Imalinx successfully represented the United States Popcorn Board at the prestigious Expoalimentaria trade show in Lima, Peru, which took place from September 23 to 26. The objective of the mission was to assess market opportunities and engage with key industry players. During the event, the United States Popcorn Board hosted a dedicated booth that served as a central point for interaction, allowing Imalinx to distribute product samples directly to consumers and generate interest in high-quality U.S. popcorn. Furthermore, the delegation conducted several targeted meetings with relevant members of the Peruvian food and distribution industry, gathering critical insights into the local supply chain and consumer preferences.
The visit underscored the significant and growing demand for popcorn (or canchita) in the Peruvian market. Local trends, particularly the post-pandemic surge in home entertainment and the increasing adoption of streaming platforms, have driven a robust “movie night at home” culture, directly boosting consumption. The market analysis confirms that while there is domestic production, it does not fully meet the total demand, creating a clear opportunity for high-quality imported products like U.S. popcorn. The expansion of e-commerce and the established network of both supermarkets and wholesale distributors provide clear and accessible channels to introduce and scale the U.S. product offering.
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.
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.
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.
From March 24 to 27, 2025, executives from American Pistachio Growers (APG) made a key visit to Mexico with the objective of strengthening commercial relationships, getting to know strategic importers firsthand, and positioning the brand in different sectors of the country. Additionally, they participated for the first time with a stand at Expo ANTAD 2025, one of the most important trade shows in Latin America.
The APG representatives leading this mission were:
The agenda began on March 24 in Mexico City with a brunch organized in collaboration with Nutrikit, aimed at the Mexican nutrition community. The event took place at Club France, where 45 nutritionists specialized in various fields such as sports nutrition, pediatric nutrition, among others, gathered.
During the breakfast, attendees listened to a presentation given by Dr. Arely Vergara, APG’s spokesperson in Mexico, on the benefits of pistachio consumption at different stages of life. They also participated in an educational activity using Nutrikit replicas, designed to show how to integrate this nut into healthy meal plans.
The message from the event was amplified by media specialized in nutrition, generating content on digital platforms and achieving greater reach among health professionals.
That same day, the APG team visited the Central de Abasto in Mexico City, where a special activation titled “The Power of Pistachios” was held in the nuts and seeds aisle. The activity invited attendees to purchase American Pistachios to participate in a hammer game, in which participants measured their strength to ring a bell and win attractive giveaways.
Amberly Wilson and Hannah Young also actively participated in the activity, adding enthusiasm and engagement with consumers.
From March 25 to 27, APG participated for the first time with their 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:
• OKKO Superfoods
• Surtidora del Bajío
• Grupo Cimarrón
• Mr. Pistachio
• Grupo Premier
• Dualmex
These meetings helped reinforce the presence of American Pistachios in the Mexican market, both in traditional channels and in new value-added product opportunities.
The visit by American Pistachio Growers to Mexico represented a solid step in strengthening the brand in the country. Thanks to the combination of activities aimed at the health sector, consumers, and business partners, APG successfully positioned itself as a comprehensive ally in nutrition, flavor, and value in the Mexican market.
Real California Milk participated in Expo Carnes y Lácteos 2025 from March 1 to 6, marking the first edition to include the dairy sector in Mexico’s most important event for innovation and commercialization of meat and dairy products. This event was a key opportunity to strengthen the presence of its cheeses in the Mexican market, attract potential clients and business partners, and support distributors in the southern region.
During the expo, the Real California team distributed brochures with information about the product catalog, highlighting its superior quality. Additionally, meetings were held with interested clients and distributors, and cheese tastings featuring Monterey Jack, Mozzarella, Cheddar, and premium cheeses received highly positive feedback on their flavor and quality.
On January 18th and 19th, two activation days were held at Aztlán amusement park as part of a month-long campaign aimed at promoting informed popcorn consumption. The goal was to educate visitors about the origin, nutritional benefits, and everyday uses of popcorn. This campaign was seamlessly integrated with the park’s attractive menu of flavored popcorn options an initiative led by the park itself in collaboration with one of the popcorn distributors in Mexico.
Throughout January, the campaign maintained a strong presence across the park with branding featured on popcorn stand frames, food menu boards, and digital screens in key areas. With an estimated 2,000 daily visitors, the park provided an ideal setting to reach a broad and diverse audience. During the two activation days, 800 people actively participated in interactive activities that highlighted the benefits of U.S. popcorn and encouraged a more conscious approach to its consumption, all within a fun and family-friendly environment.
The combined efforts of the educational campaign and the park’s flavorful popcorn offering created a cohesive and appealing experience for guests. This helped reinforce the positioning of U.S. origin popcorn in a setting that celebrates entertainment and popular culture. The collaboration between campaign partners and local stakeholders proved effective in expanding reach and impact, laying the foundation for future initiatives in high-traffic, high-consumption venues.
On December 21st, a special activation took place at Six Flags Mexico as part of a month-long campaign designed to raise awareness about the origin of U.S. popcorn, its benefits, and its various uses. Taking advantage of the park’s high foot traffic during the holiday season, the campaign featured prominent branding on official popcorn containers and menu boards at food stations, achieving an estimated daily visibility of 5,000 people.
During the main activation day, more than 1,400 people actively participated in engaging activities aimed at educating them about popcorn’s origin, its versatility as a healthy snack, its role in the Mexican market, and common consumption occasions. These interactions provided valuable insight into consumer awareness—approximately 30% of participants were already familiar with the U.S. origin of popcorn and its significance in Mexico.
The collaboration with Six Flags proved to be an ideal platform to expand the campaign’s reach and connect with a broad, diverse audience in a fun and familiar setting. With a combination of consistent visibility throughout December and a high-impact activation, the initiative helped reinforce the positioning of U.S. popcorn, promote informed consumption, and lay the groundwork for future efforts in the entertainment and mass consumption sectors.
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.