University of Guadalajara and Michoacan College, the company states. It is also currently in the process of formulating initiatives that align with the following impact priorities:

  • Jornalero & Jimador Prosperity: Securing consistent and sustainable income for agave farmers and harvesters, providing job security and fostering opportunities for personal and professional growth.
  • Community Building: Equipping local producers to coordinate effectively and enhance their influence in the global market.
  • Sustainable Production: Assisting farmers and producers in implementing sustainable production practices to promote the cultivation of healthy and thriving agave ecosystems while also maintaining economic viability.
  • Water Security: Establishing a clean and dependable water supply while promoting the sustainability and well-being of local communities neighboring our distillery.

If you’re looking for a drink to feel good about this holiday season, each bottle of Valor supports these efforts. Working closely with a small, family-owned distillery, NOM 1599, Valor produces prestige additive-free tequila made with just two ingredients: fully mature agave and water, the company states. Intended to be sipped or mixed into fine cocktails, Valor’s Blanco and Reposado can be purchased packaged together in a special gift box for $250 at


Please enter your comment!
Please enter your name here