Expo ANTAD, that took place from March 12 to 14, is a trade show focused on the retail sector with more than 1,100 exhibiting companies and an estimated 10,000 professional visitors.
This year IMALINX coordinated a total of 17 booths for 6 of our clients, organizing logistics, business meetings and follow-ups with importers, distributors and supermarkets of various categories of food and beverages; from fresh produce such as Idaho Potatoes, grains and nuts such as Popcorn and California Raisins, dairy products with California Milk and various companies from the South and West of the United States.
The show was a success and has allowed us to see products in the supermarket in a short period of time after the show.
Zoofari is a zoo located in central Mexico that receives around 75,000 visitors annually. A popcorn machine was lent to Zoofari Park for a 4-week trial period to promote the profitability of having a popcorn machine and offering American popcorn to its visitors.
Additionally, promotional materials from Popcorn USA, including water bottles, bags, and cardholders, were sent to be distributed among their visitors to increase sales. At the end of the promotional campaign, Zoofari expressed great interest in acquiring a popcorn machine. Imalinx provided information, and Zoofari agreed to purchase the machine at the end of January.
We had a three-month campaign with chef Carlos Leal, who has a total of 97,000 followers and created video recipes providing information of the benefits and qualities of American rice.
He also participated in the training session with students as our spokesperson to give general information of the product and showed a variety of dishes using American rice. The students had the opportunity to asked questions, taste the food and learn interesting information about our brand and product.
Additionally, to reinforce our key messages and reach a different segment of the community, we had two campaigns with influencers who created video recipes providing information, tips and recipe options using American rice. The two influencers who participated were @señoritawalmart and @fromscratch__ with a total of 572 followers.
This activity resulted in 500,411 people reached with 664,260 impressions. Our KOLs always combine our products in the most incredible recipes and mentioned how to differentiate them from the competitors.
For the second consecutive year, Popcorn USA! participated in the campaign of Six Flags in Mexico called Christmas in the Park. The objective was increasing awareness of the benefits and versatility of popcorn among its visitors, as well as increasing sales.
The campaign ran from November 25 through December 24, including the following activities:
In December 2023, WUSATA’s largest trade mission (Mega Mision) was once again held.
As every year, as representatives of the Western U.S. Agribusiness Association in Mexico, we hosted and organized the Trade Mission that offers U.S. exporting companies an exceptional opportunity to meet with buyers from Mexico and Latin America.
It took place in Mexico City and Monterrey from December 3rd – 6th, 2023, where B2B meetings were held between exporters and potential buyers from Mexico City, Monterrey, Panama and Costa Rica, such as supermarkets, importers, distributors and food service institutions. Two exhibition spaces were set up in Mexico City and one in Monterrey, where participating U.S. companies were able to meet with different importers and showcase their products.
A total of 13 U.S. companies attended the Mission coordinated by the Washington State Department of Agriculture and the California State Department of Agriculture.
A total of 160 meetings were coordinated during the mission with 54 buyers in Mexico City and Monterrey. In addition, 4 Latin American companies, 2 Panamanian and 2 Costa Rican companies flew to Mexico City and 4 regional Mexican buyers flew to Monterrey to meet with the delegation.
In collaboration with Alazan, a prominent importer distributing to key retailers like Scorpion and Tiendas DZ, we executed an innovative marketing strategy with a focus on culinary experiences. Over a span of 12 days in Ciudad de México, we hosted engaging cooking shows at the point of sale, featuring the preparation of popular dishes such as Arroz con Leche and Arroz a la Jardinera. The culinary events were strategically designed to captivate the attention of shoppers and enhance the overall shopping experience.
The impact of these cooking shows was substantial, as reflected in the reported sales figures. According to Alazan’s assessment, there was a remarkable 15% increase in sales during the 12-day period compared to the same timeframe in the previous year. This success underscores the effectiveness of experiential marketing in driving consumer engagement and boosting product sales.
Feedback gathered from participating stores, the importer, and consumers has been overwhelmingly positive. Stakeholders noted that such interactive activities not only create a stronger connection with customers but also foster a sense of commitment, ultimately translating into increased sales.
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 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.