Imalinx in coordination with WUSATA coordinated a Seafood Trade Mission as In-Country Representative from August 21-24, 2022 in Oregon with assistance from the Oregon State Department of Agriculture.
The objective of the trade mission was to help educate suppliers in the western US about the Mexican market, inform them of key contacts within the import industry in these markets, and establish business relationships.
The visits included visits to production plants, offices of suppliers and a menu demonstration with products from the region. The following Cities were visited: Portland, Astoria and Newport. The final delegation had 4 participants (3 buyers and 1 gastronomic journalist).
As part of the 2023 program, SUSTA organized a trade mission to Houston. Texas and Atlanta, Georgia for 4 Mexican buyers to meet with nearly 40 companies from the Southern United States that are members of SUSTA (Southern U.S. Agricultural Trade Association) to develop commercial opportunities between both countries.
The buyers traveled to both cities being received by the Texas Department of Agriculture and the Georgia Department of Agriculture, coordinating meetings between buyers and sellers in a Table-top format, combined with visits to supermarket stores and other suppliers. Trade leads were generated that we hope will result in sales in the near future.
After the campaign at Zoofari, the Benjamin Franklin Library expressed great interest in acquiring a popcorn machine.
Following up on foodservice activities, Imalinx provided the Benjamin Franklin Library with a popcorn machine for a 4-week trial period starting July 19th. Additionally, a staff member was assigned to operate the machine during this period on their Wednesday movie nights. Now there is a permanent popcorn maker and popcorn to be enjoyed.
The third edition of our printed recipe book “Celebrating Moms” where we had a total of 28 recipes in which renowned chefs in the baking industry and consumers who love California raisins participated.
Communication was carried out through social networks with the support of different influencers and media outlets who shared their experience participating in previous editions, which encouraged consumers to share their recipes with us. In total we had a result of 348,514 people reached and 410,999 impressions.
There was a media campaign to announce the recipe book with posts on social networks and stories, reaching 252,897 consumers, as well as participation in SUPER MAMÁS, an event dedicated to mothers where several media outlets, influencers and celebrities were present. This event had a total of 3,555,297 impressions.
California Raisins was part of a cooking class for children under 12 years old in which they learned how to make two recipes where the star ingredient was raisins.
The event took place in the state of Monterrey in the outstanding workshop of our beloved Chef Irving Quiroz “Amasijo”, where we had the company of 10 children who participated in the class where they made chocolate raisin cookies and chocolate raisin brownies.
During the class, important and informative facts about California raisins were mentioned and the children shared with us their love and taste for raisins, as well as their interest in making these recipes.
At the end of the class, the children received recognition for their participation and kits as a thank you for attending.
Finally, it is worth mentioning that this activity was followed on social networks where we obtained a total reach of 20,000 impressions.
Potato Lover’s Month is an exhibition contest within a supermarket chain which consists of mounting the most creative display using the Idaho potato. The first edition of 2023 was held in 80 Calimax stores distributed in Tijuana, Ensenada, Mexicali, Rosarito and SLRC.
More than 150 fruit managers and staff on the sales floor participated through their support in the arrangement and assembly of the displays, with the aim of creating an eye-catching display that would capture the eye of the consumer.
All displays were posted on the Idaho Potato Commission’s Facebook page where hundreds of consumers and participants voted for their favorite display by liking.
Thus, achieving an increase in sales of 51.74% in pesos and 11.93% in volume; likewise, a shrinkage reduction of 24.61%. On the other hand, more than 150 interactions were obtained between likes, comments and shares on the Facebook page.
Through the support granted by the Idaho Potato Commission, a cooking show was held at the Grupo Tarahumara facilities in one of its main warehouses within the Guadalajara, Jalisco supply center.
The activity consisted of the execution of a live recipe by a professional chef. During the execution of the recipe, the benefits, uses and versatility that characterize Idaho potatoes were communicated.
The results obtained through the promotion were the following:
Sales increased over seven times the average sales of Idaho Potato sacks.
It should be considered that the customers who carried out the promotion had not previously purchased the product and the purchase was to get to know the potato.
SUCCESSFUL ACTIVATION
The WUSATA Mexico Consumer Oriented Outbound Trade Mission took place in Mexico City and Monterrey from December 5th – 9th , 2022. These activities included logistics arrangements and meetings scheduled with potential buyers from both cities such as supermarkets, importers, distributors, and foodservice institutions. Additionally, a market briefing was provided by the Agricultural Trade Office (ATO) in Mexico City and Monterrey as well as an imports seminar. 2 tabletops were coordinated in Mexico City and other 2 in Monterrey where U.S companies were able to meet with different importers and showcase their products.
A total of thirteen companies attended the Outbound Trade Mission coordinated by the Washington State Department of Agriculture and the California State Department of Agriculture.
A total of 192 meetings were conducted during the mission with 45 different importers, retailers and distributors in Mexico City and Monterrey averaging 15 meetings per company.
Additionally, 6 buyers from Central/South America were flown to the mission in Mexico City and 4 Mexican regional buyers were flown to Monterrey in order to meet with the delegation.
Imalinx with the Southern United States Trade Association (SUSTA) oversaw coordinating a trade mission in Mexico City and Monterrey from October 10 to 13. Eleven companies from different categories such as snacks, cocktails, spices, seeds, flour, oysters, and general groceries registered for the mission.
The mission included one-on-one meetings, retail tours, and educational sessions from Imalinx and the Agricultural Trade Office to better understand the market in each city. Each company had an average of 8 appointments in both cities with a total of 150 meetings during the mission, all with buyers who have a specific interest in exporters.
The retail tour was made in Costco, City Market, Chredaui, Showroom Hanseatik, HEB, and S-mart. Companies were able to better understand their competition in Mexico, price range, indirect competition, and different formats available in Mexico City and Monterrey.
“We are so grateful for all your help, Andrea’s, and Marco’s, before, during and after the trade mission. You all were amazing. The mission exceeded my and Chance’s expectations and was invaluable with the connections we made and the knowledge/information we gained about the markets, trends, and the area.” – Lisa Meeting, Caffe Frutta Gelato.
With the aim to increase the visibility of Zespri sungold kiwis, Imalinx oversaw coordinating a point-of-sale merchandising program in 15 HEB stores throughout the state of Nuevo León.
A promotion route was carried out in which the Kiwis Zespri displays were highlighted with the implementation of POP materials that captured the attention of multiple consumers.