When Jorge Catalán arrived in San Miguel in 2003, to assume the Presidency of the Board of the Permaculture Institute of Mexico, he could not find organic food for sale anywhere.

Always the problem solver, he began to bring the foods he wanted from Mexico City. Soon he was bringing additional items for friends and friends of friends.

As demand grew he needed a space to store and distribute the frequent shipments, and so began San Miguel’s first “health food”store. Ten years and two expansions later, “Natura” continues to play a pivotal role in the alternative health community and the “green movement” that have boomed in San Miguel in the last eight years. What began as a “one man shop” has grown to 7 employees.

Today Natura offers a wide variety of local and regional produce and products.

Along the way Jorge has provided support to many local producers.

“Without the initial support in retail sales from Natura SMA, El Capricho would not have been able to create the client base and recognition it now has. Thanks to Jorge specifically for believing in small producers and creating a storefront for all of the exceptional local products that are crafted here in SMA.”
Cristinal Gerez,  Artesan Maker of Goat Cheeses and Yogurts

“Natura SMA, headed by Jorge Catalán, was and is the only organic store in SMA that encouraged and supported my new business of raw goat milk products from the beginning. Without Jorge, and Natura, I would probably have ended up doing something else. So all of you who enjoy my products just remember to thank Jorge.”
Gil Doron

“Jorge has always encouraged me in my business. He cheers me on when I am about to introduce a new product or a new flavor.”
Laura Fonseca, Maker of Artesan Pastas and Sauces 

The values that guide Jorge’s life today were apparent even as a child. “I was the one in the family to be in charge of the garden in whichever form it took. I used to perform experiments comparing the effect of natural and artificial fertilizers in the lawn to prove to my father that it was better to use sheep’s manure than nitrous sulfate. When plagues of insects came, by observation and experiment, I started mixing water with soap and mixes of hot mustard seed or chilies.”

That passionate respect for nature is reflected in the food and body care products that you can find at Natura SMA today. Jorge has visited almost all the producers of products carried by Natura SMA for two reasons: he cares about local producers and wants to understand their business as much as possible, and  he cares about his customers and is committed to ensuring they receive the highest quality clean and natural products.

During his 10 years in business Jorge has become involved with distribution, planning and growing of the produce that Natura SMA provides. He has also dealt with companies that were just starting to import and export organic products.

Innovative financing has played an essential part in growing the business. “We have implemented a system for regular customers that is similar to a Co-op that invites people to prepay 5,000 pesos, with the benefit of a 10% discount,” Jorge explains. “This allows us to secure payments for producers and other providers, and provides easier cash flow for the business.”

“At Natura SMA we are deeply committed to spreading the word about making better choices in diet, both to improve health and to improve our natural environment.”

This commitment has lead Jorge to become the San Miguel Chapter Leader of the first Mexican branch of the Weston A. Price Foundation which promotes a natural, farm related approach to eating nutrient dense foods to improve our health and that of our planet.

32 Responses to About

  • sean seedlock

    Great site! I look forward to shopping again at Natura very soon.



  • viridiana lopez

    hasta hoy por medio de un canal de mexico pude saber sobre ti,es fantastico lo que estas haciendo por alla jorge,admiro las personas emprendedoras,espero que pronto pueda expandirse en toda la republica,ojala mucha gente aprecie lo importante que es la alimentacion sana e organica,te deceo exito y hasta pronto 😉

    • Jorge

      Muchas gracias y si todo sigue como hasta ahora, con las oportunidades multiplicándose sin para y la sinergia a todo lo que da. Me encontraré involucrado con unos proyectos de transformación profunda hacia un futuro con más luz.

      Un muy fuerte abrazo,


  • Justine

    The planet renowned South Beach front Diet program was produced by Arthur Agatston who was a Cardiologist, and Marie Almon who was a Dietitian.
    Any number earlier mentioned 30 is inside the weight problems
    array. Without having guidance on how to effectively lose weight
    in a healthy manner, and the way to help keep that fat off,
    the struggle to get rid of weight can often seem like just that – a

    • Jorge

      I totally agree to that what you exposed. Did we by mistake mention something in any other means?
      Would love to know so we can correct it.

      Thank you for contacting us,

      Jorge C.

  • Diego

    I want to know if i can to buy cod liver oil in this store.

  • Jan Baumgartner

    Hola Jorge; it was great to see you the other day. I hope that you’ll be able to get a hold of Japanese Macha green tea bags and/or the green tea powder? Also, the last few times I’ve been in, I haven’t seen any steel cut oats. Will you get them again? Muchas gracias, Jan

    • Jan Baumgartner

      Jorge: Before you buy the Matcha green tea powder, can you let me know what it costs? It can be very expensive so I don’t want you to go out of your way in case I can’t afford it. I just checked some online sources and it was far more than I thought. Gracias!

      • Jorge

        Jan, I forgot to ask you about how finely powdered you need your tea.
        Great having you back in town,

        • Jan Baumgartner

          Hola Jorge: I’m new to Matcha. All I know is I love the flavor, aroma and the color, too. I’m assuming I’d want it fairly fine, although I’ll be new to brewing it. I’ll trust your choice on this. Also, I know that it comes in teabags, which might be best as I’m new to brewing Matcha. Muchas gracias!

  • Eric

    Hola Jorge me da mucho gusto que el consumo de alimentos sanos en México se este divulgando, he estado buscando la harina de centeno de bueno calidad asi como granos de kefir, me pregunto si estan disponiobles en “Natura”. Me gustaría saber el precio de los productos que busco asi como el de el queso.

    • Jorge

      Tenemos siempre harinas varias incluyendo la de centeno de [optima calidad (libres de otra cosa que no sean los granos molidos y orgánicas). ¿Granos de kefir de agua o leche es lo que estás buscando? y en cuanto a quesos tenemos una gran variedad de muchos precios.
      Te invito para que nos visites en nuestra página web encontrarás todos nuestros datos.
      Hasta pronto,

  • Maureen

    Hola Jorge, when will you have tempeh? thanks! Maureen

  • Maria

    Buen dia, te contacto para ofrecerte orgullosamente esta mermelada artesanal.
    De las tierras del rancho El Mesón germina la semilla de los árboles de mora negra, cuyo fruto es materia prima orgánica de esta deliciosa mermelada que contiene en su receta el sabor de la tierra mexicana.

    Rancho el Mesón se enorgullece en llevar a su mesa un producto de calidad elaboro por manos mexicanas que por generaciones han cultivado el sabor de Mexico.

    INGREDIENTES: mora negra 65%. azúcar 30%, jugo de limón 5%, pectina de tejocote 1%.

    Producto- Mermeladas orgánicas. 100% producto mexicano y artesanal
    costo- el precio por el tarro es de $70 MN

    direccion- Camino Real a Chichimequillas, No.1 , 76250 El Marques, Queretaro De Arteaga, Mexico
    telefono-01 442 391 0058

    • Jorge Catalán

      Gracias por tu correo por el momento no estamos comprando nuevos productos pero si lo hacemos para el nuevo año te contactaremos sin duda.

      Jorge Catalán

  • Ernie

    This is the right site for anybody who wishes to understand this topic.
    You know so much its almost tough too argue with you (not that I personally would want
    to…HaHa). Youu definitely put a brand new spin on a topic that’s been discussed for ages.
    Excellent stuff, just great!

    • Jorge Catalán

      Thank you very much for your comment. Wait because it will get better and bilingual too.

  • Cosmetica decorativa

    I visit day-to-day a few websites and websites to read posts, except this weblog proovides quality based writing.

  • Rosa Ma. Vaca

    Te conocí en una reunión de BNI Abundancia, quedé de enviarte información de mi negocio, pero en la tarjeta que me diste ni en tu pagina web está tu correo, me lo puedes proporcionar por favor.

  • alexandria.unisg.ch

    Have you ever thought about adding a little bit more than just your articles?
    I mean, what you say is fundamental and everything.
    But think about if you added some great images or videos to give your posts more, “pop”!

    Your content is excellent but with images and clips, this
    site could certainly be one of the best in its field.
    Good blog!

    • Jorge Catalán

      Alexandria, yes we are working very hard now on making an educational site where we talk a lot about real nutrition with videos, virtual classes(much further in the future), lots of articles and reports on the latest in food and nutrition. So Please be patient and I can promise good fruition out of it.
      Thank you for your comment,

      Jorge Catalán

  • Tres Miller

    I am trying to reach Carla in GTO to place an order for Tuesday delivery, but her phone number doesn’t seem to be active. Can I place an order?


    Tres Miller

    • Jorge Catalán

      Hola, sorry for that inconvenient, please sen us your order to naturasma@gmail.com or call tomorrow morning (after 9am) to (415)154 8629
      Thank you for contacting us through our web page and have a good afternoon,

      Jorge Catalán

  • Fany Castillo

    Hola Jorge

    Soy estudiante de León Gto. En la Universidad Tecnológica de León y quería saber si admites en tu empresa la realización de estadías para la solicitación de la misma, actualmente Estudio la Lic. En Gestión y Desarrollo Turístico.
    Encontré tu contacto por medio de las paginas verdes y me interesa el cultivo y preparación de alimentos y bebidas de productos orgánicos.
    espero tu respuesta sin mas por el momento


    • Jorge Catalán

      Hola, nos interesa saber más de ti. ¿Cuánto tiempo estarías con nosotros?, ¿qué esperas aprender?, ¿por qué te interesa lo orgánico? y ¿Qué necesitamos para poder aceptar estadías válidas con tu escuela?
      Muchas preguntas pero eres la primera solicitante de algo así. Entonces nos toca abrir brecha.
      Hasta pronto,


  • galia

    Hola Jorge,
    Soy health Coach, estoy en la ciudad de Mexico y estoy abriendo acá el local chapter de la Weston A. price Foundation.
    Me encantaría poder hablar contigo. Te envié un correo.
    Pero dime cuando y a que numero te puedo llamar.


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