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.
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.
From January to March, American Pistachio Growers activated a campaign with Cocina Vital called Academia de Pistache where information was shared about the history of pistachios, the health benefits they provide, downloadable recipes, and articles.
The academy consisted of 3 different modules where users could register and get certified. The campaign was amplified on Cocina Vital’s different digital channels such as Facebook, Instagram, YouTube, Pinterest, TikTok, and Website.
In total, 3,418,308 impressions and 42,683 clicks were obtained. User interaction confirms the interest that exists in pistachios and multiple options to integrate them into recipes
Video recap: https://vimeo.com/988643086/0499d6d1d8?share=copy
The main objective of American Pistachio Growers (APG) is to disseminate the studies carried out that prove the health benefits of consuming pistachios.
Since October 2023, we have participated in nutrition and culinary events focused on health professionals, students, media and consumers to transmit through conferences given by Dr. Arely Vergara (spokesperson for the association and researcher at La Salle College), the importance of consuming pistachios in a daily diet, the barrier to their consumption in Mexico, main benefits, as well as the recommended portion (49 pistachios).
American Pistachio Growers has had presence in 8 forums dedicated 100% to health, where recognized Nutrition Institutions in Mexico stand out: Fomentos de Nutrición A.C, AMMFEN and AMENAC.
More than 3,000 people have received the most relevant information about American pistachios and 80% agree that they were not aware of their benefits but are willing to integrate them into their daily diet, and in turn, recommend them to their patients.