For José Cuervo, as the father of tequila, the past, present and future are directly related to the agave plant; without it, we would not exist. As such, we're on an ongoing quest to partner our agave experts with innovative manufacturers to create new agave-based products beyond tequila, from juice to fibers.

“The Agave project” (The Agave project) is an initiative that spearheads the company's long-term commitment to the agave, the people and the land of Tequila, Mexico. This year, the brand builds on its 21 years of philanthropic work through the Beckmann Foundation, supplying agave fibers for research into creating sustainable agave-based automotive parts with Ford Motor Company and working with big wave pilot Gary Linden to create the first 100% agave surfboard.

As the first company within the Agave Project, José Cuervo is the driving force behind the large scale production of biodegradable agave-based straws, achieving the re-use of agave fiber through technology developed by the scientists of BioSolutions Mexico, manufacturers of bioplastic composites based on natural fibers and PENKA Mexico's new product production and development team.

This project allows us to create a circular economy within the tequila industry. By incorporating agave fibers, which is a by-product of the tequila industry, into a product for the consumption of tequila and other beverages, José Cuervo is reusing waste and replacing up to 30% of the regular plastics in its composition.

Source: Raven: The Agave Project

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