This article was translated from our Spanish edition. Opinions expressed by Contractor the contributors are theirs. This article was updated on September 17, 2021
The butchers are a necessary stop when you visit Matamoros, Tamaulipas , because every good Mexican knows that in the north of the country the roasted carnita is a tradition that is obligatory. However, there is a butcher’s shop that has become famous not for its cuts but for its sauces.
Cortesia Juan García
The emblematic place of the García family, Super Carnicería 18 , went viral on social networks in recent days by a publication where the names of its products have aroused the curiosity of consumers around the world. Literally.
The reason? Their homemade preservative-free sauces have such incredible names as ” crazy , “” sanababish, ” and ” asupichimaye . ”The post – written by a client, not even by the company itself – which shows this curious branding that refers to the Mexican transformations of the English words“ Mother Fucker and “Son of a bitch” was shared more than 12 thousand times.
Super Carnicería 18 , who has been operating in Matamoros for over 35 years, was already selling sauces, but one day Juan García and his brother Héctor noticed that these condiments they were buying from an external supplier lasted up to four weeks in the refrigerator because they were not added. to lose.
“We realized that they were full of preservatives and we thought that a good sauce should not have so many chemicals,” says Juan in an interview with Entrepreneur in Spanish .
The inspiration came to these brothers from the weekly meetings that the García family organizes every week to share a roast beef and prepare sauces with the traditional recipe. One day, just under a year ago, entrepreneurs decided to offer these homemade sauces to their customers as an alternative to the packaged products they already had on their shelves.
“We’re a Mexican family business – as it should be – and we wanted our customers to try a product that knew what a real Mexican sauce should look like,” says Juan, recalling how the decision-making process was to offer the product in its own right. single branch. .
Image: Courtesy of Juan García
It was Juan himself who proposed to his family to use these “so colorful” names which have their origin in a beautiful family history which has an echo in all this Mexican family of which a member worked “on the other. side “.
“My father – who was called Héctor García – worked in the United States for a long time and could not speak English. The other workers laughed at him, but he always answered them by saying the few words he knew in his own way, like ‘sanababish’ and ‘madafaker’ ”, enthuses Juan enthusiastically.
The third name, “asupichimaye”, arose from the itchy expression her family got when trying their green sauce laden with habaneros.
Thanks to this curious branding idea, Super Carnicería 18 is now receiving orders for products from other regions of the Mexican Republic, the United States and even Germany.
The importance of a good name
The success of the García family’s sauces today is undoubtedly linked to the good name they have chosen. And the name is the most important marketing element an entrepreneur needs to market themselves to. This is what José Mervyn, innovation strategist at the collective intelligence agency Tekio, mentions .
“The name is the determining element of a product because it is the cheapest it takes to differentiate it”, specifies the expert. “It should be based on the most important quality of your offering and reflect the new proposition you are making to the market.”
In this regard, the business and entrepreneurship expert Yanik Silver offers 7 keys to choose a good product name :
1. The name must sound good aloud
2. Use a name that makes sense and offers a benefit
3. Use a word that can be used in real conversation and not just on the internet
4. Don’t use initials unless you are a giant brand like IBM or HSBC
5. Specific and do not use generic names that do not have a real reflection in the culture of your market
6. Try it on Google AdWords and social networks to make it work on the Internet
7. Make sure you can save it
“The most common mistake made with a brand is not looking to see if it already exists. We think of an original name, it begins to gain strength in the street and we quickly realize that it already exists and the effort that we have already made to build the name is left to another company ”, warns the expert Tekio.
For now, Juan García assures that Super Carnicería 18 is benefiting from the increase in sales of its sauces and together they are looking for alternatives to be able to ship long distances without having to put too many preservatives in their products.
“We want to sell more, but our goal is simpler: that the people who taste our sauces have a real homemade flavor. “