We had an approach with Pinche Gringo BBQ through the MLB event organized by the Agricultural Trade Office in Mexico city.
It is a chain with 8 restaurants in Mexico City. We saw a great opportunity to participate by integrating Idaho potatoes into some of their recipes and considering different types of support such as IPC-branded materials, uniforms, etc.
We committed to providing them with gradual support once the budget is finalized. Dubacano is the importer that delivers the potatoes to them on a weekly basis.
| Load | Weight in kg | Weight in lbs |
| Weekly load: 18 sacks | 405 | 891 |
| Monthly load: 72 sacks | 1,620 | 3,564 |
| Annual load: 864 sacks | 19,440 | 42,768 |
We have a Spuddy Buddy in LED that we will provide as part of IPC’s support materials.
All of these efforts will help us gain presence and raise brand awareness among their restaurant attendees.
They are very excited to work together to achieve the expected results for both parties.
An important support provided by Kiwi Zespri is the delivery of materials to traditional market vendors who handle the product. Some of the materials are: pennants, tarpaulins, recipe books, market bags, spoons, bin covers, borders, danglers and tasting boxes. These materials make Kiwi Zespri displays more visible and therefore sell more product.
Something new this year was the delivery of Zespri Umbrellas, which were very well received and have signaled the markets where our consumers now know where to find both Zespri Green and Zespri Sungold.
On August 8 and 9, Imalinx, in conjunction with the California Dairy Council and 5 cheese producers, visited the city of Querétaro to provide training to executives and store managers on products that bear the Real California Milk seal.
Mention client, association CMAB
The event was coordinated 3 months in advance to be able to adjust the agendas of Point Reyes, Di Stefano, Cheese Bits, Joseph Farms, and Vintage, prepare the presentations, send samples, and arrange the training for 40 people from HEB that included executives, regional managers from Bajío, store managers, and deli managers.
In addition to the presentations, there were Q&A sessions, as well as a guided tasting by Joe Baird, The Cheese Monger at CMAB, to discuss the flavor profiles of some cheeses, ways to use them, and how to pair them.
Within the trip and the activity, tastings were also coordinated in 3 HEB stores to promote the products with the end consumer.
“Thank you for the support. With these activities we can boost sales and commitment of the stores and collaborators to increase product sales!” HEB Regional Buyer
As part of the WUSATA program for Mexico in 2024, an inbound trade mission focused on agricultural products was coordinated, which was led by Imalinx-Mexico, acting as the representative in the country. The mission took place from July 7 to 12, 2024.
The main objective of this trade mission was to educate suppliers from the western United States about the Mexican market. Attendees had the opportunity to meet key contacts within the Mexican import industry and establish one-on-one relationships. Trade visits included tours of the facilities and fields of American companies. The final delegation consisted of five Mexican importers from different regions of Mexico. They met with ten suppliers and visited seven packing plants.
Key Points:
As part of IPC’s retail support efforts, we held l Potato Lover’s Month from April 8, 2024, to May 17, 2024, with the goal of increasing the supply and sales of Idaho potatoes in participating stores.
POS materials were sent out and used for displays. Store staff were assisted with setting up and maintaining the displays. The stores with the highest increase in sales were the 1st, 2nd, and 3rd place winners. The displays were posted on the Idaho Potato Facebook Page and were put to a vote based on the number of likes to determine a winner.
The Potato Lovers Month at HEB in 2024 was a success with unit sales increasing over 50%, thanks to the participation and enthusiasm of the managers and associates at each store.
We start the year with new desserts!
At the beginning of 2024 we launched 14 different First Street ice cream flavors at Chedraui nationwide in Mexico. From the classic vanilla and chocolate flavors, to new combinations such as our rainbow sorbet with orange, pineapple and raspberry ice cream.
We also launched the creamy French Petit Pot dessert at Costco Mexico, also nationwide. This dessert is a must, with simple ingredients, organic and super creamy, made with 72% cocoa. Its size is ideal to enjoy any day of the week, alone or with whipped cream, nuts and raspberries.
The launch of Petit Pot was accompanied by 4 demo days, as well as a publication on Real California Milk Mexico’s social networks announcing the new product, achieving a 53% increase in sales.
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 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.
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