Aires de Campo taps into an emerging base of "conscious consumers" by selling locally produced organic food products at a competitive price.

When Pablo Muñozledo decided to build an organic store in 2001, there was no major market for such products. Unlike in the United States, where companies like Whole Foods were growing rapidly by appealing to eco-friendly consumers, these services were not in high demand in Mexico. It is in this environment that a pioneering entrepreneur created a company that sought to support local organic farmers by delivering their high quality products to the urban residents of Mexico City.

Soon Aires de Campo expanded quickly from a small operation to a popular chain with 120 partnering farms supplying over 400 products to several specialty stores, or “BioCenters,” throughout the city. The company’s explosive growth (profits were ten times higher in 2005 than 2004) can be largely attributed to the discovery that it is not only affluent customers who have an interest in organic products. Pablo found that families across the economic spectrum want healthier produce and more choices than the narrow selection available at most grocery stores. These new “conscious consumers” are part of a profitable trend toward local production that larger corporations often ignore in the wake of globalization. Aires de Campo fills this gap by providing customers with a unique experience that combines the quality and freshness of a country farm with the convenience of a city supermarket.

Aires de Campo also harnesses the revenue generating potential of local biodiversity to benefit shareholders and the environment. Mexico is fourth in the world for species diversity, yet most businesses ignore this wealth of biological capital, instead choosing to rely on cash crops or goods shipped from around the world. Aires de Campo stays ahead of the competition by turning the country’s rich abundance of ecological resources into profits, sustainably. When BioCenters are stocked with products made from local crops such as agave, Mexico’s environmental wealth is preserved, farmers generate income through sales and consumers receive a distinctly branded service that is not offered by larger chains.

With an expected increase in sales of nearly 1000 percent again by 2009, Aires de Campo proves that focusing on the triple bottom line is not only an ethical choice, but also an innovative business strategy for long-term growth. By preserving biodiversity and providing working families with an innovative service, Aires has led the competition with every indication of continued growth for years to come.