GRUPO INDUSTRIAL MASECA-B

What GRUPO INDUSTRIAL MASECA-B does

GRUMA, S.A.B. de C.V. (Grupo Industrial Maseca), publicly traded on the Bolsa Mexicana de Valores under ticker GRUMA B, is a multinational food manufacturer founded in 1949 in Cerralvo, Nuevo León, Mexico, by Roberto González Barrera. Originally established as Molinos Azteca, the company has grown into the world's largest producer of nixtamalized corn flour and tortillas, operating 79 manufacturing plants across 112 countries with a global workforce of more than 18,000 employees. Its two flagship brands are MASECA (nixtamalized corn flour) and Mission Foods (tortillas, flatbreads, and snacks), complemented by regional brands such as Guerrero, Tosty, Tortiricas, Rumba, La Cima, and Arroz Luisiana.

The company's competitive position rests on a proprietary continuous cooking and washing process for nixtamalized corn flour developed since 1968, which achieves 81% water savings and 40-55% gas savings versus traditional methods, plus a proprietary wastewater treatment system reducing discharge by 88%. It sells corn flour, tortillas, flatbreads, snacks, wheat flour, and rice products through three primary go-to-market channels: direct enterprise sales to major retail chains and food service operators globally, regional distributors in Central America, Europe, Asia, and Oceania, and specialized distribution through mobile tortilla units (Torti-moviles) for government disaster relief. Customer segments include food manufacturers and processors, retail consumers, food service operators, and government/NGO entities, with 68% of total group revenue and 82% of 1T24 EBITDA generated from operations outside Mexico, making the US the most important growth engine.

Name

GRUPO INDUSTRIAL MASECA-B

Legal name

GRUMA, S.A.B. de C.V.

Website

https://gimsa.com

Company type

Public

Founded year

1949

Operating status

Operating

Headcount range

11–50 employees

Short description

GRUMA is the world's largest producer of nixtamalized corn flour and tortillas, operating 79 plants across 112 countries under brands MASECA and Mission Foods, serving retail, food service, and food manufacturing customers globally.

Ownership category

akta.pro rank

Product category

Corn Flour and Tortilla Manufacturing

NAICS

Tortilla Manufacturing (31183)

SIC

Grain Mill Products (2040)

akta.pro primary industry

Tortilla & Corn Chips Manufacturing (AFAKAIAB)

akta.pro secondary industry

Starches, Flours & Milling Products Trading/Wholesale (AFAIAKAH)

Keywords

• Nixtamalized corn flour
• Tortilla manufacturing
• Flatbread production
• Corn-based snacks
• Wheat flour milling

Headquarters

HQ city

San Pedro Garza Garcia

HQ country

Mexico

HQ region

Latin America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Corn Flour Sales: Production and sale of nixtamalized corn flour under the MASECA brand, the company's flagship product and core revenue driver.
2. Tortilla Production and Sales: Manufacturing and distribution of tortillas under brands including Mission and Guerrero, serving both retail and food service channels.
3. Snack Products: Production and sale of snack products including totopos and other corn-based snacks.
4. Wheat Flour: Production and sale of wheat flour for baking and other applications.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

GRUMA (Grupo Industrial Maseca) is a multinational food company and the world's leading producer of nixtamalized corn flour and tortillas. The company manufactures and sells corn flour under the MASECA brand, finished tortillas and flatbreads under the Mission brand, and a portfolio of regional corn-based snack and food brands. Operations span 79 production plants across 112 countries, serving both retail consumers and food service operators.

Product overview

GRUMA (Grupo Industrial Maseca-B) is a multinational food company and the world's leading producer of corn flour (harina de maíz) and tortillas. The company operates a multi-brand portfolio centered on two global flagship brands—Maseca (nixtamalized corn flour) and Mission Foods (tortillas and flatbreads)—supplemented by numerous regional sub-brands including Guerrero, Tosty, Tortiricas, Rumba, La Cima, Masarica, Del Fogón, Delicados, and Arroz Luisiana. The portfolio spans core corn-based products (flour, tortillas, snacks) as well as flatbreads and select rice products. The company also maintains technology-focused sub-brands (Rodotec, Tortec) and operates across 79 plants in 112 countries with over 18,000 employees worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Maseca: Leading global brand for corn flour (harina de maíz nixtamalizado)
• Mission
• Guerrero
• Tosty
• Tortiricas
• Rumba
• La Cima
• Masarica
• Del Fogon
• Arroz Louisiana
• Delicados
• Rodotec
• Tortec

Products and services

• Maseca Nixtamalized Corn Flour Flagship brand of nixtamalized corn flour used by consumers and food manufacturers to make tortillas, tamales, and other corn-based foods. Recognized as one of the most valuable brands in Mexico.
• Mission Foods Tortillas and Flatbreads Global brand of finished corn and flour tortillas, wraps, pita, and other flatbread products sold to retail consumers and food service operators worldwide.
• Guerrero Tortillas and Corn Products Tortilla and corn-based product brand primarily serving the Mexican market.
• Tosty Tostada Products Tostada and corn-based snack brand offered to retail consumers.
• Tortiricas Small Tortillas Small-sized tortilla product brand targeting specific consumer segments.
• Rumba Corn Flour Corn flour brand distributed primarily across Latin American markets.
• La Cima Corn Flour Regional corn flour brand serving specific local markets.
• Masarica Corn Flour
• Del Fogón Corn Flour
• Arroz Luisiana Rice
• Delicados Snacks
• Wheat Flour
• Torti-moviles Mobile Tortilla Units

Quantifiable outcome

• 81% reduction in water consumption compared to traditional nixtamalization
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Arrow McLaren SPminorGTM or Marketing Partner · 23 January 2020Mission Foods partnership with Arrow McLaren SP for IndyCar Series sponsorship, announced January 23, 2020. This is a marketing/sponsorship partnership to promote the Mission Foods brand through motorsports.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• General Mills: Diversified global packaged-foods major with strong flour/cereal and Mexican-foods exposure. Comparable scale, brand-portfolio approach and retail/food-service distribution, though spanning a broader product set beyond Gruma's corn-flour/tortilla core.
• Kraft Heinz: Global packaged-foods incumbent with broad retail penetration and supply-chain scale. Comparable as a public-market peer in the Mexican/Latin-American packaged-food space with overlapping retailer negotiations and similar CPG margin dynamics.
• Mondelez International: Global snacks and baked-goods multinational with comparable product adjacencies (crackers, flatbreads, biscuits) and large international footprint. Provides an investable read-across for Gruma's international-margin expansion and multi-brand strategy.
• PepsiCo (Frito-Lay): Global packaged-foods incumbent whose Frito-Lay division dominates the corn/tortilla-chip and savory-snack category Gruma targets with its totopos and snack expansion. Comparable in multinational scale, route-to-market and food-service penetration, with overlapping customer base in U.S. retail.
• Flowers Foods: U.S. bakery producer focused on breads, rolls and tortillas for retail and food-service. Direct comparability on the U.S. tortilla/wrap side, distribution model (DSD) and multi-channel customer mix; smaller in international scope than Gruma.

Direct peers

• Grupo Bimbo: Mexico-headquartered global baked-goods major (BIMBOA on BMV) producing bread, tortillas, snack cakes and flatbreads across the Americas, Europe and Asia. Closest comparable in scale, public-market listing, Mexican corporate heritage, multi-brand portfolio and direct overlap in the tortilla/flatbread category where Gruma operates.
• Ardent Mills: Joint venture flour-milling operation supplying wheat and specialty grain flours to bakeries, food-service and retail channels. Comparable on the flour-milling technology/production side of Gruma's corn-flour business, where Gruma's 81% water-saving proprietary process is a differentiator.
• Ole Mexican Foods: U.S. manufacturer of corn tortillas, wraps and chips serving retail and food-service channels. Direct competitor in the U.S. tortilla category against Gruma's Mission brand, with similar product portfolio, distribution model and end-customers.

Emerging players

• McCain Foods: Privately held global frozen-foods and potato-products major with growing presence in Latin America. Comparable as a family/founder-influenced, internationally scaled food manufacturer pursuing adjacencies from a starch-base core analogous to Gruma's corn-flour base.
• La Tortilla Factory: U.S. specialty tortilla and wrap manufacturer focused on organic, whole-grain and clean-label varieties. Comparable as a direct U.S. tortilla competitor — smaller in scale — and a useful read on how health-driven consumer trends could erode or reshape legacy corn-tortilla demand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GrumaGlobal
• Facebookfacebook.com/GrumaGlobal
• LinkedInlinkedin.com/company/grupo-industrial-maseca-b

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GRUPO INDUSTRIAL MASECA-B