About us
We are an interdisciplinary team of specialists with extensive experience in international trade, foreign trade, regulation, international agreements, and public policy. With over two decades of service in the public sector, we have contributed to key processes that shaped Mexico's economic integration with the world, giving us firsthand insight into the real needs of the market.
Our purpose is to transform institutional and regulatory experience into applied commercial to transform institutional and regulatory experience into applied commercial intelligence, helping companies and organizations fully leverage the opportunities offered by international trade agreements.
Juan Carlos Baker Pineda
Founding Partner
He previously served as Director General for North America, Chief of Staff to the Secretary, and Deputy Chief Negotiator for Mexico in the Trans-Pacific Partnership (TPP). He also held the position of Undersecretary for Foreign Trade.
He led the team that successfully concluded the negotiations to deepen and modernize the existing trade agreement between Mexico and the European Union. Likewise, he was a key figure in the negotiations among Mexico, the United States, and Canada that ultimately led to the signing of the United States-Mexico-Canada Agreement (USMCA), which updates and modernizes the North American Free Trade Agreement (NAFTA).
Roberto Zapata Barradas
Founding Partner
He served as Mexico's Ambassador to the World Trade Organization (WTO) from 2017 to 2019. With over 23 years of public service, he has extensive experience in international trade negotiations, having participated in multiple agreements such as the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) > and the Free Trade Agreement between Mexico and the European Union (EU).
He has represented Mexico in international forums such as APEC and the G20, and has taken part in trade negotiations with Latin American countries, including ECA 53 with Brazil, ECA 60 with Uruguay, and the Mexico-Chile FTA as well as with Asian partners such as Korea, Japan, and China. He has also served as a panelist in dispute settlement cases at the WTO.
Moisés Zavaleta López
Founding Partner
He served as Director General for International Trade in Goods at the Ministry of Economy from 2016 to 2018. His career has focused primarily on the design, negotiation, and implementation of public policies, with specialization in international trade and investment policy.
He was Mexico's lead negotiator on issues such as market access, agriculture, textiles, safeguards, rules of origin, customs procedures, and trade facilitation during the negotiation processes of the United States-Mexico-Canada Agreement (USMCA), the modernization of the Mexico-European Union Free Trade Agreement (TLCUEM), and the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP). He also served as Economic Counselor at the Mexican Embassy in Washington, D.C., representing the Ministry of Economy.
Eusebio Hidalgo Flores
Founding Partner
He has over 20 years of experience in public service. He served as Chief of Staff to the Undersecretary for Foreign Trade, and as Advisor to both the Minister of Economy and the Undersecretary for Industry and Commerce.
He participated in the chief negotiators' table during the negotiation of the United States-Mexico-Canada Agreement (USMCA) and provided technical support in the modernization of the Mexico-European Union Free Trade Agreement (TLCUEM 2.0).
Zaknikte Carbajal Borjas
Founding Partner
Internationalist specializing in rules of origin. Previously, she served as Head of the Trade Facilitation Department and Coordinator of Certificates of Origin at the Ministry of Economy, where she was responsible for designing strategies for operational issues related to the origin of goods and export control based on risk analysis, as well as the continuous improvement of operational processes linked to regulatory compliance.
She led the procedures for handling origin verifications and the mechanisms for analyzing, determining, and certifying origin in accordance with Mexico's international commitments. Since 2021, she has worked as a consultant, focusing on the technical analysis of trade agreements in areas such as market access, rules of origin, national content, project design and management, and process mapping for regulatory and operational optimization.
Marcela Pérez Monroy
Founding Partner
Holds a Bachelor's Degree in International Relations from the National Autonomous University of Mexico (UNAM). From 2017 to 2021, she served at Mexico's Ministry of Economy as the regulatory and operational lead for export licenses in the sugar and steel sectors with the United States.
From 2022 to 2024, she collaborated with the Mexican Council for Standardization and Conformity Assessment (COMENOR). Since 2021, she has worked as a consultant in foreign trade and national content, carrying out activities related to the analysis of international treaties and trade regulations, regulatory assessment, project design and management, and process optimization for regulatory compliance.
Juan Diaz Mazadiego
Founding Partner
More than 25 years of experience in regulatory issues related to industry and foreign trade at the Ministry of Economy (formerly SECOFI). Designed the regulation and operation of various foreign trade and trade facilitation schemes such as IMMEX, PROSEC, Rule 8a, Rules of the Ministry of Economy, and the 10-digit LIGIE, various decrees and agreements, as well as the SNICE.
In matters of origin, he was responsible for the administration of various certificates of origin for free trade agreements and treaties, verifications requested by the governments of trading partner countries, and non-preferential rules of origin. He designed and operated the first phase of the Ministry of Economy's origin calculator.
How It All Started to Take Shape
