1989 was a year of severe crisis in Meat and Poultry industry for our region. Nevertheless, in the middle of hard times, there are leaders with the capacity of transform adverse situations into opportunities. 

The case of visionary bussinessman Roberto Zambrano is not the exception, born in Coahuila, México, and graduated form Universidad Veracruzana with a degree in Zootechnic, he later finished an udergraduate program in Sciense major at Univeristy of Arizona.

Full of enthusiasm, Zambrano starts activities with 300 head of cattle, pursuing from the begining the goal of producing meat of the highest quality in Mexico, implementing a strong training program in all levels of human resources, technology and systems capable of breaking with the old traditional meat production methods that had been in crisis due to the lack of creativity and little sense of commitment to the beef consumers in Sonora.