Norman Gonzalez Mendez – Quala

Products and purpose for the greater good

It’s no small task to monitor the comings and goings of 1,300 trucks every month—but Norman Gonzalez Mendez and his team have been able to do that and, through vigilant efforts, keep internal and external product theft to a near-nil 0.0001 percent.

It’s just one of the many initiatives Mendez oversees as head of the legal and property security department at Quala, the steadily-growing manufacturer and marketer of mass consumption products including drinks, frozen snacks, desserts, ready-made soups and personal care products.

Growing brands, evolving strategies

That puts a lot on his plate. Having joined Quala in January 2016, Mendez oversees a team of 43. In addition to traditional matters around law, transactions, licensing, and insurance management, he is charged with monitoring primary and secondary distribution channels, as well as surveillance of Quala’s personnel and real estate.

He focuses on preventive intelligence, he says. He collaborated on the creation of a transportation monitoring program for the 1,300 trucks moving Quala’s products throughout the Mexican region to curb internal and external theft and transport accidents. This measure also involves constant employee training, he says.

Norman Gonzalez Mendez – Quala Vanguard Law Magazine

Meanwhile, he collaborates on product launches, reviews and revises product labels, and previews and analyzes television commercials and other marketing materials. Since 2016, he has been closely involved in contractual, corporate, marketing and support areas for the manufacture and sale of several new products slated for launch in 2019.

Ultimately, he says, his team is constantly working on “technical, personal and mental” aspects of themselves to help contribute to the exponential growth of the company. This means staying on top of legal matters, economic trends, and competitive environments to be a “comprehensive lawyer,” he says.

Quala specifically encourages nonconformity and the “spirit of being a warrior, to go for more, never settle,” he explains. “We have to be in continuous personal growth.”

Genuine impact

Mendez seemed bound to become an attorney from the start: His mother is a lawyer who has worked for the Superior Court of Justice of Mexico City for more than 28 years. He recalls going to work with her when he was on school breaks. “It was an inspiration for me to follow her footsteps.”

After receiving his Master of Business Law from Universidad Panamericana, he worked as an attorney in private practice before going in-house with positions at Elementia, Heineken and CEMEX. Tackling the corporate sphere, he has worked to change the concept of a general counsel as a “necessary evil” by establishing himself as a business partner.

Norman Gonzalez Mendez – Quala Vanguard Law Magazine

He joined Quala because he was attracted by its energy, team and leadership, as well as the opportunity to build up its legal department and implement new processes and procedures. Based in Toluca, Mexico, with five production plants across five Latin American countries, Quala operates in a “niche that I haven’t seen before,” Mendez says. The company launched in 1980 with just seven employees in a 2,100-square-meter warehouse in Columbia, soon releasing its first product: Instacrem (dairy creamer).

Today the company employs 4,000 and works and distributes throughout nine Latin American countries, including Mexico, the Dominican Republic, Venezuela, Ecuador and Brazil. Quala has vastly added to its portfolio over the last near-40 years; its brands now include Vive 100%, Bonice, Baticrema instant cream, Frutino soda, Popetas gourmet popcorn and La Sopera ready-made soups.

Quala particularly seeks to grow throughout the Mexican market, with an emphasis on creating jobs and contributing to the country’s overall social and economic development.

That is a core principle of the company. “It is not just a company that says it cares for its people,” says Mendez. “It genuinely impacts the lives of all those who work there.”

As for him? “I no longer see it as a traditional job,” he says. “For me going to Quala is going to my second home, to see my work family.”

Published on: March 13, 2019



Showcase your feature on your website with a custom “As Featured in Vanguard” badge that links directly to your article!

Copy and paste this script into your page coding (ideally right before the closing tag) where you want to display our review banner.


It was a great honor to be featured in Vanguard Law. Working with every member of the team, from the initial interview with Erin Clark, through production with Victor Martins, writing the article with Taryn Plumb and creating the final content with Dave Gushee, was a true pleasure. Everyone was very professional, enthusiastic and supportive, and their creative approach and positive attitude clearly came through in the final product.
– Kevin C. Rakowski, Senior Vice President, Deputy General Counsel, Compliance with Radian Group Inc.
I was honored to be the subject of an article. I enjoy reading Vanguard articles and seeing how other attorneys got to their positions and see their jobs. It's also interesting to see how different law firms partner with the subjects of the articles.
– Henry Marquard, in-house counsel, Stanley Consultants Inc.
As promised in advance, my feature in Vanguard has increased my visibility within the profession and prompted more than a few people I have not communicated with recently to reconnect. One of the Italian law firms I have used in the past is now in the process of interviewing me for an article on their website and tweeting out the feature story. Activity and the number of people connecting with me on LinkedIn has soared, which is great. The Vanguard writers and editorial staff were great to work with—highly professional and made the effort to make the experience both fun and rewarding (they were also respectful of the time pressures and demands all lawyers face). I was very pleased with the experience and the final outcome. Needless to say, I have been very pleased. All in all working with Vanguard has been a very positive experience which generated good publicity for both Shawcor and myself. My sincere thanks.
– Tim Hutzul, General Counsel, ShawCor Ltd.
The piece highlighting my company, Bob Baker Enterprises, Inc., came out fabulous. Our company is in the new and used car sales and service industry. Everyone was great to work with and extremely professional. They produced a high-quality product and have provided expert assistance and guidance post-production of the article.
– Wade Poulson, General Counsel, Bob Baker Enterprises Inc.


Summer I 2024



  • * We’ll never share your email or info with anyone.
  • This field is for validation purposes and should be left unchanged.