The Gente Buena Foundation’s vision for change in the agave spirits industry can only happen through true partnership and a strong commitment to cooperation across brands, producers, and communities. Founded by Valor Tequila in 2025, the Good Agave Pledge is a collective commitment by agave spirits brands, producers, and partners to invest in tangible community and environmental action.

This work starts at the grassroots level: in the towns and rural communities where agave is grown and spirits are made. Alongside local leaders, producers, and industry experts, pledge members engage with the Gente Buena Foundation to learn from community priorities, collaborate on practical solutions, and invest in approaches that strengthen long-term wellbeing in agave-producing regions of Mexico.

By addressing industry challenges together, such as water security, environmental stewardship, and fairer working conditions, members of the Good Agave Pledge help the Gente Buena Foundation build a shared framework for agave-tequila stakeholders to move toward a more human-centered industry that supports the people and land that make their spirits possible.

Our first year of commitments launched meaningful, lasting change in San Pedro de los Landeros, a region central to agave production and our mission to balance social and environmental care.