ABOUT QUALFON
Qualfon is headquartered in Highland Park, Michigan in the United States. Alfonso Gonzalez founded Qualfon in Mexico City, Mexico in 1995, and over the years, we’ve grown into a 13,500 person global business operating across states, countries, and time zones. By providing omni-channel customer experiences and business support, we empower Fortune 500 and multinational companies to build stronger customer relationships that drive meaningful growth and increased revenue.
OUR PURPOSE
Everything we do at Qualfon is rooted in a deep sense of meaning and purpose: to be the best and improve the lives of each person we encounter. And it goes beyond business, stretching into the remarkable communities where we live and work.
Qualfon is a consecrated company, guided first by the principle of love for God and our neighbors. Our mission is to provide personal, family, and social support for our employees, and we further that goal by delivering exceptional service to our clients and customers. We are driven by the devotion and faith of our founder, Alfonso Gonzalez, and his calling to improve the lives of everyone who works in his company. These principles are the bedrock of everything we do and have guided our leadership for more than 25 years.
In addition to supporting our employees, we also support our communities with social programs that give back. We apply the experience we’ve gained building culture and strategic processes in the business world and use them to create repeatable models of growth for our charitable programs. The financial support for those programs comes from Qualfon, which means the more our business thrives, the more our philanthropic efforts benefit. That creates a direct line from our internal culture – the way we support employees and help them grow – to the positive impact we have on the world around us.
Care for Community
Creating opportunities for the next generation of children
Plan 2040 is the private, non-profit foundation we established in 2016 to strengthen the social fabric and promote upward mobility in Cuatro Ciénegas, Mexico. The community-led initiative was created by local citizens to empower residents to lead healthy, fulfilling lives, personally, within their families, and in their professional journeys. Through Plan 2040, we collaborate closely with public institutions and local authorities to provide young citizens and their families with the support, resources, and inspiration they need to dream big and achieve their goals. In 2021, we expanded the initiative to include Colonia Independencia in Monterrey, Mexico, broadening its reach and impact.
Plan 2040 offers both preventative and continuous support through five key pillars: health, family, education, economy, and spirituality. It promotes personal growth, emotional development, and human formation for people of all ages – reinforcing families and nurturing a culture of compassion, where neighbors support each other and live out their core values.
Care for Environment
Qualfon has invested significant resources to build Genesis 4C, a living museum and biotechnology laboratory dedicated to studying and disseminating information about the biodiversity and endemic life of the Cuatro Ciénegas Valley. The museum serves as a platform to build generational awareness and understanding about the importance of the wetlands through exhibits, education, workshops, seminars and experiential tours. The biotech lab focuses on bioprospecting the unique microorganisms found in the valley, which are isolated and studied for their potential in developing innovative and sustainable biotechnological products for the pharmaceutical and agricultural sectors.
As a protected natural area of the Chihuahuan Desert in Mexico, the valley offers significant microdiversity and includes one of the most important wetlands in the world. NASA has studied it for being the most Mars-like place on the planet. It has over 200 bodies of water (rivers, ponds, and lagoons), more than 70 endemic species, and is home to the oldest evidence of life on the planet linked to the invention of photosynthesis. Qualfon has acquired and preserved more than 30,000 acres in the Cuatro Cienegas Valley to protect this ecosystem, which has earned designation as UNESCO Biosphere Reserve and a Ramsar wetland.
By studying our natural surroundings and seeking to understand more about its unique characteristics, we believe we can help preserve our past and build a better future. We use 100% of the profits from Genesis 4C to support Plan 2040 and invest our money back into the local community.
Playitas del Desierto is a unique natural sanctuary where visitors can explore the beauty of the desert ecosystem through guided experiences that blend fun, learning, and conservation. Designed as an educational ecopark, it offers families, students, and tourists the opportunity to interact respectfully with nature, discover the richness of local flora and fauna, and better understand the importance of preserving this fragile environment. Every visit is a chance to learn, connect, and be inspired by the wonders of the desert in a safe, engaging, and meaningful way.
Over the years, Playitas del Desierto has become a national leading example of environmental restoration and protection. We have successfully recovered over 500 acres of wetlands, bringing life back to vital ecosystems in the region, including areas with stromatolites that had previously dried up. One of our most important achievements is the ongoing protection of the Coahuilan Box Turtle (Terrapene Coahuila), one of the most endangered species on the planet that is found only in this area. Through science-based conservation efforts, community engagement, and habitat preservation, we are helping ensure that this unique species, and the environment it depends on, can thrive for generations to come. Qualfon donates 100% of the profits from this eco-park to Plan 2040.
Our Mexican-style hotel in Cuatro Ciénegas, Mexico, blends hospitality, heritage, and philanthropy to create an unforgettable experience. Housed in a building over 200 years old, Hotel Marielena has been carefully preserved using local materials and traditional local construction techniques like using adobe brickwork made from earth and straw. We’ve also updated key parts of the 38-room building with top-quality materials to offer our guests a luxurious and refined stay.
As part of the Qualfon family, Hotel Marielena reflects our deep commitment to honoring the heritage of the region and protecting the cultural identity of the town. We believe that preserving the stories, architecture, and traditions of Cuatro Ciénegas is essential, not only for today’s visitors but for future generations. Everything we do is guided by a spirit of service, rooted in respect for the land, its people and their history. All profits from the hotel directly support Plan 2040 and benefit the local community, making every stay an opportunity to give back.
Tierra María is more than a vineyard, it's a visionary project that seeks to bring life, opportunity, and beauty to Cuatro Ciénegas. Nestled in one of the most stunning landscapes in northern Mexico, Tierra María is designed to attract conscious tourism that values nature, authenticity, and meaningful experiences. Through this initiative, we aim to create sustainable businesses that generate jobs, boost the local economy, and offer visitors a unique encounter with the land and its people.
At the heart of Tierra María is a commitment to immersive, respectful interaction with the natural environment. Every detail, from the way we cultivate our vines to the experiences we offer guests, is guided by a desire to protect the ecological richness of the region while sharing its story with the world.
Tierra María also offers exclusive accommodations for those seeking peace, privacy, and beauty surrounded by nature. Our boutique lodging is designed to provide comfort without compromising the integrity of the landscape. In addition, our elegant event hall is the perfect setting for weddings, retreats, and corporate gatherings. By combining agricultural innovation, eco-tourism, and community involvement, Tierra María is helping build a future where prosperity and preservation go hand in hand.
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Highland Park, MI 48203
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Here you will have access to our global policy pages as well as access to all our brands in the Qualfon portfolio.
Here you will have access to our global policy pages as well as access to all our brands in the Qualfon portfolio.
Here you will have access to our global policy pages as well as access to all our brands in the Qualfon portfolio.
Here you will have access to our global policy pages as well as access to all our brands in the Qualfon portfolio.
