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 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 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.
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.
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.