Betterware de México Overhauls Board with Digital and Consumer Goods Experts
Event summary
- Betterware de México appointed Juan Pajón and Arquímedes Celis to its Board of Directors, replacing Martín Werner and Silvia Davila.
- Pajón brings digital transformation expertise from Oracle and Grupo Bimbo; Celis offers consumer goods strategy experience from Grupo Lala and Pilgrim's Pride Corp.
- The company retained David Kusuma as R&D Strategic Consultant effective July 6, 2026, following its acquisition of Tupperware LATAM.
The big picture
Betterware de México is bolstering its governance with experts in digital transformation and consumer goods strategy, signaling a push to modernize operations and strengthen market positioning. The retention of David Kusuma as innovation consultant underscores the company's focus on leveraging R&D to compete in Latin America's competitive consumer products landscape.
What we're watching
- Digital Transformation
- How Juan Pajón's expertise will accelerate BeFra's technological overhaul and integration of Tupperware LATAM.
- Consumer Strategy
- Whether Arquímedes Celis can enhance BeFra's value proposition across its customer, associate, and distributor networks.
- Innovation Execution
- The pace at which David Kusuma can drive product innovation for both Tupperware Latam and Betterware portfolios.