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This exhibition is presented by “Centro Eugenio Garza Sada”, a non-profit civil association based on the legacy of our company’s founder.


Our purpose is to maximize the transformative capacity in business and social leaders towards the creation of a responsible, engaged and collaborative society. 


Social Capitalism is our Strategic Priority, based on four principles: Free Entrepreneurship, Respect for Human Dignity, Social Commitment and Humanistic Leadership.

We have three programs:


  • Center for Economic and Social Development (CIDES): It studies and disseminates the legacy of private sector leaders and institutions that have contributed to the common good. We organize collections and create content and narratives for books, exhibitions, courses, and conferences.

  • The House of Humanistic Leadership: Located in Eugenio Garza  Sada´s former home in Monterrey, it's the only humanistic leadership museum in Mexico. It receives over 12,000 visitors annually, encouraging them to participate in community transformations.

  • Social Capitalism Initiative: This initiative promotes a thought movement to inspire reflection and commitment toward a model that contributes to the common good and economic development. It has trained over 200 entrepreneurs and has a community of more than 50 sector leaders.

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We know what FEMSA has accomplished, but sometimes we overlook what has shaped FEMSA.


In this exhibition, we present the pillars bestowed upon this company by its founders, the roots that have allowed it to sustain a legacy that now impacts different countries, cultures, and communities around the world.

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Entrepreneurship with Value.

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Our founders were lifelong entrepreneurs. They believed that a business contributes to improving the social environment and provides more development opportunities for people.


We declare that “building a company fulfills the aspirations of many, stemming from the audacity of a few who dare to create sources of employment that enable well-being and prosperity through individual effort.”


The founders stood out for their long-term vision, dedication to work, use of technology, and drive for innovation. This was the origin of FEMSA.

Accionistas Jesús Sada Muguerza, Isaac Garza, Francisco G. Sada y un grupo de acompañantes

“Our company will endure over time as long as we continue to do what is right. Doing what is right means creating wealth, but also material, spiritual, and social progress.” 

Isaac Garza, Company Founder


“Profit is not income for selfish satisfaction; it is an instrument for reinvestment in economic and social progress.” 

Eugenio Garza Sada, Company Director


“Expansion doesn’t mean being everywhere; it means being a positive agent of transformation wherever we have a presence.” 

Eugenio Garza Lagüera, Company President

Successful Company with Successful Communities.

4.1.Trabajadores de Cerveceria Cuauhtemoc en evento cultural.jpg

Our founders declared that “some rights belong to employees by law, but others are due to them by justice.” As a result, they created an array of services and benefits that far exceeded the global average. Companies visited FEMSA to gather ideas, and even some government programs were based on our example.


For the past century, we have shifted our focus beyond the interests of our business and have taken the lead in common good actions within our communities. We address housing, health, nutrition, education, culture, philanthropy, citizenship, sports, and recreation.

We understand that “a business may be private, but its impact is public.” We firmly believe that we are an essential part of the community, and we established our purpose as “creating economic and social value simultaneously.”


“The company exists to bring about the common good through its operations.” 

Eugenio Garza Sada, Company Director


“We have a clear definition of success: to be a successful company with thriving communities.”

Eugenio Garza Lagüera, Company President

Transcending in the World with Values

The founders held steadfast convictions. They fought to build a successful business based on unwavering principles and values. They envisioned a company where all members shared a common identity, including ideas and behaviors.


To achieve this, they cultivated a distinct culture—one they themselves exemplified. They tirelessly promoted this culture across all domains, starting with an initial motto: “Work and Savings” (Trabajo y Ahorro). This motto became the name of our institutional magazine, which we have continuously published since 1921.

Within its pages, we declare the principles of our culture: modesty, prudence, own domain, respect, generosity, punctuality, perseverance, courtesy, consistency, responsibility, solidarity, honesty, truth, justice, gratitude, patience, loyalty, friendship, love for family, and citizenship. This culture became the hallmark of our company and our people.


“We must maintain a culture that allows us to transcend in the world with values.”

Eugenio Garza Lagüera

Eugenio Garza Sada
Monterrey, (1892-1973)


6.1. Retrato de Eugenio Garza Sada, realizado por el fotógrafo Tom Kelley_1.jpg

“Respect for human dignity is above any economic consideration.”


Eugenio Garza Sada is one of the most respected business leaders in history. 


He firmly believed that free enterprise was the best means to create value and generate benefits for society. Alongside his brother Roberto, he founded 50 companies, including Valores Industriales, S. A. (VISA), in 1936—the direct predecessor of FEMSA, which holds the companies that emerged from Cervecería Cuauhtémoc, where he served as Director.

Eugenio actively contributed to organizing civil society through more than 50 organizations that addressed community needs. He was also one of Mexico’s most significant philanthropists.


He saw education as a means for people to access better opportunities. His most enduring legacy was the creation of Tecnológico de Monterrey in 1943, one of the most prestigious schools in Latin America.


Eugenio Garza Sada was a leader, a committed community member, and an example of principles and values that continue to inspire. 


  • 1890 - The Cervecería Cuauhtémoc was founded in Monterrey, Mexico.

  • 1890 - 1933. Isaac Garza served as president of the Brewey Council (Consejo de Cervecería).

  • 1918 -The Sociedad Cuauhtémoc y Famosa (SCYF) was established.

  • 1936 - Valores Industriales S.A. (VISA) was created.

  • 1934 - 1973. Eugenio and Roberto Garza Sada held the presidency of Cervecería Cuauhtémoc.

  • 1974 - The group of companies split into two entities: VISA and ALFA.

  • 1974 - 2008. Eugenio Garza Lagüera served as the president of VISA-FEMSA.

  • 1988 - Fomento Económico Mexicano S.A. de C.V. (FEMSA) became the principal subsidiary of VISA.

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