Fundación Azteca America
Hispanic, honesty, excellence, values, Commitment, principles, Grupo Salinas, generosity, community

Grupo Salinas companies share a mission and common set of values. These values consolidate a solid commitment with our employees, shareholders, clients, partners and the communities in which we operate. They are ideals that represent who we are, what we do, and serve as guides for responsible corporate citizenship.

Place the cursor on a value below for more detail.



To be honest is to be upright, it implies congruity between what one feels, thinks, says, and does. Honesty allows establishing a relation of confidence and respect, which is crucial for team work.


The personal work must be oriented to fulfill concrete goals and we must make ourselves responsible for them. We need to compromise to accomplish our assignments in time, with quality and attachment to the budget. Only this way we can create the confidence and mutual respect that demands team work.


Intelligence is the aptitude to understand, to learn, and to associate ideas. It requires dexterity and skill to adapt to new situations or to find solutions to problems. There are different types of intelligence; we must identify them and take advantage of them. Our work demand teams that transmit energy and that compromise themselves with a common and clear effort.



Passion for doing things well, fast and efficiently. Our collaborators must be the best ones in their area of specialty and do things with total delivery, energy and attention to detail.


To love the community in which we live and to improve the quality of its health, education and ecology. Generosity begins in your own house, with your family; it continues with our work colleagues and it spreads to the community. Generosity is not simply to give. We must give information and means so that everyone can excel (stand out) with its own effort.

Focus on client

The costumer must be our center of attention. We must investigate in a permanent way the market´s different segments in order to know them better and to always satisfy the needs of every costumer.

Team Work

It is indispensable to do team work: to struggle as a team to achieve a goal. Team work requires a clear definition of goals. It forces to complement knowledge, styles and experiences to maximize the result. It implies respecting and listening to opinions.


Facing change and preparing for an environment of constant transformation. To learn is to fill up with energy, adapt to be competitive, avoid getting trapped, to progress. And for that it is indispensable to learn constantly from our mistakes.

Fast and Simple

It is important to accomplish the tasks rapidly and in a simple way, to eliminate unnecessary functions and processes, live with a sense of urgency. The simple things are taught and learned rapidly. The search of perfection can be an enemy of rapidity and simplicity. It is better the approximately correct thing, than the totally wrong thing.