MARKET BRIEF FOOD INGREDIENTS MARKET IN MEXICO December 2009 Prepared for: The Canadian Embassy in Mexico By: Comercio e Integración Agropecuaria, S.C.
INDEX
1) Overview of the food ingredients market in Mexico .................................................. 3 2) Market trends................................................................................................................. 13 3) Opportunities for Canadian food ingredients in Mexico .......................................... 17 4) Profiles of Mexican food processors and importers/distributors of food ingredients........................................................................................................................... 19 Abastecedora Rutren, S.A. de C.V............................................................................ 20 Aceites Industriales El Zapote.................................................................................. 22 ADM Servicios, S.A. de C.V...................................................................................... 24 Agrícola Marambo, S.A. de C.V. ............................................................................... 26 Alimentaria Mexicana Bekarem, S.A. de C.V. ............................................................ 28 Alimentos Extruídos, S.A. de C.V.............................................................................. 30 Almacenes Premier ................................................................................................. 32 América Alimentos, S.A. de C.V. .............................................................................. 34 Barcel, S.A. de C.V.................................................................................................. 36 Comercializadora Columbia, S.A. de C.V. .................................................................. 38 CP Ingredientes, S.A. de C.V. .................................................................................. 40 Digrava, S.A. de C.V. .............................................................................................. 42 El Globo ................................................................................................................. 44 Empresas Vilher...................................................................................................... 46 Fabpsa................................................................................................................... 48 Fábrica de Jabón La Corona, S.A. de C.V.................................................................. 50 Grupo Herdez, S.A. de C.V. ..................................................................................... 52 Grupo Industrial Bimbo, S.A. de C.V. ....................................................................... 54 Grupo Jumex.......................................................................................................... 56 Grupo MacMa ......................................................................................................... 58 Grupo Pochteca, S.A. de C.V. .................................................................................. 60 Grupo Reempe ....................................................................................................... 62 Harinera La Espiga, S.A. de C.V. .............................................................................. 64 High Protein de México, S.A. de C.V......................................................................... 66 Industrializadora de Grasas y Acidulados, S.A. de C.V. .............................................. 68 Jugos del Valle, S.A. de C.V..................................................................................... 70 Kraft Foods de México, S.A. de C.V. ......................................................................... 72 La Costeña ............................................................................................................. 74 Makymat, S.A. de C.V. ............................................................................................ 76 Molino La Rosaleda, S.A. de C.V. ............................................................................. 78 Pascual Boing......................................................................................................... 80 Productos Rich, S.A. de C.V..................................................................................... 82 Ricolino.................................................................................................................. 84 Sabores y Materias Primas, S.A. de C.V.................................................................... 86 Sabritas, S.A. de C.V............................................................................................... 88 Surtidora Abarrotera, S.A. de C.V. ........................................................................... 90
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1) Overview of the food ingredients market in Mexico Despite of the adverse economic scenario, the Mexican food processing industry continues to grow and offers attractive business opportunities for food ingredients. According to the latest Mexican official stats, total food and beverage production in Mexico was valued at US$63 billion in 2007. The soft drink industry had the largest share (16.6%) in the total Mexican production of food and beverages, followed by the dairy industry (13.8%), confectionary products (8.9%), beer (8.8%), bakery products (7.8%), grain milling (7.4%) and meat products (7.1%). Composition of the Mexican Food and Beverage Industry (based on total production) (2007)
Alcoholic beverages 2.8%
Other food products 5.5%
Grain milling 7.4%
Beer 8.8%
Oilseed crushing for edible oils 4.4% Confectionary products 8.9%
Soft drinks 16.2%
Prepared fruits and vegetables 5.3%
Condiments and dressings 1.0% Snacks 3.7% Bakery products 7.8% Source: INEGI
Animal feed 6.2%
Fish and seafood products 1.0%
Dairy products 13.8% Meat products 7.1%
Based on the demand from Mexican food processors, the food ingredients market in Mexico is valued at over US$25 billion. The Mexican dairy industry presents the largest demand of food ingredients with US$4.2 billion, followed by the soft drink industry (US$3 billion), animal feed industry (US$3 billion), meat industry (US$2.7 billion), grain milling industry (US$2.7 billion), confectionary industry (US$2.5 billion), oilseed crushing industry (US$2.0 billion) and the bakery industry (US$1.4 billion). According to Mexican official stats, there are over 1,000 medium-large food processors in Mexico. The industries with the largest number of food processing establishments are: meat industry (142), dairy industry (126), confectionary industry (126), grain milling industry (122), animal feed industry (120), soft drinks industry (91), prepared fruits and vegetables industry (76) and bakery industry (69).
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Demand of food ingredients and number of food processors in Mexico (2007)
Industry
Demand of food ingredients (Million US$)
Number of mediumlarge food processors
Dairy products Soft drinks Animal feed Meat products Grain milling Confectionary products Oilseed crushing for edible oils Bakery products Prepared fruits and vegetables Other food products Beer Snacks Fish and seafood products Alcoholic beverages Condiments and dressings
4,200 3,008 2,998 2,688 2,657 2,503 1,958 1,421 1,002 982 506 484 268 235 162
126 91 120 142 122 126 31 69 76 126 13 21 52 49 17
TOTAL
25,072
1,181
Source: INEGI
The significant volume of food products manufactured in Mexico translates into solid demand for food ingredients and presents diverse opportunities for Canadian exporters. The Mexican grain milling, confectionary, oilseed crushing and bakery industries have a strong demand of the types of food ingredients available in Canada (pulses, cereals, oilseeds and derived products such as: flour, starch, bran, oil and flakes), offering excellent business opportunities for Canadian exporters. Therefore, Mexico is a large, growing and attractive market for initiating food ingredient exports or for continuing to consolidate the market share of those Canadian food ingredients already available in the Mexican market. Despite the large number of companies participating in the food-processing industry, production value is heavily concentrated in a small number of companies. Sales of the 50 most important food companies represent close to 40% of the output value of the sector. In most agri-food industries, close to 70% of the market is controlled by two or three manufacturing companies. The following 20% is controlled by 10 companies and the remaining 10% of the segment has a long list of participants with very small market participation. The following table shows some of the largest Mexican food processors by industry.
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Largest Food Processors in Mexico by industry
Product Category
Alcoholic Beverages
Bakery products
Companies
-Cerveceria Cuauhtemoc Moctezuma -Grupo Modelo
-Elizondo -Gruma -Grupo Bimbo -Grupo Minsa -Grupo Taifeld -La Espiga -Productos Rich
Confectionary products
Dairy products
-Cadbury Adams -Chupa-Chups Industrial -Galdisa -Grupo de la Rosa -Hershey -Ricolino
-Alpura -Danone -Lala
Groceries
Meat
-Gerber -Kelloggs -Kraft -Nestle -Procter & Gamble -Unilever
-Grupo Bafar -Grupo Viz -Pilgrim’s Pride -Qualtia -Sigma Alimentos
Nonalcoholic beverages -Coca Cola (FEMSA) -Jugos Del Valle -Jumex -PepsiCo
Prepared fruits, veggies & oilseeds -Fábrica de Jabón La Corona -Grupo Herdez -Industrial Aceitera -La Costeña
The vast majority of these companies are located in Mexico’s central region, westernpacific area and the north region. The areas with the most important presence of foodprocessing industries include: Mexico City (Herdez, Bimbo, Kraft, Sabritas, Grupo Modelo, Unilever), Guadalajara (Productos Rich, Bimbo, Vilher, CP Ingredientes), Monterrey (Jugos del Valle, Sigma, Femsa), Mexico State (La Costeña, Ricolino, Barcel, Alpura), San Luis Potosí (La Costeña, Herdez), Querétaro (Barcel) and Puebla (Sabormex). In general, all major urban areas in Mexico have efficient food ingredient distribution systems. Geographic location of Mexican food processors and food ingredient companies
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Snacks -Barcel -Grupo Gamesa -Marinela -Nacional de Alimentos y Helados -Sabritas
Major international food companies as well as leading local suppliers rely on in-house research and development areas with varying degrees of sophistication, for the development of new food products or the selection of ingredients and additives. Smaller companies rely on product suppliers or consultants for the development of new food products or food additives selection. There is a significant number of international food additive companies either manufacturing or distributing their products in Mexico. This is a large number of companies that also include local manufacturers and their leading market position in most cases depends on food product segment specialization. Mexico is a large importer of food ingredients, given that domestic production is not sufficient to meet the demand from the Mexican food processing industry. In addition, imported food ingredients are perceived to have a high quality and contain specialized content that is difficult to source in the domestic market. It is estimated that imported food ingredients participate with more than 30% of the total food ingredients used by the Mexican food processing industry. This trend has been growing in recent years and is expected to continue. For the purpose of this market brief, emphasis is placed on those food ingredients where Canada has strong export capabilities such as: pulses, cereals, meals, starches, flakes, bran, oilseeds, oils and berries. Mexico is a significant importer of pulses. During 2008 Mexico imported over 200,000 tons of pulses with a value of US$200 million, representing a growth of 50% with respect to 2006. Imports of pulses have increased as a result of declining production volumes in Mexico and because the market is demanding better product quality, which is difficult for local producers to supply, as they do not have adequate technology to prevent breakage and provide adequate cleaning of the product. As indicated in the table below, among the main pulses imported by Mexico are: peas, beans, lentils, broad beans, sesame seed, canary seed and mustard seed. Canada is an important supplier to Mexico of most of the pulses indicated above, except for broad beans and sesame seed. The U.S. is another large supplier of pulses to Mexico. Local production of chickpeas is sufficient to satisfy the demand, so Mexico does not report significant imports of this product. Pulses are broadly used as food ingredients in the Mexican food processing industry, in light of their high content of fiber, protein, vitamins, minerals, folate and their taste, which is well accepted among Mexican consumers. For example, there are Mexican companies that process beans and sell them in canned or tetra-pak presentations ready-to-eat. Lentils are also used as ingredients for soups, which are sold in canned format for retail sale. Sesame seed is broadly used as an ingredient for bread and mustard seed is used for the production of table mustard.
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Mexican imports of pulses (main foreign suppliers) 2006 Tons Million US$ Canada 9,608 2.7 U.S. 5,684 2.7 Peas New Zealand 16 0.1 Total 15,312 5.5 U.S. 124,591 76.3 Canada 6,149 3.7 Beans Chile 0 0.0 Total 130,741 80.1 Canada 30,449 11.3 Lentils U.S. 1,960 0.8 Total 32,409 12.1 China 3,551 2.0 Broad & U.S. 247 0.1 Horse Australia 318 0.2 beans Total 4,116 2.3 India 9,474 8.9 Sesame Venezuela 8,765 6.4 seed Total 20,715 17.3 Canada 57,193 18.3 Canary U.S. 282 0.1 Seed Total 57,475 18.4 Canada 1,091 0.6 Mustard U.S. 180 0.1 seed Total 1,272 0.7 Source: Mexican Secretariat of Economy. Product
Country
Tons 10,851 5,868 39 16,760 86,633 4,113 17 90,766 32,994 2,397 35,391 2,220 0 0 2,220 6,071 3,566 14,893 40,643 77 40,719 1,281 188 1,469
2007 Million US$ 4.2 3.3 0.3 7.8 64.6 2.6 0.1 67.3 15.6 1.2 16.8 1.4 0.0 0.0 1.4 6.2 2.6 12.9 20.3 0.0 20.3 1.0 0.1 1.1
Tons 7,749 6,171 30 13,953 88,435 5,486 30 93,953 30,080 2,566 32,645 483 0 0 483 15,173 4,999 23,692 45,113 322 45,435 1,100 120 1,220
2008 Million US$ 4.5 4.8 0.2 9.7 85.7 5.8 0.2 91.6 25.2 2.2 27.4 0.4 0.0 0.0 0.4 28.5 5.6 38.9 33.1 0.2 33.3 1.9 0.2 2.1
Mexico is also a large importer of cereals, given that domestic supply is not sufficient to cover the demand from the food processing industry. Wheat is the main cereal imported by Mexico, which has an installed wheat milling capacity of 7.5 million metric tons with 94 mills in operation. In 2008 Mexico imported 3.2 million tons of wheat with a value of US$1.2 billion, representing a growth in imports of 80% with respect to 2006. Canada supplies around 20% of the Mexican imports of wheat. Major grain purchasers such as Bimbo (largest bakery company in Mexico and Latin America) have developed direct relationships with the Canadian Wheat Board. Bimbo’s leadership on the industrialized segment of the bakery industry in Mexico is the result of strong brand penetration and the largest bakery distribution network in the country. Considering that Mexico is a strong producer of beer, Mexican companies like Cuauhtémoc Moctezuma and Grupo Modelo (Corona), import barley to be used as an ingredient for the production of beer. In 2008 Mexico imported over 170,000 tons of barley with a value of US$76 million. Canada was the main supplier with a 50% share.
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Growth (06-08) 68.8% 81.6% 114.3% 75.5% 12.3% 55.1% n.a. 14.5% 123.9% 170.6% 127.0% -78.9% -98.5% -100% -81.3% 221.4% -12.5% 125.5% 81.2% 137.8% 81.5% 195.1% 143.3% 188.8%
Mexico also reports significant imports of oats (over US$40 million 2008), which are used as an ingredient for the production of breakfast cereals, bars, bakery products and baby food among others. The main suppliers are Australia, Canada and the U.S. In the case of buckwheat, Mexico does not report any significant imports. Wild rice products (mainly from the U.S.) are available in Mexico at supermarkets and are increasingly popular with catering services. Mexican imports of cereals (main foreign suppliers) 2006 Tons Million US$ U.S. 2,194,497 430.8 Wheat Canada 1,252,137 260.3 Total 3,446,634 691.1 Canada 19,664 4.6 Barley U.S. 58,087 10.9 Total 77,751 15.5 Australia 64,223 12.2 Canada 6,571 1.5 Oats U.S. 7,692 1.8 Total 85,208 17.0 U.S. 4,717 1.5 Millet Canada 187 0.1 Total 4,904 1.6 Source: Mexican Secretariat of Economy. Product
Country
2007 Tons Million US$ 2,411,757 629.5 840,805 226.5 3,252,562 856.0 46,784 18.0 39,292 10.8 86,077 28.8 0 0.0 71,444 17.4 4,902 1.4 96,091 24.1 5,059 1.8 351 0.2 5,411 1.9
2008 Tons Million US$ 2,734,344 1.046.8 482,690 200.1 3,217,034 1,246.9 94,012 41.4 83,474 34.9 177,486 76.2 92,971 30.3 21,426 6.8 12,528 4.0 126,925 41.1 5,239 2.0 67 0.0 5,307 2.0
Mexico is also a significant importer of cereal derived products such as flours, meals, groats, bran and starches, which have numerous uses as food ingredients for the production of: bakery products (bread, cookies, muffins, biscuits, donuts, cakes, etc), snacks, pastas, instant soups and baby food products, among others. These types of food ingredients are strongly demanded by the Mexican food processing industry in light of their content of proteins, vitamins, fiber and minerals. The Mexican government is encouraging food processing companies to use flours enriched with folic acid, iron, zinc and other minerals, in order to improve the nutrition of the Mexican population. In 2008 Mexican imports of wheat flour were close to 60,000 tons with a value of US$35 million (94% higher than in 2006). Approximately 70% of the wheat flour in Mexico is consumed by the bakery industry for the production of bread, pastries, cookies and wheat tortillas. This segment consumes 4.0 million tons of wheat flour per year, followed by other food processing consumers including cereal and pasta manufacturers. The Mexican snack food industry also uses wheat flour as an ingredient for their products. Regarding wheat bran, Mexico imported 87,000 tons with a value of US$17 million in 2008. The U.S. is the largest supplier of these ingredients to Mexico.
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Growth (06-08) 143.0% -23.1% 80.4% 800.5% 220.3% 392.4% 147.5% 366.5% 119.0% 141.4% 35.0% -56.2% 31.4%
Multi-grain mixes are also highly demanded in Mexico. Mexican bakery companies like Bimbo produce multi-grain bread to take advantage of the nutritional properties of the different types of grains, which combined result in a high nutritional product. Integral bread and whole grain bread are also very popular in Mexico. It is worth mentioning that the bakery industry in Mexico can be divided by the production size of participants, which range from small stand alone bakery shops to major industrial corporations. There are about 20,000 bakery shops in Mexico, producing the most traditional bread in Mexico called “Bolillo”, which is a French type bread roll, as well as a large number of sweat bread varieties. All of these companies demand significant volumes of flours, bran, starches and other cereal derived food ingredients. Mexican imports of cereal flours, meal, groats and bran (main foreign suppliers) Product
Country
Tons U.S. 55,616 Wheat flour Total 55,634 U.S. 725 Rye flour Total 726 U.S. 1,963 Other cereal Canada 538 flours China 0 Total 2,501 U.S. 17.9 Wheat meal Italy 0.0 & groats Total 17.9 Canada 1,378 Other cereals meal & groats Total 1,386 Nigeria 75.430 Wheat bran U.S. 72,588 Total 154,002 Other cereal U.S. 10,930 bran Total 22,048 Source: Mexican Secretariat of Economy.
2006 Million US$ 18.3 18.3 0.3 0.3 1.0 0.3 0.0 1.3 0.01 0.00 0.01 0.6 0.6 7.3 9.0 17.1 3.4 4.1
Tons 60,878 60,935 695 700 2,118 723 540 3,436 36.8 22.0 58.8 1,671 1,671 93,976 62,853 156,829 46,881 46,890
2007 Million US$ 25.4 25.4 0.3 0.3 1.3 0.4 0.3 2.2 0.03 0.02 0.05 0.9 0.9 10.6 9.9 20.5 8.3 8.3
Tons 59,636 59,682 776 779 1,842 819 260 2,959 35.9 3.1 39.1 1,650 1,950 49,095 34,438 87,038 78,915 78,915
2008 Million US$ 35.5 35.6 0.5 0.5 1.3 0.5 0.1 2.1 0.06 0.00 0.06 1.0 1.2 9.1 7.6 17.4 14.2 14.2
As indicated before, oats have several uses as food ingredients in Mexico. During 2008 Mexico imported over 40,000 tons of oats (rolled, flaked or worked), with a value of US$25 million (40% growth as compared to 2006). Canada supplied almost 60% of these imports. Mexican imports of cereal starch were close to 2,500 tons in 2008 with a value of US$2.5 million. The U.S. is the largest supplier of this food ingredient to Mexico.
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Growth (06-08) 93.9% 94.0% 51.2% 54.1% 30.7% 91.1% n.a. 68.6% 572.9% n.a. 626.2% 76.2% 106.4% 23.9% -15.2% 2.3% 318.5% 242.5%
Mexican imports of cereal flakes, starches, gluten and preparations used for bakery (main foreign suppliers) Product
Country
Oats (rolled, flaked, worked)
Canada U.S. Chile Total U.S. Total U.S. Total U.S. Belgium Canada Total Poland Netherlands Australia Total U.S. Total
Other cereals (rolled, flaked)
Wheat starch Other cereals starch
Wheat gluten
Tons 17,728 19,122 3,598 40,448 33,613 33,613 320 322 378 379 0 900 5,436 2,570 2,865 12,122 3,839 3,950
Preparations used for bakery Source: Mexican Secretariat of Economy.
2006 Million US$ 6.1 10.3 1.3 17.8 5.4 5.4 0.2 0.2 0.2 0.7 0.00 1.0 5.0 2.5 3.3 12.2 4.7 5.0
Tons 15,907 21,211 508 37,628 34,113 34,114 379 382 485 293 90 1,474 5,220 1,781 2,900 11,927 1,810 1,818
2007 Million US$ 6.9 11.8 0.2 18.9 6.9 6.9 0.2 0.2 0.4 0.6 0.08 1.5 6.9 2.5 4.3 16.6 2.2 2.2
Tons 24,840 18,545 50 43,436 16,514 16,514 381 381 1,968 448 30 2,459 4,853 2,837 2,720 13,807 1,779 1,784
2008 Million US$ 13.2 12.3 0.0 25.6 4.4 4.4 0.3 0.3 1.5 0.9 0.03 2.5 8.0 4.6 5.3 23.4 2.5 2.5
Mexico is a net importer of oilseeds, which are mainly used for crushing purposes for the production of edible oils. There are several oil crushing companies in Mexico such as: Fábrica de Jabón La Corona, AGYDSA, Industrial Aceitera, Ragasa and Aceites Industriales El Zapote, which demand strong volumes of oilseeds every year for the production of edible oil. Statistics from ANIAME (Mexican Association of the Edible Oil and Fat Industries) indicate that soybean oil is the dominant oil consumed in Mexico with a market share of approximately 60%, followed by canola oil with a market share of around 30%. In 2008, Mexico imported 2.6 million tons of soybeans with a value of US$1.4 billion, which were over 100% higher than the imports reported in 2006. As indicated before, most of the soybeans imported into Mexico are used for the production of oil, but they are also used as a milk substitute for the production of several soy-based products such as beverages, cheese, mayonnaise and yoghurt. Canola is also strongly demanded by Mexican crushers in light of its low content of saturated fats and cholesterol, and its high content of omega-3 fats.
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Growth (06-08) 114.8% 19.5% -97.0% 43.7% -18.2% -18.2% 19.2% 18.4% 588.1% 28.6% n.a. 146.7% 60.4% 87.0% 62.4% 91.7% -46.7% -50.0%
Currently, there are several brands of pure canola oil available in the Mexican retail stores, which use health and nutritional claims in their labels for promotional purposes, such as: low in saturated fats, 0% trans fatty acids, 0% cholesterol, source of omega-3 and omega-6, etc. Mexico imported 1.3 million tons of canola seed in 2008 with a value of almost US$900 million, representing a growth of 150% with respect to the imports reported in 2006. Canada supplied 98% of these imports. Flax is an oilseed that over the last few years has become very popular in the Mexican market due to its high content of omega-3 and the health benefits it provides. Several Mexican food processors are now using flax as an ingredient for their products. For example, Bimbo has launched in the market bread and bars with added flax. In 2008, Mexico imported over 4,000 tons of flaxseed with a value of almost US$4 million (40% higher than the imports reported in 2006). All the flaxseed currently imported into Mexico is of Canadian origin. Mexican imports of oilseeds (main foreign suppliers)
Product
Country
Tons
2006 Million US$
U.S. 2,704,790 Canada 68 Total 2,705,127 Canada 1,171,436 Canola U.S. 35,605 Total 1,207,041 Canada 5,948 Flaxseed Total 6,019 U.S. 12,369 Sunflower Canada 4,581 seed Total 17,367 Source: Mexican Secretariat of Economy. Soybeans
654.3 0.03 654.4 334.7 10.4 345.1 2.6 2.7 8.2 2.9 11.4
2007 Tons 2,768,665 0 2,768,740 1,045,277 30,394 1,128,545 5,955 6,025 9,061 1,816 11,368
Million US$ 853.9 0.0 853.9 444.8 12.1 479.9 3.1 3.2 6.9 1.3 8.7
Tons
2008 Million US$
2,585,949 69 2,586,019 1,311,707 25,475 1,337,182 4,150 4,218 6,403 1,332 7,994
1,390.6 0.04 1,390.7 871.5 17.1 888.6 3.6 3.7 7.0 1.4 8.8
Considering that cooking oils are part of the basic basket of Mexican consumer products and that frying is one of the most usual cooking methods in the Mexican culture, the edible oil produced in Mexico is not sufficient to satisfy the demand and therefore, Mexico has to import crude oil to complement the supply. In 2008, Mexico imported over 40,000 tons of crude canola oil with a value of US$60 million, which were 70% higher as compared to the imports from 2006. The U.S. was the main supplier, followed by Canada with a share of 10% in the Mexican imports. Mexico also reports significant imports of crude sunflower oil (27,500 tons with a value of US$41 million in 2008).
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Growth (06-08) 112.5% 56.7% 112.5% 160.4% 63.9% 157.4% 39.5% 38.7% -13.6% -51.5% -22.8%
Mexican imports of canola meal have been also reporting a growing trend over the last few years, reaching close to 100,000 tons in 2008 with a value of almost US$30 million. Canola meal is mostly used in Mexico as an ingredient for animal feed. Mexican imports of oilseed flour, oil and meal (main foreign suppliers) 2006 Tons Million US$ Soybean U.S. 470,228 104.1 flour Total 470,231 104.1 U.S. 431 0.6 Mustard Canada 318 0.3 flour Total 749 0.9 U.S. 323 0.3 Other oilseed Canada 185 0.2 flour Total 508 0.6 Argentina 19,936 13.1 Crude Sunflower U.S. 24,991 15.9 oil Total 44,989 29.0 U.S. 28,358 16.9 Crude Canada 32,202 19.9 Canola oil Total 60,560 36.8 Crude U.S. 1,276 0.9 flax oil Total 1,276 0.9 U.S. 54,481 8.9 Canola meal Canada 3,197 0.7 Total 57,677 9.6 Source: Mexican Secretariat of Economy. Product
Country
2007 Tons Million US$ 498,868 139.9 498,871 140.0 596 0.8 111 0.2 707 0.9 7,113 1.4 191 0.2 7,424 1.7 57,194 38.9 2,780 2.3 64,382 45.7 9,010 7.2 25,497 19.8 34,507 27.0 846 0.7 846 0.7 43,123 9.0 9,836 1.7 52,959 10.7
2008 Tons Million US$ 507,856 198.8 507,934 198.8 669 1.4 93 0.3 761 1.6 938 1.7 190 0.3 1,278 1.1 25,682 38.1 1,870 3.1 27,554 41.2 40,885 56.0 4,607 6.1 45,492 62.2 347 0.6 367 0.6 68,891 19.3 29,299 8.3 98,190 27.6
Berries (including blue berries and raspberries) are increasingly being used in Mexico as ingredients for several processed food products such as: jams, juices, breakfast cereals and muffins, among others. In 2008, Mexico imported 7,674 tons of frozen berries with a value of US$15 million (almost 86% higher than the imports reported in 2006). The U.S., Peru and China are the main suppliers of berries to Mexico.
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Growth (06-08) 91.0% 91.1% 141.0% -6.2% 91.9% 104.1% 15.3% 90.3% 191.1% -80.6% 42.2% 232.2% -69.1% 69.1% -35.3% -32.3% 116.0% 1,160.3% 187.5%
Mexican imports of berries and dried fruit (main foreign suppliers) 2006 Tons Million US$ U.S. 75 0.43 Fresh 28 0.27 Berries Chile Total 103 0.70 U.S. 2,516 4.4 Frozen Peru 1 0.0 Berries China 1,427 1.6 Total 5,468 8.1 Chile 166 0.4 Dried fruit U.S. 263 0.9 powder Total 452 1.4 Source: Mexican Secretariat of Economy. Product
Country
2007 Tons Million US$ 54 0.45 26 0.25 80 0.70 2,036 3.5 71 0.1 900 1.0 3,864 5.9 167 0.4 307 1.3 746 1.9
Tons 43 25 68 3,834 1,791 1,250 7,674 372 94 477
2008 Million US$ 0.38 0.25 0.63 8.4 3.4 1.5 15.0 1.3 0.4 1.8
As Mexican food processors continue to demand food ingredients with a high quality and nutritional value that are not locally produced, Mexican imports of food ingredients such as the ones indicated above are expected to continue growing in the future. In addition, Mexico’s free trade policy (Mexico is the country with more free trade agreements in the world) will also continue to facilitate imports of food ingredients. It is important to mention that under NAFTA, Canada can export to Mexico all the food ingredients described above free of import duties.
2) Market trends There are a long series of trends impacting Mexico’s food ingredients and food products markets. Every market segment has specific demand drivers but in general there is growing competition among suppliers and this has allowed the consumer to take control of the market. Currently, the Mexican population is facing several serious diet-related health issues such as diabetes and obesity. Mexico has one of the highest rates of diabetes in the world and this disease is the main cause of death in the country, followed by heart diseases, which are associated to obesity (Mexico occupies the second place in obesity around the world). Mexican health authorities and associations are implementing campaigns to advise Mexican consumers on how to prevent diet-related health issues and help them to keep a healthy diet. The growing concerns in Mexico about diabetes and other diet-related health issues are forcing Mexican consumers to change their food consumption habits and increase their consumption of food products that are regarded as healthy, nutritious and low-fat. Therefore, Mexican food processors are now looking for food ingredients that can provide health and nutritional qualities, such as: food ingredients with omega-3, vitamins, high fiber content, trans-fat free, low in saturated fats, sugar-free, etc. The market will increasingly segment food-products based on their perceived impact on weight, well-being and health.
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Growth (06-08) -12.4% -7.2% -10.4% 92.1% 243,397% -4.8% 85.6% 219.4% -59.0% 26.2%
Mexican consumers concerned about their diet also tend to eat sugar-free and low-fat processed food products, which are known as “light” in Mexico, such as: low-calorie soft drinks and several food products like milk, desserts, mayonnaise, cheese, yoghurt, butter and dressings, which are subject to fat reductions to make them “light”. The increasing demand for “light” food products in Mexico is reflected in the Mexican retail stores, where these types of products gain more shelf space every day. Over the last few years a number of new healthy foods have appeared in the market. One of these examples is Canadian flaxseed, which has had a good acceptance in the Mexican marketplace because of its nutritional/health properties. Canadian flaxseed is usually sold in milled format and inside vacuum-packed bags, and is also being used as an ingredient in several processed food products such as cereals, bread, bars, etc. For example, the Mexican bakery company Bimbo produces bread and bars made with flax. Another fast-growing sector is that related to soy products, given that soy is being extensively used in the production of various products such as cheese, milk and juices. Healthy snacks such as granola bars are also becoming popular among Mexican healthconscious consumers, who usually prefer these snacks over traditional snacks such as potato chips that contain a high content of salt and saturated fats. The demand in Mexico for whole grain bakery products such as bread, breakfast cereals and pastas has also grown in the last five years and will likely continue to do so. Low-fat, low-carbohydrate, low-calorie and sugar-free (without artificial sweeteners) products such as: mayonnaise, salad dressings, sauces, jams, jellies, soups, canned meats, cookies, crackers, soft drinks and many other bottled and canned products, have also gained a larger market share in the Mexican healthy food market. The following table shows those natural healthy-food products that are more largely consumed in Mexico. Healthy foods with a significant market share in Mexico
Fruits Vegetables Pulses Rice Eggs
Cereals Low-fat dairy products Canola oil Poultry meat Nuts
In spite of the above, the said healthy trend is still in its early stages and the group of health-conscious consumers in Mexico that eat healthy food products on a regular basis is still relatively small as compared to the total Mexican population. Mexican health-conscious consumers are usually located in urbanized areas, well educated and belong to the middle and upper classes. On the contrary, the bulk of the Mexican population has still a large consumption of energy-dense processed food products that are high in sugar and saturated fats, such as soft drinks, alcoholic beverages and snacks, among others. According to figures from the Mexican Secretariat of Health a total of 400 soft drinks, 3,650 “tortillas” (thin corn flour patties), 5 kgs. of sugar and 730 beers constitute the average diet of Mexican consumers.
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A study about Mexican diet patterns conducted by the University of the Americas, located in Puebla, found the following trends in Mexico over the past 15 years:
Consumption Consumption Consumption Consumption
of of of of
fruits and vegetables has declined 29 percent dairy products has declined 26 percent carbohydrates has increased 6 percent soft drinks has increased 37 percent
The mass media also has a strong influence in the food consumption patterns of the Mexican population. On average, Mexican children spend 24 hours per week watching television. The average Mexican child watches approximately 10,000 food advertisements every year (more than 27 ads per day), where most fast food, high-sugar cereals, soft drinks and candies are advertised. This encourages kids to eat products that are not nutritive and only contribute to the growth of obesity among Mexican children. The growth of the Mexican healthy food market is also being somewhat limited by the increasing number of Mexican females that have joined the workplace, which is forcing Mexican families to dine out of home and look for convenient ready-to-eat food products, which are not always the most healthy option. Furthermore, it is important to mention that despite of the fact that more and more Mexican consumers are looking for healthy food products and/or “light” products, only a few of them read the nutritional information included in the labels of the food products they purchase. According to a market survey carried out by AC Nielsen, Mexican consumers usually read the nutritional information in the labels of food products only when they want to loose weight. Regardless of the above, an expected increase in consumer’s awareness about their diet/health, as well as the growing trend in education and per capita income should help to increase the consumption of healthy food products in Mexico over the following years, generating a higher demand for healthy food ingredients. Furthermore, as Mexican consumers become more educated about the health/nutritional benefits of the food they eat, the consumption of healthy food products with omega-3 and vitamins is expected to continue increasing in the future, showing sustained business opportunities for food ingredients such as flax. The demand for healthy convenience snack foods such as oatmeal and granola bars is also expected to grow, as they are now more commonly eaten at breakfast or between meals, generating good business prospects for suppliers of oat flour, granola, etc. Local oil manufacturers are implementing strong marketing campaigns aimed at promoting vegetable oils that provide health/nutritional benefits such as canola oil, safflower oil and sunflower oil. This also represents good business prospects for Canadian suppliers of canola, sunflower, safflower and other oilseeds.
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In addition to the growing demand of food products perceived as healthy, there are other food segments experiencing even stronger growth. One of these segments presenting fast demand growth is convenience food, where the leading products include pre-cooked dried pasta soups. These types of products have been quite successful and several leading food companies in Mexico are entering this market. These products are not refrigerated and require only adding hot water. In light of the fact that Mexicans have an increasing lack of time to prepare meals, it is expected that Mexican consumers will continue to demand more processed food products that facilitate their life and are reasonably healthy and nutritive. Major food companies operating in Mexico are also increasingly interested in the “functional foods” concept, which is recent to Mexico. Growing market sophistication, segmentation, and competition are also creating demand for products that are able to differentiate themselves from competitors, either through high-fiber, pro-biotics, Omega 3 and 6 or other functional content. Organics are still a niche market in Mexico, but their consumption is growing, especially among middle and upper class consumers. One obstacle to more widespread domestic consumption of organic food is a general lack of awareness that organic certification exists and sometimes confusion with regard to the concept of “organic” among the Mexican population. The concept of organics is relatively new in Mexico and still not widely known. Many Mexican consumers tend to confuse the term “organic” with “fat-free”, and do not understand clearly the difference between organic food and conventional food. Nevertheless, in general organics are perceived as healthy products in Mexico and therefore, their demand is expected to continue growing, creating opportunities for organic food ingredients. The largest consumption of organic products in Mexico is concentrated in large cities such as Mexico City, Guadalajara and Monterrey. Currently, there are several stores within Mexican major cities, which are specialized in organics. In addition, organic food products are also gaining shelf space within Mexican supermarkets and gourmet sections of departmental stores. Currently, the annual sales of organic food products in Mexico are estimated at 8.4 billion pesos (CDN$760 million). In general, food manufacturers in Mexico will only use new food additives that have been tested in other markets especially the US and have received FDA approval. In addition, it is important to mention that Mexico is a price-driven market, which means that any slight change in price will very much affect the demand for that product. There is strong competition from U.S. and domestic suppliers, which offer food ingredients to Mexican food processors at competitive prices. Hence, it is important for Canadian food ingredient exporters to offer competitive prices in order to succeed in the Mexican market.
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3) Opportunities for Canadian food ingredients in Mexico There are several reasons why Canadian exporters of food ingredients should pursue business opportunities in the Mexican market, including:
Under NAFTA, most Canadian agri-food products enjoy duty free access to Mexico (excluding dairy, poultry and sugar), which represents a competitive advantage over other competitors who have to pay import duties to get into the market.
In March 2009, the Mexican Secretariat of Economy (SE) imposed tariffs on 90 U.S. products as retaliation for the cancellation of the pilot U.S.-Mexico Cross-Border Trucking Demonstration Project. 36 of the 90 products are agricultural or food products. Some food ingredients were impacted such as: seasonings, mustard flour and soy sauce, among others. Tariffs for these goods range from 10 to 20 per cent. This represents a comparative advantage for Canadian food ingredients vis-àvis American food ingredients.
Geographic proximity; despite of the fact that the U.S. territory is in the middle between Canada and Mexico, it is still closer to export from Canada to Mexico than to export to other regions such as Europe or Asia.
Canadian agri-food products enjoy a positive perception in Mexico and have competitive advantages as compared to other products, such as: high quality, wholesomeness, environmentally friendly, consistency, etc.
Despite the adverse economic situation, the Mexican food processing industry continues to be strong and demand large volumes of imported food ingredients, which are not found in Mexico.
The demand for food ingredients is solid and increasing, fueled by local supply shortages and a clear preference for imported food ingredients in many segments.
The growing market trend towards healthier food products in Mexico presents good business opportunities for healthy/nutritional/natural food ingredients such as those produced in Canada (especially ingredients with high-fiber content, omega-3, antioxidants, trans-fat free, low in saturated fats, sugar-free, high in proteins, vitamins and minerals, etc).
As Mexican consumers become more selective about the food products they consume, Mexican food manufacturers will need to differentiate their products based on functional properties, leading to a growing demand for functional food ingredients such as omega-3/flax.
Mexican food processors indicate there is a trend for the purchase of formulations instead of ingredients. Food processors are interested in reducing the number of processes required for production and are interested in purchasing more valueadded ingredients. Considering the high quality and special attributes of Canadian food ingredients, Canadian exporters should take advantage of this market trend.
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Although the market for organics in Mexico is still under development and the fact that organics are more expensive (20-30% overprice) than conventional food products, there are good business prospects for organic food ingredients; especially as Mexican consumers become increasingly aware about the benefits of organics and recognize the value of paying a premium price for organic products.
The demand for convenience food products is strong in Mexico. Suppliers of ingredients for the production of those products will encounter significant opportunities in Mexico.
Mexican consumers are opened to try new and innovative food products. This could open the door for new food ingredients not widely known in Mexico such as wild rice, hemp, buckwheat and quinoa.
Based on the research conducted for the development of this brief, it was found that the following food ingredients have good sales potential in the Mexican market: Foods ingredients with good sales potential in Mexico
Wheat (flour, starch, bran) Oats (flour, baby oats) Other cereal flour and starches Flax (seed, ground, oil) Pulses (lentils, pea protein and starch) Barley Mustard (seed, flour) Rye flour Omega-3 Trans-fat free ingredients
Oilseed oils (canola, sunflower) Sunflower (seed, oil) Organic ingredients Soy concentrates Cookie dough and baking mixes Multigrain mixes Frozen blueberries and raspberries Wild rice High-fiber ingredients Sugar free ingredients
Business opportunities for Canadian food ingredient suppliers are clear, as their products have developed significant market share in various areas. Future opportunities depend on demand growth on the Mexican market but also from proactively developing market share within the imported food-ingredient segments of the market. Considering the sensitive nature of the industry which manufactures products for human consumption, suppliers of food ingredients require strong credibility, especially that provided from a solid client base of leading food companies. This is a fundamental element for establishing sales relationships in Mexico. Each food ingredient type and supplier size requires a different strategy for developing long term supply relationships with food manufacturers. Large food processors are concerned about precise food ingredient standardization, on-time delivery, high quality, competitive pricing and ingredient characteristics that would assure product quality and help in product differentiation. Depending on the volumes of the food-ingredient required for production, manufacturers would consider developing a direct relationship with the supplier in Canada. If volumes are large the preference is a direct relationship with the supplier, but if they are small, Mexican manufacturers would likely prefer dealing with a local distributor.
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The establishment of a distribution agreement with a local importer/distributor is also a feasible market entry alternative when the demand is fragmented into a large number of potential buyers consuming small volumes. Local distributors possess the know-how and contacts necessary to do business in Mexico. A series of profiles are included at the end of this report of key local companies participating in the Mexican market as food processors, importers and distributors of food ingredients. These profiles provide valuable insight for understanding food ingredients distribution and purchasing practices in Mexico. Finally, it is important to mention that most companies interviewed as part of the study expressed interest in exploring business opportunities with Canadian suppliers of food ingredients.
4) Profiles of Mexican food processors and importers/distributors of food ingredients
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Abastecedora Rutren, S.A. de C.V. Address: Central de Abasto Bodega D-34, 36 y 38, CP 09040, México, D.F. Tel: (52-55) 5694 – 7714 / 5694 - 3455 Fax: (52-55) 5694 - 6824 E-mail:
[email protected] Website: www.rutren.com A. Key contacts in the organization
Ignacio Ruiz, Director General Mario Alberto Aranda, Operations Manager Raul Parrales, Commercial Manager Francisco Abascal, Head of the Purchase Department Mónica López, Purchase Manager
B. Background and description of the organization
General information Abastecedora Rutren, S.A. de C.V. is a Mexican importer and distributor of food ingredients with more than 50 years of experience. The company is based in Mexico City’s main wholesale market (Central de Abastos) and has 50 employees.
Main products handled by the company: Food ingredients such as: seeds (rice, beans, lentils), spices (milk, olives, capers, dried peppers), condiments (fine herbs, curry, nuts, pistachios, almonds, pepper). The company imports food ingredients mainly from the U.S. and usually imports full truckloads.
Markets served: Retail X
Institutional
X
Hotels Catering
X
Restaurants Food processors
Main clients: Restaurants (Café Tacuba), Hotels (Fiesta Inn, Fiesta Americana), Athletic clubs (Centro Libanes), schools, offices, hospitals.
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C. Infrastructure The company has its own fleet of vehicles for the transportation of its food ingredients (10 trucks). The company distributes food ingredients mainly in the central region of Mexico. In addition, the company has its own warehouses for the storage of the food ingredients they handle, with a capacity of 1,000 m3. Purchase decisions are taken by the purchase department of the company, based on needs and demand. The main factors that the company considers when making purchases of food ingredients are (in order of importance): quality, price, payment terms, delivery times, package, shelf life, brand and country of origin. D. Additional Information The company usually handles both cash and credit (30-60 days) with its suppliers. E. Business leads The company is interested in exploring business opportunities with Canadian suppliers of food ingredients. Among the specific products that are of interest for the company are: pulses (lentils, beans), spices and dehydrated food ingredients.
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Aceites Industriales El Zapote Address: Av. Presidente Juárez No. 201, Col. San Jerónimo Tepetlacalco, C.P. 54090, México D.F. Tel: (52-55) 5398-9900 / 5229-5200 Fax: (52-55) 5398-9329 E-mail:
[email protected] Website: www.zapote.com.mx A. Key contacts in the organization
Hugo Llamas, Purchase Manager Eugenio Gómez, Director General
B. Background and description of the organization
General information El Zapote is a Mexican crushing company established in 1953, dedicated to the production of vegetable oils, fats and margarine for human consumption.
Main products handled by the company: Vegetable oils, margarine, butter and edible fats. Some of the brands of the company are: Sahuayo, Astro, Capi, Tulipan and Supremo, among others. El Zapote uses a broad range of food ingredients for its products, including: sunflower seed, safflower seed, soybeans, canola, etc. Most of these ingredients are imported from the U.S. The company imports approximately 600 tons of food ingredients on a yearly basis.
Markets served: X
Retail
Hotels
Institutional
Catering
X
Restaurants Food processors
Main clients: The products from El Zapote are sold at Mexican retail stores (supermarkets and convenience stores) and restaurants.
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C. Infrastructure El Zapote has crushing plants for the production of vegetable oils, as well as a plant for the production of margarine. In addition, the company has a large fleet of vehicles including trailers, trucks, etc., as well as steel tanks with thermal isolation. Food ingredient purchase decisions are made by the purchase department of the company in consultation with the production and marketing departments. Among the main factors that El Zapote considers when making food ingredient purchases are: quality and price. D. Additional Information The company handles both cash and credit with its suppliers. E. Business leads El Zapote is interested in exploring business opportunities with Canadian suppliers of canola, sunflower, soybeans and omega-3.
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ADM Servicios, S.A. de C.V. Address: Andres Bello 10, 5to. Piso, Col. Chapultepec Polanco, C.P. 11560, México, D.F. Tel: (52-55) 5279-4700 Fax: (52-55) 5279-4747 E-mail:
[email protected] Website: www.adm.com A. Key contacts in the organization
Eduardo Medina, Purchase Manager Federico Gorbea, Director General Verónica Estrada, Assistant Trade Manager
B. Background and description of the organization
General information ADM Servicios, S.A. de C.V. is a subsidiary of Archer Daniels Midland, which is one of the world’s leading companies of food and feed ingredients. The company is based in Mexico City and has branches in Sonora and Durango. The company has 260 employees and its core business is to supply food ingredients for the food, feed and industrial sectors. ADM’s mission is to unlock the potential of nature to improve the quality of life.
Main products handled by the company: Corn, wheat (including durum), soybeans, sorghum, rice, edible beans and grain byproducts such as: corn gluten meal, corn feed pellets, dried distillers grain, soybean meal, soybean hulls, soybean oil, canola meal, canola oil, wheat flour, cottonseed meal, sunflower meal pellets, sunflower oil and flax oil. Other products include: soy proteins, refried beans, maltodextrin, gums and soluble dietary fiber. The food ingredients handled by ADM are mainly from U.S., Europe and Asia.
Markets served: Retail
Hotels
Institutional
Catering
Restaurants X
Food processors
Main clients: Food manufacturers.
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C. Infrastructure ADM has a processing plant located in Durango. The company also has its own fleet of vehicles for the delivery of food products and they distribute in all the Mexican territory. In addition, the company has its own warehouses for the storage of the agri-food products they handle. Purchase decisions are taken by the purchase department with approval from the head of the company. The company considers that the purchase decision process for imported ingredients is easier than for domestic ingredients. The food ingredients must comply with the specifications required. The main factors that the company considers when making purchases of food ingredients are (in order of importance): price, payment terms, quality, delivery times, shelf life, package, brand and country of origin. D. Additional Information The company usually handles both cash and credit with its suppliers. E. Business leads The company is interested in exploring business opportunities with Canadian food suppliers. Among the specific products that are of interest for the company are: meal and oil made of soybeans, canola and sunflower; flax (ground, oil); starch and dietary fibers, among others.
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Agrícola Marambo, S.A. de C.V. Address: 6 de Diciembre No. 165 Col. Mezquitan Country 44260 Guadalajara, Jal. Tel: (52-33) 3126-7236 / 3126-3700 Fax: (52-33) 3126-3900 E-mail:
[email protected] Website: n/a A. Key contacts in the organization
Adriana Romo, Purchase Manager
B. Background and description of the organization
General information Agrícola Marambo, S.A. de C.V. is a company established in 1998 dedicated to the importation and distribution of grains and seeds in Mexico. The company has 30 employees.
Main products handled by the company: Grains, seeds, dried peppers. The company imports products from Peru and the U.S.
Markets served: Retail
Hotels
Institutional
Catering
Restaurants X
Food processors
Main clients: Food processors.
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C. Infrastructure The company hires the services of third companies for the transportation of its food ingredients. They distribute product mainly in the western region of Mexico. In addition, the company rents warehouses where its food products are stored. Food ingredient purchase decisions are made by the purchase manager, based on client needs. The food ingredient must be safe and comply with the specifications required. The main factors that the company considers when making purchases of food ingredients are (in order of importance): price, quality, delivery times, payment terms, country of origin, shelf life, package and brand. D. Additional Information The company handles both cash and credit with its suppliers. The company usually participates in the Expo Sinaloa trade show. E. Business leads The company is interested in exploring business opportunities with Canadian exporters of food ingredients (especially pulse ingredients). The company looks for pure and safe ingredients without foreign materials.
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Alimentaria Mexicana Bekarem, S.A. de C.V. Address: Manuel Carrión y Rubio No 21-A, Col. Ampl. Sta. Martha Acatitla Del. Iztapalapa CP 09510 México, D.F. Tel: (52-55) 5732-5750 Fax: (52-55) 5732-6125 E-mail:
[email protected] /
[email protected] Website: www.bekarem.com A. Key contacts in the organization
Rocío Peralta, Purchase Manager Alejandra Martínez, Director General
B. Background and description of the organization
General information Alimentaria Mexicana Bekarem, S.A. de C.V. is a Mexican distributor of food ingredients established in 1985. The company is based in Mexico City and also has branches in Guadalajara, Monterrey, Irapuato and Estado de México. The company has around 50 employees.
Main products handled by the company: The company handles more than 150 food ingredients for the snack, meat, dairy and bakery industries, such as starches, basis for beverages, condiments, sweeteners, emulsifiers, proteins, preservatives, seasonings, meat softeners, dairy products, confectionary products, etc. The food ingredients are mainly imported from the U.S., Brazil, China, Italy, England, Spain and Germany. The company imports both full and consolidated loads.
Markets served: X
Retail
Hotels
Institutional
Catering
Restaurants X
Food processors
Main clients: Food manufacturers (Calpulli, Procesadora de Alimentos Mexicanos) and Supermarket chains (Wal-Mart, Soriana, Comercial Mexicana).
28
C. Infrastructure The company does not have its own fleet of vehicles. Therefore, the company hires the services of a separate company for the distribution of their products. The company distributes in all the Mexican territory. In addition, the company has 2 warehouses with a capacity of 30 tons each. Purchase decisions of food ingredients are made by the purchase department with approval from the general management. The main factors that the company considers when making purchases of food ingredients are (in order of importance): quality, price, package, delivery times, payment terms, country of origin, shelf life and brand. D. Additional Information The company usually handles credit (30 days) with its suppliers. E. Business leads The company is interested in exploring business opportunities with Canadian suppliers of food ingredients such as: cereal flours, starch, bran, omega-3 and bakery mixes, among others.
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Alimentos Extruídos, S.A. de C.V. Address: Antiguo Camino del Real de Colima No. 1210, Col. San Agustín Guadalajara 45645 Tel: (52-33) 3386-1771 / 3283-8416 Fax: (52-33) 3686-0302 E-mail:
[email protected] Website: www.gustinos.com A. Key contacts in the organization
Marisela García, Purchase Manager Salvador Ramírez, Director General Alberto Ramírez, General Manager
B. Background and description of the organization
General information Alimentos Extruídos, S.A. de C.V. is a Mexican company established in 1985 that produces, imports and distributes flour and sauces for snacks. The company has 500 employees and it has a plant in Jalisco as well as branches in Mexico City and Tijuana.
Main products handled by the company: Wheat flour, potato flour, corn flour and sauces. The company imports products from the U.S. and usually imports full truckloads. On average, the company imports 250 tons of food ingredients on a yearly basis.
Markets served: Retail Institutional
X
Hotels
X
Restaurants
Catering
X
Food processors
Main clients: Hotels, restaurants and food processors.
30
C. Infrastructure The company has its own fleet of vehicles for the transportation of its food ingredients. They distribute in all the Mexican territory. In addition, the company has its own warehouses with a capacity of 6 containers. The quality control department is heavily involved in the purchases of food ingredients. The company prefers to work with certified suppliers. The main factors that the company considers when making purchases of food ingredients are (in order of importance): quality, price, country of origin, payment terms, shelf life, package, delivery times, and brand. D. Additional Information The company handles both cash and credit with its suppliers. E. Business leads The company is interested in exploring business opportunities with Canadian exporters of food ingredients such as: wheat and oat ingredients (flour, starch, bran), flax and other functional and high-fiber ingredients.
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Almacenes Premier Address: Av. del Mercado 1600, Mercado de Abastos, C.P. 44530, Guadalajara, Jal. Tel: (52-33) 3811-0620 Fax: (52-33) 3811-0554 E-mail:
[email protected] /
[email protected] Website: n/a A. Key contacts in the organization
Martha Gutiérrez, Purchase Manager Alejandro Ongay, Assistant Purchase Manager
B. Background and description of the organization
General information Premier is a Mexican company established in 1970 in Jalisco, dedicated to the production, importation and distribution of food ingredients. The mission of the company is to create optimum conditions for the processing and marketing of food ingredients that satisfy the needs in the domestic and international markets.
Main products handled by the company: Cereals, nuts, almonds, figs, peanuts, cherries, dried fruit and oat flakes. The company imports approximately 700,000 tons of products on a yearly basis (mostly from the U.S. and Canada).
Markets served: X
Retail
Hotels
Institutional
Catering
Restaurants X
Food processors
Main clients: Food manufacturers (Kellogg’s) and supermarket chains (Sam’s Club, Wal-Mart, Comercial Mexicana, etc.)
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C. Infrastructure Premier has subsidiaries in Guadalajara, Mexico City and Monterrey. The company has its own fleet of vehicles for the delivery of the food ingredients. They distribute to all the Mexican territory. In addition, the company has its own warehouses with cold storage capacity, for the storage of the food ingredients they handle. Food ingredient purchase decisions are made by the purchase department and approved by the director general of the company. The company applies the same purchase policy to domestic and imported food ingredients. Premier prefers to buy directly from the supplier rather than using brokers. The main factors that the company considers when making purchases of food ingredients are (in order of importance): price, quality, size, payment terms, shelf life, country of origin, delivery times, package and brand. D. Additional Information Premier handles both cash and credit with its suppliers. Premier usually participates in the Expo Confitería (confectionary show) in Guadalajara. E. Business leads The company is interested in exploring business opportunities with Canadian suppliers of food ingredients. Among the specific products that are of interest for the company are: flax, oats, pulses (lentils, canary seed, peas), wild rice, dried fruit and high-fiber ingredients.
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América Alimentos, S.A. de C.V. Address: Av. Santa Ana Tepetitlán #90-A Col. Agrícola, C.P. 45236 Zapopan, Jal. México Tel: (52-33) 3612-2510 / 3684-6720 Fax: (52-33) 3684-6720 E-mail:
[email protected] Website: www.americaalimentos.com A. Key contacts in the organization
Fabiola Ayala, Purchase Manager Francisco Zúñiga, Director General Lilia Zúñiga, Administration Manager
B. Background and description of the organization
General information América Alimentos S.A. de C.V. is a Mexican distributor of food ingredients and additives established in 1996. The company is based in Jalisco and has 60 employees. The mission of the company is to supply the food industry with products and services that reach and exceed the customer’s requirements.
Main products handled by the company: Food ingredients for beverages, confectionary products, bakery products and dairy products, such as: carbohydrates, sweeteners, vegetable extracts, fibers, gums, proteins and flavorings. The company imports food ingredients mainly from the U.S. and China. (between 40-50 tons per year).
Markets served: X
Retail
Hotels
Institutional
Catering
Restaurants X
Food processors
Main clients: Food manufacturers.
34
C. Infrastructure The company has its own fleet of vehicles for the delivery of the food ingredients. They distribute to all the Mexican territory. In addition, the company has its own warehouses for the storage of the food ingredients they handle with a capacity of 40-50 tons. Food ingredient purchase decisions are made by the purchase manager and approved by the director general of the company. The main factors that the company considers when making purchases of food ingredients are (in order of importance): price, delivery times, quality (certificate), payment terms, shelf life, country of origin, package and brand. D. Additional Information América Alimentos has a research & development area to apply ingredients and processes of any product considering quality, cost, specification, presentation, formulation, according to customer’s requirements. The company handles both cash and credit with its suppliers. E. Business leads The company is interested in exploring business opportunities with Canadian suppliers of food ingredients such as: cereal flours, starch, bran, high-fiber ingredients, proteins, omega-3, baking mixes, etc.
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Barcel, S.A. de C.V. Address: Carretera México Toluca Km. 54, Col. Industrial Lerma, C.P. 52000, Estado de México, Tel: (52-722) 279-1130 / 279-1100 Fax: (52-722) 279-1169 E-mail:
[email protected] Website: www.barcel.com.mx A. Key contacts in the organization
Ismael Zavala, Purchase Department Brenda Marvaez, Purchase Department Cecilia Montoya, Imports Manager Javier Augusto González, Director General Margarita Jiménez, Operations Manager
B. Background and description of the organization
General information Barcel is the second largest manufacturer of snacks in Mexico (after Sabritas) and is part of Grupo Bimbo. The company was established in 1978.
Main products handled by the company: Barcel produces a broad variety of salty snacks, including potato chips, corn/wheat flourbased snacks (i.e. nachos), pop-corn, peanuts, nuts, etc. The products are sold under recognized brands such as: Chip’s, Takis, Hot-Nuts, Golden-Nuts, etc. Barcel uses a broad variety of food ingredients for the production of its final products, including: corn and wheat flour, potatoes, peanuts, nuts, vegetable oils, etc.
Markets served: X
Retail
Hotels
Restaurants
X
Institutional
Catering
Food processors
Main clients: Barcel distributes product in all the Mexican territory, including all supermarket stores, convenience stores, mom & pop stores, schools, etc.
36
C. Infrastructure Barcel has 6 processing plants in Mexico. In addition, Barcel has a huge fleet of vehicles for the distribution of its snacks in all the Mexican territory, including retail chains, convenience stores and small mom & pop stores. Food ingredient purchase decisions in Barcel are made by the purchase department, according to strict specifications. Barcel also has a committee that helps to select the company suppliers. The main factors that the company considers when making purchases of food ingredients are (in order of importance): delivery times, price, quality, shelf life, payment terms, country of origin, package and brand. D. Additional Information Barcel imports several of the food ingredients they use, mainly from the U.S. Barcel handles both cash and credit with its suppliers. Barcel has an Innovation and Nutrition Center in Lerma, Estado de México whose purpose is the development of innovative, healthy and high quality products through the use of highend technologies. In addition, as an effort to promote children’s nutrition, Barcel has launched smaller presentations with only 100 calories to reduce the number of calories of their products. E. Business leads Barcel is interested in exploring business opportunities with Canadian suppliers of food ingredients. Among the food ingredients that are of interest for the company are: wheat flour, starch, vegetable oils, spices and yeast extracts.
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Comercializadora Columbia, S.A. de C.V. Address: San Francisco Figuraco No. 78 Col. Coyoacán, C.P. 04000, Mexico, D.F. Tel: (52-55) 5669-1488 Fax: (52-55) 5682-4061 E-mail:
[email protected] /
[email protected] /
[email protected] Website: www.columbia.com.mx A. Key contacts in the organization
José Luis Sandoval, Director General Darío Torres, Wheat and feed grains Director Jesús Rubio, Purchase Manager Tania Yañez, Purchase Manager
B. Background and description of the organization
General information Comercializadora Columbia, S.A. de C.V. is a Mexican company established in 1991, dedicated to the importation and distribution of food ingredients. The company has established links with a significant number of companies in Mexico and abroad. In addition, the company has developed an infrastructure that allows it to have a presence in several states. The company offers a variety of services ranging from the financing of crops and promotion of contract farming of grains and cereals, to import of agricultural products. Their main objective is to offer domestic and imported raw materials in food markets.
Main products handled by the company: Vegetable oils, tropical oils, fish oils, tallow, greases, yellow and white corn, sorghum, feed wheat, durum wheat, milling wheat, oats, cotton seed meal, feed peas, soybeans, sunflower seed, canola, cotton seed, malting barley, edible beans, dry milk, butter oil, whey and caseinates. Several of the food ingredients are imported from Argentina, the U.S. and Canada. On average, the company imports 1,000 tons on a yearly basis. The company usually imports full truckloads.
Markets served: Retail
Hotels
Institutional
Catering
Restaurants X
Food processors
Main clients: Food manufacturers (Fábrica de Jabón La Corona; Aceites, Grasas y Derivados; Unilever; Lala; Gamesa) and egg producers (Bachoco, El Calvario).
38
C. Infrastructure The company hires the services of a third company for the distribution of their products in Mexico. The company distributes products in the Central and Southern part of Mexico and has a distribution capacity per day of 2,000 tons. The company has refrigerated warehouses in Mexico City’s Central de Abastos, as well as warehouses in Sinaloa, El Bajío, Chiapas, Sonora and Mexicali, with a capacity of 10,000 tons. The company handles a cold chain system. Food ingredient purchase decisions are made by the purchase manager and approved by the director general of the company. The product and the supplier have to comply with the specifications and standards required by the company. The main factors that the company considers when making purchases of food ingredients are (in order of importance): quality, price, payment terms, delivery times, country of origin of the products, shelf life, packing and brand. D. Additional Information The company handles both cash and credit with its suppliers. In addition, the company has credit lines for pawning, as well as access to financial facilities for futures and exchange coverage. E. Business leads The company already handles some Canadian food ingredients and is interested in expanding its line of food ingredients from Canada, especially oilseeds and food ingredients with a high fiber content and low-fat.
39
CP Ingredientes, S.A. de C.V. Address: Av. Mariano Otero No. 1249 Piso 9 Torre Atlántico Col. Rinconada del Bosque 44530 Guadalajara, Jal. Tel: (52-33) 3884-9000 Fax: (52-33) 3884-9100 E-mail:
[email protected] Website: www.cpimex.com A. Key contacts in the organization
Marco Antonio Haddad, Director General Jorge Monreal, Purchase Manager Eduardo Barahona, Imports Manager Manuel Gómez, Operations Manager
B. Background and description of the organization
General information CP Ingredientes, S.A. de C.V. is a subsidiary of Corn Products International, which has 34 processing plants in 16 countries. CP Ingredientes is based in Jalisco and has been in business for more than 75 years. The company also has offices in Mexico City and Monterrey. CP Ingredients has approximately 200 employees. The company produces and distributes food ingredients for a broad range of industries, including the food, beer and beverage industries.
Main products handled by the company: Starches, fructose, dextrose, glucose, syrups, oils, functional products and animal feed. Some of the ingredients are produced in Mexico and others are imported, mainly from the U.S. On average, the company imports 5,000 tons of food ingredients per year.
Markets served: Retail
Hotels
Institutional
Catering
Restaurants X
Food processors
Main clients: Food manufacturers.
40
C. Infrastructure The company has its own fleet of vehicles for the delivery of food ingredients. They distribute to all the Mexican territory. In addition, the company has its own warehouses for the storage of the food ingredients they handle, as well as plants where some food ingredients are produced. Food ingredient purchase decisions are made by the purchase department, based on their client’s needs. The main factors that the company considers when making purchases of food ingredients are (in order of importance): price, quality, payment terms, shelf life, delivery times, country of origin, package and brand. D. Additional Information The company handles both cash and credit with its suppliers. The company is comfortable in conducting business in English. E. Business leads The company is interested in exploring business opportunities with Canadian suppliers of food ingredients. Among the specific products that are of interest for the company are: canola oil and starches.
41
Digrava, S.A. de C.V. Address: Coyul No. 2139 Col. Mercado de Abastos Guadalajara 44530 Tel: (52-33) 3671-4573 Fax: (52-33) 3671-4573 E-mail:
[email protected] Website: www.grupovaca.com A. Key contacts in the organization
Bruno González, Purchase Department José Clemente Serrano, Purchase Department Sergio Vaca, Director General
B. Background and description of the organization
General information Digrava is a subsidiary of Grupo Vaca corporation, which is based in Jalisco. Digrava was established in 2000 and is specialized in the distribution of food ingredients. The company has 50 employees. The mission of the company is to offer quality, efficiency and honesty in their products and services.
Main products handled by the company: Beans, chickpeas and other pulses, dried peppers, nuts and spices. The company distributes both domestic and imported products (mainly from the U.S., Chile, Argentina and Chile).
Markets served: Retail
Hotels
Institutional
Catering
Restaurants X
Food processors
Main clients: Food manufacturers.
42
C. Infrastructure The company has its own fleet of vehicles for the delivery of food ingredients. They distribute to all the Mexican territory. In addition, the company has its own warehouses for the storage of the food ingredients they handle. Food ingredient purchase decisions are made by the purchase department of the company. The main factors that the company considers when making purchases of food ingredients are (in order of importance): price, quality, delivery times, payment terms, shelf life, country of origin, package and brand. D. Additional Information The company handles both cash and credit with its suppliers. E. Business leads The company is interested in exploring business opportunities with Canadian suppliers of pulse ingredients and spices.
43
El Globo Address: Oriente No. 237#61, Col. Agrícola Oriental, C.P. 08500, México, D.F. Tel: (52-55) 5716-7600 Fax: (52-55) 5716-7601 E-mail:
[email protected] Website: www.elglobo.com.mx A. Key contacts in the organization
Brenda Meras, Imports Manager Gerardo Lagunes, Purchase Manager
B. Background and description of the organization
General information El Globo is the largest bakery shop chain in Mexico with more than 120 years in the market. El Globo is owned by Grupo Bimbo and currently operates over 100 bakery shops in Mexico.
Main products handled by the company: El Globo produces a broad variety of bakery products including: bread, cakes, pastries, snacks, cookies, jellies, etc. In addition, El Globo operates a product line called “Delidiet”, that offers bakery products with reduced calories from sugar and other carbohydrates. El Globo uses a broad range of food ingredients for its bakery products, including: wheat flour, rye flour, bran, oats, multigrain mixes, cookie dough, sweeteners, flax, fillings, chocolate, fruit, milk, etc. Some of these ingredients are imported from Europe and the U.S.
Markets served: X
Retail
X
Institutional
X
Hotels Catering
X
Restaurants Food processors
Main clients: El Globo has more than 100 bakery shops. In addition, El Globo supplies product to hotels, restaurants and other companies in the institutional sector.
44
C. Infrastructure El Globo has production plants and warehouses with cold storage capacity across the Mexican territory. El Globo makes centralized corporate purchases placing it as the next largest potential client after industrial bakery products manufacturers. El Globo performs tests with the food ingredients before making purchase decisions. The decision is made by the purchase department. Among the factors that El Globo considers when making food ingredient purchases are: quality, delivery terms and price. D. Additional Information The company handles both cash and credit with its suppliers. E. Business leads El Globo is interested in exploring business opportunities with Canadian suppliers of wheat flour, rye flour, bran, oats, multigrain mixes, flax, fillings, chocolate and trans-fat free ingredients, among others.
45
Empresas Vilher Address: Privada Camichín #11, Sta Anita, CP 45645, Tlajomulco de Zúñiga, Jalisco, México. Tel: (52-33) 3686-5986 Fax: (52-33) 3686-5987 E-mail:
[email protected] Website: www.vilher.com.mx A. Key contacts in the organization
Gabriel Vilchis, Director General Liliana del Monte, Purchase Manager Daniel Fonseca, Purchase Manager Francisco Herrador, Marketing Manager
B. Background and description of the organization
General information Empresas Vilher, S.A. de C.V. is a company established in Guadalajara, Jalisco in 1990 that specializes in the distribution of raw materials for diverse industries (including the food industry). The company has a workforce of more than 30 employees and branches in Mexico City, Monterrey and San Luis Potosí.
Main products handled by the company: Dairy ingredients (fiber, low calorie sweeteners, milk whey proteins, powder yogurt), bakery ingredients (soy fiber, vegetable grease, emulsifiers, sugar substitutes), meat ingredients (protein of pork origin with high emulsifying and gelling capability, lupin fiber), nutraceutical ingredients (spray dried canola oil, powder yogurt), confectionary ingredients (emulsifiers, sugar substitutes, dehydrated fruit) beverage ingredients (soluble fiber, spray dried vegetable grease, antifoaming agents), sauce ingredients (spray dried powder tomato, natural preservatives). The company imports ingredients from the U.S., India and Spain. The company represents in Mexico well-known international suppliers of food ingredients such as: Bell Flavors & Fragances, Hilmar Ingredients, Proliant Meat Ingredients, APC and Natraceutical Group, among others.
Markets served: Retail
Hotels
Institutional
Catering
Restaurants X
Food processors
Main clients: Food processors.
46
C. Infrastructure The company has its own fleet of vehicles for the transportation of food ingredients. They distribute in all the Mexican territory. In addition, the company has its own warehouses for the distribution of the food ingredients they handle. Food ingredient purchase decisions are made by the company’s purchase department, with approval from the director general. The main factors that the company considers when making purchases of food ingredients are (in order of importance): quality, price, delivery times, payment terms, shelf life, package, country of origin and brand. D. Additional Information The company handles both cash and credit with its suppliers. The company is comfortable in conducting business in English. E. Business leads The company is interested in exploring business opportunities with Canadian exporters of food ingredients such as: oat fiber, sugar substitutes, whey, dried fruit and functional ingredients, among others.
47
Fabpsa Address: Sur 121 #2295, Col. Juventino Rosas C.P. 08700, Mexico, D.F. Tel: (52-55) 5657-7209 Fax: (52-55) 5650-0023 E-mail:
[email protected] Website: www.fabpsa.com.mx A. Key contacts in the organization
Víctor Camacho, General Manager Onésimo Martínez, President and Director General Ricardo Franco, Commercial Director
B. Background and description of the organization
General information Fabpsa is a company established in 1977 and currently is one of the largest suppliers of food ingredients in Mexico. Fabpsa has operations in all the Mexican territory.
Main products handled by the company: Fabpsa produces, imports and distributes a broad variety of food ingredients for the bakery, beverage, dairy, meat and snack industries, including: wheat starch, soy concentrates, condiments, emulsifiers, spices, natural fibers, emulsifiers, acids, caseinates, wheat gluten, bakery mixes, phosphates and antioxidants, among others.
Markets served: Retail
Hotels
Institutional
Catering
Restaurants X
Food processors
Main clients: Fabpsa distributes food ingredients to food processing companies all across the Mexican territory.
48
C. Infrastructure Fabpsa’s production plant and head office are in Mexico City. In addition, Fabpsa has operations in Guadalajara, Guanajuato, Puebla, Monterrey and Toluca. Fabpsa has a well established system for the distribution of its food ingredients. Fabpsa has a specific department that tests the food ingredients before making any purchase decisions. The purchase decisions are made by the commercial department and approved by the general management of the company. Fabpsa has strict requirements for the selection of the food ingredients they distribute. Some of the main factors that Fabpsa considers when making purchase decisions are: quality, functionality, price and delivery times. D. Additional Information Fabpsa handles several imported food ingredients (more than 50% of the food ingredients they handle are imported, mainly from the U.S.). The company handles both cash and credit with its suppliers. E. Business leads Fabpsa is interested in exploring business opportunities with Canadian suppliers of food ingredients such as: fibers, emulsifiers, soy concentrates, starches and functional ingredients, among others.
49
Fábrica de Jabón La Corona, S.A. de C.V. Address: Carlos B. Zetina no. 80, Fracc. Ind. Xalostoc C.P. 55340, Ecatepec, Estado de México Tel: (52-55) 5747-4545 Fax: (52-55) 5715-0907 E-mail:
[email protected] Website: www.lacorona.com.mx A. Key contacts in the organization
Francisco Kim, Purchase Department Martha Meneses, Purchase Department
B. Background and description of the organization
General information Fábrica de Jabón La Corona is a Mexican company established in 1920 that produces vegetable oils and soaps. The company has approximately 500 employees.
Main products handled by the company: Vegetable oil and pure canola oil (1-2-3 brand), soaps and detergent. La Corona crushes Canadian canola seed for the production of its oil. The company also imports from the U.S. and Argentina.
Markets served: X
Retail Institutional
X
Hotels Catering
X
Restaurants Food processors
Main clients: La Corona distributes product to supermarket stores, convenience stores, hotels and restaurants all across the Mexican territory.
50
C. Infrastructure La Corona has a production facility of 370,000 square meters and warehouses all across the Mexican territory. In addition, La Corona has a large fleet of vehicles and a well established system for the distribution of its products. Food ingredient purchase decisions are made by the purchase department of the company. Among the main factors that the company considers when making purchases of food ingredients are (in order of importance): price, delivery times, quality and safeness. D. Additional Information A significant percentage of the food ingredients used by La Corona are imported. La Corona handles both cash and credit with its suppliers. E. Business leads La Corona is interested in exploring business opportunities with Canadian suppliers of canola, sunflower, safflower and hemp (seed and oil).
51
Grupo Herdez, S.A. de C.V. Address: Monte Pelvoux No. 215, Col. Lomas de Chapultepec, C.P. 11000, México, D.F. Tel: (52-55) 5201-5655 Fax: (52-55) 5201-5646 E-mail:
[email protected] Website: www.herdez.com.mx A. Key contacts in the organization
Rafael Aros, Purchase Department Héctor Hernández-Pons, President and Director General Enríque Hernández-Pons, Vice-President and Director, International Business Juan Rodríguez, Director Food Service
B. Background and description of the organization
General information Grupo Herdez was established in 1914 and is one of the largest food processing companies in Mexico with presence also in Canada and the U.S. The company produces and distributes more than 600 food products (mainly canned food and groceries) and is currently the leader in the Mexican retail market for several products such as: mayonnaise, canned vegetables, jellies, tuna and pasta, among others. The company has approximately 7,000 employees and 5 strategic alliances with international food companies, including: McCormick, Hormel Foods Corp. and Barilla.
Main products handled by the company: Herdez produces a broad variety of canned foods and groceries, including: canned vegetables, mayonnaise, table mustard, jellies, canned beans, pasta, sauces, dressings, honey, canned tuna, canned meat products and vegetable juice, among others. The products are sold under recognized brands, such as: Herdez, McCormick, Barilla, Del Fuerte, Nair, Yemina and Doña María, among others. Herdez uses a broad variety of food ingredients for the production of its final products, including: mustard seed, black pepper, curry and other spices. Herdez imports around 20,000 tons of food ingredients on a yearly basis.
Markets served: X
Retail
X
Institutional
X
Hotels Catering
X
Restaurants Food processors
52
Main clients: Herdez distributes product in all the Mexican territory. The company sells to all the main supermarket chains. In addition, Herdez has a foodservice division that supplies product to hotels, restaurants and institutions in foodservice presentation. C. Infrastructure Herdez has 10 processing plants and 9 distribution centers all across the Mexican territory, including traditional and cold-storage warehouses. In addition, Herdez has a large fleet of vehicles and a well established system for the distribution of its products. Purchase decisions regarding food ingredients are made by the purchase division and the import division (in the case of imported ingredients). The food ingredients need to comply with the specifications and quality required. D. Additional Information Most of the food ingredients used by Herdez are sourced locally; however, the company also imports some food ingredients such as mustard seed and spices. Besides supplying the Mexican territory, Herdez also exports to the U.S., Canada and South America. Herdez handles both cash and credit with its suppliers. Herdez has strict requirements for the selection of the food ingredients they use. In addition, Herdez has a Research and Development center for the creation of new products. E. Business leads Herdez indicated their willingness to explore business opportunities with Canadian suppliers of soy-based ingredients, mustard flour, spices, omega-3, high-fiber ingredients, dried fruit, and starch.
53
Grupo Industrial Bimbo, S.A. de C.V. Address: Prolongación Paseo de la Reforma No. 1000, Col. Desarrollo Santa Fé, C.P. 01210, México, D.F. Tel: (52-55) 5268-6600 ext. 6076 Fax: (52-55) 5268-6600 ext. 6076 (option 2) E-mail:
[email protected] Website: www.grupobimbo.com.mx A. Key contacts in the organization
Beatriz Liz, Purchase Department José Federico Suárez, Purchase Department Daniel Servitje Director General Roberto Servitje, President of the Board of Directors
B. Background and description of the organization
General information Grupo Bimbo is a Mexican bakery company established in 1945. Currently, Bimbo is the largest food company in Mexico and the largest bakery company in Latin America. Bimbo’s core business is the production of bakery products. In addition, Bimbo has a large division that produces confectionary products called “Ricolino” and another division that produces snacks called “Barcel”. Bimbo has presence in 18 countries of America, Europe and Asia, and has more than 100,000 employees. In 2008 Bimbo’s total sales reached US$9.5 billion.
Main products handled by the company: Bimbo produces more than 5,000 products (most of them bakery products), including: bread, pastries, biscuits, pies, cookies, bars, chocolates, snacks and confectionary products, which are sold under more than 150 recognized brands, such as: Bimbo, Marinela, Tía Rosa, Ricolino, Barcel, Wonder, etc. Bimbo uses a broad variety of food ingredients for the production of its final products, including: wheat, wheat flour, multi-grain blends, gluten, oats, flax, bran, vegetable oil, vegetable fat, chocolate, butter, milk, yeasts, etc. Bimbo purchases between 15,000 and 30,000 tons of food ingredients per month.
Markets served: X
Retail
X
Institutional
X
Hotels Catering
X
Restaurants Food processors
54
Main clients: Bimbo distributes product in all the Mexican territory and in 18 additional countries, including the U.S., Colombia, Brazil, Argentina, Chile, Uruguay, China and the Czech Republic, among others. Bimbo supplies to more than 1.8 million points of sale, including supermarket chains, grocery stores, restaurants, hotels and companies in the institutional sector. C. Infrastructure Bimbo has more than 80 processing plants, from which 42 are located in Mexico, 21 in Latin America, 13 in the U.S., 1 in Europe and 1 in Asia. Bimbo has the largest distribution system for food products in Mexico covering almost 40,000 routes for the delivery of fresh products. The purchasing model for food ingredients is based on the product and the final decision is taken by the head of the purchase division. Bimbo also has a committee that helps to select the company suppliers. The food ingredients must meet the required specifications and have a high quality. Bimbo has strict requirements for the selection of the food ingredients they use. Some of the main criteria that Bimbo takes into account for the purchase of their food ingredients are: quality, consistent supply, delivery times, price and shelf life. D. Additional Information Bimbo imports a significant portion (more than 60%) of the food ingredients they use, including wheat, oats, flax, etc. In fact, Bimbo is currently the largest Mexican importer of Canadian wheat. Most of the food ingredients imported by Bimbo come from the U.S. Bimbo handles both cash and credit with its suppliers (15 and 30 days). E. Business leads Bimbo is interested in the following food ingredients from Canada: wheat (grain, bran, flour, gluten), omega-3, flax (seed, flour), oats (grain, flour, meal, baby oats), multi-grain mixes and canola oil.
55
Grupo Jumex Address: Km. 12.5 Antigua Carretera México-Pachuca 55340 Xalostoc, Estado de Mexico Tel: (52-55) 5836-9999 ext. 2175 Fax: (52-55) 5836-9999 ext. 2174 E-mail:
[email protected] Website: www.jumex.com.mx A. Key contacts in the organization
Bernardo González, Purchase Manager Marcelo Rivero, Director General Roberto Fernández, Director of Projects
B. Background and description of the organization
General information Grupo Jumex was established in 1961 and is one of the largest producers of bottled juice and nectar in Mexico. Grupo Jumex is a holding company that manages several companies, including: Jugomex, Frugosa and Botemex, among others.
Main products handled by the company: Jumex produces and distributes several beverages including: juices, nectars, kid beverages, energetic beverages and milk beverages. The beverages are sold under recognized brands, such as: Jumex, Jumex Sport, Jumex Light, Ami and Pau-Pau, among others. Jumex uses a broad variety of food ingredients for the production of its final products, including: fruit, vegetables, flavorings, etc. Jumex imports approximately 2,500 tons of food ingredients per year.
Markets served: X
Retail
X
Institutional
X
Hotels Catering
X
Restaurants Food processors
Main clients: Jumex distributes product in all the Mexican territory. The company sells to the main supermarket chains, hotels and restaurants.
56
C. Infrastructure Jumex has 3 production plants and more than 30 distribution centers in the Mexican territory and a large fleet of vehicles. Jumex has traditional warehouses and cold storage warehouses. Jumex also has production and distribution operation in Central America. Among the main factors that Jumex considers when making food ingredient purchases are quality and price. D. Additional Information Jumex handles both cash and credit with its suppliers. Jumex has strict requirements for the selection of the food ingredients they use. Jumex is an environment-friendly company and has several programs in place to promote a healthy eating among Mexican consumers. E. Business leads Jumex is interested in high-fiber food ingredients, fruits and sugar substitutes, among other ingredients.
57
Grupo MacMa Address: Calle Arroz #180, Fraccionamiento Industrial Santa Isabel, Oficina 2042/F, C.P. 09820, México, D.F. Tel: (52-55) 5581-8500 Fax: (52-55) 5582-2549 E-mail:
[email protected] Website: www.macma.com.mx A. Key contacts in the organization
Joaquín Sánchez, Purchase Manager Javier Olazábal, Director General
B. Background and description of the organization
General information Grupo MacMa is an important Mexican manufacturer of cookies, chocolates, biscuits and pastas. The company was established in 1991.
Main products handled by the company: Cookies, chocolates, biscuits and pastas. MacMa uses a broad range of food ingredients for its bakery products, including: wheat flour, rye flour, cookie dough, bran, multigrain mixes, fillings, chocolate, oats, etc. Some of these ingredients are imported (mainly from the U.S.)
Markets served: X
Retail
Hotels
X
Institutional
Catering
X
Restaurants Food processors
Main clients: MacMa sells through retail stores and also has its own retail stores for direct sale to the public. The company has approximately 50 retail stores.
58
C. Infrastructure MacMa has its own production plants and fleet of vehicles for the distribution of its products across the Mexican territory. Food ingredient purchase decisions are made by the purchase department of the company. The main factors that the company considers when making purchases of food ingredients are (in order of importance): price, quality, delivery times and shelf life. D. Additional Information The company handles both cash and credit with its suppliers. E. Business leads MacMa is interested in exploring business opportunities with Canadian suppliers of wheat flour, rye flour, bran, oats, multigrain mixes, milled flax, fillings, chocolate and trans-fat free ingredients, among others.
59
Grupo Pochteca, S.A. de C.V. Address: Manuel Reyes Veramendi No. 6 Col. San Miguel Chapultepec 11850 México, D.F. Tel: (52-55) 5278-5900 Fax: (52-55) 5278-5901 E-mail:
[email protected] Website: www.grupopochteca.com.mx A. Key contacts in the organization
Armando Santacruz, Director General Carlos Torres, Purchase Department Gabriel Bolio, Purchase Department Alexis Romero, Purchase Department
B. Background and description of the organization
General information Grupo Pochteca, S.A. de C.V. is a Mexican distributor of food ingredients. The company was originally founded in 1998 and then it was merged with Dermet de México in 2006. The company is based in Mexico City and has a total of 35 branches, 5 sales office in Mexico, as well as branches in Guatemala and Brazil. The company has more than 1,000 employees.
Main products handled by the company: Food ingredients for beverages, confectionary products, bakery products, ice-creams, yoghurts, desserts, sauces, snacks, pastas and cheeses, such as: starches, carbohydrates, cocoa in powder, preservatives, gums, protein, fillings for bakery products, milk substitutes, casein, pectines, etc. Most of the food ingredients handled by Pochteca are imported.
Markets served: Retail
Hotels
Institutional
Catering
Restaurants X
Food processors
Main clients: Food manufacturers.
60
C. Infrastructure Pochteca has a plant for the production of milk substitutes. The company does have its own fleet of vehicles and distributes food ingredients in all the Mexican territory. In addition, the company has its own warehouses for dry and fresh/frozen products. Food ingredient purchase decisions are made by the purchase department. The same purchase policy is applied to domestic and imported food ingredients. The main factors that the company considers when making purchases of food ingredients are (in order of importance): price, quality, payment terms, delivery times, shelf life, country of origin, packing and brand. D. Additional Information The company handles both cash and credit with its suppliers. In addition, the company has a research & development center to make tests of food ingredients on meat, beverages, dairy, confectionary and bakery products. E. Business leads The company is interested in exploring business opportunities with Canadian suppliers of food ingredients such as: starch, cereal flours, fillings for bakery products, fibers and omega-3.
61
Grupo Reempe Address: Gustavo E. Campa 129-B, Col. Guadalupe Inn, C.P. 01010, México, D.F. Tel: (52-55) 5593-9131 Fax: (52-55) 5651-5785 E-mail:
[email protected] Website: www.reempe.com.mx A. Key contacts in the organization
José Aguilar, General Manager
B. Background and description of the organization
General information Grupo Reempe is a Mexican consulting firm that provides food solutions to companies in the food processing industry, including the importation and distribution of food ingredients. Reempe also provides support to Mexican food processing companies in the development of new products.
Main products handled by the company: Stabilizers, preservatives, emulsifiers, gums, etc. for various food industries: bakery, pastry, confectionary, beverages, ice-cream, meat and dairy, among others. The company imports ingredients from the U.S. and Europe.
Markets served: Retail
Hotels
Institutional
Catering
Main clients:
Restaurants X
Food processors
Mexican food processing companies.
62
C. Infrastructure Grupo Reempe has the capacity to import and distribute food ingredients in Mexico. The food ingredients imported by Grupo Reempe are based on the specifications required by their clients. The experience of suppliers and the quality of the food ingredients are very important factors for Grupo Reempe. In addition, Reempe likes to test the food ingredients before making purchase decisions. D. Additional Information Grupo Reempe handles both cash and credit (30 days) with its suppliers. E. Business leads Grupo Reempe indicated their willingness to explore business opportunities with Canadian suppliers of food ingredients such as: flax seed, flax oil, cereal flour, fibers, starch, functional ingredients and stabilizers.
63
Harinera La Espiga, S.A. de C.V. Address: Poniente 140, Num. 805, Col. Industrial Vallejo, C.P. 02300, Mexico, D.F. Tel: (52-55) 5078-0522 Fax: (52-55) 5567-0522 E-mail:
[email protected] Website: www.espiga.com.mx A. Key contacts in the organization
Manuel Ortiz, General Manager Judith Cruz, Purchase Manager Emeterio Chávez, Operations Manager
B. Background and description of the organization
General information Harinera La Espiga, S.A. de C.V. is a Mexican milling company established 55 years ago that produces bread and other bakery products. The company is a large importer of wheat for processing into bread. Currently Harinera La Espiga has a workforce of 120 employees.
Main products handled by the company: Wheat, rye, flax and other cereals for bakery purposes. The company imports mainly from the U.S. and Canada. Usually, The company imports full truckloads. On average, the company imports 250,000 tons of food ingredients on a yearly basis.
Markets served: X
Retail Institutional
X
Hotels Catering
X
Restaurants Food processors
Main clients: Restaurants (Bondy, San Angel Inn, Buen Bife), Hotels (Nikko, Presidente Intercontinental, JW Marriott, Four Seasons), Departmental stores (Sanborns, Liverpool) and bakery shops.
64
C. Infrastructure The company has its own fleet of vehicles for the transportation of its food ingredients (20 vehicles). The company distributes its final bakery products in all the Mexican territory. In addition, the company has its own warehouses for the storage of the food ingredients they handle, with a capacity of 35,000 tons. Purchase decisions are made by the purchase division of the company. The same purchase policy is applied to domestic and imported products. The main factors that the company considers when making purchases of food ingredients are (in order of importance): quality, delivery times, payment terms, country of origin, price, package, brand and shelf life. D. Additional Information The company usually handles both cash and credit (30-60 days) with its suppliers. E. Business leads The company currently imports wheat from Canada. The company is interested in other food ingredients from Canada that could be used for bakery purposes, such as: flours (wheat, rye, oats), starches, bran, flax, multigrain mixes and other high-fiber content ingredients.
65
High Protein de México, S.A. de C.V. Address: Calle 3 Lt. 2A No. 88 Col. Parque Industrial, C.P. 45681 El Salto, Jalisco Tel: (52-33) 3688-1290 / 3812-2632 / 3812-0954 Fax: (52-33) 3688-2014 E-mail:
[email protected] Website: www.highprotein.com.mx A. Key contacts in the organization
Manuel Guillén, Director General Daniel Guillén, Commercial Manager
B. Background and description of the organization
General information High Protein de México, S.A. de C.V. is a Mexican company that produces and distributes food ingredients. The company is based in Jalisco and has 25 employees. The mission of the company is to obtain food ingredients efficiently that guarantee flavor, nutrition and services to the clients, taking care of the welfare of all the workers and the environment.
Main products handled by the company: Soy protein, soy milk, beans (pre-cooked/dehydrated/fortified) and soy egg.
Markets served: Retail
Hotels
Institutional
Catering
Restaurants X
Food processors
Main clients: Food manufacturers.
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C. Infrastructure The company has its own fleet of vehicles for the delivery of the food ingredients. They distribute in all the Mexican territory. In addition, the company has its own warehouses for the storage of the food ingredients they handle, located in an area of 25,000m2 within the industrial park of El Salto, Jalisco. Food ingredient purchase decisions are made by the commercial department of the company. The main factors that the company considers when making purchases of food ingredients are (in order of importance): quality, delivery times, payment terms, country of origin, price, package, brand and shelf life. D. Additional Information The company handles both cash and credit with its suppliers. E. Business leads The company is interested in exploring business opportunities with Canadian suppliers of food ingredients. Among the specific products that are of interest for the company are: food ingredients made of soy and beans.
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Industrializadora de Grasas y Acidulados, S.A. de C.V. Address: González Gallo No. 2728 Col. El Rosario, Guadalajara 44820 Tel: (52-33) 3635-2140 Fax: (52-33) 3635-2171 E-mail:
[email protected] Website: n/a A. Key contacts in the organization
Carlos Gómez, Director General Uriel Gómez, Sales Manager
B. Background and description of the organization
General information Industrializadora de Grasas y Acidulados, S.A. de C.V. is a Mexican company established in 1991, dedicated to the production, importation and distribution of food ingredients. The company has 30 employees.
Main products handled by the company: Vegetable oils, fats and meals (soy, canola and sunflower seed). The company imports products from the U.S. and usually imports full truckloads.
Markets served: Retail
Hotels
Institutional
Catering
Restaurants X
Food processors
Main clients: Food processors (Bimbo).
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C. Infrastructure The company hires transportation services from third companies for the distribution of their food ingredients in Mexico. They distribute in all the Mexican territory. In addition, the company rents warehouses where its food ingredients are stored. The purchase decisions of food ingredients are made by the Director General of the company. The company applies the same purchase policies to domestic and imported food ingredients. The main factors that the company considers when making purchases of food ingredients are (in order of importance): quality, price, country of origin, payment terms, shelf life, delivery times, package and brand. D. Additional Information The company handles both cash and credit (30 days) with its suppliers. E. Business leads The company is interested in exploring business opportunities with Canadian exporters of food ingredients with omega-3 and low-fat content such as: canola and sunflower.
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Jugos del Valle, S.A. de C.V. Address: Insurgentes No. 30, Barrio Texcoaca, C.P. 54600, Tepotzotlan, Estado de México Tel: (52-55) 5899-1000 ext. 1039 Fax: (52-55) 5899-1043 E-mail:
[email protected] Website: www.jvalle.com.mx A. Key contacts in the organization
Gabriel Zuñiga, Purchase Department Gabriela Urruch, Purchase Department Axel de Meeus, Director General Sergio Ramírez, Operations Manager
B. Background and description of the organization
General information Jugos del Valle is a Mexican company established in 1947, dedicated to the production of juices, nectars and other beverages. The company has approximately 4,000 employees and has operations in Mexico, the U.S. and Brazil.
Main products handled by the company: Juices, nectars, fruit drinks, ice-tea, isotonics and energy drinks. The beverages are sold under recognized brands, such as: Del Valle, Florida 7, Frutsi, Beberé, Powerade, Nestea and Burn, among others. Jugos del Valle uses a broad variety of food ingredients for the production of its final products, including: fruit, vegetables, pulp, flavorings, etc. Several of these ingredients are imported from the U.S.
Markets served: X
Retail
Hotels
Restaurants
Institutional
Catering
Food processors
Main clients: Jumex distributes product in all the Mexican territory. The company sells to the main supermarket chains (Wal-Mart, Comercial Mexicana, Soriana, etc.), as well as convenience stores (Oxxo, 7-Eleven).
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C. Infrastructure Jugos del Valle has 4 production plants located in Tijuana, Monterrey, Zacatecas and Tepotzotlán. In addition, the company has several warehouses with cold storage capacity. The company also has operations in the U.S. and Brazil. Food ingredient purchase decisions are made by the purchase department of the company in consultation with other departments. Quality is a key factor for the company when making purchase decisions. In addition, the product must comply with the specifications required. D. Additional Information Jugos del Valle handles both cash and credit (30-60 days) with its suppliers. The company exports to more than 25 countries. E. Business leads Jugos del Valle is interested in low-sugar and high-nutrient food ingredients.
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Kraft Foods de México, S.A. de C.V. Address: Av. Vasco de Quiroga No. 300, Piso 6, Col. Santa Fe, C.P. 01210, México, D.F. Tel: (52-55) 5258-8700 Fax: (52-55) 5292-4594 E-mail:
[email protected] Website: www.kraft.com.mx A. Key contacts in the organization
Felipe Correa, Purchase Department Luz María Rosales, Purchase Department Joaquín Barrera, Purchase Department Eduardo Campos, Director General Janeth Caicedo, Operations Manager
B. Background and description of the organization
General information Kraft Foods de México is a subsidiary of Kraft Foods, one of the largest food manufacturers in the world, based in the U.S. The company markets several brands that are world wide recognized such as: Philadelphia, Kraft, Nabisco and Oreo. The company has approximately 5,000 employees in Mexico.
Main products handled by the company: Processed food products such as: cheese (cream cheese, singles), snacks (cookies, peanuts, cheese-whiz, jelly, chocolate) beverages (powder for preparing fruit beverages), convenient meals (macaroni and cheese), groceries (dressings, ketchup, mayonnaise, etc). Among Kraft’s main brands are: Philadelphia, Kraft, Nabisco, Oreo, Kool-Aid and Clight. Kraft uses a broad variety of food ingredients for the production of its final products, including: cereal flours, mustard seed, vegetable oils, chocolate, baking mixes, dried fruit, etc. Most of the food ingredients used by Kraft are imported from the U.S.
Markets served: X
Retail Institutional
Main clients:
X
Hotels Catering
X
Restaurants Food processors
Kraft distributes product in all the Mexican territory. The company sells to all the main supermarket chains, convenience stores and grocery stores. Kraft also sells to hotels and restaurants.
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C. Infrastructure Kraft has 3 production plants (Ecatepec, Victoria and Monterrey) and distribution centers all across the Mexican territory. In addition, Kraft has a large fleet of vehicles and a well established system for the distribution of its products. Food ingredient purchase decisions are made by the purchase department of the company in consultation with the production department. The food ingredients used by Kraft need to comply with strict quality specifications and the suppliers need to be qualified and preapproved by the company. Besides quality, other factors that the company considers when making purchases of food ingredients are (in order of importance): delivery times, price, country of origin, payment terms, shelf life and package. D. Additional Information Kraft handles both cash and credit with its suppliers. Kraft has strict requirements for the selection of the food ingredients they use. In addition, Kraft has Research and Development centers for the creation of new products. E. Business leads Kraft indicated their willingness to explore business opportunities with Canadian suppliers of food ingredients such as: canola (seed and oil), flours (wheat, oat, mustard, rye), oats (rolled, flaked, worked), flax (ground, oil), dried fruit, multigrain mixes and high-fiber ingredients.
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La Costeña Address: Vía Morelos #268, Col. Tulpetlac C.P. 55400, México D.F. Tel: (5255) 5836-3636 Fax: (5255) 5836-3648 E-mail:
[email protected] Website: www.lacostena.com.mx A. Key contacts in the organization
Luis Coto, Imports Manager Luis Hernández, Purchase Department Javier Cañizares, Purchase Department Santiago Castro, Director General
B. Background and description of the organization
General information La Costeña is a Mexican company established in 1923. The company is dedicated to the production and sale of preserved food products. La Costeña is a company with high-end technology. Besides selling in all the Mexican territory, La Costeña also supplies the Hispanic market in the U.S. The company exports about 20% of its production, mainly to the U.S., but also to Europe and Asia.
Main products handled by the company: Over 100 preserved food products in cans or bottles (plastic/glass), such as: hot peppers, beans, tomato sauce, other sauces, olives, mayonnaise jellies, ketchup, soups, etc. About 60% of the company’s business comes from the canned foods segment. Most of the food ingredients used by La Costeña are sourced in Mexico but some are imported. Among the food ingredients used by the company are: flavorings, preservatives, soybean oil, beans, vegetables, fruits, etc.
Markets served: X
Retail
Hotels
Institutional
Catering
X
Restaurants Food processors
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Main clients: La Costeña distributes product in all the main Mexican supermarket chains as well as restaurants. C. Infrastructure La Costeña has 3 processing plants located in Estado de México, San Luis Potosí and Gusave. In addition, the company has 30 distribution centers in the most important cities in Mexico. Each distribution center is equipped with a warehouse and a fleet of vehicles for the distribution of the products. Food ingredient purchase decisions are made by the head of the purchase department. The food ingredient needs to have a high quality and comply with the specs. The main factors that the company considers when making purchases of food products are (in order of importance): price, quality, delivery terms, shelf life and delivery times. D. Additional Information The company usually handles both cash and credit (30 – 90 days) with its suppliers. E. Business leads La Costeña is interested in exploring business opportunities with Canadian suppliers of food ingredients such as: pulses (peas, beans, lentils and sesame seed), soybean oil and flavorings, among others.
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Makymat, S.A. de C.V. Address: San Luis Tlatilco No. 6-A Col. San Luis Tlatilco 53630 Naucalpan, Edo. de México Tel: (52-55) 5312-9530 Fax: (52-55) 5312-4298 E-mail:
[email protected] Website: www.makymat.com A. Key contacts in the organization
Karina Suárez, Purchase Manager Rodolfo Pérez, Commercial Manager Javier Milke, General Manger Alejandro Becerril, Marketing and Business Development Coordinator
B. Background and description of the organization
General information Makymat, S.A. de C.V. is a Mexican distributor of food ingredients established in 1989. The company is based in Mexico City and has 35 employees. The objective of the company is to offer high technology food ingredients for the Food and Pharmaceutical Industry.
Main products handled by the company: Food ingredients for processed foods, beverages, snacks, confectionary products, bakery products, meat and dairy products, such as: starches, soluble fibers, gums, sweeteners, soy protein, citric acid, soy concentrates, oat bran, starches, granola and wheat gluten. The food ingredients are mainly imported from France, the U.S., Chile and China. The company imports both full truckloads and less than truckloads. On average, the company imports 1,500 tons of food ingredients on a yearly basis. Some of its foreign suppliers are: Cargill, Natur Extracta, Valmar, 21st Century Grain, Parker, etc.
Markets served: Retail
Hotels
Institutional
Catering
Restaurants X
Food processors
Main clients: Food manufacturers.
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C. Infrastructure The company hires the services of third companies for the transportation of its food ingredients in all the Mexican territory. In addition, the company has its own warehouses for the storage of the food ingredients they handle, with a capacity of 5,000 tons. Food ingredient purchase decisions are made by the purchase manager and the general manager of the company. The food ingredient needs to have a high quality and comply with the specs. The main factors that the company considers when making purchases of food ingredients are (in order of importance): quality, price, payment terms, country of origin, package, delivery times, shelf life and brand. D. Additional Information The company usually handles both cash and credit (30 – 60 days) with its suppliers. The company exhibited in the Expocarnes show 2009 in Monterrey, Nuevo León. E. Business leads The company is interested in exploring business opportunities with Canadian suppliers of food ingredients. Among the specific products that are of interest for the company are: soy and canola-based food ingredients, omegas and starches.
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Molino La Rosaleda, S.A. de C.V. Address: Pasillo 2 Loc 51, Entre letra C y D, Central de Abastos, Col. Ejidos del Moral, C.P. 09040, México, D.F. Tel: (52-55) 5600-6703 Fax: (52-55) 5694-0475 E-mail:
[email protected] Website: www.larosaleda.com.mx A. Key contacts in the organization
Carlos Tarno, General Manager Pedro Pontiguo, Purchase Manager Ernesto Méndez, Subdirector
B. Background and description of the organization
General information Molino La Rosaleda, S.A. de C.V. is a Mexican company established in 1991, specialized in the distribution, importation and commercialization of food ingredients. Currently, La Rosaleda has a workforce of 20 employees.
Main products handled by the company: Seeds (sesame seed, beans, bird seed, peas, lentils, broad beans, sunflower, coriander, chickpeas, mustard), flour (rice, bean, chickpeas), flaked oats, barley, powdered chocolate, yeasts, rare spices, chicken broth, meat softener, dried peppers, ground spices, dried fruits, vegetable oils and wild rice. The company imports mainly from the U.S., Peru, China and Argentina. The company also imports some products like lentils and bird seed from Canada. Usually, The company imports full truckloads.
Markets served: X
Retail Institutional
X
Hotels Catering
X
Restaurants Food processors
Main clients: Supermarkets (Wal-Mart, Soriana), hotels (Posadas, Holiday Inn, Intercontinental, Best Western), restaurants and grocery stores.
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C. Infrastructure The company hires the services from third companies for the transportation of its food ingredients. The company distributes mainly to the central and southern regions of Mexico. In addition, the company rents warehouses for the storage of its food ingredients. Food ingredient purchase decisions are made by the purchase department, based on the company needs. The main factors that the company considers when making purchases of food ingredients are (in order of importance): quality, price, delivery times, payment terms, country of origin, shelf life, package and brand. D. Additional Information La Rosaleda is open to consider new and innovative food ingredients. The company usually handles both cash and credit (30-60 days) with its suppliers. Currently, La Rosaleda uses brokers to purchase food ingredients from Canada and the U.S.; however, they would like to establish a more direct relationship with its foreign suppliers. La Rosaleda indicated that they feel comfortable doing business with Canada. E. Business leads The company is interested in exploring business opportunities with Canadian exporters of seeds (canary seed, sunflower, coriander, mustard, flax), pulses (peas, lentils, chickpeas), flour (oats, bean) and wild rice.
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Pascual Boing Address: Clavijero No. 75, Col. Tránsito C.P. 06820, México D.F. Tel: (5255) 5741-0859 / 5741-0749 Fax: (5255) 5741-0842 E-mail:
[email protected] Website: www.pascual.com.mx A. Key contacts in the organization
Carlos Pérez, Purchase Manager Guadalupe López, Chief of the Board of Directors José Contreras, Production Manager
B. Background and description of the organization
General information Pascual Boing is a company established in the 30’s, operating as a cooperative. The company produces juices, nectars and other fruit-based beverages and soft drinks.
Main products handled by the company: Juices, nectars, soft drinks and carbonated beverages, which are sold under recognized brands like: Boing, Pato Pascual and Lulú. Among the food ingredients used by the company are: fruits, fruit concentrates, sugar substitutes, etc.
Markets served: X
Retail
X
Hotels
X
Institutional
X
Catering
X
Restaurants Food processors
Main clients: Pascual Boing sells products to the major supermarket chains (Wal-Mart, Comercial Mexicana, SAMs Club, etc), hotels, restaurants and other companies in the institutional sector.
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C. Infrastructure Pascual Boing has 3 processing plants, 20 branches and a fleet of almost 1,000 vehicles for the distribution of its products. Food ingredient purchase decisions are made by the purchase department with approval of the quality control committee of the company. The main factors that the company considers when making purchases of food ingredients are (in order of importance): quality, delivery times, price and payment terms. D. Additional Information The company usually handles both cash and credit (30 – 60 days) with its suppliers. E. Business leads Pascual Boing is interested in exploring business opportunities with Canadian suppliers of food ingredients such as: flavorings, fruit ingredients and blueberries.
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Productos Rich, S.A. de C.V. Address: Atomo No. 20 Parque Industrial Naucalpan Naucalpan 53470, México Tel: (52-55) 5387-3646 Fax: (52-55) 5387-3609 E-mail:
[email protected] /
[email protected] Website: www.rich.com/mx A. Key contacts in the organization
Juan Antonio Servitje, Director General Margarita Ríos, Operations Manager Maricármen Martínez, Purchase Manager Martha Salinas, Strategic Purchases Arturo Ruvalcaba, Sales Manager
B. Background and description of the organization
General information Productos Rich S.A. de C.V. is a subsidiary of Rich Products Corporation that started its activities in Mexico in 1999, and currently is one of the leading suppliers of bakery-related products to the Mexican foodservice sector. Productos Rich is one of the main producers of frozen dough and baked cakes and pastries in Mexico and Latin America. Currently, the company employs 300 associates. The company has offices in Mexico City, Guadalajara, Monterrey, Tijuana and Cancun, as well as a plant in Ocoyoacac for the production of specialized bakery products.
Main products handled by the company: Toppings for bakery products, frozen bakery products (sweet dough, layer cakes, sponge cakes, finished cakes, brownies, muffins, holiday cakes), fillings and icings for pastries, pies and other bakery products, donut glazes, frozen fish and seafood and specialty meat products. Most of the products are frozen and pre-baked. Some of the products are produced in Mexico and others are imported from the U.S. and Latin America.
Markets served:
X
Retail
X
Hotels
X
Restaurants
Institutional
X
Catering
X
Food processors
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Main clients: Hotels, restaurants (Saks, Don Beto, Bondy, Marie Callendar), departmental stores (Liverpool, Palacio de Hierro), institutions, catering and bakery companies. C. Infrastructure The company has its own fleet of vehicles with refrigerated equipment for the distribution of product to all the Mexican territory (5 trucks, 5 trailers and 5 vans per each branch). In addition, the company has warehouses in each of its branches for the cold storage of the food products they handle, with a capacity of 15-20 containers. Food ingredient purchase decisions are made by the purchase department of the company. The main factors that the company considers when making purchases of food products are (in order of importance): price, package, quality, country of origin, payment terms, shelf life, delivery times and brand. D. Additional Information The company usually handles both cash and credit (30 – 90 days) with its suppliers. E. Business leads Productos Rich is interested in exploring business opportunities with Canadian suppliers of bakery related food ingredients, including: flours (wheat, rye, oat), bran, starch, fillings, icings glazes, chocolate, flax and high-fiber content ingredients in general.
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Ricolino Address: Calle 4 #320 A, Col. Arenal, C.P. 02980, México D.F. Tel: (52-55) 5328-0400 Fax: (52-55) 5328-0403 E-mail:
[email protected] Website: www.ricolino.com.mx A. Key contacts in the organization
Lucio Cisneros, Development of new products
B. Background and description of the organization
General information Ricolino is part of Grupo Bimbo and is one of the largest manufacturers of confectionary products in Mexico. The company started operations in 1971.
Main products handled by the company: Confectionary products mainly aimed at children (candies, chocolates, etc). The company handles recognized brands such as: Bubu-Lubu, Duvalín, Panditas, Bocadín and Chocoretas, among others. Among the food ingredients used by Ricolino for the production of its final products are: cocoa, flavorings, sugar substitutes, etc. Some of these ingredients are imported from the U.S., Europe and Asia.
Markets served: X
Retail
Hotels
Restaurants
Institutional
Catering
Food processors
Main clients: Convenience stores (Oxxo, 7-Eleven, Extra), supermarket stores (Wal-Mart, Soriana, Comercial Mexicana, etc), grocery stores and street markets.
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C. Infrastructure The company has 4 branches located in Mexico City, Estado de México, Puebla and San Luis Potosí. In addition, the company has a large fleet of vehicles for the distribution of its products in all the Mexican territory. Food ingredient purchase decisions are made by a purchase committee that selects the suppliers. The main factors that the company considers when making purchases of food ingredients are (in order of importance): quality, food safety, price, delivery times, shelf life and country of origin. The food ingredient also has to comply with the specifications required. D. Additional Information The company usually handles both cash and credit (30-60 days) with its suppliers. E. Business leads The company is interested in exploring business opportunities with Canadian exporters of food ingredients. The company is specifically interested in cocoa, milk in powder, sugar substitutes, oats, flax, whole-grain flours and functional ingredients.
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Sabores y Materias Primas, S.A. de C.V. Address: Carretera a Guadalajara Morelia No. 3583-A, Fracc. Los Gavilanes, C.P. 45645, Tlajomulco de Zuñiga, Jalisco Tel: (52-33) 1201-2236 / 1201-2238 / 1201-2239 Fax: (52-33) 1201-2237 E-mail:
[email protected] Website: www.saboresymateriasprimas.com A. Key contacts in the organization
María Teresa Anguiano, Director General Juan Carlos Olinan, General Manager Daniel Robles, Purchase Manager
B. Background and description of the organization
General information Sabores y Materias Primas, S.A. de C.V. is a company established in 1994 with 10 employees, dedicated to the importation and distribution of food ingredients.
Main products handled by the company: Milk powder, fluid milk, whey, lactose, butter, cocoa, starch, maltodextrin, butyric fat, syrup, glucose. The company imports products from the U.S. and usually imports full truckloads.
Markets served: Retail
Hotels
Institutional
Catering
Restaurants X
Food processors
Main clients: Food processors (Marinela, Cale).
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C. Infrastructure The company has its own fleet of vehicles (trailers and vans) for the transportation of its food ingredients. They distribute in all the Mexican territory. In addition, the company rents warehouses where its food ingredients are stored. Food ingredient purchase decisions are made by the purchase manager of the company. The main factors that the company considers when making purchases of food ingredients are (in order of importance): quality, price, delivery times, payment terms, shelf life, country of origin, package and brand. D. Additional Information The company handles both cash and credit (30 days) with its suppliers. E. Business leads The company is interested in exploring business opportunities with Canadian exporters of food ingredients. Among the specific ingredients of interest for the company are: starches, syrup, milk powder and whey.
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Sabritas, S.A. de C.V. Address: Bosque de Duraznos No. 67, Col. Bosques de las Lomas, C.P. 11700, México, D.F. Tel: (52-55) 5227-5400 ext. 5638 / (52-55) 2582-3000 Fax: (52-55) 5227-5400 ext. 5633 E-mail:
[email protected] Website: www.sabritas.com.mx A. Key contacts in the organization
Margarita Montalvo, Food Ingredients Purchase Manager Arturo Barbosa, Purchase Department Gustavo Arteaga, Imports Manager Pedro Padierna, Director General
B. Background and description of the organization
General information Sabritas is the largest manufacturer of snacks in Mexico and represents Frito-Lay in Mexico. The company was created in 1943 and is part of a business consortium including PepsiCo Inc., Gamesa, Sonric’s, Quaker and Gatorade. Sabritas has snack brands with more than 60 years in the market and has more than 70,000 direct employees and 500,000 indirect employees.
Main products handled by the company: Sabritas produces a broad variety of snacks, including potato chips, corn/wheat flour-based snacks (i.e. nachos), peanuts, nuts, etc. The products are sold under recognized brands, such as: Ruffles, Doritos, Cheetos, Rancheritos, Tostitos, Churrumais, Fritos, Mafer, etc. Sabritas uses a broad variety of food ingredients for the production of its final products, including: corn and wheat flour, potatoes, peanuts, vegetable oils, etc. Some ingredients are imported from the U.S., Spain and Italy.
Markets served: X
Retail
Hotels
Restaurants
X
Institutional
Catering
Food processors
Main clients:
Sabritas distributes product in all the Mexican territory, including all supermarket stores, convenience stores, mom & pop stores, schools, etc.
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C. Infrastructure Sabritas has 6 processing plants in Mexico, 1 in the U.S., 1 in Guatemala and 1 in Panamá. In addition, Sabritas has a huge fleet of vehicles for the distribution of its snacks in all the Mexican territory, including all the retail chains, convenience stores and small mom & pop stores. Food ingredient purchase decisions are made by the purchase department in combination with a supplier selection committee. The main factors that the company considers when making purchases of food ingredients are (in order of importance): quality, food safety, price, delivery times, shelf life and country of origin. D. Additional Information Sabritas imports several of the food ingredients they use, including wheat flours, potatoes, etc. Sabritas handles both cash and credit with its suppliers (15 and 30 days). Sabritas has strict requirements for the selection of the food ingredients they use. In 2007 Sabritas launched a program called Live Healthy, through which Sabritas together with its partner companies (Pepsi, Gatorade and Sonric’s) made the commitment to promote healthy lifestyles among its consumers. The purpose of the program is to collaborate to reduce the risk of diseases related to malnutrition, overweight and obesity. E. Business leads Sabritas is interested in exploring business opportunities with Canadian suppliers of food ingredients. Among the food ingredients that are of interest for the company are: vegetable oils, wheat flour, whey, bran, starch and spices, among others.
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Surtidora Abarrotera, S.A. de C.V. Address: Central de Abastos Bodega E-33 Col. Ejidos del Moral, C.P. 09040, México, D.F. Tel: (52-55) 5694-0081 / 5694-0144 Fax: (52-55) 5974-5122 E-mail:
[email protected] Website: n/a A. Key contacts in the organization
Ignacio Sámano, Director General
B. Background and description of the organization
General information Surtidora Abarrotera, S.A. de C.V. is a Mexican distributor of food ingredients established in 1991. The company is based in Mexico City and has 10 employees.
Main products handled by the company: Grains, seeds, dried peppers, spices and dehydrated fruit. The products are imported mainly from Canada, China, Chile, India and Peru and usually the company imports full truckloads.
Markets served: Retail
Hotels
Institutional
Catering
Restaurants X
Food processors
Main clients: Food manufacturers, wholesale markets and the livestock industry.
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C. Infrastructure The company does not have its own fleet of vehicles. Therefore, the company hires the services of a separate company for the distribution of their products, according to their needs. The company distributes product mainly in the western and central regions of Mexico. In addition, the company does have its own warehouses for the storage of the food ingredients they handle and in some cases if the volumes to be stored are very high, they rent other warehouses. Food ingredient purchase decisions are made by the director general of the company. The main factors that the company considers when making purchases of food ingredients are (in order of importance): quality, price, delivery times, package, payment terms, country of origin, shelf life and brand. D. Additional Information The company usually handles credit (30 days) with its suppliers. E. Business leads The company is currently importing lentils from Canada and is interested in finding additional suppliers of pulses and spices.
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