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.
Over the course of a week, six buyers from Mexico, Costa Rica, and Guatemala, invited by Imalinx, visited potato and onion producers in Reno, Nevada, and Boise, Idaho. In Reno, with support from the Nevada Department of Agriculture, the group traveled to Winnemucca and Yerington to meet two producers. Later in Boise, the Idaho State Department of Agriculture arranged visits with five additional producers. The agenda also included a dinner with the Idaho Eastern Oregon Onion Committee (IEOOC), where support programs were presented, and questions were addressed.
Throughout the visits, buyers learned firsthand about harvesting, packaging, quality standards, technology, and company operations, allowing them to assess not only pricing but also the overall value offered by each producer. As a result, two buyers confirmed plans to move forward with yellow onion purchases, while the IEOOC will continue follow-up efforts in Mexico to support importers and strengthen their sales through various activities.
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.
In partnership with the Western United States Agricultural Trade Association (WUSATA), Imalinx coordinated a trade mission to Bogotá, Colombia, involving 10 companies from the grocery, pet care, and alcoholic beverage sectors.
During the mission, 101 one-on-one meetings were held over a two-day period, facilitating direct contact between U.S. exporters and Colombian buyers. Participants also attended ExpoIALIMENTOS and conducted a showcase at Grupo Éxito to present their products and send samples for future opportunities.
The program included visits to supermarkets such as D1, Alkosto, Éxito, and Carulla, as well as educational sessions on the Colombian market and its import process, conducted by the United States Department of Agriculture.
This mission successfully enhanced commercial relations between the two countries and created meaningful growth prospects for the participating companies.
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.
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.
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.
During Thanksgiving, Idaho Potatoes and California Raisins participated in the Thanksgiving Day celebration event at P Gringo BBQ Warehouse in Polanco, Mexico City. In addition to being present with gifts, they stood out at a booth highlighting the many qualities and benefits of Idaho potatoes and California raisins. The menu for the day included juicy smoked turkey, stuffing, mashed potatoes, melted Swiss cheese, and cranberry sauce, all served in delicious grilled brioche bread. Idaho potatoes were featured in the mashed potatoes, and a topping made with California raisins was added.
On the second day of the event, a breakfast-brunch called ‘Thanksgiving for Heroes’ took place, aimed at offering the same menu for free to low-income people, children and teenagers with cleft lips, and elderly adults. These actions aim to further promote Idaho potatoes and California raisins.
2024 was the first season in which Imalinx coordinated promotional activities for California grapes. Part of the program targeted major Club retailers, including Costco and Sam’s Club. At Costco, nationwide sampling events were held in 42 stores on November 14th, 15th, and 16th, with additional promotions in 16 top-performing locations on November 23rd. These events featured informational one-pagers highlighting the benefits of California grapes.
Meanwhile, Sam’s Club launched a digital campaign supported by in-store banners across 20 locations in key cities such as Mexico City, Monterrey, and Querétaro from November 14th to 20th. The digital effort, which includes e-commerce and app-based promotions, runs until November 30th, with sales reports to follow.
Imalinx, in collaboration with WUSATA, organized a seafood tasting and technical demonstration event on October 16, 2024, showcasing nine varieties of wild-caught and sustainable seafood from the United States, provided by three companies and served in twelve canapé-style dishes. The event was supervised and supported by the Western U.S. Agricultural Trade Association. Among the 18 attendees were 12 importers and distributors, along with five guest chefs.
The event’s objective was to capture the attention of potential clients and business partners, increasing visibility for the 3 participating companies. During the activity, booklets and a detailed presentation highlighted the characteristics and certifications of the various seafood options, emphasizing that all were from sustainable fishing practices. At the conclusion, special interest was noted in the Petrale sole, and a significant opportunity was identified for Coho salmon.