On June 27, 2025, we participated as sponsors in the U.S. Independence Day celebration at the U.S. Embassy in Mexico, through the California Milk Advisory Board (CMAB) and American Pistachio Growers (APG). We contributed a variety of California cheeses and pistachios that were featured in the event’s menu.
The celebration provided an excellent opportunity to promote U.S. products, increase their visibility in the market, and strengthen commercial ties. It also allowed us to connect with new partners and reinforce existing relationships in Mexico.
The Idaho Potato Commission, in collaboration with the importer Vidimports (also known by its acronym VPC), planned and conducted a training session for 68 members of its sales force from the central region of the country. The main objective of this activity was to inform them about the characteristics, origin, and quality of Idaho Russet potatoes, equipping them with tools to effectively sell the product.
After speaking with the distributor and evaluating how to improve the experience, we identified that incorporating a tasting of three different recipes, along with an educational quiz, would further reinforce their learning. Welcome kits were handed out, including t-shirts, Spuddy Buddies, and participation certificates.
In collaboration with Chef Juan Manuel, who led the tasting, attendees were guided through the features of Idaho Russet potatoes, how the dishes were prepared, and best cooking practices. Participants enjoyed French fries, mashed potatoes, and chocolate truffles made with potatoes to round out the experience.
The activity was a great success and helped strengthen the sales team’s knowledge of Idaho Russet potatoes while creating a dynamic, engaging, and enriching environment.
Initiatives like this one reinforce the commitment of the Idaho Potato Commission and VPC to delivering high-quality products, supported by a well-trained and enthusiastic team ready to share their benefits with Mexican consumers.
The city of Monterrey, Nuevo León, hosted the third edition of “Learning to Cook with Chef Irving”, an experience designed for children to experiment, play, and enjoy the unique flavor of California Raisins while learning about their benefits.
The event took place at the renowned “Amasijo” workshop, led by our beloved Chef Irving Quiroz. On this occasion, eight young chefs participated, preparing two delicious recipes where California Raisins were the star ingredient:
The activity not only inspired the children’s culinary creativity but also encouraged their enjoyment of raisins, whether as a snack or in their favorite dishes. Several of them even mentioned that they ask for them as part of their school lunch.
The experience extended beyond the workshop through social media, reaching 10,712 people and achieving a total of 12,096 impressions.
The Idaho Potato Commission (IPC) organized a trade mission to Idaho, inviting representatives from Comestibles Maldonado a company with over 40 years of experience importing fruits and vegetables to visit the state and meet with local growers and packers.
During the mission, participants toured the facilities of:
In addition to visiting the fields, facilities, and learning about the unique quality protocols of Idaho potatoes, the buyers held meetings with executives and managers from each company to discuss opportunities to promote Idaho potato purchases.
Thanks to this well-planned and strategic mission, Comestibles Maldonado established key business relationships, resulting in the immediate purchase of 20 truckloads of Idaho potatoes.
The success of this trade mission strengthened the product’s presence in the Latin American market and opened more business opportunities.
On March 24, four distinguished companies from the southern United States members of SUSTA and specialists in grocery and dairy products participated in the event, showcasing their product offerings. The participating companies were:
Their participation was key in highlighting the quality and diversity of Southern U.S. products, generating new business opportunities and establishing valuable connections with potential buyers.
Also participating in this 2025 edition were companies from the Western United States, represented by WUSATA. Eight companies showcased a wide range of products, including dairy, fresh produce, nuts, cocktails, and groceries. These companies included:
In addition, the Idaho Potato Commission (IPC), representing growers and packers of Russet potatoes in the state, actively participated in the ANTAD trade show, held in Guadalajara, Mexico. The main goal for all attending companies was to meet with key importers and distributors to build and strengthen commercial relationships that support their growth in the Mexican market.
American Pistachio Growers participated for the first time with its own stand at Expo ANTAD 2025 in Guadalajara, Jalisco. This trade show is a key meeting point for the retail sector, wholesalers, and distributors in Mexico and Latin America.
During the event, APG executives and the Imalinx team held successful meetings with key companies, consolidating strategic partnerships with:
These meetings helped strengthen the presence of American Pistachios in the Mexican market, both in traditional retail channels and in new value-added product offerings.
Imalinx was responsible for designing and building the booths for the three organizations within the U.S. Pavilion, as well as coordinating and supporting the business meetings between the companies and key retailers, importers, and distributors.
Participation in this year’s ANTAD show proved highly productive, helping companies advance their internationalization efforts and strengthen their presence in Mexico. Thanks to effective organization and a strategy focused on in-booth product tastings, SUSTA and WUSATA companies met with over 50 key contacts, while IPC connected with more than 10 new clients, with whom business relationships and agreements are already underway.
From March 24 to 27, 2025, executives from American Pistachio Growers (APG) made a key visit to Mexico with the objective of strengthening commercial relationships, getting to know strategic importers firsthand, and positioning the brand in different sectors of the country. Additionally, they participated for the first time with a stand at Expo ANTAD 2025, one of the most important trade shows in Latin America.
The APG representatives leading this mission were:
The agenda began on March 24 in Mexico City with a brunch organized in collaboration with Nutrikit, aimed at the Mexican nutrition community. The event took place at Club France, where 45 nutritionists specialized in various fields such as sports nutrition, pediatric nutrition, among others, gathered.
During the breakfast, attendees listened to a presentation given by Dr. Arely Vergara, APG’s spokesperson in Mexico, on the benefits of pistachio consumption at different stages of life. They also participated in an educational activity using Nutrikit replicas, designed to show how to integrate this nut into healthy meal plans.
The message from the event was amplified by media specialized in nutrition, generating content on digital platforms and achieving greater reach among health professionals.
That same day, the APG team visited the Central de Abasto in Mexico City, where a special activation titled “The Power of Pistachios” was held in the nuts and seeds aisle. The activity invited attendees to purchase American Pistachios to participate in a hammer game, in which participants measured their strength to ring a bell and win attractive giveaways.
Amberly Wilson and Hannah Young also actively participated in the activity, adding enthusiasm and engagement with consumers.
From March 25 to 27, APG participated for the first time with their own stand at Expo ANTAD 2025 in Guadalajara, Jalisco. This trade show is a key meeting point for the retail sector, wholesalers, and distributors in Mexico and Latin America.
During the event, APG executives and the Imalinx team held successful meetings with key companies, consolidating strategic partnerships with:
• OKKO Superfoods
• Surtidora del Bajío
• Grupo Cimarrón
• Mr. Pistachio
• Grupo Premier
• Dualmex
These meetings helped reinforce the presence of American Pistachios in the Mexican market, both in traditional channels and in new value-added product opportunities.
The visit by American Pistachio Growers to Mexico represented a solid step in strengthening the brand in the country. Thanks to the combination of activities aimed at the health sector, consumers, and business partners, APG successfully positioned itself as a comprehensive ally in nutrition, flavor, and value in the Mexican market.
Real California Milk participated in Expo Carnes y Lácteos 2025 from March 1 to 6, marking the first edition to include the dairy sector in Mexico’s most important event for innovation and commercialization of meat and dairy products. This event was a key opportunity to strengthen the presence of its cheeses in the Mexican market, attract potential clients and business partners, and support distributors in the southern region.
During the expo, the Real California team distributed brochures with information about the product catalog, highlighting its superior quality. Additionally, meetings were held with interested clients and distributors, and cheese tastings featuring Monterey Jack, Mozzarella, Cheddar, and premium cheeses received highly positive feedback on their flavor and quality.
On January 18th and 19th, two activation days were held at Aztlán amusement park as part of a month-long campaign aimed at promoting informed popcorn consumption. The goal was to educate visitors about the origin, nutritional benefits, and everyday uses of popcorn. This campaign was seamlessly integrated with the park’s attractive menu of flavored popcorn options an initiative led by the park itself in collaboration with one of the popcorn distributors in Mexico.
Throughout January, the campaign maintained a strong presence across the park with branding featured on popcorn stand frames, food menu boards, and digital screens in key areas. With an estimated 2,000 daily visitors, the park provided an ideal setting to reach a broad and diverse audience. During the two activation days, 800 people actively participated in interactive activities that highlighted the benefits of U.S. popcorn and encouraged a more conscious approach to its consumption, all within a fun and family-friendly environment.
The combined efforts of the educational campaign and the park’s flavorful popcorn offering created a cohesive and appealing experience for guests. This helped reinforce the positioning of U.S. origin popcorn in a setting that celebrates entertainment and popular culture. The collaboration between campaign partners and local stakeholders proved effective in expanding reach and impact, laying the foundation for future initiatives in high-traffic, high-consumption venues.
On December 21st, a special activation took place at Six Flags Mexico as part of a month-long campaign designed to raise awareness about the origin of U.S. popcorn, its benefits, and its various uses. Taking advantage of the park’s high foot traffic during the holiday season, the campaign featured prominent branding on official popcorn containers and menu boards at food stations, achieving an estimated daily visibility of 5,000 people.
During the main activation day, more than 1,400 people actively participated in engaging activities aimed at educating them about popcorn’s origin, its versatility as a healthy snack, its role in the Mexican market, and common consumption occasions. These interactions provided valuable insight into consumer awareness—approximately 30% of participants were already familiar with the U.S. origin of popcorn and its significance in Mexico.
The collaboration with Six Flags proved to be an ideal platform to expand the campaign’s reach and connect with a broad, diverse audience in a fun and familiar setting. With a combination of consistent visibility throughout December and a high-impact activation, the initiative helped reinforce the positioning of U.S. popcorn, promote informed consumption, and lay the groundwork for future efforts in the entertainment and mass consumption sectors.
During the holiday season, California Raisins collaborated with El Globo, a bakery owned by Grupo Bimbo, the world’s largest bakery company. This collaboration involved the promotion of panettone made with California raisins at more than 170 branches across Mexico, available in two sizes: for the first time in an individual size and also in a family size. Additionally, on December 13, an event was held based on a social media dynamic, where participants competed by showing how they would decorate their Christmas panettone on Instagram Stories and Facebook. The winners gained exclusive access to a class with the product development directors from El Globo, where they learned how California raisins are incorporated into the making of panettone and other bakery products, taking advantage of their nutritional benefits while enhancing the flavor and texture of the products. This activity, along with the promotion throughout December, yielded excellent results, helping to further introduce California raisins to the Mexican market.