Carlos Añaños: From AJE Group to Tiyapuy Snacks & Investing in Peru

Carlos Añaños, the entrepreneur who stepped back from his family’s beverage empire, AJE Group, eight years ago, isn’t seeking a traditional return on investment. Instead, he describes a focus on “emotional return” – a commitment to bolstering his native Ayacucho, Peru, and supporting its agricultural communities. This shift in priorities hasn’t stalled his business activity, while. Añaños is actively investing in a diverse portfolio, including hotels, data centers, and, notably, the snack brand Tiyapuy, which is rapidly expanding its reach internationally.

Tiyapuy: From Andean Roots to Global Markets

Añaños’s decision to leave AJE Group wasn’t about dissatisfaction, but a desire for purpose. “I didn’t want to continue in the same career. I wanted to understand what my purpose is and what I can do for my land,” he explained in a recent interview with Gestión. That purpose has materialized, in part, through Tiyapuy, a brand centered around native Peruvian potatoes and quinoa. The company emphasizes traditional farming techniques – manual harvesting, rainwater irrigation – and biodiversity protection in the Andean ecosystem. Studio A, the packaging design firm, describes Tiyapuy as celebrating the “wonderful and unique products of the Andes,” elevating ingredients like potatoes, sweet potatoes, and plantains to an art form.

Tiyapuy’s growth is notable. The company is now exporting to 15 countries, including a recent expansion into the Czech Republic and a growing presence in Mexico, where it has entered Walmart Express stores. Añaños projects further market expansion, aiming to double its reach by 2026. The company processes 50 tons of native potatoes daily into snacks for export, a scale that supports thousands of Andean farmers. He emphasizes that Tiyapuy isn’t simply about profit; it’s about providing fair compensation – six times the standard rate – to farmers in the Ayacucho region, helping to improve their livelihoods and maintain families rooted in the land.

Beyond Snacks: A Diversified Investment Strategy

While Tiyapuy represents a significant commitment to his homeland, Añaños’s investment strategy extends far beyond the snack food industry. He describes himself as “dignantly retired,” with investments spanning energy, infrastructure, and holdings in various countries. He participates as a director in several Peruvian companies, but maintains a hands-off approach to day-to-day management. He’s actively acquiring hotels in Peru, adopting a model of investment and then handing operations over to specialized management firms, similar to strategies he’s employed in Spain and Portugal.

Añaños is too investing in data centers, primarily in the United States, leveraging a team to diversify his portfolio geographically and across currencies. He has, however, steered clear of cryptocurrency, citing a lack of familiarity and a desire to avoid potential headaches. He is, however, exploring the potential of tokenization – the idea of structuring companies around tokens rather than traditional shares – believing it could reshape investment models in the coming years.

Navigating Peru’s Economic and Political Landscape

Añaños’s perspective on the Peruvian economy is cautiously optimistic. He points to a relatively stable currency and growing commodity exports as strengths, but emphasizes the critical need to address corruption. He believes the country’s economic foundation is solid, and cautions against sweeping constitutional changes as a solution to its challenges. He advocates for focusing on effective management and governance.

The recent explosion of a gas pipeline in Cusco, disrupting industrial activity and impacting thousands, is a concern, but Añaños also sees opportunities in Peru’s potential for gas production and renewable energy. He notes that Petroperú, the state-owned oil company, isn’t fully realizing its potential. He’s currently evaluating potential investments but is holding back on specific announcements.

Mentorship and Supporting Peruvian Entrepreneurship

Añaños is dedicating significant time and resources to mentoring Peruvian entrepreneurs. He recently launched an initiative to provide guidance to 150 selected entrepreneurs from a pool of 1,000 applicants, a program that garnered 2 million views on social media. The selection process was led by the UNDEC (National Union of Business Executives) and Jorge Arteta. He identifies a key challenge for Peruvian entrepreneurs as a lack of access to guidance and networks, particularly for those operating in the informal sector, which represents 70% of the country’s businesses – a significantly higher rate than in neighboring Chile and Uruguay.

This mentorship is offered pro bono, with no expectation of equity or financial return. Añaños views it as a way to give back to Ayacucho and support the next generation of Peruvian business leaders. He acknowledges that some entrepreneurs may be hesitant to fully participate due to concerns about extortion, respecting their need for discretion.

Looking Ahead: Investment Plans and Expansion

Añaños is evaluating plans for further expansion of Tiyapuy, with a long-term vision extending to 2030. He’s also preparing new product offerings, including special packaging for Peruvian Independence Day celebrations. He highlights Guatemala and Argentina as particularly promising markets for Tiyapuy, and anticipates orders from El Corte Inglés in Spain. While he doesn’t rule out the possibility of a future IPO for Tiyapuy, he emphasizes that it’s not currently a priority.

Añaños’s journey from the AJE Group to a diversified portfolio of investments and philanthropic endeavors reflects a deliberate shift in priorities. He’s focused on leveraging his business acumen to create positive social and economic impact, particularly in his native Ayacucho, demonstrating that financial success and a commitment to purpose aren’t mutually exclusive. He’s actively building a legacy that extends beyond profit margins, focusing on sustainable growth, community empowerment, and the preservation of Peru’s rich agricultural heritage. The challenges facing Peruvian entrepreneurship remain significant, but Añaños’s commitment to mentorship and investment offers a beacon of hope for the country’s burgeoning business community.

Further developments regarding Añaños’s investment plans and Tiyapuy’s expansion will be closely watched, particularly as the company navigates the evolving global economic landscape and seeks to solidify its position as a leading exporter of Peruvian snacks.