Following her participation in the Jalisco 2025 Agricultural Expo, Marcela Guerra, HSA’s National Coordinator in Mexico, was invited by mezcal producers from the town of Las Canoítas, in the heart of Jalisco. It wasn’t just another visit; it was a direct encounter with the land and the harsh reality of those who produce with passion but lack buyers, support, and visibility.

Even before entering the community, a vital seed had been planted: a Zoom meeting between the producers and Alejandro Suárez, president of the Hispanic Social Assembly (HSA). The message was clear: HSA is not a distant institution; it is a living platform created to connect, train, and empower from the ground up. The discussion went beyond economics and focused on dignity, innovation, social impact, and the power of collective growth.

In Las Canoítas, there were no empty promises. There was listening, commitment, and a shared goal: to turn isolation into collective strength. Behind every bottle of mezcal lies a story, a culture, and a community that deserves its place in the market, not as a spectator, but as a protagonist.

This visit marks only the beginning of a true alliance, one that aims not only at trade, but also for meaningful development, with justice, identity, and solid roots.