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2024 Annual report

ABOUT THE GENTE BUENA FOUNDATION

Founded in 2024, the Gente Buena Foundation is dedicated to ensuring that both the land and people of Jalisco, Mexico benefit from the prosperity of the tequila industry. We actively build partnerships and make community-informed investments to foster sustainable growth and shared wealth.

GBF wrapped an inaugural year of building meaningful and lasting partnerships, working closely with local communities to identify our priorities, and launching key flagship initiatives.

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THE GENTE BUENA STORY

The Gente Buena Foundation is committed to collaboration and community-driven impact. Our approach begins by partnering closely with local communities, academic institutions, and non-governmental organizations (NGOs) to identify priorities. Through ongoing community engagement and active listening sessions, we ensure that those priorities remain dynamic and responsive to their evolving needs.

In its founding year, Gente Buena Foundation established formal partnerships and collaborates closely with:

  • Pronatura
  • University Center of the Valleys at University of Guadalajara (CUValles)
  • Public Center of the National Council of Humanities, Sciences, and Technologies at Michoacan College
  • UN Women
  • Valor Tequila
  • Atanasio Tequila

“It is not our role to identify problems or propose solutions. We are investigating with the people who have the reality of the place, have the reality of the work, to then continue hand-in-hand towards well being.” – Therel Santos, Head of Impact

SAN PEDRO DE LOS LANDEROS: GBF’S NORTHSTAR

With roughly 51 households, San Pedro de los Landeros (SPL) is a small town just northwest of Tequila, Mexico, and where the mission of GBF began. The Landeros family were agave farmers and built a distillery with the purpose of using their own agave to make spirits. 

Today, SPL is home to Valor and Atanasio, two small-batch tequila producers who approached GBF with the goal of addressing pressing needs for the land and people of their vibrant community.

GBF began by holding listening sessions with the community members of SPL to identify the most pressing needs of each family and household and establishing local partnerships to address them. Thus, Gente Buena began its mission hand-in-hand with SPL, serving as a scalable and replicable model for how the foundation can continue to build relationships on the ground and actively engage communities in building their own thriving future.

RESPONSIBLE PRODUCTION AND ENVIRONMENTAL CARE

Advancing Sustainable Agave Practices

Alongside our partners and collaborators at the College of Michoacán and the University of Guadalajara, we were proud to have helped facilitate the First Exchange of Sustainable Agave Practices in San Pedro de los Landeros. Over 30 agronomists and agave producers joined this groundbreaking event to exchange knowledge about sustainable agricultural practices, such as transitioning to agroecology. These practices promise to reduce environmental impact, preserve biodiversity, and enhance soil health while lowering production costs for farmers.

GBF is actively building a greener future for San Pedro de Los Landeros through a collaborative reforestation initiative. This reforestation effort not only enhances the town’s natural beauty but also strengthens biodiversity, combats soil erosion, and contributes to carbon sequestration.

As an initiative that thrives on teamwork, we’re working hand-in-hand with generous local landowners who are currently lending portions of their land for reforestation efforts. This collaboration expands the project’s reach and maximizes its positive impact on the local environment.

GBF is committed to supporting the community throughout the reforestation process. Here’s how we’re collaborating:

  • Expertise and Resources: We’re providing access to expert advice on sustainable reforestation practices, including selecting native plant species and proper planting techniques.
  • Seedlings, tools, and educational workshops are also available to participants.
  • Community Engagement: The heart of this initiative lies with the San Pedro de Los Landeros community. We’re creating a platform for residents to connect, share knowledge, and collaborate on planting events and ongoing maintenance of reforestation zones. This fosters a sense of ownership and responsibility for the project’s success.


By fostering environmental sustainability, this initiative offers a multitude of advantages for San Pedro de Los Landeros, including:

  • Enhanced Biodiversity: A flourishing ecosystem attracts a wider variety of plant and animal life, promoting a healthy and balanced environment.
  • Revitalized Soil: Native trees and plants help restore nutrients to overworked soil, improving its fertility and productivity for future generations.
  • Protected Watershed: Reforestation efforts can help regulate water flow throughout the watershed, reducing the risk of floods and ensuring a reliable water source for the community.

WATER SECURITY AND SAFETY

In the tequila-producing region of Jalisco, water scarcity is a pressing issue. In San Pedro de los Landeros, 51 families face unpredictable water access. We are working to change this narrative. Our two-year initiative will improve health, reduce water scarcity, and create a replicable model for sustainable water management across tequila-producing regions.

In partnership with Pronatura, we launched a comprehensive water security program to provide 24/7 clean water access to all 176 residents. Our efforts include:

  • Installing 5,000-liter cisterns for each household and a new water pipeline.
  • Restoring watersheds with nature-based solutions like green water retention systems, waterways restoration, and reforestation.
  • Building community resilience and long-term sustainability through education and promoting sustainable water management practices.

 

The Benefits:

  • Long-term water security: A healthy watershed ensures a reliable water supply for generations to come.
  • Improved health and hygiene: Access to clean water fosters a healthier community.
  • Environmental protection: Nature-based solutions restore the ecosystem and combat climate change.
  • A replicable model: This project paves the way for sustainable water management across the tequila-producing region.

HEALTH AND WELL-BEING

Strengthening Health, Safety, and Emergency Response

GBF launched programs designed to equip the residents of San Pedro de los Landeros with the tools and resources needed to safeguard their health and well-being. With our university partners, we began initiating training for residents in first aid, CPR, and search-and-rescue techniques to bridge gaps in emergency medical services. These skills save lives and build community resilience.


Combatting Mosquito-Borne Diseases

Poor water infrastructure in San Pedro de los Landeros has led to issues with standing and stagnant water, including mosquito proliferation. In collaboration with our partners, GBF designed a multi-pronged approach to address this issue in SPL via:

  • Community education workshops that engage residents in learning about:
    • identifying and eliminating mosquito breeding grounds (standing water) around homes and communities
    • safely applying repellents and insecticides, following recommended guidelines to avoid misuse
    • raising community awareness about mosquito-borne diseases like dengue, including their symptoms, prevention methods, and the importance of seeking medical attention promptly if symptoms arise.
  • Sourcing and dispensing medication to ensure residents have access to appropriate medication for the treatment and prevention of mosquito-borne diseases. In the future, this may involve partnering with pharmacies or setting up mobile clinics in high-risk areas.
  • Distributing long-lasting insecticidal mosquito nets and educating residents on their proper use. These nets are a proven and cost-effective way to prevent mosquito bites while sleeping, a time when people are most vulnerable.

 

By prioritizing local emergency response capabilities, empowering residents with essential medical skills, and promoting proactive health measures, GBF aspires to build a San Pedro de los Landeros brimming with resilience. A community prepared to handle medical emergencies, coupled with the fight against mosquito-borne diseases, will pave the way for a future where safety and well-being are cornerstones of a thriving town.

WORKFORCE DEVELOPMENT AND LEADERSHIP

Empowering Women with “Second Chance” Training

GBF introduced an innovative program aimed at enhancing the lives of women in San Pedro de los Landeros through education, skill development, and economic opportunities. In collaboration with ProSociedad and UN Women, we’ve launched the “Second Chance” initiative, a comprehensive 38.5-hour workshop designed to equip local women with valuable skills in hospitality and culinary arts.

Our program addresses three key areas:

  • Re-entry into formal education
  • Vocational training for employment
  • Business skills development for entrepreneurship

The workshop kicked off on July 2, 2024 with 18 enthusiastic participants. Over the course of the program, these women are gaining insights into:

  • The role of women in the national economy
  • Employment inequalities and labor rights
  • Financial management and resource allocation
  • Personal competencies and skill assessment

As the program progresses, participants will engage in hands-on training in hospitality and cooking, preparing them for careers in the thriving tourism industry of Jalisco. Additionally, they’ll explore entrepreneurship strategies, opening doors to potential business opportunities in the tourism sector.

A unique feature of our program is the UN Women diploma, which will provide participants with recognized credentials to enhance their resumes and improve their employability.

As of the writing of this report, 13 dedicated women are advancing through the program. Participants are gaining practical skills aligned with local economic needs. The initiative is fostering a sense of community and mutual support among women in SPL. Upon completion, graduates will be better positioned to secure employment or start their own ventures.

The Gente Buena Foundation sees this program as a stepping stone towards broader community development. We’re committed to exploring further collaborations with ProSociedad and other partners to expand our reach and continue making a positive impact on the lives of SPL residents.

Jornalero and Jimador Workforce Development

GBF launched Honrando el Oficio: Raíces y Crecimiento, a pioneering workforce development program in partnership with the skilled jornaleros (day laborers) jimadores (agave harvesters) of San Pedro de Los Landeros. This initiative recognizes the crucial role these workers play in the community’s economic fabric and aims to enhance their expertise while creating pathways to new opportunities.

Our program honors the deep-rooted knowledge and skills within the jimador and jornalero communities. We collaborate with seasoned professionals to refine and expand upon traditional practices, ensuring a thriving future for both workers and the agave industry.

Through Honrando el Oficio: Raíces y Crecimiento, we aim to:

  • Elevate the status and working conditions of jimadores and jornaleros.
  • Ensure the sustainable future of agave cultivation in San Pedro de Los Landeros.
  • Create a model of workforce development that honors tradition while embracing innovation.
  • Strengthen the economic resilience of local families and the broader community.

Key program components include:

  • Sustainable Harvesting Mastery:
    • Expert-led workshops explore cutting-edge, sustainable agave harvesting techniques.
    • Knowledge exchange sessions allow experienced jimadores to share insights, ensuring new methods are grounded in local wisdom.
    • Focus on long-term agave population health and maximizing yields.
  • Safety and Longevity in the Field:
    • Comprehensive safety workshops emphasize proper body mechanics to prevent injuries and extend careers.
    • Introduction to essential personal protective equipment (PPE), including gloves, protective eyewear, sturdy boots, and appropriate workwear.
    • Ergonomics training tailored to the unique demands of agave harvesting.
  • Diversifying Skills and Opportunities:
    • Cross-training initiatives expose workers to various roles within the agave industry.
    • Workshops on agave cultivation, processing, and quality control broaden participants’ expertise.
    • Basic business and financial management courses support those interested in entrepreneurial ventures.
  • Community and Environmental Stewardship:
    • Education on the ecological importance of sustainable agave farming practices.
    • Collaborative projects to restore and protect local ecosystems.
    • Initiatives to strengthen community bonds and preserve cultural traditions tied to agave cultivation.

By investing in the skills, safety, and future of our jimadores and jornaleros, we’re not just improving individual livelihoods – we’re nurturing the roots of our community’s cultural and economic heritage. Join us in supporting this transformative journey for the skilled workers of San Pedro de Los Landeros.

WOMEN IN TEQUILA SERIES

Valor Bebidas and GBF worked together to launch the “Women in Tequila” series on Instagram, highlighting and celebrating women who are making significant contributions to the tequila industry. Each episode features one woman, focusing on her journey, achievements, and the impact she has made. The series aims to be optimistic, hopeful, and genuine in its approach and presentation of each woman’s unique story. 

1% FOR THE PLANET

In its inaugural year, the Gente Buena Foundation became a 1% for the Planet nonprofit environmental partner, reflecting our commitment to promoting water access and sustainable agriculture. As a 1% for the Plant partner, corporate members of 1% for the Planet can add GBF to their portfolio of grantees.

Our Team

Our Board

Christiane
Maertens

Christiane Maertens serves as the Chair of the Gente Buena Foundation, leading the Foundation’s vision. As the Founder and CEO of both Valor and DoGoodery, Christiane Maertens has dedicated her life to building enterprises that prioritize sustainability and human-centered values. During her seven-year tenure at the Walt Disney Company, Christiane played a key role in designing the first corporate social responsibility portfolio, mobilizing millions of young people to take positive action around the world. As Deputy Director of the North American Association for Environmental Education (NAAEE), she led a professional team that managed the world’s largest and most diverse environmental education network, encompassing 60,000 educators and 56 affiliate organizations in over 30 countries. Currently, Christiane also serves as a board member of Outdoor Afro.

Ashley Dawn
Cooper

Ashley Cooper brings a wealth of non-profit experience spanning more than fifteen years in higher education. Most recently having served as the Executive Director of Development for the Annenberg School for Communication and Journalism at the University of Southern California (USC), where she was responsible for securing major gifts to advance the school’s mission. A USC graduate, Ashley earned a bachelor’s degree in communication and a master’s in Strategic Public Relations—both from the USC Annenberg school. Currently, Ashley is dedicated to serving her community through a variety of organizations in the South Bay of Los Angeles, where she resides with her husband and children. Passionate about education, Ashley is deeply committed to giving back to her community, embodying a spirit of service in all she does. In her free time, she enjoys playing tennis, hitting the ski slopes, or relaxing at the beach with a good book.

Stephanie
Perea

Stephanie Perea, a seasoned production expert with a knack for innovation, excels in orchestrating seamless production processes. With over 16 years of experience across entertainment and tech companies, including Disney and Niantic, she brings invaluable expertise to the table. Stephanie’s collaborative spirit and problem-solving prowess make her a trusted ally in any endeavor, reflecting her commitment to excellence and meaningful engagement.

Ellen Forte, Ph.D.

Ellen
Forte, Ph.D.

Ellen Forte, Ph.D., is our CEO & Chief Scientist at edCount, LLC. Dr. Forte’s work focuses on validity evaluation and on policies for how students, including those with disabilities and English learners, engage in instructional and assessment contexts. She particularly specializes in designing, developing, and evaluating assessments for alignment quality.
Dr. Forte has served as a senior advisor to several large assessment projects funded by the US Department of Education and has been a federal peer reviewer for education standards and assessments, accountability systems, state longitudinal data systems, and graduation rates. Dr. Forte serves on the Technical Advisory Committees for Illinois, Montana, Washington, Wyoming, ACT, and the UK Standards and Testing Agency as well as on the editorial boards for Educational Measurement (5th edition), Educational Measurement: Issues and Practice, Applied Measurement in Education, and the National Council on Measurement in Education (NCME) Newsletter. She is a member of the Board of Governors for the School of the Art Institute of Chicago and served on the NCME Board of Directors (2020-2023). Dr. Forte wrote The Administrators’ Guide to Federal Programs for English Learners, first published in 2010 and revised in 2017, which addresses intersections among civil rights laws, education policy, and measurement and evaluation issues for English learners.
Prior to founding edCount, Dr. Forte was the Title I evaluator in the Connecticut Department of Education, the Director of Student Assessment for the Baltimore City Public Schools, and a project director with vendors in the teacher certification and student assessment sectors. Dr. Forte earned her Ph.D. and M.A. in Educational Psychology and B.A. in Physical Education and Dance from the University of Iowa.

Jon
Cohen

Professionally, Jon is President and COO of a medium-sized brand strategy consultancy named Innovation Protocol, where he oversees brand development efforts across industries and drives the company’s operating systems (finance, legal, HR, talent acquisition and development, etc.). Prior to that, Jon’s worked in a range of professional capacities in brand strategy and management (Disney, Dole) operations strategy (KPMG), and investment finance (Pimco).

Jonathan Friedland

Jonathan
Friedland

Jonathan Friedland, founder of Octagonal Hall LLC, advises companies on global brand marketing and communications. His distinguished career includes serving as Chief Communications Officer for Netflix, where he played a pivotal role in its global expansion. Jonathan’s extensive experience spans journalism, corporate communications, and public policy advocacy, underscored by accolades such as the Pulitzer Prize. Committed to environmental causes, he serves on the board of TreePeople, further enriching his impactful journey.

Lupe
Salmeron

Lupe Salmeron, a Certified Public Accountant (CPA) with 18 years of diverse accounting experience, offers personalized tax preparation and accounting services. Her commitment to professionalism, integrity, and responsiveness underscores her dedication to meeting the unique needs of her clients. With a Bachelor of Science in Accounting from the University of California, Riverside, Lupe brings a wealth of expertise to her role, ensuring meticulous financial management for the Gente Buena Foundation.

Mariel
Gonzalez

Mariel González is a dynamic force in the world of multi-platform business development and partnership marketing, specializing in sports partnerships and player relations. With over five years of groundbreaking work at the Los Angeles Football Club (LAFC), including roles as Director and Manager of Partnership Marketing, Mariel has mastered the art of forging strategic alliances with major sports entities such as the Los Angeles Rams, LAFC, and Dodgers. Fluent in Spanish and English, Mariel effortlessly bridges cultural gaps, utilizing her language proficiency to propel business growth and cultivate meaningful connections. In her leisure time, Mariel indulges in reading, exploring new destinations, and nurturing her love for baseball.

Michael
Cooper

Michael Cooper is a founding partner of YoffeCooper, a Business Law Firm based in Hermosa Beach, and serves as General Counsel for Genta Buena Foundation. Michael’s role as General Counsel is to ensure Genta Buena Foundation’s continued compliance with its obligations as a recognized tax-exempt organization and review all agreements with its partners. Michael earned his undergraduate degree from the University of Southern California and law degree from Pepperdine University Caruso School of Law, with a focus in Business and Entrepreneurship. “Coop” lives in the South Bay of Los Angeles with his wife and twins. Outside of the office, you can find him on the golf course, on the mountain, tasting wine or tequila and coaching a variety of sports.

Sarita Figueroa

Sarita
Figueroa

Sarita Figueroa serves as the Senior Community Relations Manager at SoCalGas, where she oversees the administration of a $9.7 million community investment fund dedicated to enhancing safety, sustainability, and social impact. In her role, Sarita spearheads charitable environmental initiatives, focusing on clean energy, higher education, and sustainability.
With a decade of experience at SoCalGas, Sarita has held various positions within external affairs, consistently demonstrating her commitment to efficiency and productivity. Her proactive and enterprising nature drives her daily endeavors.
Sarita holds a Bachelor of Arts in English Education and Communication, as well as a Master of Business Administration from Cal Poly Pomona University. A proud Los Angeles native, she is happily married for eleven years and is a devoted mother to two young children, who bring joy and balance to her life.

Our Staff

Therel
Santos

Therel Santos, a dynamic force for positive change, serves as the Head of Impact for the Gente Buena Foundation. With a passion for both community development and environmental conservation, Therel’s expertise is critical to GBF’s multiple priority areas, focusing on improving lives and fostering sustainable development. His unique ability to bridge environmental stewardship with social progress has established him as a respected leader in his field. Therel’s multifaceted approach to creating positive change demonstrates his commitment to building stronger, more resilient communities while safeguarding natural resources for future generations. His work exemplifies the power of dedicated individuals to drive meaningful impact on both local and global scales, inspiring others to join in the pursuit of a more sustainable and equitable world.

Kristen
Kunkle

Kristen serves as the Head of Social and Environmental Research for the Gente Buena Foundation (GBF). With a strong background in sustainability and environmental education and extensive experience developing and evaluating environmental solutions that benefit communities. she leads GBF’s strategic direction using evidence-based approaches. Previous roles include the North American Association for Environmental Education and the University of Florida, where she managed significant research projects. Kristen’s passion for connecting people with nature was cultivated during her time as a park ranger and Master Naturalist in coastal areas. A published author in peer-reviewed journals, she excels at translating research into practical applications. Kristen’s multifaceted expertise in impact research, evaluation, and practice drives her commitment to fostering a more connected, equitable, and sustainable world.

FINANCIALS

Support & Revenue

 Board Contributions. . . . . .  $19,652

Corporate Contributions . . . . . $62,600

H2O Water Fundraiser. . . . . . $42,808

Total – $125,060

Expenses

Advertising and Promotion . . . . . $15

Management fees . . . . . $40,425

Office Expenses . . . . $927

Other fees. . . . . $232

Professional Services . . . .  $2,600

Program Service Expenses. . . . $74,818

Total – $ 119,017

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* Gente Buena Foundation is not accepting grant proposals. 

** The Gente Buena Foundation plans giving based on local research and community-generated goals. Solicitations will not be accepted.