Runners, Ultra Runners, Endurance Athletes, Hikers, Outdoor Enthusiasts, Dog lovers, Six Leg Athletes, Nature Lovers… There are lots of names for folks like us, but one we think fits best – Family.
Yes, we are biased. But we believe it to be true. Some of the best of humanity can be found running on a trail, taking their dog for a long hike in the woods, training for their first 5k, and, for sure, hanging out at a finish line. Runners and other athletes that care about their health, care about critters, care about our world and care about each other – well, those are our people and...
We are Mas Korima.
It started years ago when our friend Micah created a connection with the Raramuri people (known to the outside world as the Tarahumara) and with a large community of good-willed runners that met, bonded, and became family, in the magnificent Copper Canyons of Mexico.
Micah left the world in 2012, and a group of us worked hard at keeping that connection and expanding it. We ran together with our Raramuri friends and used every occasion we had to bring down some goods, some help and some money, which was much appreciated.
Over the years, though, we saw the limits of this model and we wanted to have means to be present in other ways, to genuinely contribute to the community and to show our friends that our involvement was based in respect and, most of all, in equality. Kuira Ba, the famous Raramuri saying, means “We are one”, after all, and serves as a reminder that we must not act as an interference in the Barrancas, but as a force of collaboration.
After giving it much thought, we met with our Raramuri friends and we decided, together, that we would try something new. We would work together, as equals, in creating a better outlook for the traditional Raramuri communities. We, the outsiders, would participate in this relationship not as leaders, but as collaborators, humble helpers, and supporting facilitators. Our friends would contribute some of the ideas and be the driving force and primary suppliers behind the products we create. We would all go at this from the same angle, with the same goals. We would create a project of empowerment of Raramuri culture, an eco-business, a company that promotes and celebrates the healthy foods of an ancient, knowledgeable culture of endurance.
We created Mas Korima.
We are a company that crosses cultures and desires to bridge our unique worlds. We are a new collaboration that aims at supporting the Raramuri people to meet the unavoidable, incoming “modernity” on their own terms, an environment where they are making their own choices, and using their traditional ways and knowledge while realizing the world needs their wisdom and heritage. We are using the mechanics of consumer merchandising to bring a fantastic, wholesome, healthy product to the world while bringing some wealth, benefits and cultural empowerment to the Raramuri People of Northwest Mexico.
We know that there will be many challenges, learnings, and even some mistakes along the way, but we will act fast to remedy them, and are committed to always doing our best. Between the physical and cultural distance that we need to take into account and the crucial importance of approaching our growth at a safe, manageable rate, we must create a frame of reference outside of standard business models and importantly, always consider the human aspect. And that is one of the most exciting things we, the multi-cultural team behind Mas Korima but also the community of endurance athletes and enthusiasts that is our main clientele (our Family), will get to experience. Together.