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The FEMSA beverage company on Monday marked the 40th anniversary of the slaying of top executive Eugenio Garza Sada by republishing the "Cuauhtémoc Ideology," his words of wisdown for Cuauhtémoc brewery workers, in newspapers across Mexico.
Born Jan. 11, 1892 in Monterrey, he was 81 when he, his driver and an assistant were killed during a kidnapping attempt by the Liga Comunista 23 de Septiembre.
His industrialist family left the country during the Mexican Revolution, and he got a degree in civil engineering at the Massachusetts Institute of Technology; afterward he returned to Monterrey to help run the family's Cuauhtémoc brewery. His experience at MIT led to his founding the Monterrey Institute of Technology and Higher Education in 1943.
FEMSA bottles Coca-Cola products in Mexico and many other parts of Latin America. In 2010, Heineken bought FEMSA's beer operations; FEMSA then got a stake in Heineken.
I - RECOGNIZE THE MERIT OF OTHERS
II - TEMPERAMENT CONTROL
III - NEVER MOCK OTHERS
IV - BE POLITE
V - BE TOLERANT
VI - BE PUNCTUAL
VII - IF YOU ARE VAIN, YOU MUST CONTROL IT
VIII - DO NOT ALTER THE TRUTH
IX - LET OTHERS SPEAK
X - EXPRESS YOURSELF CONCISELY
XI - CLEAN UP YOUR VOCABULARY
XII - MAKE SURE YOU ENJOY YOUR WORK
XIII - RECOGNIZE THE ENORMOUS VALUE OF THE MANUAL LABORER
XIV - THINK OF THE BENEFIT OF THE BUSINESS MORE THAN YOUR OWN
XV - ANALYSIS OVER AND ABOVE INSPIRATION OR INTUITION
XVI - DEDICATION TO WORK
XVII - BE MODEST
A fuller rendition of the Cuauhtémoc ideology (English), from six years ago (FEMSA).
A fuller rendition of the Cuahtémoc ideology, in PDF format (English), from six years ago.
Monday's ad, in El Mexicano (PDF — in Spanish).
The Tec de Monterrey has Tijuana and Mexicali campuses, among many others.
Columnist Jorge Fernández Menéndez wrote in Excélsior on Thursday about how the government of Mexican President Luis Echeverría knew the kidnapping of beverage company executive Eugenio Garza Sada was coming in 1973, but did nothing to stop it. Garza Sada, an assistant and his driver wound up being killed.
The Federal Security Directorate (Dirección Federal de Seguridad, FDS) knew that the Liga Comunista 23 de Septiembre guerrilla group planned to kidnap the president of the Cuauhtémoc brewery a year before it happened in an effort to get ransom money in order to buy weapons and a radio transmitter, according to declassified government documents cited by Fernández Menéndez. A man named Héctor Escamilla Lira had been picked up by the DFS and told them of the plot, and then was released. He later stayed in Monterrey with Jesús Piedra Ibarra, who later disappeared; he was the son of Rosario Ibarra de Piedra, who later became a human-rights activist seeking information about the disappeared.
The columnist concluded: "Forty years have gone by, and impunity still reigns in the case. And the example of how — through malice and the use of violence — a regime and a society can putrefy, is still with us today."
Details cited in Fernández Menéndez's column previously came out in in his 2006 book Nadie Supo Nada (Nobody Knew Anything).
The kidnapping was in the news earlier this week when Grupo FEMSA republished Garza Sada's words of wisdom for the company's workers on the 40th anniversary of his death.