The Thierry Blouet Trophy is one of the most prestigious culinary competitions in Mexico. This event provides young chefs with the opportunity to showcase their creativity, discipline, and technical skills in a high-level competition endorsed by major international gastronomic institutions.
This year, we celebrated the 20th anniversary of the competition with Idaho Potatoes as event sponsors. With the participation of 48 students, media, chefs, and industry leaders from five states in Mexico—Zacatecas, Morelia, Guadalajara, Mexico City, and Puerto Vallarta—more than 96 dishes were created using Idaho Russet Potatoes as a mandatory ingredient in three-course menus.
“It was amazing that we could work with Idaho Potatoes, that everybody loved and enjoyed in 5 cities of all the country” – Chef Thierry Blouet, founder and president of the Thierry Blouet Trophy.
For the Mexico City finale, we attended the awards ceremony held on March 6 at the St. Regis Hotel, where we personally congratulated the winners, who received recognitions and prizes, along with the announcement of the Mexico City winner who will represent the country in a global competition.
This 20th anniversary not only celebrates the legacy of the Thierry Blouet Trophy, but also the future of Mexican gastronomy—empowering a new generation of talent that continues to elevate the country’s culinary standards and bring their creativity to international stages.
From January 13 to 15, we welcomed representatives from Real Milk California from 13 different countries to San Miguel de Allende, Guanajuato, Mexico, as part of the 2026 Reps Meeting.
This event is held annually in different countries where the California Dairy Council has representative offices, with the aim of presenting industry trends, innovations, and the activities and results of strategies implemented in each country to promote the consumption of California dairy products.
Through intensive planning of all logistics and meticulous attention to detail, we successfully hosted 35 attendees from the United States, Taiwan, Cambodia, Chile, the Philippines, Korea, Japan, Singapore, Indonesia, Thailand, Vietnam, Malaysia, and China.
In addition to the meetings, where we fostered dialogue, shared ideas and proposals, and bonded through fun activities, we gave all the representatives a deeper insight into Mexican culture, traditions, and cuisine.
“The reps meeting in San Miguel was truly unforgettable […] —it was beautifully done.” —Theeravee Ungkuvorakul, Real California Milk representative in Thailand.
“I see this global representative meeting as more than just a moment to align goals—it’s an opportunity to truly understand one another’s perspectives and strengthen how we work together across regions. When we bring diverse voices to the table with openness and respect, we don’t just share updates—we build trust, spark better ideas, and create solutions that are more inclusive and effective. I’m looking forward to meaningful discussions, honest insights, and leaving this meeting with a stronger sense of shared purpose.” —Janet Arellano, International Director of Business Development
Popcorn USA took part in the Christmas in the Park season to increase brand awareness, highlight the benefits and versatility of popcorn, and boost sales during a key time of the year.
From December 8 to 13, the brand had a presence at four food stations across the park, featuring a holiday-themed video on Popcorn USA’s digital menu screens to support product sales.
In addition, an in-park activation with the distribution of promotional materials helped strengthen brand presence and create direct interaction with consumers.
In coordination with the Western United States Agricultural Trade Association (WUSATA), Imalinx successfully organized a trade mission in Mexico City and Monterrey, bringing together 16 U.S. companies from the grocery, pet products, and alcoholic beverages sectors. The mission also welcomed buyers from Mexico, Costa Rica, Guatemala, Peru, and El Salvador.
Throughout the mission, a total of 380 one-on-one business meetings were held across both cities, enabling direct engagement between U.S. exporters and Mexican and Latin American buyers. As part of the agenda, participants took part in a product showcase hosted at the facilities of one of the industry’s leading importers, where products were presented and samples were submitted for potential opportunities in the retail and foodservice channels.
The program also included strategic visits to key supermarket chains such as HEB, City Market, Chedraui, Costco, and Walmart, as well as market educational sessions focused on the Latin American market and import processes, delivered by the U.S. Department of Agriculture.
This trade mission strengthened commercial ties between the United States and Latin America while creating valuable market expansion and growth opportunities for the participating companies.
In November, a training session was held in Mexico City with the participation of 20 young professionals from the gastronomy sector. The objective was to showcase the benefits and applications of U.S. long-grain rice in professional kitchens.
The session included a theoretical component outlining the key characteristics and benefits of U.S. rice, followed by a hands-on practical session in which participants prepared four recipes, two savory and two sweet using rice as the main ingredient and applying different culinary techniques. The dishes prepared included: chilate, salmon tart with crispy rice, creamy chicken rice with fine herbs, and mandarin crème brûlée rice pudding.
The session concluded with the presentation of recognition certificates to the participants. This training strengthened their knowledge and allowed them to discover new ways to incorporate U.S. long-grain rice into their culinary creations
Imalinx successfully represented the United States Popcorn Board at the prestigious Expoalimentaria trade show in Lima, Peru, which took place from September 23 to 26. The objective of the mission was to assess market opportunities and engage with key industry players. During the event, the United States Popcorn Board hosted a dedicated booth that served as a central point for interaction, allowing Imalinx to distribute product samples directly to consumers and generate interest in high-quality U.S. popcorn. Furthermore, the delegation conducted several targeted meetings with relevant members of the Peruvian food and distribution industry, gathering critical insights into the local supply chain and consumer preferences.
The visit underscored the significant and growing demand for popcorn (or canchita) in the Peruvian market. Local trends, particularly the post-pandemic surge in home entertainment and the increasing adoption of streaming platforms, have driven a robust “movie night at home” culture, directly boosting consumption. The market analysis confirms that while there is domestic production, it does not fully meet the total demand, creating a clear opportunity for high-quality imported products like U.S. popcorn. The expansion of e-commerce and the established network of both supermarkets and wholesale distributors provide clear and accessible channels to introduce and scale the U.S. product offering.
Over the course of a week, six buyers from Mexico, Costa Rica, and Guatemala, invited by Imalinx, visited potato and onion producers in Reno, Nevada, and Boise, Idaho. In Reno, with support from the Nevada Department of Agriculture, the group traveled to Winnemucca and Yerington to meet two producers. Later in Boise, the Idaho State Department of Agriculture arranged visits with five additional producers. The agenda also included a dinner with the Idaho Eastern Oregon Onion Committee (IEOOC), where support programs were presented, and questions were addressed.
Throughout the visits, buyers learned firsthand about harvesting, packaging, quality standards, technology, and company operations, allowing them to assess not only pricing but also the overall value offered by each producer. As a result, two buyers confirmed plans to move forward with yellow onion purchases, while the IEOOC will continue follow-up efforts in Mexico to support importers and strengthen their sales through various activities.
Imalinx participated in a strategic event organized by the U.S. Ambassador to Mexico, bringing together 40 key figures from the U.S. food and beverage industry. The main objective of the dinner was to strengthen trade relations and promote the US agri-food supply. The presence of Imalinx was crucial to facilitate networking between Mexican executives – including major importers and foodservice leaders – and representatives of U.S. products. This meeting functioned as a high-impact business platform, where concrete opportunities for the expansion and distribution of products in the Mexican market were discussed.
The dinner was conceived as a culinary and functional display of high-quality U.S. ingredients. The menu highlighted Idaho potatoes in various preparations, along with a variety of California cheeses, butters and ice cream, showcasing the excellence of its dairy and fresh produce industries. In addition, other essential products such as beef and rice of American origin were served. This tasting served as a practical demonstration of the versatility and quality of the ingredients, providing Mexican industry leaders with clear ideas for incorporation into their supply chains and gastronomic offer.
In partnership with the Western United States Agricultural Trade Association (WUSATA), Imalinx coordinated a trade mission to Bogotá, Colombia, involving 10 companies from the grocery, pet care, and alcoholic beverage sectors.
During the mission, 101 one-on-one meetings were held over a two-day period, facilitating direct contact between U.S. exporters and Colombian buyers. Participants also attended ExpoIALIMENTOS and conducted a showcase at Grupo Éxito to present their products and send samples for future opportunities.
The program included visits to supermarkets such as D1, Alkosto, Éxito, and Carulla, as well as educational sessions on the Colombian market and its import process, conducted by the United States Department of Agriculture.
This mission successfully enhanced commercial relations between the two countries and created meaningful growth prospects for the participating companies.
On July 4th, the spirit of American Independence was celebrated at both branches of Pinche Gringo BBQ in Mexico City—Polanco and Patio. The event featured the participation of two iconic U.S. products: Idaho Potatoes and California Raisins.
Following the joint planning with the team from Pinche Gringo Barbecue and the account executives from Imalinx, we organized giveaways and State Fair-style games to celebrate the holiday and create memorable connections with the restaurant’s customers.
With a total attendance of 2,000 people across both locations, the California Raisins activation handed out promotional bags of chocolate-covered raisins to attendees. As a special treat, 50 of these bags contained a surprise prize: the official raisin plush toy, which was received with great enthusiasm by the public.
As part of the Idaho Potatoes activities, a game called “Potato-in-one,” inspired by the classic “Hole-in-one,” was held. Participants had to throw balls and, if they made 4 out of 5 shots, they won prizes such as Spuddy Buddies, potato mashers, or recipe cards.
Additionally, a special menu item called Freedom Fries, made with Idaho fries, cheese, and brisket, was featured throughout the month. Tent cards were placed to promote the dish. Thanks to these efforts, 151 orders were recorded during the event, and from July 1st to 21st, a total of 723 orders were sold.
The participation of these American products not only added flavor and value to the event but also strengthened their visibility among local consumers, creating a positive and memorable experience around the brands.