For centuries, long before the Spanish conquistadors arrived in the 16th century, the indigenous Tequillan people have cultivated the revered Agave Tequilana, or blue agave plant. These resilient communities have relied on agave for sustenance, textiles, and a cherished fermented drink.

As tequila gained global popularity, it received official recognition in 1974 through the Mexican government’s Designation of Origin (DO), establishing the geographical boundaries and strict production methods that define authentic tequila. However, this fame and acclaim have come at a cost, disproportionately benefiting a select few in the tequila industry. The attempt to meet surging demand by companies has led to the abandonment of the authentic and sustainable production methods dictated through tequila’s DO, resulting in the overharvesting of blue agave, environmentally harmful monoculture farming practices, deforestation, and water scarcity. These activities have also inflicted significant harm on the delicate ecosystems, including the vital bats and hummingbirds crucial for agave pollination.

Unjustly, the people who have dedicated generations to cultivating, harvesting, and distilling this cherished spirit have seen little of the wealth it generates. Today, residents of the tequila-producing regions endure inadequate infrastructure, limited access to education, and often work low-waged and intermittent jobs in unsafe conditions.  

The Gente Buena Foundation is committed to rectifying these injustices by ensuring that the wealth and prosperity created by tequila benefit the very people who have safeguarded and nurtured this heritage. As the originators, stewards, and custodians of a spirit steeped in history, born from generations of care, expertise, and pride, the people of Tequila and its neighboring communities are at the heart of our mission. We value their contributions and are dedicated to fostering a future where the rewards of tequila are shared equitably, and the well-being of these communities is uplifted, as they rightfully deserve.