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Guest opinion
Special Report
Senasica
Mexicos national
service for food health,
safety and quality
Mexican cigars
Mexican agrifood
Spicing up the world
Negocios
para
exportadores
X - 2015
THE FIRST AGROPARK

OF ITS KIND IN
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Promoting sustainable regional business
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Intercontinental distribution point with access to the Gulf of
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Table of Contents October 2015

Mexicos Partner
Guest Opinion
23
43
44
Grupo Lala
Mxico Calidad Suprema
Senasica
Interview with Miguel Garca
By Comunicacin Social, Mxico Calidad Suprema
By Enrique Snchez Cruz,

and Salvador Delgadillo Aldrete
Mexican Products in
150 Countries
By Jos Calzada Rovirosa
11
The Agricultural and

Livestock Sector in
Mexico
By Francisco de Rosenzweig
photo
archive
15
From
ProMxico
08
07
Briefs
Mexicos Partner
23
Grupo Lala
Grupo Azucarero Mxico
Interview with Carlos Gabriel Orozco

Alatorre
27 Femeleche

By Vicente Gmez Cobo
28
Finca Sustentable Jocutla
Interview with Eduardo Assad Azuara
30
Consejo de Productores y
Exportadores de Limn Persa
Interview with Leonardo Olivares Ahumada
38
47
50
figures
Special Report
34
Interview with Miguel Garca
25
19
Cooperativa Pescadores
Nacionales de Abuln
51 AMEFAP
Interview with Alejandro Turrent Silva
Interview with Celina Domnguez Garca
36
Federacin Regional de
Sociedades Cooperativas de la
Industria Pesquera
By Negocios ProMxico
57
53
Tabacalera R. Paxtian
By Francisco J. Rodrguez Paxtian
55
Puros Santa Clara
Interview with Nancy Hernndez
Ginos East
Interview with Jos Saldaa
Guest Opinion
Mexico in the World

58
A policy to promote national

cuisine
By Negocios ProMxico
32 Inverafrut
Interview with Hiram Herver
48 Aserca

By Alejandro Vzquez Salido
The Lifestyle
ProMxico
The Complete Guide

to the Mexican Way of Life
Francisco N. Gonzlez Daz

CEO
Karla Mawcinitt Bueno
Communications and Image
General Coordinator
courtesy of jos carlos redn
Felipe Gmez Antnez

Director of Publications and Content
felipe.gomez@promexico.gob.mx
Jorge Arturo Morales Becerra Contreras
Editorial Coordination
jorge.morales@promexico.gob.mx
60
Advertising
negocios@promexico.gob.mx
Jos Carlos Redn

Recovering identity
through food
Cover Photo
Archive
Interview with Jos Carlos Redn
photo
Editorial BOARD
consejo editorial
62
65
Mexico
Enrique Jacob Rocha
Mexican
wine
Appetite
a world-class
culinary
destination
Francisco de Rosenzweig Mendialdua
online
The harvest of
an industry
By Luis Fernando Teca
By Ruth Muiz
By Mexico Tourism Board

Embajador Alfonso de Maria y Campos Castell
photo archive
photo courtesy of cptm
Ildefonso Guajardo Villarreal
67
Luis Miguel Pando Leyva

Francisco Javier Mndez Aguiaga
Rodolfo Balmaceda
Ana Lpez Mestre
Jaime Zabludovsky
Food trucks
Food on four wheels

By Rodrigo Cansino
photos courtesy of los cabos

international film festival
photos
archive
69
Festival
Internacional de
Cine de Morelia
Enhancing films made

in Mexico
Interview with Paula Amor
73
Los Cabos
International Film
Festival
First class cinema
Interview with Alonso Aguilar
75
Mexico
seen from space
photos courtesy of the nasa earth

observatory / national oceanic and
atmospheric administration, and the
national geophysical data center
71
photos courtesy of festival

internacional de cine de morelia
Gabriela de la Riva
Silvia Nez Garca
Mara Cristina Rosas Gonzlez
Ulises Granados Quiroz
Karla I. Mawcinitt Bueno
Negocios ProMxico es una publicacin mensual editada por ProMxico, Camino a Santa Teresa nmero 1679, colonia Jardines del Pedregal, delegacin
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Portal en Internet: www.promexico.gob.mx; correo electrnico: negocios@promexico.gob.mx.
Editor responsable: Felipe Gmez Antnez (alta en trmite). Reserva de derechos al uso exclusivo No. 04-2009-012714564800-102. Licitud de ttulo:
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October 2015.
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Para exportadores
Programa de Competitividad
e Innovacin
Mxico-Unin Europea
El cierre de cinco aos de promover

relaciones exitosas
Por Negocios ProMxico
fotos cortesa del procei
83
Foro Global
Agroalimentario 2015
Jugos 100%
naturales
Por negocios promxico
81
foto archivo
ELIXIR Detox
El ms importante en
Mxico y Amrica Latina
por Negocios ProMxico
82
78
Executive
research
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breveS
76
y cultura
organizacional
Por Graciela Santa Cruz
Premio Nacional de
Exportacin
OPORTUNIDADES
DE NEGOCIO
Sinnimo de competitividad
en el mundo
EUA
por francisco javier mndez

aguiaga
86
foto archivo
foto cortesa de
presidencia de la
repblica
foto cortesa de elixir
De
ProMxico
85
From
promxico
For two decades, the Mexican
agricultural sector has managed
to occupy a privileged position
in the world. In a short period
of time it multiplied sevenfold
its exports of food products, a development that
no other country has equaled, not even those
considered as world powers in the agricultural
sector.
The Mexican strategy for the rapid development of this sector includes infrastructure programs, services, trade, conservation of natural
resources and reduction of transport costs in the
countryside, which led to the successful adaptation of the food industry to international trade.
Also, trade liberalization increased substantially
the traded volume of the Mexican agricultural
sector.
The geographical advantages of Mexico
have allowed exporting at low costs to our
NAFTA partners, as well as to Latin America
and the Caribbean, Europe, Africa and the AsiaPacific region, while providing a young and
available work force. These factors allow us to
offer savings of up to 9.1% in production costs
compared with other countries.
Today the great challenge of the agriculture,
aquaculture and fisheries sectors is to increase
the production of healthy, safe and quality
food products that are key in participating in
the global market that sets increasingly higher
standards to meet plant and animal health pro-
tocols that allow safe food trade. The agency in

charge of this is a decentralized organization of
Sagarpa called Servicio Nacional de Sanidad,
Inocuidad y Calidad Agroalimentaria (Senasica,
National health service for food safety and quality). Twelve years after its creation, it has led to
a surplus in food industry exports, and both the
public and private sectors have invested more
than 500 million pesos in infrastructure. This
has generated confidence in the health services
of other countries, by opening markets in Japan, China, Korea, the USA and the European
Union, among others.
Mexico offers great advantages for the processed food industry, with strong foreign investment in this area, leading to the creation of new
jobs. In 2014, total exports of the sector exceeded eight billion dollars and the main processed
foods that were exported were sugar cane, bakery, candy and chocolate products.
Currently, Mexico has access to state-ofthe-art technologies and high-quality inputs
that have been successfully incorporated to our
national agricultural processes. Livestock and
poultry now have a higher potential, our fish
production is stable and aquaculture represents
an opportunity of development.
Today, without a doubt, Mexico is a country
able to position itself among the world leaders
in the production and distribution of food. The
products of our land grace the tables of families
worldwide.
Welcome to Negocios ProMxico!
88

CEO
ProMxico
BRIEFS
RETAIL
BRIEFS
MANUFACTURES
Superama Opens its 253rd

store
MANUFACTURING
Bosch Inaugurates Plant
T. T. Blues will Invest 123 Million

Pesos
The German company Bosch inaugurated

a thermo-technology plant in the municipality of Tepotzotln, Estado de Mxico.
These facilitiesthe first of their kind in
Latin Americawill produce 600,000 gas
powered instant water heaters per year.
The European firm invested seven million dollars and has an area of more than
7,600 square meters. Initially, Bosch will
manufacture residential water heaters for
the domestic market, but it is expected to
later export to Brazil, Chile, and Colombia.
www.superama.com.mx
The company T. T. Blues will invest 123 million pesos and create
400 direct jobs at the initial stage, with a total employment
goal of 800 jobs. Specialized in the manufacture of womens
clothing, the company will be located in the coastal town of
Miguel Alemn in the state of Tamaulipas.
The T. T. Blues brand is totally Mexican and belongs to
Grupo Sportswear, devoted to the production, distribution,
catalog sale and wholesale of womens clothing, specially denim.
www.ttblues.com.mx
photo archive
The Superama chain inaugurated its store number 253 in the Distrito Federal, where it invested
around 183 million pesos and will employ 122
people. This branch is only part of the plan to
open eleven new units in 2015.
The new store keeps the focus of serving the
premium client market in the country, whose service
is destined for demanding customers, combined
with basic, gourmet, and imported products. Currently, the chain represents 4% of the total sales
of the Walmart group in Mexico.
www.bosch.com.mx
www.edomex.gob.mx
ENERGY
Siemens Will Build Electric Substation

Siemens Innovaciones will build an electric substation in the state of Jalisco. The
German company was awarded the new contract bidding via Comisin Federal
de Electricidad (CFE, Federal electricity commission). In addition to the aforementioned substation, it will have to build six feeders and three lines of 400 and 230
kilovolts in the state. Siemens Innovaciones offer was for 23.5 million dollars, the
lowest bid and the one that obtained the highest technical score.
FOOD
Sigma Alimentos Purchases Second

Packing Plant
Sigma Alimentos, an affiliate of Monterreys Alfa Group, acquired
the packing company Elaborados Crnicos (Ecarni) in Ecuador. The
South American company has a plant of cold-cuts in Latacunga, that
employs 500 people and sold 41 million dollars in 2014.
This is the second purchase by Sigma Alimentos in South America.
It had previously bought the Juris cold-meat factory. Financial analysts
estimate that the Mexican company has invested over 100 million
dollars in acquiring both Ecuadorian companies.
photo archive
photo archive
photo archive
www.siemens.com.mx
www.cfe.gob.mx
www.sigma-alimentos.com
CONSTRUCTION
Fibra Prologis will Invest

500 million dollars
Shinhan Bank Arrives in Mexico
photo archive
The South Korean bank Shinhan will commence operations in

Mexico. The institutions strategy is focused on the extension
of credit to companies related to the automotive sector, as
well as the steel and electronics industries. Initially, the bank
will open with a capital of 650 million pesos and will base its
headquarters in Mexico City.
Shinhan Bank was established in 1982 and belongs to the Shinhan Financial Group. The institution is listed on both the Korean
and New York Stock Exchanges.
www.shinhan.com.en
October 2015
The business group Fibra Prologis announced

an investment of 500 million dollars in the Estado de Mxico, of which 303 million will be for
building the Park Grande industrial park in the
municipality of Tepotzotln.
The American firms investment is focused on
building seven industrial parks in different municipalities of the Estado de Mxico, according
to its 2014-2017 development plan. The project
includes building eight industrial units and will
create 10,000 direct jobs and 1,720 indirect jobs.
photo archive
SERVICES
www.fibraprologis.com
October 2015
BRIEFS
photos
Cover Feature | Negocios ProMxico
courtesy of sagarpa
RETAIL
Home Depot will Invest 1.5

Billion Pesos
Mexican Products in 150 Countries

Challenges, Dynamics and Perspectives on
Mexican Agribusiness
photo archive
The Home Depot will allocate 1.5 billion pesos to

opening between five and six new stores in Mexico
this year. With these new facilities, the American
company will have a total of 116 units by the end
of 2015.
The company, based in Atlanta, Georgia, has
invested up to 28.5 billion pesos since arriving in
Mexico in 2001, and plans to continue its steady
rhythm of investments due to the enormous potential
represented by the Mexican market.
Producing food in the countryside and in the sea is a good business, and a great opportunity that Mexico takes
advantage of because it is a source of jobs and wealth. Mexico has the clear potential of providing its people and the
world with quality food alternatives, in the best and most competitive conditions of the market.
by jos calzada rovirosa, secretary of agriculture, livestock, rural development, fisheries and food (sagarpa)
The responsibility of the food industry is

to provide the population with the necessary nutrients in the required quantity and
quality. Addressing this challenge requires
taking into account that in the coming decadesin Mexico and around the world
the food demand will grow substantially
by the sum of two phenomena: population growth and the overall improvement
of living standards. The challenge is even
greater if it becomes apparent that no further areas can be incorporated to agricultural croplands, that water availability is
decreasing and that climate change is a reality with still unpredictable consequences.
Experts, researchers, authorities and
institutions involved in food production
are studying scenarios and preparing possible solutions. National experience shows
that these solutions have to do mainly with
the organization and association of small
and micro producers, the use of innovation, knowledge and technology, generating
economies of scale to revitalize the role of
producers, value chains and agro logistics
www.homedepot.com.mx
SERVICES
Mexico Now Has a Green Port

The European Sea Ports Organization (ESPO), through ECO Sustainable Logistics Chain Foundation (ECOSLC), awarded the title of Green
Port to Ensenada, Baja California, the first port in Mexico and second
in Latin America to receive this distinction.
The title is widely recognized in the world and projects Baja California
at the forefront of environmental protection, in addition to complying
with the federal governments policy of promoting green and inclusive
growth, to preserve natural assets, while generating wealth, competitiveness and employment.
photo archive
www.bajacalifornia.gob.mx
to bring down post-harvest losses, and

building efficient systems of distribution.
Other solutions are the promotion and
modernization of family farming, support
for small producers with timely and inexpensive financing, technical assistance, and
modern irrigation systems, improved seeds,
fertilizers, and facilitating domestic and international market access, among others.
Situated between the two main oceans
of the world, and gifted with great diversity and natural wealth, the Mexican territory contains nearly 198 million hectares,
11,500 kilometers of coastline and more
than three million square meters of seas.
Thanks to these geographical characteristics, we are the 14th largest country on
the planet in terms of our extension. For
its natural vocation, topography, humidity, soil and communication facilities, the
Mexican territory includes regions with
different levels of development and agricultural and fishing potential that in sum
present the nation with a mosaic of challenges and opportunities.
Although cornclosely linked to our

history and cultureis the basis of our local diet and the most important crop in the
country, many other productshundreds
AUTOMOTIVE
Dong Kwang Arrives in Coahuila
photo archive
The South Korean company Dong Kwang laid the first

stone at its facility in the municipality of Ramos Arizpe,
Coahuila, inside the automotive cluster. The company
will invest fifty million dollars and create more than 330
direct jobs.
Dong Kwang, with forty years experience in this dynamic industry, has plants in Asia, Europe, and now in the
Americas. It will devote its plant to manufacturing plastic
parts for automobile interiors.
www.coahuila.gob.mx
10
October 2015
October 2015
11
Negocios ProMxico | Cover Feature
of themare served at the tables of Mexicans and even reach far away countries,
placing the name and presence of Mexico
around the world.
More than 500 agricultural products
cereals, oilseeds, fruits and vegetables,
ornamental plants, fodder and crops for
industrial use, dozens of livestock, fishing and aquaculture products, and the increasingly important products of the food
industry, form the supply of the sector as a
result of the work of nearly seven million
men and women working in the fields and
seas of Mexico.
The food industry is a strategic pillar
of the economy, generating over 8% of the
countrys GDP and, in the last two years,
has proven to be the most dynamic sector
in terms of growth. Throughout 2015, the
annual growth trend in the agricultural
GDP is at about 5%, which explains why
it is in the process of consolidating itself as
one of the engines of the national economy. Mexico is on track to become a power
in terms of production and export of agrifood. We are the 12th food producer in the
world, the 11th in livestock products, the
13th in agricultural crops, and the 17th in
fishing and aquaculture.
Our country is the number one world
exporter of avocado, beer, guava, mango, pa-
12
We are the 12 food producer in the world, the 11 in livestock products,

the 13th in agricultural crops, and the 17th in fishing and aquaculture.
th
paya, and, of course, tequila; number two in

asparagus, tomato, lemon, and watermelon;
and we occupy prominent places in other
products such as honey, nuts, and pumpkins.
Export capacity has grown substantially, to the degree that our agricultural trade
balance, traditionally in deficit, has accumulated a surplus of over 1.1 billion dollars
up to September. Products such as beef and
live cattle recorded an increase in foreign
sales of more than 34% this year. Organic
and gourmet products are a fast growing
niche in the international food market and
are therefore an area of opportunity, particularly for small producers. The production
of organic food concentrates the elements
of new agriculture, implying technical modernization and good practices, productivity,
safety, agro logistics and fair trade. In this
regard, there are big opportunities offered
by the organic and gourmet product markets in the USA that will surely benefit with
Mexican products.
A good example is coffee production,
an activity that represents half of the area
th
devoted to cultivating organic products in

this country, and which is basically run by
small producers, among them 22 ethnic
groups, mainly in the states of Chiapas
and Oaxaca. As a result, we are the number one producer and world exporter of
organic coffee. Organic productionnot
only agricultural, but also livestock and
aquaculture, as wellis consolidating as
a viable, profitable and sustainable possibility, and its products are increasingly appreciated by larger groups of consumers in
Mexico and around the world.
The figures prove it: Mexico has gone
from growing little more than 21,000
hectares of organics ten years ago, to more
than 500,000 today, and from 13,000
farmers we now have 170,000 working in
this activity.
The existence of a network of 11 freetrade agreements with 46 countries, with a
potential market of over 1.155 billion peopleequivalent to 58% of the world GDP,
and the recent signing of the Trans-Pacific
Protocol (TPP) for Economic Cooperation,
October 2015
encourage the search for new opportunities

and better conditions for the sale of agricultural, livestock and fishing products from
Mexico to the world markets.
Due to its importance, is should be
stressed that the increase in more than ten
percentage points of the national participation in the supply of major grains and
oilseedsrice, beans, wheat, soy and sorghum, passing from 58.2% in 2011 to
more than 69% in 2014, it puts us within
six points to reach our goal of food security, set in accordance with international
standards at 75%.
October 2015
Of course, neither the increase in production nor the accelerated expansion in

exports is the result of chance. First of all,
it is the realization of the efforts of workers, employers, providers of services, distributors, and all those who intervene in
agrifood production: close to 6 million
men and women cultivate over 22.2 million
hectares of soil; more than 760,000 people
work in breeding different types of livestock
and poultry, whose activities are spread
across more than half of the national territory; and almost 300,000 are devoted to fishing
and aquaculture. The use of technology in
seeds, crops and irrigation, or the care and

feeding of animal species is fundamental for
increasing productivity.
We have also made progress in introducing technology to irrigation surfaces, and as we complete the first half
of this Administration, we have modernized 410,000 hectares out of a target of
460,000, and with the rehabilitation of Pemexs Pajaritos plant in Veracruz, starting
next year the national supply of fertilizers
will cover up to 80% of consumption,
which today depends basically on imports.
In terms of credit, the implementation of structural reforms will allow us to
provide financing to small producers in
the countrysidewho before were almost
always excluded from this benefit, with
lower requirements and single-digit rates,
especially in the case of projects headed
by women, to whom a preferential rate of
6.5% is granted. This year funds of 55 billion pesos have been delivered by Financiera Nacional de Desarrollo Agropecuario, Rural, Forestal y Pesquero (FND, National finance institution for agricultural,
rural, forestry and fishery development).
The strength of the productivity and
competitiveness of the agricultural sector
is based on the international recognition
of the sanity and safety of our products,
13
Other strategies are applied to boost

productivity and the modernization of the
countryside, including the promotion of
value chains in agrifood production, the
association of farmers to create economies
of scale and added value, which is very relevant if it is taken into account that 80%
of Mexican farmers have small plots of
land (of less than five hectares).
A relatively new field which were
advancing towards is agro logistics, conceived as the integration of the activities
in the supply chain, necessary to adapt the
product offering with the market demand,
for which it is necessary to coordinate production, processing and distribution in a
way that ensures having a product of quality and safety in the right place, on time,
and at a lower cost.
These expressed comparative and
competitive advantages are attractive to
any investor seeking to consolidate a participation in the increasingly global agricultural market. Undoubtedly, the popu-
Our country is the number one world exporter of avocado, beer, guava,
mango, papaya, and, of course, tequila; number two in asparagus, tomato,
lemon, and watermelon; and we occupy prominent places in other
products such as honey, nuts, and pumpkins.
lation growth and rising living standards

that humanity is experiencing, makes the
Mexican countryside an extraordinary
destination for productive investment.
Mexico has the clear potential to offer its
population, and the world, quality food
choices in the best and most competitive
market conditions.
All this brings us to the fulfillment of
the provisions of the National Development Plan, which conceives a strategy to
build the new face of the countryside and
the food industry, with a focus on productivity, profitability and competitiveness,
which is also inclusive and incorporates
the sustainable management of natural
resources, and reminds us of the social
dimension of the issue: rural development
and the flourishing of agriculture will only
be meaningful to the extent that it generates welfare for those who live and work
around them. Mexicos countryside still
concentrates the highest levels of backwardness and marginalization. To close
these gaps, government and society must
work closely together in a way that prosperity can reach the rural population, and
becomes a factor of peace and national
progress. N
www.sagarpa.gob.mx
The Agricultural and Livestock Sector

in Mexico
The Continents Great Provider
Almost two out of ten food products purchased by the USA from around the world are provided by Mexico.
by francisco de rosenzweig, undersecretary of foreign trade, ministry of economy
ports (68%), displacing the extractive and

oil sectors (26%).
The contribution of agriculture and
livestock to the Mexican economy (5%)
remained unchanged during these five
years. By 2014, Mexicos export structure
remained largely based on manufactures
(88%), followed by extraction and oil
(8%), and agriculture and livestock (4%).
Free trade in Mexico brought the gradual reduction of tariffs, trade restrictions
and export taxes. For example, NAFTA
took fifteen years to reach a deduction
of 100% with the USA and 99% with
Canada1; however, over time new types
of non-tariff barriers (i.e. regulations, environmental, sanitary and phytosanitary
measures) have emerged, which inhibit
the growth of exports.
Currently, Mexico has a network
of eleven free trade agreements with 46
countries and preferential access to 1.155
billion potential consumers that concentrate 58% of global gross domestic prod-
In 2014 Mexico reached almost 26 billion

dollars in exports, exceeding the total exports registered by Costa Rica, El Salvador
and Honduras together. This performance
has positioned our country as the second
supplier of food to the USA, a market of
more than 300 million potential consumers. Almost two out of every ten products
purchased by the USA in the world are
provided by Mexico.
Free Trade and the Performance of the
Agricultural and Livestock Sector
In 1986 Mexico joined the General Agreement of Tariffs and Trade (GATT), and the
subsequent North American Free Trade
Agreement (NAFTA) subscribed in 1994
changed Mexicos export structure, previously based on oil exports and the industrial policy based on the import substitution model. While in 1985 the majority of
exports (57%) corresponded to the extractive and oil sectors, by 1990 manufactures
accounted for most of our countrys ex-
photo courtesy of ministry of economy
as a result of the activities of regulation,

consultation and surveillance that are carried out by Servicio Nacional de Sanidad,
Inocuidad y Calidad Agroalimentaria (Senasica, National Food Sanity, Safety and
Quality Service).
Thanks to the responsible efforts of
both producers and authorities, Mexico is
free from classical swine fever, foot-andmouth disease, cattle screwworm, Venezuelan equine encephalitis, rabbit viral hemorrhage, swine vesicular disease, African
horse sickness, and avian salmonellosis;
and in the case of pests that attack crops,
we are free of Mediterranean fruit fly, cactus moth, citrus canker, Pierce disease in
avocado, citrus leprosis, khapra beetle and
the red palm mite, among other pests.
The sanity and safety system promotes
good practices in the production and consumption of healthy, high quality and nutritious food, and has backed the entry of
Mexican products to 150 countries in all
five continents.
uct (GDP), 53% of global trade, and 62%

of the investments in the world. These instruments have contributed in expanding
Graph 1. Structure of Exports in Mexico

Extractive and oil
Agriculture and livestock
Manufactures
100%
80%
60%
40%
2015
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
3004
2003
2002
2001
2000
1999
1998
1997
1996
1995
1994
1993
1992
1991
1990
1989
1988
1987
1986
1985
1984
1983
1982
1981
1980
20%
Source: Banco de Mxico
14
October 2015
October 2015
15
Graph 2. Agriculture and Livestock Trade in Mexico

Exports
Imports
Balance
Trade
60
Billions of dollars
50
40
30
20
10
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
3004
2003
2002
2001
2000
1999
1998
1997
1996
1995
1994
1993
1992
1991
-10
1990
trade liberalization in Mexico with those

countries, while serving as a framework
for reducing or eliminating technical barriers to trade.
The food industry has successfully
adapted to international trade by designing a Mexican strategy that includes infrastructure programs, services, marketing, natural resource conservation, and
reduction of transport costs in the countryside, which have been the conditioning engine for agricultural and livestock
development2.
Two fifths of the economically active
population in Mexico work directly or
indirectly in agricultural and livestock
activities. However, migration from the
countryside to the city has caused the sector to lose relevance in terms of its contribution to the gross domestic product.
While in towns of less than 2,500 inhabitants the main productive activity is agriculture and livestock (51%)3, in towns
with more than 15,000 inhabitants barely 2% is devoted to the agricultural and
livestock sector4.
The Importance of Agriculture and
livestock in Foreign Trade
In 2014, agricultural and livestock trade in
Mexico reached 51 billion dollars5, almost
six times more than in 1993, when the fig-
16
ure was 9.1 billion dollars. Also, in the last

year the trade balance deficit reached its
lowest point in the past eighteen years, totaling 558 million dollars.
Imports
Since trade liberalization, agricultural and
livestock imports have increased fivefold,
totaling 26 billion dollars in 2014. The
main suppliers of food products to Mexico
are the USA, Canada, Chile, Spain, and China, concentrating 87% of Mexicos agricultural and livestock purchases. The main
products imported from abroad are corn,
wheat, beans and fava beans, pork, poultry and beef, milk, cream and turnip seed,
which together represent 42% of Mexicos
purchases from around the world.
Exports
In the same period, Mexican agricultural
exports multiplied by seven, reaching over
26.6 billion dollars in 2014. Mexico is
positioned as the third largest exporter
in Latin America and the Caribbean6.
The main buyers of Mexican agricultural
products are Germany, Canada, the USA,
France and Japan, which together concentrate 85% of our exports. Mexicos main
exports are vegetables, tubers, fruits and
citrus, concentrating 40% of our agricultural sales to the world.
The Distribution of Agricultural

and Livestock Exports
Although the annual growth of agricultural
and livestock exports that Mexico destines to the NAFTA region are less (9.2%)
in comparison to exports to the rest of the
world (13.4%), 80% of our agricultural
trade is still concentrated in North America,
with sales of over twenty billion dollars. The
USA ranks second as importer of agricultural and livestock products in the world,
with purchases of over 118 billion dollars in
2014; i.e. more than 8% of total agricultural
and livestock imports in the world.
Thanks to the trade preferences contained in the NAFTA, Mexico has established itself as the second largest supplier
of food, contributing 17% of purchases,
five percentage points more than in 1993,
the year prior to the entry into force of the
Agreement.
The increase in the share of agricultural products in the US market is a clear sign
of the competitiveness forged in the past
22 years of free trade with the USA, a period in which Mexico has been the country
that has managed to increase its participation the most. As Mexico increased its
share of the US market, major competitors like Brazil, Canada, China and France
lost relevance as agricultural and livestock
suppliers to the USA.
October 2015
In a market where the main producers

compete on a global scale, with the highest standards of quality and safety, Mexico
is positioned as an essential part of the
American food market. Today, eight out of
ten tomatoes, cabbages and lettuces that
the USA imports come from Mexico, and
six out of every ten melons, beer malts,
pineapples, avocados, guavas and mangoes that they purchase come from the
Mexican countryside.
The advancement of Mexican agricultural products in the most demanding
market in the world is a strong sign of the
competitiveness that this sector has acquired. In addition to obtaining preferential access to agricultural products, trade
liberalization has also resulted in productive links with our NAFTA partners. Today
Mexico has access to advanced technology
and high quality materials that have been
successfully incorporated into our national agricultural processes. The benefits of
this linkage have extended to the harmonization of regulations and legislation, designed to ensure high standards of health
and safety for agricultural and livestock
products exchanged in North America,
having a positive impact on productivity
and agricultural and livestock profitability.
Graph 3. Growth of Agriculture and Livestock

Exports in Mexico
AAGR* 2014/1993
16.9%
15.7%
9.8%
World
Latin America and

the Caribbean
* Average Annual Growth Rate
Graph 4. US Agriculture and Livestock Imports:

Main Suppliers
21.1%
1993
20.1%
17.4%
2014
10.9%
4.1%
4.0%
3.9%
1.6%
Canada
Mexico
Source: US Department of Commerce
October 2015
European Union
new competitors and the greater diversity

of goods brought about by trade liberalization, Mexican farmers began to focus
their production on their competitive advantages. Agricultural specialization creates greater profitability in the domestic
and international markets, positioning
Mexico as the worlds leading provider
of beer malt, tomato, avocado, raspberry,
blackberry, pumpkin, guava and mango.
Also, Mexico is the second largest supplier
of cucumber, asparagus, lemon, onion, watermelon, Brussels sprouts, papaya and cocoa powder, among other products.
Mexico has become food dependent
on other countries and faces the challenge
Challenges and Opportunities in

the Mexican Agricultural and Livestock Sector
To counteract the effects of the entry of
China
9.2%
8.7%
France
3.2%
3.6%
Italy
Asia
North America
of ensuring a supply of sufficient, accessible and healthy food. To meet these challenges, it is necessary to promote efficiency
and profitability, especially in neglected
subsectors, thus forging an even more
competitive sector, capable of adapting its
supply in a flexible manner to the changing demands of exacting consumers, both
national and international.
In 2013 the country produced 3,357
tons of wheat, of which 22% were destined to foreign markets. The remaining
2,620 tons remained to satisfy the domestic market. However, only 38% of the
national demand was covered. To remedy
the lack of supply, Mexico imported 4,167
tons of wheat mainly from the USA (70%)
and Canada (25%). This translates into
an apparent domestic consumption7 that
mostly depends on imports.
To achieve a distributed and sustained
development, consistent with the dynamics
of other economic sectors in the country, it
is necessary to seize the opportunities that
still exist in rural areas.
Free trade represents an opportunity for
strengthening competitiveness in the Mexican agricultural sector, provided it is not
exposed to unfair competition from producers of other countries that, on occasion,
enjoy certain additional benefits. Free trade
substantially increased the volume traded
in the Mexican agricultural sector. However, although overall significant increases
in trade flows were detected in the sector,
the results have been unevenly distributed
in the various subsectors.
Production in the agricultural sector
covers almost one third of the national
17
Figures | Negocios ProMxico
You might have a piece of Mexico on your table!

Worldwide, Mexico is the
1st exporter
Thousands of tons
Graph 5. Apparent Domestic Consumption of Wheat in Mexico
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
0
Imports
3rd exporter
4th exporter
Production - Exports
1,741
2,794
3,931
3,582
2,945
1990
1993
2000
1,847
3,585
2,980
1,978
2004
2009
Guava and mango
Papaya
Salsa*
Tomato
Lime and lemon
2,625
2013
II
Today, eight out of ten tomatoes, cabbages and lettuces that the
USA imports come from Mexico, and six out of every ten melons,
beer malts, pineapples, avocados, guavas and mangoes that they
purchase come from the Mexican countryside.
General Considerations
As a result of the trade policy that Mexico
undertook more that two decades ago,
the Mexican agricultural sector has established itself as a major player in the world.
Despite having an export structure highly
concentrated in manufactures, from 1993
Mexico has managed to multiply sevenfold its exports of food products. Such developments cannot be observed by other
countries considered as world powers in
the agricultural sector, such as the USA,
Germany, China, Canada, and the Netherlands, which together multiplied their exports only four times in the same period8.
As a result of the trade policy of the
present administration, the government has
worked closely with the private sector to
meet the particular sensitivities expressed
individually and precisely by each subsector, and has set concrete goals to potentiate
their opportunities in different markets.
To date, Mexico has been successfully
inserted into the globalization process, positioning itself as an important agricultural
and livestock sector player in the world.
However, there remains a long way to go
II
4,167
Avocado
the implementation of clear and defined policies that establish safety regulations and compliance with health
standards and food safety.
5th exporter
II
Source: Banco de Mxico and INEGI
territory, concentrating a great variety of

climates, water availability, soil qualities
and diversity of ecosystems. Mexico has
the opportunity not only to react appropriately, but also to position itself as one of
the world leaders in food production and
distribution.
Our countrys biodiversity has positioned us as leaders in the production
of fruits and vegetables. Our countrys
geographical advantages present us with
privileged opportunities to export to our
NAFTA partners on our northern border
at low cost; to Latin America and the Caribbean on our southern border; to Europe
and Africa on the Atlantic Ocean, and to
Asia on the Pacific Ocean, together with
a demographic bonus that underlines the
young and available workforce factor.
Among the instruments to support the
production processes and efficient promotion of the use of natural resources, it is essential to continue with the following efforts:
technological innovation in the production and distribution processes,
rural development funding to consolidate a sustainable and efficient agricultural system,
spreading information on the opportunities for expansion in different markets, whether domestic or international,
infrastructure development (roads, ports,
telecommunications, energy, etc.) in accordance with international standards to
equip producers with competitiveness,
focusing positively on the supply chain.
The efficient coordination of these links
determines the level of competitiveness
of the chain as a whole, and
2nd exporter
to ensure long-term food sustainability. To

achieve this goal, constant innovation in
technologies, quality standards and food
safety are required.
It is also necessary to properly channel the economic agents of the industry
towards the possibilities and opportunities offered by trade liberalization of the
magnitude that characterizes the network
of trade agreements subscribed by Mexico.
Mexico has the opportunity not only to
react pertinently, but also to position itself
as one of the worlds leaders in the production and distribution of food products. N
II
Shelled walnuts
II
Broccoli and
cauliflower
II
III
Strawberry
III
Fresh bluefin
tuna
III
II
Asparagus
Melon and
watermelon
II
II
II
Frozen bluefin
tuna
III
II
Frozen orange
juice
III
Decaffeinated
coffee
Cocoa powder
with added sugar
III
Celery
Eggplant
III
www.economia.gob.mx
1 The poultry, sugar and dairy sectors were excluded
in negotiations with Canada
2 Challenges and Opportunities of the Agricultural
System of Mexico, Sagarpa
Chewing gum
Raspberry
Natural honey
Onion, shallot
and garlic
Chilli
Cucumber
Shrimp and
prawn
Confectionery
not containing
cocoa
Fresh and
refrigerated
beef**
Cookies
Prepared or
preserved citrus
3 Followed by retail trade (10%) and construction (8%)

4 INEGI
5 Banco de Mxico; the agricultural sector includes
Chapters 1 and 2 (excluding fishing) of the tariff rate
6 In Latin America, after Brazil and Argentina; 23rd
place in the world
7 Apparent domestic consumption: food availability
for human consumption, whether by national
production or imports, after discounting exports and
other uses
8 World Integrated Trade Solution (WITS); USA, three
times; Germany, four times; China, six times; Canada,
five times; and the Netherlands, three times
Pork**
Sources: Global Trade Atlas, SAGARPA y/and Euromonitor International, Official statistics on FDI flows to Mexico / * In Latin America / **In terms of volume
18
October 2015
October 2015
19
Negocios ProMxico | Figures
PROCESSED FOOD INDUSTRY

IN MEXICO
PROCESSED FOOD PROVIDER

TO THE USA (2014)
BUSINESS INTELLIGENCE UNIT 2015
PROCESSED FOOD INDUSTRY

MANUFACTURER IN AMERICA
(2014)
INDUSTRY INDICATORS IN MEXICO

180,013 economic units*,
mainly located in Estado de
Mxico, Puebla, Oaxaca, DF,
and Veracruz
Total employees in the

food industry: 795,236.
2014 Consumption: 143.9

billion dollars
2014-2020 AAGR**: 3.8%
OUT OF THE 10 MOST

IMPORTANT COMPANIES IN
THIS GLOBAL INDUSTRY THAT
HAVE A PRESENCE IN MEXICO
2014 FDI***: 433

million dollars
2004-2014 FDI: 16.3
billion dollars
Main exported products:

cane sugar, bakery,
chocolate and non-cocoa
candies.
Destinations: USA (68%),

Japan (5.5%), Canada (2.5%),
Hong Kong (2.2%) and
Guatemala (2.1%).
2014 Production: 135.5%

billion dollars
2014-2020 AAGR**: 4%
* Economic units include offices, manufacturing

plants and distribution centers.
**AAGR: Average Annual Growth Rate
***Foreign Direct Investment (FDI)
AAGR: 4%
158
137
138
167
174
179
Consumption
In 2014 the Mexican processed food industry consumption
reached a figure of 143.9 billion dollars; it is expected to grow at a
3.8% AAGR in the 2014-2020 period.
AAGR: 3.8%
158
143
138
131
179
174
167
144
139
132
COMMERCE IN MEXICO
Size of the processed food market in Mexico, 2014
Category
27,177
3.6%
40.3%
Dairy
13,221
4.8%
19.6%
Candy
4,764
4.0%
7.1%
Sauces, dressings and

condiments
4,046
4.1%
6.0%
Sweet and salted snacks
3,670
4.4%
5.4%
Dehydrated dry and

processed foods
2,477
4.0%
3.7%
Canned foods
2,251
3.6%
3.3%
Refrigerated foods
2,127
5.5%
3.2%
Oils and fats
2,182
4.7%
3.2%
Baby foods
1,190
4.4%
1.8%
883
4.2%
1.3%
USA
2014
2015
2016
2017
2018
2019
2020
2014
2015
2016
2017
2018
2019
2014 VALUE
2014 SHARE %
2013-2014
GROWTH
5,587
67.6%
-4.4%
(MILLIONS USD)
660.1
4.7%
1.0%
Japan
456
5.5%
-14.0%
Ice cream
601.3
2.0%
0.9%
Canada
209
2.5%
56.4%
Spreadables
523.4
5.5%
0.8%
Snack bars
410.3
8.2%
0.6%
Hong Kong
183
2.2%
39.1%
Noodles
388.7
5.4%
0.6%
Guatemala
177
2.1%
-1.0%
Ready to eat
foods
Food substitutes
385.8
5.2%
0.6%
Venezuela
118
1.4%
-25.4%
326.5
5.8%
0.5%
Spain
113
1.4%
64.7%
Soups
167.2
2.5%
0.2%
UK
105
1.3%
76.6%
Total
67,451
4.1%
100%
Vietnam
78
0.9%
54.5%
Netherlands
76
0.9%
34.9%
Others
1,159
14.0%
-5.8%
Total
8,261
100.0%
-2.2%
Source: Global Insight
The categories with the highest sales in the

Mexican market in 2014 were bakery, dairy
and candy, with a combined share of 67%
of the national market.
Mexico: processed food consumption in Mexico

(Billions of dollars) 2014-2020
* Note: it refers to industry sales in the national market.

Source: Euromonitor
433
976
-168
1,548
151
333
602
1,051
1,685
3,640
Flows of FDI received by

the processed food
industry (millions of
dollars), 2004-2014
COUNTRY
2020
6,142
Mexico: processed food production in Mexico

(Billions of dollars) 2014-2020
2013
DESTINATION OF THE MEXICAN

INDUSTRYS EXPORTS, 2014
Pasta
In 2014 the size of the market* of the

processed foods industry in Mexico had a
total value of 67.4 billion dollars. It is
expected that the value of the market for
the 2014-2019 period will grow at an
Annual Average Growth Rate of 4.1%.
2013
IN 2014, THE MEXICAN

INDUSTRYS EXPORTS REACHED
A VALUE OF 8.2 BILLION
DOLLARS, WHICH REPRESENTS
A 10% AAGR FOR THE 2007-2014
PERIOD.
2014 % share
AAGR
Market value
in Total
2014 (MUSD) 2014-2019
Value
Bakery
Frozen foods
PRODUCTION AND CONSUMPTION IN MEXICO

Production
In 2014 the Mexican processed food industry reached a production value of 135.5 billion dollars; it is expected to grow at a 4%
Annual Average Growth Rate (AAGR) in the 2014-2020 period.
SIZE OF THE INDUSTRY IN MEXICO
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
20
October 2015
October 2015
21
photos
Mexicos Partner | Negocios ProMxico
courtesy of grupo lala
COMPETITIVE COSTS
Grupo Lala
Conquering the consumer
MEXICO IS A PROFITABLE COUNTRY FOR

ESTABLISHING FOOD INDUSTRY PRODUCTION
UNITS. IN 2014, THE NET EARNINGS OF THE MEXICO
OPERATION REACHED A TOTAL VALUE OF 37.1
BILLIONS DOLLARS, REPRESENTING 10% OF THE
INDUSTRYS GLOBAL INDICATOR.
PROCESSED FOOD INDUSTRY NET

OPERATING EARNINGS IN SELECTED
COUNTRIES (BILLIONS OF DOLLARS) 2014
interview with miguel garca, deputy director of institutional relations, grupo lala, by luis
fernando teca
1,3%
Australia
-3%
0,7%
Germany
0%
0,2%
Italy
France
-1%
-0,7%
USA
Japan
Netherlands
Canada
UK
Mexico
PROCESSED FOOD INDUSTRY COST SAVINGS

INDEX, 2014
The Lala Group is a Mexican company with more than 65 years of experience
manufacturing, innovating and marketing milk and dairy products under the highest
standards of quality with widely recognized brands.
-3,7%
Processed
meats 353
Pet food
547
Bakery and
tortillas 178
Dairy
products
6,955
9,270
7,475
11,032
Ru a
ss
ai ia
la
Ca nd
na
d
In a
di
a
17,897
16,021
Th
In
do
ne
si
19,556
il
Ja
az
Br
ic
ex
M
pa
37,101
70,257
SA
U
in
ACCUMULATED FDI PER BRANCH OF

ACTIVITY (BILLION DOLLARS)
2004-2014
Ch
-9,1%
a 79,993
-5,1%
MEXICO PROVIDES 9.1% SAVINGS IN

MANUFACTURING COSTS IN THE
PROCESSED FOODS INDUSTRY,
COMPARED TO COSTS IN THE USA AND
OTHER COUNTRIES.
From 2000 Grupo Lala experienced a period of rapid

growth, both organically and
through acquisitions. In 2013
the group successfully completed its initial public offering on the Mexican Stock
Exchange, and with the proceeds consolidated its market
position while maintaining a
strong balance sheet.
Since 2014 the company
has undertaken projects to reconfigure its productive assets,
and maximize the efficiency of
its operations. We are satisfied
with the results achieved so far
Sugars, chocolates,
and candy 2.250
pasteurizing milk. Currently,

the company operates eighteen
plants in Mexico and Central
America. Our main market is
Mexico, and our operations in
Central America are developing
a growing presence. In Mexico
we have fifteen plants and 156
distribution centers. In Guatemala we have a factory and
four distribution centers, and in
Nicaragua we have two plants
and five distribution centers.
Grupo Lala employs 34,000
workers, 31,000 of which are in
Mexico and the rest in Central
America, says Garca.
Lala received the 2015 Superbrand award, granted by Superbrands Limited, and
international organization devoted to assessing major global brands.
1.524
Grains, seeds, oils
and fats 5.830
in 2015, which in a challenging

environment has allowed us to
achieve a double-digit rate of
profitability, says Miguel Garca, Deputy Director of Institutional Relations at Grupo Lala,
adding that during the past
year, up to September 2015,
the company has grown cumulatively 6.7% in sales and 22%
in net profits.
Lalas roots stem from the
joint efforts of farmers of the
La Laguna region in northern
Mexico in the 1940s; hence
their name. In 1949 they began
de process of collecting and
Contributions to the
Industry
According to Miguel Garca,
some of the innovations that
the company has made date
back to over 49 years ago.
In the 1970s, with the expansion towards northeastern
and southern Mexico, we began the conversion of packaging milk from glass bottles to
waxed cardboard, representing
a fundamental change to the
dairy industry in Mexico. In
the 1980s we launched dairy
products with long shelf life,
thanks to ultra-high temperature (UHT) milk aseptic processes. This innovation enabled
a storage and distribution network without refrigeration,
which resulted in the strengthening of the dairy industry in
Mexico, says Garca.
A momentum and support for the company was
the creation of the Center for
Research and Development
(CRD), currently one of the
main areas of research in the
global dairy industry, which is
constantly innovating to differentiate our products and to
continue counting on the preference of the consumers, says
the executive.
MEXICO CITY AND MONTERREY

HELD FIRST AND SECOND PLACE,
RESPECTIVELY, IN THE RANKING OF
AN ANALYSIS OF CITIES WITH THE
LOWEST COSTS.
Others .983
Fruits, vegetables,
and prepared foods 4.728
Source: Secretariat of Economy
22
IN THE 2004-2014 PERIOD, THE MAIN

COUNTRIES THAT INVESTED IN THE
FOOD INDUSTRY WERE:
NETHERLANDS, USA, SWITZERLAND,
JAPAN, LUXEMBOURG, AND SPAIN.
October 2015
October 2015
23
Negocios ProMxico | Mexicos Partner
photos
Limited, an international organization devoted to assessing

major global brands.
For Lala, quality is a priority. Our milk is classified as

one of the best in the world for its quality, says Miguel
Garca.
The CRD involved an investment of 150 million pesos,
and is the innovation platform
for the strategy aimed at responding to consumer demand.
In the past year the company
launched new products such as
Grekos, a Greek yogurt, and
Break, ready-to-drink tea, flavored milk, coffee with milk
and several varieties of lactosefree milk for easy digestion. On
top of that they developed the
Soy Salud (I Am Health)
24
line of soy and almond based

beverages.
The Kantar World Panel
has recognized the brands
Lala and Nutrileche, positioning them as second and fourth
brands (respectively) of most
recognized consumer products in Mexico, and as one of
the leading dairy companies in
Latin America. Also, for their
level of consumer recall, Lala
received the 2015 Superbrand
award, granted by Superbrands
Lalas Markets
Lalas main markets are in
Mexico and Central America.
The group began operations in
Guatemal in 2008, and quickly
gained a relevant position. In
2014, Grupo Lala acquired the
assets of Eskimo, a Nicaraguan
food company that produces
mainly ice-cream, milk and other dairy products; and this year
we inaugurated a dairy plant in
San Benito, Nicaragua, which
will allow us to consolidate our
presence in the region thanks
to its strategic location, says
Garca.
The distribution network
is the key to success for reaching consumers. Currently, in
Mexico they operate more
than 6,300 delivery routes
with 165 distribution centers,
allowing them to reach over
500,000 customers daily and
offer over 600 products. Add
to this the ability to distribute
to 15,000 outlets across Central America where they offer
Eskimo products in modern
and traditional distribution
channels with operations in
Costa Rica, El Salvador, and
Honduras. If the populations
of these countries, plus Nicaragua, are taken into consideration, Lala has the potential
of addressing a universe of 26
million consumers.
Miguel Garca says that
last year Lala invested almost 3.5 billion pesos, of
which 69% went to growth
and productivity initiatives,
and the remaining 31% to
maintenance. From January
to September 2015 the company made additional capital investments of over 1.6
billion pesos, 53.6% for improvements in plants and equipment, among others, and the
remaining 46.4% for operational maintenance.
For Lala, quality is a priority. Our milk is classified as

one of the best in the world
for its quality. To achieve this,
we evaluate the totality of our
products during the different
stages of the production processes, so that we guarantee to
our consumers products that
comply with the international
standards. Our plants are certified according to the Safe
Quality Food Institute (SQFI)
system, backed by Global Food
Safety Initiative (GFSI), says
Garca.
Future Challenges
With the acquisition of Eskimo
and the inauguration of the
Tipitapa plant in San Benito,
the position of the company has
consolidated in Central America. This is the beginning of a
regional platform for manufacturing, distributing and selling
products in Nicaragua, El Salvador, Honduras and Costa Rica,
by replicating the Mexican model of offering nutritious products
with the best quality. Currently,
Grupo Lala employs over 1,000
workers in Nicaragua.
This year has been key
for the company, because in
2015 we consolidated our
foray into Central America.
The results of this investment and the implementation
of business strategy with focus on productivity and efficiency have been reflected
in the strong financial results
achieved in the third quarter,
with an increase of 29.3% in
net profits of 976 million pesos. This exceeds our expectations for 2015, but commits us
to extend these results in the
coming years.
In the investment process
and recent launch of Lalas San
Benito plant, ProMxico accompanied the group in the process,
through its proximity with its
counterpart ProNicaragua. N
courtesy of grupo azucarero mxico
Grupo Azucarero Mxico

More than Sugar
GAM is dedicated to the production and sale of sugar and sugar cane derivatives; it
generates its own energy and recently ventured into the business of stevia.
interview with carlos gabriel orozco alatorre, financial director of grupo azucarero mxico, by luis
fernando teca
Grupo Azucarero Mxico (GAM)

is a subsidiary of the Cultiba
holding, a public company
with ties to soft drink bottlers in Mexico. GAM owns
three mills and participates in
a fourth, where they process
their own cane and, since last
year, are also producing steviafrom the cultivation of
the leaf to the refined productand recently began to
generate energy with bagasse.
These are the companys main
activities.
The mills are strategically
located. The largest one is in
Tala, Jalisco. The second one is
located in Taretan, Michoacn,
and the third one is in El Dorado, Sinaloa. GAM also owns

49% of the stock of the Benito
Jurez mill in the southeastern
state of Tabasco. The development of the company in the
past years has been a constant
search for improving and making the sugar production process more efficient to lower
costs, explains Carlos Gabriel
Orozco Alatorre, Financial Director of GAM.
A result of this efficiency
process has been the generation of the necessary energy to
operate the mills, and even surplus energy. We have customers that purchase the energy
that we dont require. Most of

them belong to our sector: they
are bottling companies, says
Orozco.
The executive says that
the company has maintained
a 15% constant growth in
the past three years. Recently,
agreements with the USA were
modified, allowing Mexico to
retain the right to supply the
sugar deficit of our neighboring
country. We have a close relationship with the US sugar market, where we sell from 20%
to 30% of our production. The
market has gained increasing
certainty about the fate of sugar, says Orozco.
Trends in sugar consumption around the world are changing. GAM ventured into
the business of stevia which, like sugar, is a natural product that does not undergo any
chemical modification, and its composition is not altered in the production process.
The sugar industry is

emerging from a long period
of low prices. National production has dropped because
cane cultivation ceased to be
attractive. However, since all
raw materials and cycles go up
and down, today the situation
of the sugar industry is good,
and many mills have been able
to invest and streamline like us.
Mexico has become a competitive producer in the region,
says Orozco.
Stevia, a powerful
sweetener
Trends in sugar consumption
around the world are changing. GAM ventured into the
business of stevia which, like
sugar, is a natural product that
does not undergo any chemical modification, and its composition is not altered in the
production process. Stevia is
the only natural non-caloric
sweetener. We were interested
in participating in this market
because it is a complement to
sugar and allows us to be more
competitive and provide better deals, according to the new
consumer trends, explains the
executive.
Currently, GAM is developing stevia leaves in the north-
www.grupolala.com
October 2015
October 2015
25
eastern state of Nayarit, where

it has planted fifty hectares.
Weve been producing the leaf
for three years, and recently we
acquired a company in Chile in
charge of processing the plant.
Currently we are bringing this
technology to Mexico in order
to produce stevia here, says
Orozco.
The Chilean market has
highly developed the consumption of stevia there, and
they have a clear knowledge
of the market. Prodalysathe
company acquired by GAM
has been able to provide tailored solutions to each of its
industrial customers. We believe that Mexico is moving
towards that trend; thats why
the acquisition of this company was so attractive to us,
says Orozco.
GAM exports to the USA
depend on the sugar cycle of
our neighbor. This sweetener
is not easily exported to other countries. But with stevia
the company will have an
interesting export base. Prodalysa exports to Germany
and Holland. We also have
several French customers, so
we approached ProMxico
and with them we have developed relations to export
photos
Femeleche
Dairy from the Entire Republic
The dairy sector in Mexico is made up of more than 254,000 dairy farmers. With an annual production of 11.2 billion liters and
a value of around 66 billion pesos, it represents one of the longest production chains, with an economic multiplier of 1.75.
by vicente gmez cobo, president, federacin mexicana de lechera (mexican dairy federation)
For over three years, GAM has been generating its own energy. But today this only
occurs in the Jalisco mill, where they are self-sufficient and even have surplus energy
they sell to bottling companies.
to Israel and New Zealand,
says Orozco.
One peculiarity is that stevia has a much higher sweetening power that sugar: between
200 and 300 times more. It is
generally combined, depending on the final product. In this
case, GAM provides solutions
for sweetening each product,
such as yogurts, orange beverages or soft drinks.
GAMs expectations for the

stevia business are encouraging. Up to now we have maintained two digit growth rates
and we expect to continue this
trend as long as the consumer
continues to demand this type
of product. The potential of
market share of this new leaf
is attractive: today it only has
10% of market share as a
sweetener, but it is the product
that is growing the most.
Energy, the Sweet Hereafter
For over three years, GAM has
been generating its own energy.
But today this only occurs in the
Jalisco mill, where they are selfsufficient and even have surplus energy they sell to bottling
companies. We can be three
times larger. But it depends on
us maintaining the growth levels at the mills and making the
right investments to maintain
efficient generation of surplus
energy, explains Orozco.
Currently, GAM has 25
megawatts installed, but the
idea is to reach 75. Of the total surplus they sell, GAM receives 15%. For producing this
26
archive
kind of energy, it is necessary

to have a certain scale. Tala is a
large mill in comparison to the
other two: it is practically four
times larger that the other two.
The Tabasco mill is probably going to follow the same
path as Tala in terms of energy
generation. The other two are
too small to even try, explains
the executive. GAMs short
term plans in the sugar segment
are to make constant investments to obtain more efficiency
and continue as a low cost producer. The companys goal is to
become the most competitive
producer in the region.
In the stevia market they
will increase their participation in both the production
of leaves as well as in refining
the product. GAM will invest
in the next two or three years
to accomplish this growth. Today they are evaluating their
properties in Michoacn and
Sinaloa, to increase the number
of cultivated hectares.
In terms of energy generation, in the next two years
the company will double its
capacity. N
October 2015
Our country imports dairy products representing about 30% of our domestic market. The main product is imported skim
milk powder. In the last years cheeses have
also had a significant increase. The export
of dairy productsgiven its added value
has become more important to the sector,
mainly with infant formula and certain regional cheeses.
Milk is produced in most Mexican
states, especially in Coahuila, Durango
and Jaliscowhere they have intensive
production systems, on the one hand,
and Chiapas and Veracruzwhere production occurs under grazing and dual
purpose systems, on the other.
The industrial sector is formed by 252
formal industries that occupy 87,477 workers, representing 20.3% of the national livestock production GNP, and has grown by
43.7% in the last ten years (milk production increased 15% in that same period).
New perspectives on the global environment and growing purchasing power
among the population demand products
according to the new economic level acquired. Producers and the national industry have responded quickly and efficiently
to this increase in demand, offering a wide
range of products to the population. These

products comply with all the regulations
that are required, and have a high probability for export due to their added value,
and their top quality recognized worldwide, allowing the establishment of strategic alliances with other nations to promote
investment in this sector in our country.
There are many companies that have
entered the export market to other countries, mainly in the different regions of the
American continent. Several products are
exported, from cheese, butter and desserts,
to industrialized milk.
The new circumstances that Trans Pacific Strategic Economic Partnership (TPP)
will open, and the changes in the restrictions
to imports of dairy products in nations like
Chinawhere the demand for these products increases every yearplace us in the
right place at the right time for seeking new
markets, through alliances among the
primary and industrial sectors that will allow Mexico to enter these countries with
high-quality dairy products.
Notably, the consumption of dairy
products in Mexico remains below Food
and Agriculture Organization (FAO) recommendations, and for that reason there
is great potential for growth in both the

primary and industrial sectors, promoting consumption and manufacturing tasty,
healthy and innovative products.
The quality of Mexican products has
advanced steadily through the alignment of
the official Mexican standards with international standards, quality self-regulation,
normalization and trade ethics. In face of
the new federal government vision to promote a more fair, productive, profitable
and sustainable countryside for the benefit
of all Mexicans, the dairy sector has the
opportunity of increasing its production to
improve the countrys food security, reducing imports by promoting milk production
in Mexico and creating much needed jobs,
especially in rural areas. N
www.fml.org.mx
About Femeleche
Femeleche is a civil association made
up of farmers that produce fresh cow
milk in 24 states of the Republic. Affiliation is both at the individual and
corporate levels, through farmer organizations and companies linked to the
interests of the domestic industry.
We represent small, medium and large
producers in negotiations with the federal governments executive and legislative branches for the development
and implementation of public policies
consistent with the National Development Plan, for achieving self-sufficiency, strengthening employment and
investing in the Mexican countryside.
One of Femeleches goals is to negotiate alliances that will contribute to national growth and establish new markets with added value dairy products.
Sources: Femeleche and Canilec
October 2015
27
photos

Specialty Coffees and Awards
The adoption of best practices has paid in quality and, especially, in international
recognition of the good coffee produced by this company.
interview with eduardo assad azuara, proprietor of finca sustentable jocutla, by luis fernando teca
In 2001 Eduardo Assad and his

team decided to enter the world
of specialty coffees. Taking the
plunge was not easy, since it required several changes and attention to many details of their
operation. The team trained to
identify the qualities, distinguish
themselves and abandon speculation in coffee pricing. As a first
step, Finca Sustentable Jocutla
(FSJ, Jocutla Sustainable Estate)
developed agricultural best practice manuals, adopted the Caf
Veracruz designation of origin
and assumed the best practices
recommended by Consejo Regulador de Caf de Veracruz (Veracruz coffee regulatory council).
The company even went further
in terms of adhering to these recommendations in order to attain
a clearer differentiation.
FSJ wanted their specialty
coffees to have varietal purity
and intrinsic quality. This differentiation is achieved by
implementing best agricultural
practices: picking the coffee
bean when it is totally mature
in the ecological process and
when it has received the benefit
of humidity; carefully drying
the beans by air and sun; then
following all the processes in
order and keeping a log with
all the information to trace
the product from start to finish, describes Eduardo Assad,
proprietor of Finca Sustentable
Jocutla.
The company registered
and received its designation
of origin. This has helped
the operation and control in
terms of preserving the quality of their coffee. The success
28
the brand has had in Europe

and the USA is due to these
factors: the flavor provided by
the terroir (the agro-climatic
condition of the area), and
training farm workers in all
the processes.
Shared Knowledge
FSJ currently comes in three
presentations: Caf Especial
Gourmet, Caf Supremo Jocutla and Excelso Jocutla. Each of
these coffees is different from
others in terms of quality and
price. The quality of the coffee
is defined by its type and sensory characteristics. All three
presentations are organic coffees, says Assad.
courtesy of finca sustentable jocutla
The estates sustainability

consists in preserving the agroclimatic conditions and caring
for the biodiversity of the land,
so that future generations can
continue producing the same
type of coffee with the same
soil quality.
FSJ has shared this knowledge with other producers in
the region in order to attain the
necessary volume to satisfy
the demand of their customers. This implies supervising
and maintaining, under strict
parameters, planted lands that
they do not own, but have produced high yields.
The area cultivated by
Assad totals 3,000 hectares,
and the workers in these fields

have also been trained. These
efforts have been fruitful, and
Finca Sustentable Jojutla no
longer speculates in prices.
FSJ is the first company in
the world to certify a batch of
coffee with designation of origin. We achieved this in March
of 2004, Assad proudly says.
This helped position the company and allowed them to send
samples to the Specialty Coffee
Association of America, where
the product was graded well.
After this achievement, in
2005 the estate was invited to
participate in an event organized by European Agricultural Product Evaluation Agency
(EAPEA). They competed with
eighteen other countries and
won the medal for Best Coffee
in the World. Then they participated in the London Food
Show in November of that
year, and competed against
coffees from 24 countries. FSJ
won the Gold Medal for the
Best Specialty Coffee in the
World.
The Finca Sustentable Jocutla team trained to identify the qualities, distinguish
themselves and abandon speculation in coffee pricing.
October 2015
In 2007 they obtained the

Gold Medal in Paris, then
the Quality Trophy in 2010,
the same prize in Madrid in
2011, and in June of 2015
the EAPEA and the International Coffee Organization
granted two awards to this
coffee from Veracruz: a Special Gourmet Distinction prize
and a prize for Caf Bamba, a
brand that Finca Jocutla has
shared through best agricultural practices.
To date, the brand has
accumulated more than fifty
prizes. These prizes have
helped position our brand
and coffee in Spain, Paris and
the USA, where we just sent a
shipment to Mandan, North
Dakota. We ship the coffee
already roasted, part as whole
beans and part ground, says
Assad. This shipment for the
USA was purchased by a company that is going to start a
coffee shop business for retail. This is not the first time
that we export coffee to the
USA, but it is a milestone for
FSJ, since the shipment was
for a ton of coffee. Previously
they had only shipped batches of ten, fifteen, and twenty
kilos.
October 2015
This year FSJ received two awards: a Special Gourmet Distinction prize and
a prize for Caf Bamba, a brand that Finca Jocutla has shared through best
agricultural practices.
Exports represent 5% to
8% of our business, because
were barely starting. The rest
(92%) is sold in the domestic
market. Mexican consumers
want quality, and when it is
consistent, they become loyal
customers, says Assad. The
cities where they record the
highest sales are Campeche,

Ensenada, Mrida, Mexicali,
Mexico City, Morelia, Tijuana,
and Veracruz.
Applied Sustainability
Since 2001 FSJ has been restoring the soil and to date has
corrected the pH by adding
organic matter and correcting
nutritional deficiencies based
on natural products. Assad and
his team realized at one point
that besides adding multiple
elements to the soil, something
else was missing. They analyzed
the possibility of relying on biotechnology, and finally decided
to add, conserve and promote
good bacteria for the subsurface
to maintain quality that had
deteriorated due to the abuse
of herbicides and petroleum
derivatives. Biotechnology provided good nourishment to the
land, and FSJ washes the coffee
with filtered water and dries the
beans in the sun and air. This
doesnt increase the quality, but
helps preserve our designation
of origin, says Assad.
Assad and his team take

care to preserve the pure typical progeny. Genuine coffee from Coatepec, Veracruz,
gave the typical Arabica bean
worldwide fame, and we dont
want to move from there. We
want to master and comprehensively manage this particular grain, while other producers are choosing other varieties. FSJ is currently increasing
its output, but especially its
quality to between 60% and
70%. We want to reach 90%,
but life is not easy in the field,
specially with adverse weather
conditions, says Assad.
employs twelve workers yearround, and the workforce
increases up to forty during
harvest time. In processes there
are three workers and eight
more in production. As our
exports grow, well probably
increase our workforce by a
dozen more people, concludes
Assad. N
www.jocutla.com.mx
29
photos
courtesy of copelp
Consejo de Productores y Exportadores de

Limn Persa
United Around Excellence
Persian lime, for the size of its production and sales, is one of the most important citrus fruits in our country.
interview with leonardo olivares ahumada, president of consejo de productores y exportadores de limn persa, by guadalupe parral garca
Consejo de Productores y Exportadores de Limn Persa (COPELP, Council of

producers and exporters of persian lime)
focused on promoting the integration of
the agribusiness productive chain of this
citrus fruit in Mexico, is headquartered in
Martnez de la Torre, Veracruz, where the
largest area planted in the state and the
country is located, as well as where most
of the agricultural infrastructure is based:
45 packing companies and two juicing
companies.
This municipality is characterized by
maintaining production and marketing
activities every week of the year, which explains why Persian lime has been present
for over thirty years in different countries,
explains Leonardo Olivares, President of
COPELP. The states that compete with
30
this municipality are Jalisco, Michoacn,

Nayarit, Oaxaca, Tabasco and Yucatn,
primarily.
In fact, Persian lime accounts for the
main comprehensive economic activity
in this region of Veracruz: from planting,
growing and harvesting to marketing. Of
the approximately 600,000 tons produced
every year, 65% are exported. Currently,
sales abroad are concentrated in seventeen
countries, mainly the USA and Canada in
North America, several members of the
European Union, and Japan and South

Korea, in Asia.
For 2016, thanks to the Mexican governments current negotiations with the
Chinese authorities for access to their
market, it is expected that a considerable
growth in the volume of exports will follow. The remaining 35% is divided by
fresh consumption and industrialization.
The production of Persian lime is growing in fifteen states in the country, says
Olivares.
This municipality is characterized by maintaining production and

marketing activities every week of the year, which explains why Persian
lime has been present for over thirty years in different countries.
October 2015
Responsible Members
COPELP was created in early 2007 and
consists of 29 packing companies, out
of the 45 that are located in the jurisdiction of the 003 District Office of Rural Development of Veracruz state. Its
mission is to provide comprehensive
services and promote associationism to
elevate productivity and competitiveness on an international level, says
Olivares; and its vision is To be a center for specialized services to facilitate
the management of entrepreneurs who
make up the agrifood chain. In this
sense, its members are responsible for
directly creating around 50,000 jobs
per year, plus the indirect jobs created
inside the production chain.
With the support of Secretara de Agricultura, Ganadera, Desarrollo Rural,
Pesca y Alimentacin (Sagarpa, Secretariat
of agriculture, livestock, rural development, fishing and food), COPELP regularly attends several fairs and exhibitions
to promote its product. On the other hand,
it manages agreements with different educational, government and research institutions. The purpose is to conduct studies or
activities that will help improve the citrus
fruit sector, from the production and pack-
October 2015
Persian lime accounts for the main comprehensive economic activity in this
region of Veracruz: from planting, growing and harvesting to marketing.
ing phases to marketing the product in the
domestic and international markets.
Renowned Quality
What distinguishes Persian lime from other varieties? Olivares summarizes the answer in four characteristics: quality, color,
rind and juice. And thanks to the climatic
and soil conditions of the zone, the shelf
life of the product, in comparison to other
varieties from other regions, is greater.
As regards to its nutritional value, Persian lime contains a high level of potassium and a low sodium content, and it is a
source of minerals and vitamins B, C, and
E. It is also known for its antiseptic action
and as a great digestive agent. It also has
an antispasmodic effect and strengthens
the immune system, among other virtues.
The council is in search of a certification that can attest to the unique benefits of
this product, based on historical, technical
and scientific studies. However, it is first interested in acquiring the so-called collective
brand, and then the designation of origin
of Persian lime from Veracruz. All this must

also take into consideration the types of
soil and other geographical and climatic aspects, as well as the chemical composition
and nutritional analysis of the fruit. These
selling points will allow Persian lime to expand their marketing outlets.
The members of COPELP have received
the Merit Award for Actions in Favor of
the Environment, and three of them have
earned the National Export Prize.
Meanwhile, the organization is seeking
to certify all of its members in accordance
with Sistema de Reduccin de Riesgos de
Contaminacin (SRRC, Contamination
risk reduction system), Servicio Nacional
de Sanidad, Inocuidad y Calidad Agroalimentaria (Senasica, National food health,
safety and quality service), besides going
after other distinctions: GlobalGap, PrimusLabs and Empresa Socialmente Responsable (ESR, Socially responsible company), among others. N
Facebook: Copelp-364438727012603
31
photos
Inverafrut
The Fruit of the Field
Under the slogan We do not sell a product but a service, this company has a strong
commercial presence in various continents and is committed to growth.
interview with hiram herver, deputy general director of inverafrut, by guadalupe parral garca
Inverafrut is a Mexican company located in the state of Veracruz, on the coast of the Gulf
of Mexico. It produces and exports lemon, pineapple, banana,
mango, avocado, zucchini, apple, orange and habanero pepper, and is considered one of the
most important in the region.
Adriana Melchor Muoz
founded the company in 2004
with the assistance of Luis
Ohmar Urrutia Nez. Adriana has twenty years of experi-
ence in exporting. This, together with the direct relationship

she has with her employees,
has conquered our customers
preference and trust, says Hiram Herver, Deputy General
Director of Inverafrut, who
adds that we sell and export
high-quality, healthy and clean
tropical fruits, and this is recognized by those who have
purchased, distributed and
consumed our products for
some time.
Inverafrut was established

in Veracruz to take advantage of the excellent climate
for producing fruit. When
it is not possible to obtain
sufficient products due to
climate incidents, then we
seek help abroad, explains
Herver. Prevention in the face
of natural contingencies is a
constant and relevant factor
in adequately managing the
company. Inverafrut receives
support from various government agencies, particularly
ProMxico. And with our
own resources we correct the
distribution of plots and the
chemicals we use.
Cutting Edge Technology
The company owes its excellence to the improvement of
packing processes and the application of advanced technol-
ogy systems. We try to grow

and improve with new era
products. We try to stay at the
forefront by having all our
production components comply with the certification standards, says Herver.
Since 2011 Inverafrut has
held the Global GAP Certificate, which guarantees that the
company is run under optimum
quality, hygiene and cleanliness
standards that buyers demand,
and in this way Inverafrut ensures maximum quality for the
consumers that purchase their
products.
According
to
Lloyds
Register Quality Assurance
(LRQA)an independent supplier of audit servicesthere
are a series of internationally
recognized norms regarding
good agricultural, livestock
and aquaculture practices.
In 2014 Inverafrut expanded its operations in America (the United States); Europe
(Germany, Italy, the Netherlands, the United Kingdom and
Russia); and Asia (China and
Japan), with three global offices in McAllen, London and
Rotterdam. Persian Lime
their star producthas premium quality and is exported
Inverafrut is oriented to excellence in the consumption

of fresh and natural products.
32
courtesy of inverafrut
October 2015
to Eastern Europe and some

states in the USA. We also
export pineapple, zucchini, banana and orange, among many
other products, says Herver.
Projects
In 2016 Inverafrut Commercial Group, an intermediary, is
expected to sell directly to the
final consumer. We want to
reach the specialized market
that seeks the quality products
we offer, and this year weve
made our dream come true in
terms of representations and
allies in different countries,
says Herver.
In other words, the company goes hand in hand with
producers and international
logistics lines in order to retain
and expand its customer base,
which appreciates the quality of their products. This is
achieved through the trust we
have earned for so many years,
a factor that drives us on the
same path, says the executive.
Inverafruts main challenge
is to face the ravages of weather. It is a factor we cannot
control, but we always make
our best effort to comply with our
commitments, says Herver. As
for the economic and social aspects, in the company we are
like a family, so we try to make
a commitment with our staff.
Inverafrut seeks to keep its
workers while respecting their
October 2015
We want to contribute to the growth of the countryside by using cutting edge

technology and qualified personnel, says Hiram Herver.
labor requirements. The company has a staff of 150 fixed
employees distributed in various countries around the world.
Also, it hires around 200 producers as their main workforce.
The good performance
of the company is tied to the
timely training of their workers.
In this sense, ProMxico and
Sagarpa directly intervene. To
carry out training, we rely on
specialized personnel and oper-
ational manuals on interpersonal relationships, says Herver.

ProMxico counsels the company in certain specific aspects
of the business. It supports our
growth and awareness issues.
It also puts us in contact with
trustworthy customers around
the world. ProMxico provides
a broad portfolio, which has
helped us a lot.
Finally, the executive highlights the advantage of be-
ing part of this company. In

particular, working here helps
me grow in all aspects, as a
place with family values. These
strengths help create a more
fraternal relationship between
customer and vendor. Hence
our motto: We do not sell a
product but a service. N
www.inverafrut.com
www.facebook.com/
Inverafrut?fref=ts
33
photos
Cooperativa Pescadores Nacionales de Abuln

Earned Prestige
For 75 years the National Abalone Fishermen Cooperative has managed to adapt the quality of its products to
domestic and international standards.
interview with celina domnguez garca, marketing director, cooperativa pescadores nacionales de abuln, by guadalupe parral garca
Cooperativa Pescadores Nacionales de Abuln (CPNA) was

established legally in 1943, but
began operations in 1936, and
in that time has built a career
worthy to be emphasized. This
Mexican organization operates
in the waters surrounding the
Cedros and San Benito islands,
located in the Mexican Pacific
Ocean off the coast of Baja
California. Its purpose is to exploit the abundance of fishery
resources of high commercial
value in their natural habitat.
The cooperative is responsible for capturing, processing, marketing and exporting
fish products, and focuses on

producing canned abalone and
live lobster. Composed of 130
members and more than one
hundred employees, it is also
in charge of transporting the
finished product from Cedros
Island to Ensenada, as well
as supplies and goods for its
members and other individual
customers. In 2013, for the second time, it received a 20-year
license from the federal government.
Extensive Trajectory
For 75 years CPNA has managed to adapt the quality of
courtesy of cooperativa pescadores nacionales de abuln
its products to domestic and

international standards. To
achieve this, for each processed product it is supported
by the Sistema de Anlisis de
Peligros y de Puntos Crticos
de Control (HACCP, Hazard
analysis and critical control
points system). This allows
the marketing of abalone, lobster, conch, red kelp, floating
kelp, sea urchin and sea cucumber in national and international
markets, says Celina Domnguez, Director of Marketing.
The cooperative is a leader
in its field, thanks to the quality, volume and variety of its
The cooperative health certifications to export to China, the USA, and the European
Union, and it has its own brand, CEDMEX, registered in Mexico and in the
countries to which it exports, where it has positioned itself in the main Asian and
European markets.
products. It has health certifications for exporting to

China, the USA, and the European Union, and it has its own
brand, CEDMEX, registered in
Mexico and in the countries to
which it exports, where it has
positioned itself in the main
Asian and European markets.
Of its total production, 95% is
for export: abalone and conch
are mainly sold in Hong Kong,
Singapore and Taiwan, while
live lobster goes mainly to China, France, Hong Kong, and
Vietnam.
Care in the Process
Today the cooperative has a
second processing plant for
canned fish products in the
municipality of Ensenada. We
have expanded our production
line by packing pismo clam,
says Domnguez. Besides, the
cooperative is in the process

of consolidating its laboratory
for producing abalone larvae,
in order to market the product
live or canned. The executive
explained that in their process
they dont use additives, preservatives or other chemicals,
which gives confidence to the
markets where they distribute
their products.
In order to detect possible
anomalies, the group of fish
producers conducts periodic
evaluations and, if necessary,
implements the solutions required to achieve overall quality. This implies overcoming
several obstacles, particularly
those posed by the climate.
The capture area is complex
due to constant climate changes, which are out of human
control, says Domnguez.
Despite this, the leadership
of the cooperative is maintained by the active participation of its members in all areas.
This work is remunerated
with advance payments on account of yields. We also have
social funds managed under
the concept of economic solidarity. These factors drive our
personal and collective improvement, says Domnguez.
The cooperative is responsible for the capture, processing, marketing and exporting
fish products, and focuses on producing canned abalone and live lobster.
Certifications and Support
CPNA operates under the federal scheme of exclusive longterm concessions for catching
sea cucumber, abalone and sea
urchin, as well as permits for
the commercial exploitation

of fishery resources. We are
strictly coordinated with the
fisheries authorities to prevent
illegal and irrational exploitation. We support inspections
and surveillance by sea, air

and land, says Domnguez.
In terms of sustainability, in addition to the Marine
Stewardship Council certification for lobster fishing,
partners work in coordination with the government and
establish closed seasons by
areas. As for abalone fishing,
they establish measures for
conservation and repopulation of abalone banks.
To achieve these objectives,
the cooperative receives support from the federal government. Our experience with
ProMxico has been very satisfactorysays Celina Domnguez. We are interested in
their help in attending international trade fairs and missions,
as well as technical assistance
and everything related to export activities. N
cedmex.com.mx
34
October 2015
October 2015
35
photos
Federacin Regional de Sociedades

Cooperativas de la Industria Pesquera
Fishing Tradition since 1940
The Regional Federation of Fishing Industry Cooperatives of Baja California, FCL (FEDECOOP), was incorporated on
July 30, 1940. It currently comprises 12 artisan fishery cooperatives located on the Pacific coast of the Baja California
peninsula, mainly on Guadalupe and Cedros islands (under the administration of the state of Baja California),
Natividad and Tortugas islands, Asuncin Bay, La Bocana estuary and Abreojos Point (Baja California Sur), and the
area comprised by El Vizcano Biosphere Coastal Reserve, known as the North Pacific Zone.
by negocios promxico
One of the main objectives of FEDECOOP is to manage the common sales of

products captured by the affiliated cooperative societies in domestic and international markets, and the joint purchase of
consumer goods and inputs for fishing; it
also draws up individual sales or purchase
contracts between customers or suppliers
with each of the cooperatives; it is also a
legal representative of the affiliated cooperatives, with powers to sign agreements,
contracts and to conduct political negotiations; and it also acts as an arbitrator
in social conflicts, acquiring goods and
services, and providing its members with
legal, accounting, tax and financial advice,
as well as social security and management
consulting on fishing resources, through its
specialized departments.
Cooperative
Year of Number of
origin members
California de San Ignacio
1936
Emancipacin
1939
131
60
Pescadores Nacionales de Abuln
1942
152
Buzos y Pescadores
1942
85
Punta Abreojos
1943
141
Baha Tortugas
1944
74
Progreso
1944
155
La Pursima
1945
91
Abuloneros y Langosteros
1955
23
Puerto Chale
1958
160
Leyes de Reforma
1974
156
Vicente Guerrero
1976
20
the secretary. The period of validity of

both boards is three years.
With regard to the management of the
fisheries, FEDECOOPs primary objective
is to promote sustainable development of
marine resources by promoting and coordinating the participation of the cooperatives in the decisions made by the government in terms of administration of fishery
resources, under the community management scheme.
This region accounts for 90% of the
national production of abalone and 67%
of lobster, which implies contributions
close to 3% of the value of fish exports,
courtesy of fedecoop
providing welfare income to at least 2,500

families directly or indirectly, in a region
where the only alternative for development are fishing related activities.
Abalone fishery is one of the oldest in
the country (production records are kept
since the late 19th century). It is characterized as an artisan fishery that gives
sustenance to more than thirty communities scattered along the west coast of
Baja California. Along the peninsula there
are more than twelve abalone-processing
plants. Currently four of them are certified
for exporting to China, while the rest are
in the certification stage. They all comply
FEDECOOPs primary objective is to promote sustainable development

of marine resources by promoting and coordinating the participation
of the cooperatives in the decisions made by the government in terms of
administration and management of fishery resources, under the community
management scheme.
with the requirements of good manufacturing practices and Sistema de Anlisis

de Peligros y de Puntos Crticos de Control (HACCP, Hazard analysis and critical
control points system) plan, necessary to
ensure the quality and safety of the offered
products. The fishing season starts officially on December 1st in the northern part
of the peninsula, and ends on August 31st
in the southern part, according to season
closing zoned scheme.
An average of 120 tons of abalone are
produced annually, with a market value
of over 14 million dollars. These catches
are marketed primarily as canned abalone in brine under the California Mxico,
Rey del Mar, Cedmex and Calmex brands
(which have tradition and recognition in
the international market). Marketing and
distribution are done in Asia, notably China, Hong Kong, Taiwan, Singapore and, to
a lesser extent, Japan.
Alliances with the federal government,
an especially with ProMxico, exist to
promote these brands in Asian countries,
through exhibitions, tastings, and promotion campaigns in print and electronic media. Good results have enabled these producers brands to compete directly in the
target markets.
Moreover, this regional organization,
together with its affiliated cooperatives, the
support and facilitation of the federal governmentthrough the Comisin Nacional
de Acuacultura y Pesca (CONAPESCA,
National commission of aquaculture and
fishing), Instituto Nacional de Pesca (Inapesca, National fisheries institute), and
Comisin Nacional de reas Naturales
Protegidas (Conanp, National commission
Operation Scheme
A board of directors and a supervisory
board manage the FEDECOOP; the board
of directors is comprised of a president, a
secretary and a treasurer; the supervisory
board is comprised of the chairman and
36
This regional organization, together with its affiliated cooperatives,

the support and facilitation of the federal governmentthrough
CONAPESCA, Inapesca, and Conanpand civil society organizations
such as COBI and WWF, was certified by the Marine Stewardship
Council for lobster fishing: the first artisanal fishery worldwide to obtain
this recognition.
of natural protected areas)and civil society organizationssuch as Comunidad
y Biodiversidad (COBI, Community and
biodiversity), and World Wildlife Fund
(WWF), was certified by the Marine
Stewardship Council for lobster fishing:
the first artisanal fishery worldwide to
obtain this recognition. This certification
ensures that the fishery is exploited in a
sustainable manner, with a low impact on
the ecosystem, and works under clear and

verifiable operation rules.
The fishing season begins on September 15th and lasts until February 28th,
using a trap allowing fish that dont meet
the minimum size of 82.5 mm of cephalothorax length to return alive to the sea.
Every year an average of 1,350 tons
are produced and sold in the following
presentations: live lobster, frozen cooked
lobster and frozen raw lobster, which are
highly appreciated in both the domestic
market and in Spain, France, and Italy (in
Europe), and China, Hong Kong, Singapore, and Vietnam, in Asia.
In addition to traditional and emblematic products from the region, important volumes of other species are also
produced, such as conch, seaweed, sea
cucumber, fishmackerel, sea bass, white
fish, grouper, leopard grouper, verdillo
and sole, different species of shark that,
depending on their characteristics, can be
marketed with added value: either canned
in brine, smoked, pickled, in fresh frozen
fillets or gutted whole. N
www.fedecoop.com
October 2015
October 2015
37
AQUACULTURE INDUSTRY
FOREIGN DIRECT INVESTMENT

In the 1999-2014 period, there has been an accumulated
amount of 2.8 million dollars in Foreign Direct
Investment flows in capture fishing, crustaceans,
mollusks and other species, as well as the preparation and
packaging of fish and seafood.
Aquaculture is the controlled production of vegetable and

animal organisms that pass at least part of their life cycles
in water. They are organisms that can be cultivated, such
as fish, mollusk and shellfish, which have ample
business opportunities since they represent a food
alternative, and this activity also allows the recovery
of natural populations that have been diminished.
In July 2013 the governor of

Chiapas announced the launch of
the Malpaso Aquatic Park project,
which in the next five years will
attract an estimated foreign
investment of over $ 30 million
dollars to produce 70,000 tons of
sea bream annually.
FISH CAPTURE CONSISTS OF EXTRACTING THESE AQUATIC

ORGANISMS FROM CONTINENTAL WATERS IN THEIR NATURAL
STATE, OR FARMING THEM.
REGISTERED FDI IN THE SEA PRODUCTS

INDUSTRY FOR THE 1999-2014 PERIOD
(MILLIONS OF DOLLARS)
Sub-branch
Description
Total 1999-2014
11,251
Aquaculture
0.03
11,411
Capture Fishing
1.0
31,171
Preparation and
canning of fish
and seafood
1.7
Total
2.8
Source: Secretariat of Economy
THE INDUSTRY IN MEXICO

The enormous potential of Mexico in the fishing sector lies in
having 11,592 kilometers of coastline, of which 76%
correspond to the Pacific coast and 24% comprises the Gulf of
Mexico, the Caribbean Sea and several islands. The continental
shelf is about 394,000 square kilometers, with the largest
portion in the Gulf of Mexico, and it also has an area of 6,500
square kilometers of inland waters (lakes, ponds, reservoirs
and rivers).
MEXICO COMPLIES WITH

INTERNATIONAL STANDARDS*
VALUE OF FISHERIES
PRODUCTION IN MEXICO, BY
SPECIES
VOLUME OF FISH PRODUCTION IN MEXICO

(THOUSANDS OF TONS) 2008-2014
1,462
1,483
1,398
1,349
1,433
1,501
Product
1,426
284
285
271
263
254
246
325
2008
2009
2010
2011
2012
2013
2014
Aquaculture
FISHING, HUNTING AND

TRAPPING ACCOUNTED FOR
1.7% OF AGRICULTURAL GDP IN
MEXICO IN 2013*.
Shrimp
Sinaloa (43%), Sonora (26%) and

Tamaulipas (7%)
700.4
Sea bream
Jalisco (21%), Chiapas (18%) and

Michoacn (12%)
158.4
Tuna
Sinaloa (38%), BC (38%), Colima

(11%) and Chiapas (10%)
157.2
Octopus
Yucatn (71%), Campeche (22%)
80.7
Trout
Michoacn (39%), Edo Mxico

(28%) and Puebla (17%)
65.9
Lobster
BCS (47%), BC (23%) and

Yucatn(11%)
48.1
Red snapper
Jalisco (14%), BCS (11%),

Michoacn (10%), Tabasco (9%)
and Oaxaca (9%)
41.4
Sardine
Sonora (45%), Sinaloa (19%),

BCS (18%) and BC (18%)
37.1
Carp
Jalisco (23%), Edo Mxico (22%)

and Hidalgo (15%)
35.7
Crab
Sinaloa (41%), Sonora (20%),

Veracruz (13%), Campeche (11%)
and Tamaulipas (9%)
32.3
Sea bass
Campeche (22%), Veracruz

(21%), Tabasco (16%) and
Nayarit (14%)
30.3
Capture fisheries
Source: Secretariat of Agriculture, Livestock, Rural Development, Fisheries and Food (Sagarpa),
National Commission of Aquaculture and Fisheries (CONAPESCA)
IN 2014 THE VOLUME OF FISH

PRODUCTION IN LIVE WEIGHT
WAS 1,751,000 TONS,
REPRESENTING AN INCREASE
OF 0.3% OVER
THE PREVIOUS YEAR.
2014
(Millions
of dollars)
Main producing states
Others
Total
The World Trade Organization (WTO) published the

final report of the special panel in charge of
reviewing the changes to the US system labeled
dolphin safe, in which it reaffirms the
discriminatory nature of the measure applied
against the Mexican tuna industry.
The WTO has once again agreed with Mexico, which has
proven that the method of capture of tuna by Mexican
fisheries is highly selective and capable of reporting
and ensuring with certainty the degree of protection of
the dolphin population.
* Source. CONAPESCA, WTO special group reaffirms

discriminatory nature of dolphin safe label of Mexican tuna
industry, Press Bulletin, April 14, 2015
OPPORTUNITIES FOR INVESTMENT AND EXPORT

2012 data by Food and Agriculture
Organization of the United Nations
(FAO) situate Mexico in 16th place
globally in capture fishing production. Although Mexico is at this
position in the world ranking, it falls
several places when industrialization is taken into account, a sign that
with the raw material or biological
material produced in this country,
the opportunity exists for investing
in processing seafood, thus increasing the value added to production.
In addition, Mexicos aquaculture

industry presents important opportunities for investment, since it is is
a state of development and growth,
for example in the culture of
mollusks like oyster, shrimp, white
fish, and sea bream, among others.
In particular, there are species with
potential for expansion as abalone,
clams, lobster and crayfish.
424.5
1,812.0
Source: INEGI. National Accounts System of Mexico
38
This favorable decision for Mexico

determines that the changes made
by the USA are not enough to ensure
that they truthfully inform the
consumer, as determined by the
WTO, as Mexico has shown that other
fishing methods applied internationally by
other industries affect and kill dolphins and
other species without being reported, and that
nevertheless they obtain the dolphin safe label.
*Source: INEGI. National Accounts System of Mexico
October 2015
October 2015
39
Destination of total fish

production, 2013
AQUACULTURE PRODUCTION
CONSUMPTION
Direct human
consumption 61.9%
In 2013, of the total fish production in terms of volume,

37.4% was allocated to indirect human consumption, since
national reducing plants were in charge of transforming
mainly sardines into fishmeal and fish oil; 0.6%
is classified as industrial use, mainly products such as
seaweed, kelp and some shells. The remainder,
61.9%, is for direct human consumption.
In Mexico there are more than 2,400 fish farms for commercial production, and
around 800 units for self-consumption. Among the states with the greatest number
of production centers is Veracruz, with 600 production centers that provide mainly
tilapia. As for shrimp, Sinaloa has 300 centers and Sonora 130, which contribute
to increasing the supply of food of aquacultural origin.*
The potential development for the production of farmed shrimp is very big. Mexicos
specific potential lies in the production of marine scalefish species and bivalve mollusks
(oysters, clams, and mussels).
Indirect human
consumption 37.4%
Industrial use 0.6%
EMPLOYMENT
Source: Statistical Yearbook of Aquaculture and Fisheries, 2013
In 2013 the total population engaged in the fishing activity reached 272,533 people.
Sinaloa is the state with the largest fishing population, at 17%, followed by Veracruz with
15%, Tabasco 6.7%, Jalisco 5.4%, Sonora 5.3% and Michoacn 5.1%.
* Source: Press bulletin of September 9, 2013, CONAPESCA
Fishing industry net weight production

by species, 2013
Species
Tuna
Shrimp
Net weight (tons)
% Participation
116,280
22.8%
104,096
20.4%
Fishmeal
75,749
14.9%
Sardine and Mackerel
64,365
12.6%
Squid
30,729
6.0%
Scale fish
25,548
5.0%
Octopus
21,062
4.1%
Fish oil
18,937
3.7%
Shark and dogfish
12,122
2.4%
Crab
11,134
2.2%
3,035
0.6%
Lobster
Others
26,046
5.1%
TOTAL
509,103
100%
THE MARKET IN MEXICO
Market volume of fresh products in Mexico, 2014
Mexico is the second largest market

for seafood and fresh fish in Latin
America, registering a volume of 648,000
tons in 2014. It is expected to maintain an
AAGR of 2% in the 2014-2019 period to
reach 713,000 tons.
Categories
Volume 2014
(thousands of tons)
% Participation
2014
2013-2014
Growth
AAGR
2014-2019
Crustaceans
89.4
14%
1.8%
1.9%
Fish
449
69%
2.3%
2.1%
Mollusks and cephalopods
109.5
17%
1.2%
1.2%
Fish and seafood
647.9
100%
2.0%
1.9%
Source: ProMxico, based on Euromonitor
The most sold segment of fresh products

in Mexico is fish, representing a 69%
participation in the market.
Market value of processed products in Mexico, 2014

Categories
Canned and preserved
PROCESSING AND
INDUSTRIALIZATION
In 2013 the volume of production
in net weight of the main processes
of industrialization was 509,103
tons. In particular, the growth of
the production obtained through
canning processes in the 20072013 period stands out, presenting an
average annual growth rate of 9.8%.
The products that concentrate the
highest percentage of participation
in the fishing industry are tuna,
with 22.8%, shrimp 20.4%,
fishmeal 14.9%, sardines and
mackerel 12.6%.
Baja California 40
Baja California Sur 14
Sonora 62
Sinaloa 32
Jalisco 16
Guanajuato 5
San Luis Potos 2
Tamaulipas 8
Colima 2
Estado de Mxico 1
Puebla 1
Quertaro 1
Tlaxcala 1
Veracruz 14
Oaxaca 2
Tabasco 4
Campeche 24
Yucatn 30
Quintana Roo 4
Chiapas 9
Mexico has almost 300

plants that process
different fish and seafood,
including lobster, oysters,
tuna, clams, squid, sardines,
shrimp, and octopus,
among others.
% Participation
2014
AAGR
2014-2019
1,068
81%
0.9%
Refrigerated
57
4%
1.6%
Frozen processed
193
15%
1.5%
1,318
100%
1.0%
Total processed
Source: Statistical Yearbook of Aquaculture and Fisheries 2013, CONAPESCA
FISH AND SEAFOOD PROCESSING PLANTS IN MEXICO*
Value 2014
(millions of dollars)
Main companies and brands in the Mexican

market of canned or preserved sea products, 2014
Brand
Canning and preserving company
Herdez
Grupo Herdez SA de CV
17.1
Dolores
Pescados Industrializados, SA de CV
16.2
Tuny
Marindustrias, SA de CV
13.1
Nair
Grupo Herdez SA de CV
5.3
Calmex
Grupo Pando SA de CV
4.2
Calvo
Grupo Calvo SA
3.6
El Vigilante
Justo Lpez Valcrcel SA
2.6
Mazatln
Pescados Industrializados SA de CV
2.5
Guaymex
Productos Pesqueros de Guaymas SA de CV
2.3
Yvaros
Grupo Pando SA de CV
1.5
Otros
Total
% Participation
31.6
100
Regarding fish and

seafood processed in
Mexico, the market value
in 2014 was over 1.3
billion dollars, and
canned and processed
products were the top
sellers. It is expected that
refrigerated and
frozen products will
grow at a rate higher than

1.5% annually.
Companies in Mexico with the largest

share in the market of canned or preserved
seafood products are Grupo Herdez,
Pescados Industrializados and
Marindustrias, with a combined share
of 46%.
* Source: CONAPESCA, October 21, 2013
40
October 2015
October 2015
41
photos
DISTRIBUTION CENTERS
TRADE IN MEXICO
In 2014 Mexicos fish and shellfish industry*
contributed with 4.1% of the countrys total
food and agricultural** exports, recording a value of one billion dollars.
This industrys exports have shown an average annual growth rate
of 6% in the 2006-2014 period.
The most important distribution channels for selling

fish and seafood in Mexico are supermarkets and
traditional markets. La Nueva Viga, located
in Mexico City, is the most important fish and seafood
market in Latin America, and is the second largest
sea product market in the world in terms of
volume (150,000 tons are sold there annually),
only surpassed by Tokyo. The Sea Market in
Zapopan, Jalisco, is another important point of sale for
sea products in Mexico, and plays a significant role in
the distribution of fish in the central and northern part
of the country.
It should be noted that in the last ten years the trade balance of this
industry has been positive, with a 127 million dollar surplus in 2014.
Evolution of the fish and shellfish trade in Mexico
(millions of dollars) 2006-2014
1011
755
661
513
731
720
418
243
689
567
505
907
Guest Opinion | Negocios ProMxico
courtesy of mxico calidad suprema
Mxico Calidad Suprema

Certifications for Venturing in World Markets
The joint effort of private enterprise and government allows an increasing availability of high-quality Mexican
agrifood certificates, in order to facilitate their entry into new markets.
by comunicacin social, mxico calidad suprema
1053
926
909
certifications based on international standards recognized by Global food safety

initiative, such as:
SQF code 7
GLOBAL G.A.P. for farm assurance
and aquaculture
PRIMUS GFS
FSSC 22000
BRC GLOBAL, for food safety version 6,
for packaging and packing materials version 4, and for storage and distribution.
IFS FOOD version 6
Global Red Meat Standard
Canada GAP
771
606
642
368
242
405
363
184
154
Exports
Imports
265
138
127
Trade balance
Source: ProMxico with data by Global Trade Atlas

* The fish and shellfish industry considers Chapter 03 and Items 1604 and 1605 of the Harmonized System.
** Agrifood is comprised in Chapters 1 through 24 of the Harmonized System.
In 2014, 63.4% of exports of the Mexican fish and shellfish industry

went to the USA. The second and third destinations were Hong Kong
and Japan, respectively, with a participation of 8%, Spain 6.9% and
Vietnam with 3.9%. The 132% growth in exports to South Korea
stands out, compared to 2013.
Destination of exports of the Mexican

fish and shellfish industry, 2014
Country
Exports 2014
% Participation
(Millions of Dollars)
2013-2014
Growth
USA
668
63.4%
Hong Kong
88
8.3%
-3.5%
Japan
88
8.3%
15.3%
Spain
73
6.9%
48.8%
Vietnam
41
3.9%
54.7%
Italy
30
2.9%
85.2%
South Korea
0.8%
132.5%
Malaysia
0.8%
-9.9%
China
0.7%
-69.0%
Canada
0.6%
10.3%
Others
34
3.3%
11.3%
1,053
100.0%
15.9%
Total
16.0%
Mxico Calidad Suprema (MCS, Mexico

supreme quality) is a federal government
program run by Secretariat of Economy
(ME) and Secretara de Agricultura, Ganadera, Desarrollo Rural, Pesca y Alimentacin (Sagarpa, Secretariat of agriculture,
livestock, rural development, fisheries and
food), designed to implement public policies derived from Plan Nacional de Desarrollo (National development plan) and
promote the production of healthy and
safe food. It also helps to reduce public
spending and gives producers access to export markets.
At the same time, MCS program is
a non-profit association formed by the
major Mexican producer organizations,
working closely with the federal government to promote the certification of processes and products that ensure that food
supply is carried out with the highest standards of quality, health and safety at domestic and international levels.
To give a perspective of the task it accomplishes, to date in Mexico there are
3.8 million sown hectares of certifiable
vegetables and fruits, of which this organization has covered 48%, benefiting 1.2
The most exported products are shellfish like

shrimp, lobster and crab, which participate
with 44% of the industrys total exports. The next
category is frozen fish with 13%, fresh or
refrigerated fish 12%, mollusks 11%, and
fillets and other fish meats with 8%. Note
that the performance of aquatic invertebrates has
presented an annual growth of 223%.
The number of exporting companies in Mexico was
close to 500 in 2014. Approximately 63% of
these exporting companies are concentrated in the
states of Sinaloa, Sonora, Baja California
and Yucatn.
Source: Global Trade Atlas
42
October 2015
October 2015
million people in more than 1,600 municipalities in 25 states of the Republic.

On the other hand, the livestock sector
has worked intensely with Sagarpas General Coordination of Livestock to rapidly
increase the number of certified production units. It is currently covering 1,290
units that will enable small, medium and
large-scale farmers to achieve the certifications that will allow them to increase the
value of their production.
Also, in collaboration with Servicio
Nacional de Sanidad, Inocuidad y Calidad
Alimentaria (Senasica, National health,
safety and food quality service), in recent
years it has successfully implemented strategies that have greatly reduced contamination risks and the use of prohibited pesticides in many products for export such as
avocado, mango, nopal, papaya, banana
and pineapple, among others, avoiding
economic losses worth millions of pesos.
MCS is also a binding agency for private certifications, with the obligatory
condition of complying with national legislation in terms of contamination risk
reduction systems and good livestock
practices, and helping companies obtain
Another of the tasks performed by MCS

is working in coordination with Sagarpa to
match international standards with our national legislation, thus facilitating producers
certification costs and time processes for audits required by the international market.
Finally, MCS participates actively in domestic and international technical groups
through its specialists, in order to be up to
date on requirements and market trends.
Guiding principles of Mxico
Calidad Suprema
Training
Technical assistance
Pollutant analysis
Dissemination program
Support with the cost of private certification audits in safety and social responsibility
One of the major requirements for access to export markets is compliance with
the practices of social responsibility, so that
from this year on MCS, in coordination with
other organizations, will work to support
certifications for socially responsible companies. The 2016 MCS will train and advise
companies in the fulfillment of their social
responsibility certifications. N
www.mexicocalidadsuprema.org
43
Negocios ProMxico | Guest Opinion
photos
managing and promoting health, safety

and food quality to protect our national
agriculture, aquaculture and fishing heritage in benefit of producers, consumers
and the industry.
Senasica
Health and Safety: Keys for Local and
International Markets
The greatest challenge currently facing the agriculture, aquaculture and fisheries sector is increasing production
of healthy, safe and quality foods, in order to protect public health and meet the needs of better-informed and
demanding consumers. That is why health and safety are becoming increasingly important in the processes of
producing, handling, packaging and transporting food, as they are keys that open the doors of the global market,
which every day raises the standards for complying with plant and animal health protocols that allow safe food
trade between countries.
by enrique snchez cruz, chief director, and salvador delgadillo aldrete, head of the promotion and community relations unit, senasica
The globalization of markets and the increasing demands of consumers worldwide have resulted in the need to build
stronger health systems to control and
eradicate pests and diseases in the production process, as well as to ensure the safety
of those products.
With the creation of Servicio Nacional
de Sanidad, Inocuidad y Calidad Agroalimentaria (Senasica, National service for
food health, safety and quality) twelve
years ago, Mexico led the way in addressing this great challenge. That its achieve-
ments have been remarkable is evidenced

by the fact that exports of the agrifood
sector have registered a surplus of more
than 26 billion dollars annually, for the
first time in twenty years, exceeding even
oil revenues.
The strength and transparency of its agrifood health agency has allowed Mexico to
gain trust among the health services of other
countries, and has led to its fast growth as an
exporter, opening markets as demanding as
Japan, China, South Korea, the USA, and the
European Union, among others.
The strength and transparency of its agrifood health agency has

allowed Mexico to gain trust among the health services of other
countries, and has led to its fast growth as an exporter, opening
markets as demanding as Japan, China, South Korea, the USA, and the
European Union, among others.
44
courtesy of senasica
Health and Safety: Essential for

Productivity and Competitiveness
Health and safety are closely linked to
productivity and competitiveness in the
agrifood sector. If vegetables and animals
are plagued by sickness, productivity collapses, and if food is contaminated, by
physical, chemical or microbiological
agents, human health is at risk and competitiveness declines.
That is why epidemiological surveillance is so important, as is the application
of health and safety programs in the food
production process. That is why the government of Mexico, through Secretara de
Agricultura, Ganadera, Desarrollo Rural,
of agriculture, livestock, rural development, fisheries and food) is taking more
decisive action in implementing these programs. Senasica is a decentralized body of
Sagarpa with the mission of regulating,
October 2015
Bringing Healthy and Safe Food to

Mexican Tables
Consumers demand safe food; that is, food
that wont harm them. That is why safety
implies reducing the risk of products being
contamination by physical, chemical or
microbiological agents.
To this end, Senasica promotes implementing systems among producers for reducing risks of contamination, better agricultural production practices, and proper
use and handling of agrochemicals. It also
has the Sistema Tipo Inspeccin Federal
(TIF, Federal inspection type system) that
provides healthy and safe meat to consumers in Mexico and more than fifty other
countries on all continents, because it
meets the highest standards of health and
safety in the world, and is able to meet the
requirements of the strictest markets.
Senasica Operates Mechanisms to
Protect Animal Health
Livestock and poultry have high potential
in Mexico. Also fish production is stable
and aquaculture represents an opportunity
for development in order to be among the
major food exporting countries. To protect
them, Senasica has an epidemiological surveillance system to detect and quickly react
to outbreaks of pests and diseases that arent
present in our country, or are confined to
certain regions. We also have the forms for
animal health required by each country for
importing and exporting animal products.
The service has a strong network of
world class laboratories with cutting edge
equipment and highly trained personnel
that allows diagnosis of diseases with molecular biology techniques, and testings
validated under international standards
for establishing genomic sequencing, ensuring the opportunity and reliability of
these diagnoses.
The Sistema Nacional de Vigilancia
Epidemiolgica (National epidemiological
surveillance system) is interconnected with
international monitoring systems such as
the World Organization for Animal Health
and other national and international institutions involved in animal health issues. In
terms of animal health, the campaigns and
October 2015
Senasica promotes implementing systems among producers for reducing

risks of contamination, better agricultural production practices, and proper
use and handling of agrochemicals.
programs implemented by Senasica have allowed the control and eradication of animal
diseases, which has gained international
recognition and access to different markets.
For example, Mexican honey is recognized
for its high quality and safety, which has
positioned Mexico as the second supplier
of this product to the European Union. For
this sector Senasica has taken action to control waste in honey, which allowed exports
to reach over 20,000 tons in 2014.
The programs established by Senasica
for improving health and production in
the poultry industry have favored the export of eggs to the USA in 2015, and the
goal is to increase exports of these and
other poultry products to other countries.
As a result of the international prestige and health status achieved by the programs implemented by Senasica, close to a
million head of cattle were exported to the
USA during the 2014-2015 export cycle,
which represents a growth of 8.46% compared to the previous cycle. Also, exports
of beef to Japan increased in 2015, resulting from the recognition of the quality and
safety of this product.
After almost forty years, in August of
2012 Mexico was declared free of classical swine fever (CSF). In April of 2015
Japan recognized Mexico as a disease-free
territory and approved the animal health
certification model for exporting pork to

that country. The World Organization of
Animal Health (OIE), at its 83rd General
Session in May of 2015, recognized Mexico as a country free of CSF, meaning that
our country can now increase its exports
of pork products and sub-products.
Up to September of this year, almost
70,000 tons of pork have been exported
to countries such as Japan, South Korea,
the USA, Canada, Hong Kong, Guatemala
and Singapore, and the initiation of the
Trans Pacific Partnership (TPP) represents
a great opportunity for increasing exports
of pork-related and other agrifood products from Mexico to new markets.
Vegetable Health
In order to preserve the phytosanitary status of our country, Senasica monitors, controls, regulates, inspects and diagnosis and
conducts laboratory tests to determine the
presence of phytosanitary pests in a timely
fashion.
Senasica runs campaigns to prevent,
contain, confine, control and eradicate
pests that affect the quality of plant foods,
through work programs that describe actions for comprehensively fighting plagues
while preserving the environment.
In this context, high-risk phytosanitary
plagues have been eradicated, such as the
45
Senasica has strengthened the regulatory framework to provide legal

certainty that is required for acts of authority and for the economic
development of agrifood activities.
cactus moth, and to avoid affecting agricultural production in the country other
costly infestations are kept under control,
such as citrus huanglongbing, oriental
trips, avocado pests, locusts and pink cochineal bugs.
In order to open new markets for
Mexican vegetable products, Senasica
is implementing several strategies. Currently, several phytosanitary requirements
are being met for exporting to Argentina,
Australia, Bolivia, Brazil, Colombia, Chile,
China, Cuba, Ecuador, Egypt, Guatemala,
Hong Kong, Japan, Lebanon, Malaysia,
New Zealand, Paraguay, Peru, Portugal,
South Africa, Taiwan, the United States,
and Vietnam, to mention some of the potential markets.
Products for Export
Apple
Asparagus
Avocado
Bamboo shoots
Bell pepper
Blackberry
Brazilian grass
Cherry-tree
Chia seeds
Coconut
Corn
Cranberry
Dandelion
Eggplant
Grapefruit
Guava
Guava with irradiation treatment
Jicama
Lime
Mango
Methi seeds
Nopal
Persian lime
Raspberry
Sorghum
Soursop
Stevia
Strawberry
Sugarcane buds
Table grapes
Senasica has Centro Nacional de Referencia Fitosanitaria (National phytosanitary reference center), which performs tasks
under national and international research
standards, with a modern infrastructure in
laboratories and the latest equipment for use
in various fields of plant diagnosis.
With the implementation of the phytosanitary epidemiological surveillance
program for quarantine pests that are at
risk of being introduced and dispersed in
our country, we obtain a healthier, more
productive and competitive national agriculture, both for the national and international markets.
Agile Procedures for Animal and

Plant Health Inspection
Animal and Plant Health Inspection
at the points of entry into the country
is a fundamental part of epidemiological surveillance to protect the country
from plagues and exotic diseases. The
government of Mexico has worked to
eliminate tariffs, quotas and technical
barriers to trade and sanitary and phytosanitary measures, and recognizes that
today what makes the difference is how
trade operates. That is why Senasica has
accompanied trade negotiations to protect the food heritage of our country and
help Mexican producers to reap the benefits of globalization.
Today there are few potential markets where Mexico still faces tariff barriers, since the vast majority of them have
been torn down based on science, through
laboratories and the work of world-class
Mexican technicians and scientists.
Senasica has strengthened the regulatory framework to provide legal certainty
that is required for acts of authority and
for the economic development of agrifood
activities. This has allowed the Mexican
public and private sectors to invest more
than 500 million pesos in modern and
more efficient inspection infrastructure to
streamline imports and exports of agrifood commodities, while at the same time
safeguarding the health, safety and quality
of goods traded, through risk containment
and cold chain mechanisms.
This has been accompanied by the
digitization process, which is reflected in
the operation of the Mexican foreign trade
digital window, the modules for consulting
animal and plant health requirements, and
the emission of mobilization notices by
electronic means. In addition, we have set
up innovative schemes, such as the Inspection Service Comprehensive System, which
will issue the requirements for importing
agricultural goods based on the level of
risk posed by each product, without undermining the sanitary protection of the
country.
Also in support of foreign trade it has
boosted imports to internal customs offices, allowing us to relieve traffic on the
northern border where our available resources will tend to the goods with the
highest risk. N
TEQUILA:
A DRINK FROM
MEXICO TO THE
WORLD
The beverage
industry in Mexico
reached a
production value of
more than 22
billion USD in
2013.
The Mexican
beverages industry
received over two
billion USD in Foreign
Direct Investment
(FDI) in 2014.
In 2013, Mexico recorded the

third highest value in
industrial production of
beverages in the Americas,
only behind the USA and Brazil.
The sector
recorded over 34
billion USD in FDI
between 2000 and
2014.
3nd
valued at
During 2014, Agave

production in Mexico reached
TOP five
Agaveproducing
states
$762
2,408,884 tons
million
USD
86%
Jalisco
60%
The sector is
expected to record
an average annual
growth rate of 5%
for the 2013-2020
period.
In 2014 total tequila

production was
242,400,000
litres
In 2014 total agave

consumption for tequila
production was
were used to
produce 100%
Agave tequila
788,200 tons
43%
1
USA
$912 78%
5
Russia
$13 1%
2
Spain
$20 2%
6
UK
$13 1%
3
Panama
$16 1%
7
Latvia
$12 1%
4
Germany
$13 1%
8
France
$11 1%
Oaxaca
3%
Michoacn
2%
% Percentage of participation
9
Tequila exports to
the USA increased
by 33% in 2014
9
Japan
$11 1%
3%
of tequila per
minute
liters of tequila
Zacatecas
313 liters
162,141,363
$ million USD (value for 2014)
4%
an average of
In 2014, Mexico exported
of production
was 100%
Agave tequila
Guanajuato
Other
$151
13%
www.senasica.gob.mx
Sources: SIAP (Agriculture and fisheries information system), Sagarpa (Secretariat of agriculture, livestock, rural development, fisheries, and food); CRT (Tequila regulatory council);
Global Trade Atlas (GTA); SE (Secretariat of economy); INEGI (National Institute of Statistics and Geography); Global Insight
46
October 2015
October 2015
47
photos courtesy of
Aserca
Perspectives for the Agricultural Sector
Some of the goals of Agencia de Servicios a la Comercializacin y Desarrollo de Mercados Agropecuarios (Aserca,
Commercialization services and agricultural market development agency), are to ensure the proper operation of the
agrifood markets, and the promotion of its products, favoring the delivery of support and trade information services,
enabling beneficiaries of programs, schemes and support services to have certainty in producer incomes, and
increasing the trade flow of agrifood products and ornamental plants in the domestic and international markets.
by alejandro vzquez salido, chief director, aserca
In the last decade the agricultural sector

has acquired an extraordinary importance and a value never seen before in our
countrys economy. GDP growth in this
sector during the first quarter of 2015
grew by 6.7%, higher than the national
figure (2.5%). Also, until August of 2015,
agrifood exports have reached 18.4 billion dollars, which represents a surplus
of over 1.4 billion dollars in the agrifood
trade balance for the first time in twenty
years. It should be noted that agricultural exports today are located above oil
exports, in gross terms. In this context,
it is expected that in coming years the
strength of the demand for agricultural
products will continue, due to the rise in
48
income levels and to an increasingly urbanized world population.

Aserca will play a major role in this
scenario; as a decentralized agency of
Sagarpa, its objectives are to procure the
correct operation of the agrifood markets,
as well as the promotion of their products, favoring the delivery of support and
commercial information services to enable
beneficiaries of the programs, schemes and
aserca
support services to have certainty in producer incomes, and increasing trade flows
in agrifood products and ornamental
plants in the domestic and international
markets.
Aserca has initiated an administrative
reengineering and technological modernization process in order to simplify and
expedite the delivery of support, reduce
the time in which procedures are carried
Aserca has initiated an administrative reengineering and technological

modernization process in order to simplify and expedite the delivery of
support, reduce the time in which procedures are carried out and make the
trade process more efficient.
October 2015
out and make the trade process more efficient; these actions will contribute to
greater transparency and accountability of
the institution.
The agricultural sector is wide ranging
and is intimately related with several instances at the state and federal levels, seeking to maintain and improve institutional
coordination with Secretariats of Agriculture, Finance, Economy and Social Development. Also, one of the main objectives
of this agency is to achieve the organization of the agricultural markets through
comprehensive planning in coordination
with the state governments and producer
organizations, which will allow producers
to obtain better prices for their crops by
having closer links to regional and local
demand.
As part of the efforts to streamline the
use of public resources, improvements to
the risk management program are sought,
as well as a closer link to development
banks, Fideicomisos Instituidos en Relacin
con la Agricultura (FIRA, Trusts instituted
in relation to agriculture) and Financiera
Nacional de Desarrollo (FND, National development financial institution).
In regard to the trade of grains and
oleaginous seeds, Aserca promotes Agricultura por Contrato (AxC, or contract
farming), whereby the volumes of corn,
wheat, sorghum and soybeen production
are traded through formal trade circuits.
By signing the AxC, producers ensure their
target income, for which they must contract a coverage price. The target income
is a mechanism that allows producers to
have certainty regarding the sale of their
products and ensuring a minimum profitability that is essential for agricultural activity, and offering buyers certainty in regard to their supply at competitive prices.
In 2015 almost 17.7 million tons have
been supported under the AxC scheme, a
figure 13% higher that the volume traded in 2014. Of this volume, 66% corresponded to corn, 21% to sorghum, 11%
to wheat and the remainder to other crops.
Regarding other crops, it is necessary to
continue diversifying products for export,
providing them with higher added value to
satisfy the demand of new markets, in the
same way that it is necessary to diversify the
markets where products have proven to be
successful. To this end, Aserca promotes
within its export support programmaintaining strict compliance in terms of food
October 2015
In 2015 almost 17.7 million tons have been supported under the AxC
scheme, a figure 13% higher that the volume traded in 2014.
safety, as well as the importance of product
traceability, care in packaging and labeling,
and social responsibility.
To address these problems, an approach is required that will go beyond
establishing simple commercial links and
addressing the issues mentioned above in
terms of cost reduction, quality improvement of the products, timely delivery and
constant expansion of farmers of the region to add value to what they produce.
Through Aserca, Mexico has made significant strides towards trade facilitation
and export of agricultural products by promoting at domestic and international levels,
through actions aimed at taking advantage
of market niches, eliminating intermediaries and improving the prices paid for their
products. These actions promote increasing the commercialization levels of Mexican agricultural producers, processors,
industrialists and agricultural, livestock,
agrifood, fish, aquaculture and ornamental
plant marketers, through the organization
of events, exhibitions, trade missions, tastings, conferences and forums. In September
of 2015 we achieved the participation of
1,372 producers in 24 international and 19

national events, with total sales estimated
at 525.3 million dollars.
Export projects of products so diverse
as avocado, berries and tequila have been
benefited by increased sales abroad. The
goal is to integrate producers to the global
markets through improvements in quality and presentation of their goods, with
safety and social responsibility, as well as a
more professional and effective marketing
strategy. Currently, Aserca is supporting
campaigns for increasing consumption of
tequila in China, avocado in Japan, guava
and papaya in the USA, among others.
Regarding the budget issue, Aserca
aims to operate efficiently during 2016, to
attain a more productive and competitive
farmland, in order to maintain a sufficient
food supply at stable and competitive prices. Currently, the institution is taking steps
to address the macroeconomic environment with new austerity measures, while
continuing to channel resources in favor of
small producers. N
www.aserca.gob.mx
49
photos
MEXICAN
BEER
The malt extracted

from the barley is also
used in the production
of whisky, syrups,
coffee substitutes
and other foods.
In Mexico the barley

harvest is principally
intended for beer
production.
In 2014 Mexico
produced 845,707
tonnes of grain
barley, with a value
of US$ 221.9 million
Special Report | Negocios ProMxico
courtesy of amefap
Amefap
The Prestige of Mexican Cigars
In the next three years, the cigar manufacturing industry in Mexico is expected to triple its growth.
interview with alejandro turrent silva, president of asociacin mexicana de fabricantes de puros, and director of casa turrent, by luis fernando teca
In 2014 the market

value of beer in Mexico
was US$ 24.6 billion: this
is expected to grow at an
average annual growth
rate of 6% betwewn
2015 and 2019.
(millions of
US dollars)
%
share
2014
1
2
3
4
5
6
7
8
9
USA
1,869.4
Australia
145.3
Chile
86.3
Canada
65.3
United Kingdom
40.0
New Zealand
17.5
Guatemala
16.9
Italy
13.3
China
12.5
10 Puerto Rico
11.4
11 Others
133.1
Total
2,411.0
77.5%
6.0%
3.6%
2.7%
1.7%
0.7%
0.7%
0.6%
0.5%
0.5%
5.5%
100.0%
In Mexico there are

over 100 artisan
brewers, located mainly
in Jalisco, Mexico
City, Baja California,
Nuevo Len, Nayarit,
Aguascalientes,
Michoacn and
Coahuila.
In 2014 Mexico
exported
Anheuser-Busch
InBev NV owns
51.3% of the market,
while Heineken owns
NV 43.5%.
%
change
2014/2013
7.61
7.30
90.88
6.31
- 6.72
16.04
151.59
- 8.74
- 0.25
26.02
of beer, making it the

largest exporter
worldwide.
9%
compared to
2013.
PRINCIPAL EXPORT DESTINATIONS FOR MEXICAN BEER (2014)

4
10
only for that reason: The quality of cigars from Veracruz give Mexico renown
beyond its borders. Our cigars are comparable to those made in countries like Cuba,
because we produce some of the best tobaccos in the world, says Turrent.
The Tuxtlas and the tobacco industry
can continue to grow and, with the right
kind of support, become an economic engine for the region. With help we can build
a stronger and more competitive industry,
that will continue making a name for San
Andrs, Veracruz and Mexico, he adds.
The importance this industry has in
creating jobs in the region is very high.
Ninety percent of the workforce devoted
to manufacturing cigars is concentrated in
the Tuxtlas. The rest are located in the port
Ninety percent of the workforce devoted to manufacturing cigars

is concentrated in the Tuxtlas. The rest are located in the port of
Veracruz, in Mexico City, and in other tourism zones.
of Veracruz, Mexico City, and other tourism areas.

The land in this region has been devoted to cultivating tobacco since 1870, with
a unique variety that offers many sensory
qualities, such as flavor, aroma, appearance and combustion.
There are all kinds of tobacco producers in Mexico; some are organized in
cooperatives; others are independent; and
still others cultivate their own lands. The
record has been 1,200 cultivated hectares, but in 2015 the region of the Tuxtlas was planted with 600 hectares of tobacco. Since the 18th century raw tobacco
has been exported to Europe. That was
how the industry was established. Simultaneously, factories were set up in the area
that cultivated tobacco and manufactured
cigars in the San Andrs Tuxtla area, explains Alejandro Turrent.
The Unmistakable Flavor
The flavor of Mexican tobacco can be dis-
9
7
Mexican beer is
exported to over 180
countries.
11
9.04
US$ 2.4 billion
Exports grew at
a rate of
Cigars from Veracruz are renowned abroad,

due to their traditional processes and sensory characteristics, which are among the
best in the world, according to Alejandro
Turrent, President of Asociacin Mexicana
de Fabricantes de Puros (Amefap, Mexican
association of cigar manufacturers).
The cigar industry is one of the most significant in the country and particularly for
Veracruz. Several public policies strengthen
the different regions of the state according
to their vocation, and in the Tuxtlas area
important from the economic and cultural
standpointsthe local economy is based on
this industry, he explains.
The authorities value the tradition,
handmade process of manufacturing cigars, since it creates many jobs, but not
8
3
Other
countries
2
6
The artisan beer

industry currently has a
domestic market share of
0.16%;
this is expected to rise

to 1% by 2016.
Sources: Food and Fishing Information Service, Global Trade Atlas, Mexican Beer Association, Euromonitor, and the Research Council on Health and Beer in Mexico, A.C.
50
October 2015
October 2015
51
Negocios ProMxico | Special Report
photos
courtesy of tabacalera r. paxtian
Tabacalera R. Paxtian
Tradition and Quality in Mexican Cigar
Exports
There are few moments in life where we can encounter, at the same time, pleasure for our senses and
reconciliation with oneself, and this can only be achieved with an excellent cigar. Francisco R. Paxtian
by francisco j. rodrguez paxtian, general director, tabacalera r. paxtian
tinguished by its earthy taste, its chocolaty sweetness, its excellent combustion,
and its balance, which is helpful when
combined with other tobaccos. The Negro San Andrs variety, which is the oldest, cultivated in the Tuxtlas is used
especially as a wrapper and is high in
demand, which has duplicated in the last
four years. We export this variety as raw
tobacco, says Turrent.
The traditional cigar industry in the
world has experimented a boom in the
boutique cigar niche, manufactured with
tobaccos from tiny lots, with certain
unique characteristics that can only be
produced in small batches. This niche
is very profitable because it can double
its earnings, but they are restricted lots,
says the representative of Casa Turrent.
In Mexico it is best to focus on this
market due to the characteristics of the
Mexican industry. This could be a way to
do good business, covering certain niches
that are highly profitable, says Turrent.
Mexico occupies a distant fifth place
in the world as producer of cigars, after
countries like Dominican Republic, Nicaragua, Cuba, and Honduras, with only 1%
of the market. However, Mexican tobacco
has had good acceptance in the world
markets, and is increasingly getting better
reviews and comments on its quality and
specific characteristics that can lead it to
increase its market share.
The national market is stable and
hasnt varied much in the past years.
52
Mexican tobacco has had good acceptance in the world markets, and it is
increasingly getting better reviews and comments on its quality and specific
characteristics.
Where we have to grown is in our premium cigars, to show the consumer that
Mexico manufactures stupendous tobaccos and brands that can compete with any
of the imported brands.
It is expected that the industry in
Mexico will triple in the next three years.
Among the factors that will trigger this
growth is our proximity to the US market,
where they are seeking to gain renown and
recognition, while maintaining consistency
in the quality of the flavor and manufacture, and by counting on good allies on the
commercial side.
Opportunities in Sight
Several months ago Instituto Interamericano de Cooperacin para la Agricultura
(IICA, InterAmerican institute of agricultural cooperation) sponsored a Chinese
mission that visited Mexico, interested in
raw tobacco and high-quality cigars produced in Estado de Mxico and Veracruz.
IICA stressed that the export of raw
tobacco and cigars is very important for
generating foreign currency, as well as for
creating jobs, since all stages of production
in this industry are manual.
With the support of Secretara de Agricultura, Ganadera, Desarrollo Rural,

of agriculture, livestock, rural development, fisheries and food), and Servicio
Nacional de Sanidad, Inocuidad y Calidad Agroalimentaria (Senasica, National
health service for food safety and quality),
IICA accompanied the delegation of businesspeople interested in finding strategic
partners for the production of tobacco.
The Chinese missionmade up of representatives of National Tobacco Monopoly of China and administration officials
in charge of supervising quality, inspection
and quarantine, learned about Mexicos
Phytosanitary Certificate Emission System,
and visited the installations of Mexican Association of Cigar Manufacturerswhich
exports tobacco to 35 countries, its plant
pathology laboratories, weeds and pesticide
residue analysis, and production fields in the
valley of San Andrs Tuxtla.
IICA recalled that 2% of national tobacco for cigars is produced in San Andrs, and is of the highest quality, which
Chinese importers were able to confirm,
since the Mexican crop won an international competition with cigars made from
this tobacco variety. N
Located in the San Andrs Tuxtla valley,

in the Mexican state of Veracruz, where
the nature of its climate and unique rich
soil are favorable, Tabacalera R. Paxtian
uses its experience and knowledge in cultivating tobacco, to provide the world with
a selection of hand-made cigars with the
best tobaccos of their own crops. Our family tradition in the art of cultivating tobacco dates back to 1910, over a century of
experience inherited from the founder of
the tobacco farm, Juan Rodrguez Lpez.
In 1994 we developed our first brand
of cigars: Del Paraso, using aged leaves
from our own crops, which we process
and select carefully. Over 95% of the cigar manufacturers in Mexico are located
in this region, which is the headquarters
for Asociacin Mexicana de Fabricantes
de Puros (Amefap, Mexican Association
of cigar manufacturers), of which we are
High Quality Brands

In a globalized market, the road is not easy
and this forces us to multiply efforts and
wills to create a culture of quality and competitiveness that will motivate us, and lead
us to increasingly participate in new markets. Unquestionably, this is achieved with
high quality products, which are among the
best brands of its kind, a situation that is
not alien to Mexican cigar brands.
Del Paraso, Del Paraso Fusin, Tabaricos, and Privilegios are the brands that
our company is currently manufacturing,
The finest style of our personality discovers the sublimity of our existence
when enjoying an excellent cigar. Francisco R. Paxtian.
promoting and selling them in Mexico and

the world through the companies Tabappar and Tabaricos.
Del Paraso and Del Paraso Fusin
They are our classic brands; the first one is
manufactured with 100% Mexican tobaccos, with the blend that identifies the origins of our house. Del Paraso represents
the vocation, mysticism and passion that
Tabacalera R. Paxtian feels for the art of
making an excellent cigar.
Del Paraso Fusin further invokes the
pleasure of creating a devotion to perfection, while giving rise to a unique blend
of the finest tobaccos from Matacapan,
Mexico, and Esteli, Nicaragua. The fusion
of experience, knowledge and dedication
will undoubtedly bring life to the flavor,
complexity and character of an exceptional cigar.
Privilegios
After over a hundred years in the art and
tradition of tobacco for cigars, Tabacalera R. Paxtian is pleased to share with its
consumers a unique blend with the most
exclusive and select tobaccos of the world.
Mexico, Nicaragua and the Dominican
Republic are pleased to provide the finest
and most select tobaccos to give life to an
excellent and enjoyable cigar: Puros Privilegios. That is why it is conducive to mention the slogan of this brand: The pleasure of living is in the privilegios.
Inspiration, Fascination, Complexity
and Extraordinariness in the Same Art
There are so many processes, cares and
know-how applied in the cultivation of
tobacco and the art of making a fine cigar, that we dare to say: first, in relation to
the cultivation of tobacco for cigars, that
there is no other crop in the world as fascinating, complex and extraordinary as tobacco, a crop that is decipherable only by
www.mexicocigars.com
October 2015
members, and which was founded by the

largest tobacco houses in Mexico, whose
only commitment is to apply and maintain
rigorous quality standards in all production processes, to guarantee that our products are to our customers total satisfaction, in Mexico and the world.
October 2015
53
photos
courtesy of puros santa clara
Puros Santa Clara

Internationalization is the Key
This company is important for the jobs it creates, among other benefits for the economy of the state of Veracruz.
interview with nancy hernndez, international sales, puros santa clara, by guadalupe parral garca
Puros Santa Clara is a Mexican company

that operates under the motto Making quality products. Jorge Ortiz lvarez
founded the cigar factory more than 47
years ago in San Andrs Tuxtla, near the
Gulf of Mexico basin, in southern Veracruz.
His family has been involved in the tobacco
business since before the Mexican Revolution of 1910. That is why Nancy Hernndez, in charge of International Sales at Puros Santa Clara, refers to San Andrs Tuxtla
as the birthplace of the best tobaccos for
cigars in Mexico, and where the main cigar
factories are concentrated.
The tobacco region is situated in the valley of San Andrs, and Santa Clara is the
name of the ranch where they obtain the
best harvest; hence, the name of the cigar
factory. It was in 1967 when the owners
tried different blends until they found one
that would fit the identity of the company:
Santa Clara 1830. That year they began
time, explainable only by the tobacconist
who knows and lives among the crops;
second: inspiration, devotion, experience,
dedication, perfection, know-how, ability,
dexterity, patience, sensibility and time,
are some of the aspects that intervene in
the art of making a fine cigar.
Art becomes culture, culture becomes
tradition, tradition becomes perfection,
perfection becomes quality. Quality does
Our family tradition in the art of tobacco dates back to 1910, over a
century of experience inherited from the founder of the tobacco farm, Juan
Rodrguez Lpez.
not seem to exist when the heart, inspiration, passion and mind take precedence
when directing the hands of an extraordinary and legendary artisan.
production with only two workers. By 1972

they had grown to forty. Today we are more
than 200, says the executive, who says the
variety and excellent service of the tobacco
company make it stand out in the national
and international markets.
On top of quality, the cigars can also
be personalized: If a customer desires a
special blend, we have the tools to satisfy
his taste, as with birthdays, weddings and
christenings. Our unique packaging makes
us different to our competition, says
Hernndez.
Puros Santa Claras premium brands
are the mentioned Santa Clara 1830,
Puros Santa Clara is a Mexican company that operates under the motto
Making quality products.
Aromas de San Andrs, Santa Clara Gran

Reserva, Santa Clara Special Edition,
Ejecutivos, Es un nene (Its a boy), La
Casta, and Capa Flor. In 2014 we boosted this brandwhich contains a blend of
Mexican and Nicaraguan tobaccoat
the Mexican Cigar Festival, says Hernndez.
Its high quality has earned the company
several prizes: Santa Clara 1830 obtained
the Cigar of the Year Award from Other
Territories in 2001; Santa Clara Special
Edition and Aromas de San Andrs were
recognized as the Best Brand of the Year
in 2002; Santa Clara 1830 received the Cigar of the Year Award in France in 2004;
and the Santa Clara brand received the
Best Brand in the USA trophy in 2005.
Nancy Hernndez, who has been with
the company for fourteen years, has a great
deal of experience in the cigar field. She ex-
Growth
It is important to note and acknowledge
the success and timeliness represented
by the support granted by the government
of Mexico, through ProMxico, to promote
the internationalization of these high quality Mexican products. The support we have
received includes our access to international exhibitions, and weve been able to sign
deals with international distributors.
A phrase that represents the fondness
and devotion to cigars, which heavy smokers have been able to identify with is: Apparently, the cigar has become the indispensable complement of any lifestyle that
has managed to transcend this earth. N
www.rpaxtian.com
54
October 2015
October 2015
55
photos
courtesy of ginos east
Ginos East
The Flavor of the Pizza from Chicago
The deep-dish style pizza is now available in Mexico, so there is no need to travel to Chicago
for a slice. One of the oldest franchises has opened its first branch outside the USA.
interview with jos saldaa, general director of ginos east, by rodrigo cansino
plains the several stages that a cigar goes

through: seed bedding, planting, drying, first
and second fermentations, aging, bunching,
rolling, cigar heading and labeling.
To achieve optimum results, the factory meticulously trains its workers: for
tobacconists we have master rollers who
manufacture special bands, such as the
Magnum, which received a Guinness Record in 1985, as the largest cigar sold in
the world, says Hernndez.
On the other hand, the executive recognizes that worldwide anti-tobacco laws
have affected the sector, including the domestic market, which has limited the spaces for smoking. That is why the company
has begun manufacturing special sizes,
Although we export to fourteen countries, our main target is always the

USA, the largest consumer after Spain.
for short smokes. She adds that the new
health and sanitation requirements and
higher taxes have had an impact on prices
and sales. The current production of the
company is around three thousand cigars
per day, down from the over eight thousand cigars per day that Puros Santa Clara
manufactured in years past.
Despite this, the company has been
compensated thanks to its internationalization strategy. Due to the fact that
connoisseurs require a strong cigar, we

partnered commercially with tobacco producers from Nicaragua and Ecuador. We
import these tobaccos and blend them
with our own to make a sturdy cigar.
This allows us to continue innovating and
competing in the international market.
Although we export to fourteen countries, our main target is always the USA,
the largest consumer after Spain, says
Hernndez.
For 2016, the tobacco company plans
to expand even more in Europe, and has
recently established an alliance with a
company in Bratislava that will logistically help with indirect and quick distribution, without minimum purchases.
Furthermore, La Casta Cigars LLCan
affiliaterecently obtained the license to
sell to wholesalers in the USA. This means
that Puros Santa Clara will no longer participate in international fairs to exhibit its
product; now, it has the option of selling
directly in that market.
ProMxico has contributed to enrich
the presence of our company in international fairs and to boost new brands, concludes Hernndez. N
dard Chicago recipes from

1966, with the genius and
creativity of Executive Chef
Roberto Tostado, who has a
wide experience in the cuisine
of the Yucatn region, and has
achieved the union of incredible flavors.
This fusion has resulted
in unique specialties such as
Wings al pastor, a different
version of the Meaty legend
that uses chorizo instead of
Italian sausage, and a tropicalized version of Ginos East
Supreme that includes poblano
chilies and caramelized onions, dishes that were born in
Mexico and will soon travel to
the north to be enjoyed by the

residents of Chicago.
The
Mexican
branch
opened in February of 2015.
When we analyzed the idea of
internationalizing the brand,
we thought Mexico would
be the perfect place to start,
thanks to the richness of its
cuisine and gastronomic history, says Jos Saldaa, General
Director of Ginos East.
Saldaa adds that the company has plans to open two new
restaurants per year in the next
decade in Mexico City, and to
franchise the brand to the rest
of the Mexican Republic. Today,
Ginos East Mexico employs 49
Hand in Hand with

ProMxico
Ginos East has worked close
with ProMxico, because the
institution has been an essential agency in expanding the
brand to Mexico City, says
Saldaa.
The pizzeria has generated
a big synergy with ProMxico,
because they have supported
them in making many strategic
alliances, including connections
to their main suppliers, and a local manufacturer of mozzarella
cheese, Maxilcteos. N
www.ginoseast.com.mx
A tradition in the Ginos East of Chicago pizza parlors is that visitors leave their
marks and scribble their names on the wooden walls of the pizzeria, and can now do
so in Mexico City as well.
Local products
The magic of the kitchen is
reflected in the fusion of stan-
www.santaclarapuros.com
www.lacastacigars.com
56
The story goes that the restaurant opened its doors in 1966
in the heart of the Windy City.
Since then, its growth has been
noteworthy because it is the
only place that has specialized
in the deep-dish pizza for over
49 years. This pizza is a classic Chicago invention noted
for the deep molds where it
is baked. The crust is crispy
and the sauce that covers it is
prepared with fresh tomatoes
and 100% mozzarella cheese.
Apart from the way it is baked
in a deep pan, the deep-dish
pizza has a unique flour recipe
different from other pizzas in
the Mexican market. All ingredients are local, fresh and top
quality, especially the mozzarella cheese.
A tradition in the Ginos
East of Chicago pizza parlors is that visitors leave their
marks and scribble their names
on the wooden walls of the
pizzeria, and can now do so in
Mexico City as well, in the first
branch of the franchise that
has opened outside the USA,
located on Reforma 107 in the
Tabacalera neighborhood. The
place has a lounge type, industrial designed chic-urban concept, where consumers can enjoy a relaxed atmosphere with
a five-star service.
They are famous for their
mozzarella sticks and deepdish specialties such as the
Meaty legend and the Fourcheese thin crust pizza.
people in total. The restaurants

capacity is for 200 people, and
they project that the restaurant will make approximately
72,000 pizzas per year.
Weve received a warm
welcome from the Mexican
market, and were conquering
palates and revolutionizing the
way pizza is made and consumed in Mexico, says Saldaa.
October 2015
October 2015
57
Negocios ProMxico | Mexico in the World
photo archive
The Complete Guide to the Mexican Way of Life
A Policy to Promote National Cuisine

VEN A COMER, a Brand for Quality and Authenticity
Traditional Mexican cuisine is recognized

by the Unesco as an Intangible Cultural
Heritage of Humanity, and one of the
main factors of Mexican cultural identity
that has transcended borders, besides being one of the most important productive
sectors in the national economy. That is
why last August the federal government,
along with several ministries and agencies, established Poltica de Fomento a la
Gastronoma Nacional (PFGN, Policy of
promoting national cuisine), in order to
provide momentum to the gastronomic
activity and achieve its optimum development, given its growth potential.
In Mexico, the gastronomy generates over five million jobs, benefiting over
eighty branches of the economy and contributing 2% of the gross national product. Therefore, the public and private sectors will work together to accelerate the
transformation of national cuisine and
make it a more dynamic and comprehensive industry on a solid economic platform
of broad social benefit, and a key element of
our country brand, in words of President
Enrique Pea Nieto, during the presentation of the new policy.

The PFGN has two clear objectives: 1)
to strengthen the gastronomic value chain
by supporting, connecting and empowering
all stakeholders involved in this important
activity; and 2) to comprehensively promote
Mexican cuisine in and out of the country.
The productivity of the sector will be
fostered through collaboration schemes
that will benefit agricultural, livestock
and fishing activities, basic inputs, public
markets, warehouses, distribution centers,
small and medium gastronomic enterprises
and new entrepreneurs. The program will
also support regions, destinations of grand
tradition, gastronomic wealth and diversity,
tourist and other complementary services in
the value chain, such as arts and crafts related to the creation of traditional utensils.
Furthermore, an advisory body of
Mexican cuisine will be installed, and the
Ven a comer (Come eat) brand will be created and linked to the Mexico brand; this
will be a distinctive sign of quality and authenticity for products, markets, suppliers,
In Mexico, the gastronomy generates over five million jobs, benefiting over eighty
branches of the economy and contributing 2% of the gross national product.
The actions to be taken will be articulated

and will coincide with:
Promoting the production, development
and productivity of gastronomic units.
Designing and implementing technical
education schemes, certification of labor
skills and financing to small producers.
Establishing a work agenda focused on
the countrys traditional cuisines. And,
Promoting new designations of origin
and collective brands for products related to gastronomy.
courtesy of mexico tourism board
by negocios promxico
restaurants and chefs. Also, there will be

an Internet platform that will concentrate
information pertaining to our cuisine, including a schedule of events.
The PFGN we be executed according
to the following strategies:
Inter-institutional and inter-governmental coordination of the three levels
of government related to the gastronomic production value chain.
Regional productive development, particularly of local inputs generated by communities, ejidos and small producers.
Regional diversity, aimed at articulating actions to disseminate and enrich
the gastronomic experience, by promoting and recognizing the natural,
cultural and historic attractions present in the different regions and localities of the country.
Social participation to strengthen the
gastronomic value chain around effective systems of consultation, cooperation, and public and private associations.
Innovation, quality and sustainability,
fostered by adopting good economic
practices that promote the sustainable
use of natural and energy resources.
The Lifestyle
photos
Mexican cuisine is the vivid expression of the diversity and wealth of our culture,
and a trigger for our countrys economic development.
Mexico
a world-class culinary
destination
By Mexico Tourism Board
60

Jos Carlos Redn

Recovering identity through food
To talk about Mexican cuisine is to take a journey

through time, surrounding oneself with the most
significant aspects of culture, not only in terms of Latin
American history, but also in terms of world history.
62
69

Interview with Jos Carlos Redn
These specific measures seek to help industry participants to find support in this new
national policy. As expressed by President
Pea Nieto, Mexican cuisine is a vivid expression of the diversity and wealth of our
culture. It brings together past and present,
and in it colors and aromas, textures and
flavors meld. N
Appetite online
By Luis Fernando Teca
67

Mexican wine
The harvest of an industry
By Ruth Muiz
By Rodrigo Cansino
71

October 2015
Festival Internacional de Cine de Morelia

Enhancing films made in Mexico
Interview with Paula Amor
73

Los Cabos International Film Festival

First class cinema
Interview with Alonso Aguilar
75
www.presidencia.gob.mx
58
65
Food trucks
Food on four wheels
Mexico seen from space
The Lifestyle | Negocios ProMxico
Negocios ProMxico | The Lifestyle
Jos Carlos Redn

Recovering Identity Through Food
In his task of rescuing pre-Hispanic food traditions, chef Redn has brought
Mexican haute cuisine to the general public.
interview with jos carlos redn, chef and owner of camelia, by ruth muiz
In the past four years, Jos Carlos Redn

has found the formula to combine his love
and necessity of rescuing Mexican traditions through his profession as a chef, his
vocation as an entrepreneur and his support for small producers. At 36 years of
age, he has built a company with a comprehensive view of Mexican cuisine and,
especially, the food from the state of Hidalgo. To do so he has resorted to concepts
such as Slow Food and a business model
that has allowed him to developfrom the
kitchen to the tablepre-Hispanic dishes
like escamoles, which are his specialty.
The Slow Food movement, which he
became aware of while visiting Italy, is a
new philosophy that combines the pleasures of the table with knowledge. It is
present in all continents and is devoted to

safeguarding regional culinary traditions,
including products and farming methods.
As a graduate of University of Gastronomic Sciences in Italy, Redn sought
to shape the preparation of typical dishes
and found a way not only to cook, but also
to encourage the production and sale of
products that delight the palate.
Redn is the supplier of escamoles
to the Pujol restaurant, one of the most
renowned in Mexico City. The chef has
had his own escamoles farm for the past
four years. He uses this natural resource,
which he has thoroughly researched, and
has built a production chain that directly
employs around fifty people that belong
to ten families in the community, which
Mexican caviar
It was necessary for me to learn everything, from climate issues to the management of resources, in order to become
more sustainable and more conscious
about what I wanted to do, explains Jos
Carlos Redn.
The Teotlacualli farm, located on the
Puerto Mxico ejido in the municipality
of San Agustn Tlaxiaca, Hidalgoin the
area known as the Valley of the Mezquitalis ruled by the principles of pre-Hispanic food culture that Redn has been
trying to rescue as part of his business and
of being proud of his Mexican identity.
Escamoles or ant eggs are produced
in arid zones with cactus vegetation, at elevations between 1,500 and 3,000 meters
above sea level. There, the ants make nests
at depths of up to 150 centimeters, which
means that the harvesting process is particularly complex and delicate. The chef
has studied the process with detail and has
taught producers to take care of the habitat and not to destroy the nests.
From the beginning, the idea has been
that the efforts behind the process of harvesting escamoles be remunerated according to the work done. It is important to
recognize the identity of the product, its
photos
courtesy of jos carlos redn
Although the harvesting period is short, for the producers it

represents around 60% of their annual income.
extend to over 200 members, and he has

managed to build a network of small producers that harvest around 150 kilograms
of escamoles per year.
60
October 2015
quality and its value, three elements that

also provide scientific knowledge, says
Redn.
Escamoles are collected in the early
hours of the morning in a cold environment. Since not all eggs are edible, they
collect only a specific type and leave at
least 40% of the nest intact. In time, another colony will be formed and will deliver a new crop the following year, between
the months of January and May, which is
the season for escamoles.
A nest takes three years to mature and
to produce escamoles that can be served
at the dinner table. Each nest produces
around half a kilogram of the product. Although the harvesting period is short, for
the producers it represents around 60% of
their annual income. Cultivating, harvesting and preparing escamoles is almost a
traditional process. The reward? A haute
cuisine delicacy, known in the world of
gastronomy as the Mexican caviar.
Food on Wheels
Once he was able to master the recollection of escamoles and consolidate his farm,
chef Redn became aware that his business
could go beyond the big restaurants. Two
years ago the chef from Hidalgo saw the
opportunity of preparing traditional foods
like chinicuiles (worms that feed on the maguey plant), mezcal, escamoles and cheeses,
and selling them to all sorts of people on
board a food truck.
We were presented with the opportunity to back a truck and continue with
our philosophy of promoting pre-Hispanic
cuisine, where 60% to 70% of our raw
materials come from the state of Hidalgo.
Our local cheese, longaniza (spicy pork
sausage), quelites (a wild green herb that
grows in central Mexico), gorditas (little
fat ones, a typical Mexican dish prepared
with maize flour and stuffed with chicharrnpork rinds, or beans), and pulque
(a traditional fermented alcoholic drink
made from the maguey plant), have a very
distinct taste, and come in different presentations, in a less complicated way than
what you see in restaurants, he says.
Indeed, with his food truck, chef
Redn synthesized the process but also
gave flight to creativity in order to generate high-quality dishes with 100% Mexican products that would allow diners to
October 2015
Redn jumped from cultivating and promoting the production

of escamoles, to selling the ingredients that delight his
customers palates through his own store in Mexico City:
Camelia.
enjoy food previously unknown to them
or inaccessible because of the price. The
idea is to bring this type of food to people
who do not have the option of eating at
home, who cant prepare food every day
and who cant eat in restaurants all the
time. Our customers are happy because
they eat healthy food with us. Weve always prepared safe and healthy food while
taking advantage of the resources Mexican cuisine has to offer. The food truck
is a concept located between the restaurant and the typical garnacha stand (fried
thick tortillas covered with mashed beans,
chopped onion, cream, and cheese).
Given that food trucks are not yet regulated and dont have permission to have
a fixed place on a street corner, the chef
moves around in his food truck from one

food festival to the next, and to private
events.
Four months ago, Redns dream of
promoting Mexican cuisine and help recovering national identity came true. He
jumped from cultivating and promoting
the production of escamoles, to selling the
ingredients that delight his customers palates through his own store in Mexico City:
Camelia.
Customers would always ask, Where
can I buy the cheese, or this and that?
Thats why I decided to sell the products
I work with, he says. Now Camelia, located in the Cuauhtmoc neighborhood,
is another opportunity for the growth of
regional products. N
61
Mexico
A world-class culinary destination
To talk about Mexican cuisine is to take a journey through time,
surrounding oneself with the most significant aspects of culture, not only in
terms of Latin American history, but also in terms of world history.
by mexico tourism board
place in the modern world while respecting its traditions and honoring its more
than 1000 years of history.
The unparalleled fusion of flavors are
just some of the characteristics which distinguish the cuisine of Mexico City. As a
result, the range of dishes available in the
city is not limited to traditional Mexican
cuisine. The Historic Center and the Polanco, Roma, Condesa, and Tlalpan areas
house restaurants which offer high quality
international cuisine.
Likewise, a group of renowned chefs
are consistently developing Mexicos gastronomic culture, incorporating ingredients from around the world to transform
traditional dishes into modern masterpieces, a trend known as Contemporary Mexican Cuisine.
In 2014, the list of The 50 Best Restaurants in Latin America, a publication
edited by William Reed Business Media,
was announced. The list honored nine
photos
courtesy of mexico tourism board
One of the many aspects which make Mexico an unparalleled destination for tourists
is its excellent culinary offering, named an
Intangible Cultural Heritage by Unesco in
2010. In addition to the internationallyrenowned traditional food, there are rich
and varied dining options throughout the
country. The flavors, aromas and textures
of Mexican cuisine, with its original and
exotic dishes, come as a pleasant surprise
to the most demanding palates..
The diversity of culinary traditions in
Mexico has created a mosaic of flavors enchanting the entire world, making Mexican cuisine the perfect addition to any trip
or journey around the country.
To talk about Mexican cuisine is to take
a journey through time, surrounding oneself with the most significant aspects of culture, not only in terms of Latin American
history, but also in terms of world history.
Today, Mexican cuisine has managed
to position itself globally, claiming its own
Mexican restaurants for their culinary

contribution to the world. The nine featured include:
Pujol (Mexico City). Established more
than twenty years ago by well-known chef
Enrique Olvera. Olvera uses local products
as well as modern and ancestral techniques
associated with Mexican cuisine, thus reinventing longstanding recipes. Pujol is
one of the citys success stories. The menu
offers a culinary experience like no other,
and diners can try anything from corn on
the cob with ant (hormiga chicatana) mayonnaise dressing, to a barbecue taco with
a guajillo chili marinade accompanied by
blackberry sorbet.
Biko (Mexico City). The restaurant
is more than twenty years old and is run
by chefs Mikel Alonso and Bruno Oteiza.
62
October 2015
Their specialty are dishes that combine

Spanish and Mexican cuisine, resulting
in a novel concept known as: Gachupa
Cuisine. At this restaurant, do not miss
the chocolate globes that literally burst in
your mouth, or the quail, a house specialty.
Quintonil (Mexico City). Since its
opening in 2012, Quintonil has established itself as one of the best gourmet restaurants in the country, thanks to the vision and talent of Chef Jorge Vallejo, who
was trained by Enrique Olvera (Pujol). His
dishes use local ingredients, which add a
fresh and natural touch to traditional recipes, with a special emphasis on herbs and
long-forgotten beans, which will doubtless
make you feel far-removed from the hustle
and bustle of the city.
Pangea (Monterrey). Chef Guillermo
Gonzlez Beristin opened Pangea in 1998,
with French influence but also touches of
Mexican ingredients. Pangea is considered
one of the pioneer restaurants of the north
in creating fusion dishes which merge indigenous cuisine with European haute cuisine. On the tasting menu, guests can try
the famous 60-hour short ribs with potato
galette, the scallops (callo garra de Len),
and the prawn mousse, which are sure to
impress.
Sud 777 (Mexico City). With an established seven year history, Chef Edgar Nez
heads up this restaurant and is known for
demonstrating one of the most avant-garde
trends in the country. Experts have categorized it as the Mexican cuisine of the future,
as chef Nez tends to simplify the ingredients of complex dishes.
Manzanilla (Ensenada). Chefs (and
spouses) Solange Muris and Benito Molina brought to life the concept of Manzanilla in Ensenada, Baja California. Ensenada is one of the new gourmet capitals of
Mexico. The menu stands out for its excellent use of local wines and regional seafood, such as large Kumamoto oysters and
clams. But there is more than just seafood
dishes, and in fact the restaurant is known
for the outstanding ribeye steak.
MeroToro (Mexico City). Another of
the capitals favorites is the MeroToro
restaurant, from Chef Jair Tllez. This
restaurant offers a combination of meats
and seafood from the cuisine of Baja
California. The menu emphasizes the
simplicity of its dishes, without neglect-
October 2015
The diversity of culinary traditions in Mexico has created a mosaic

of flavors enchanting the entire world, making Mexican cuisine the
perfect addition to any trip or journey around the country.
ing elegance and presentation. One can
choose between ceviche, ravioli, risotto
and fresh fish, which are, in turn, complemented by a wide selection of craft
wines and beers.
Rosetta (Mexico City). Founded in
2010 by Chef Elena Reygadas, this restaurant has quietly established itself as a
favorite through word of mouth recommendations. The menu at Rosetta is characterized by the freshness of its ingredients
and the influence of Italian cuisine. The
homemade pasta is one of the house specialities, but the heart of all the dishes, both
seafood and meat-based, is Mexican.
Amaranta (Toluca). This Mexican haute

cuisine restaurant is characterized by the use
of contemporary, yet subtle, techniques used
to achieve strong flavors. The restaurant is
known for its pork-based dishes prepared by
the avant-garde chef, Pablo Salas. The pigs
trotters, cut in the carpaccio style, will astonish the palette. They are garnished with
brunoise vegetables and served with a homemade vinegar dressing.
The position Mexico has achieved over
the last few years in the culinary world
earned it an invitation to the award ceremony for the 50 Best Restaurants in the
World, which was held in May this year in
63
64
Mexico is, of course, a world-class

culinary destination, and the recognition
from the 50 Best Restaurants is one more
indication of Mexican talent and the gifts
of the countrys chefs, which have worked
to elevate Mexicos name.
Mexico is developing its culinary heritage more than ever, and work in this sector is worthy of all accolades. The countrys cuisine has stood out over the last few
years, from the work of traditional cooks
and those talented with avant-garde cuisine
www.visitmexico.com
Through apps, websites and Facebook you can order food and drinks at
home. The offer is wide and includes gourmet food. Today this is a business
that whetted the appetite of multinationals.
by luis fernando teca
Life before the Internet was not comfortable, for example, in ordering food. You
had to pick up the telephone, skim the
menu and be patient enough so that the
clerk on the other end of the line could jot
down your order, repeat it to you, do the
math and finally let you know the total of
your bill. Now, in an age of smartphones,
tablets and computers, restaurants and
chefs are betting on web-based food services, and the offer of food, snacks and culinary services is wide and varied. And you
can easily order from the comfort of your
bed at home or your desk at the office.
Breakfast, lunch or dinner as a gift
If you dont like to prepare food of any
kindbreakfast, lunch or dinner, or if
you have an event and you need to order
box lunches, wine and desserts, Doorbreakfast is an option. This service organizes the ideal get together: they not only
prepare the food, but they also bring the
table mats, coffee and biscuits, candies
with personalized captions, all delicately
and carefully designed and decorated.
This home delivery service offers over
fifteen different packages. In fact, they
have a couple of packages that can get you
out of trouble if you didnt arrive at the
hospital on time for a babys birth, or if
you werent able to go to the christening
party.
www.doorbreakfast.com
De la Tierra on the web
Organic food can also be purchased on
the web. Of course, these products arent
made with transgenic technologies and they
arent sprayed with chemicals that can alter their development, so they can arrive at
your table in a healthy and tasty way.
De la Tierra is an online market that
aims to promote the consumption of prod-
October 2015
October 2015
ucts that do not harm the environment or

are hazardous to your health. The staff at
De la Tierra are young Mexicans who are
aware that urban people are looking for
new and different products, but above all
that circumvent the abuse of intermediaries, so they build bridges to join the producer directly with the consumer.
On the online store you can find exotic
products such as: ginger powder; cajeta
(a Mexican soft toffee) without sugar,
sweetened with agave syrup; unsweetened
ketchup; organic fruits and vegetables;
recipes for preparing food; and different
brands of producers that share their organic philosophy.
www.delatierra.com.mx
Sweet and Savory Pastries

Cecilia Larrea bet on e-commerce. She
doesnt have a shop where her customers
can come and sit down to taste her creations, but shell send them directly to
Now, in an age of smartphones, tablets and computers, restaurants

and chefs are betting on web-based food service, and the offer of
food, snacks and culinary services is wide and varied.
archive
London, and also allowed Mexico, in September, to host the Award Ceremony for
the 50 Best Restaurants in Latin America.
The San Ildefonso College (Antiguo
Colegio de San Ildefonso) opened its doors
to host this annual celebration of the best
gastronomy in the region, making it an
ideal showcase for both national cuisine
and the country in general.
In addition to the award ceremony, there
were various culinary activities and celebrations held as part of this international event,
thus keeping Mexico in the center of attention of specialists, enthusiasts, foodies, chefs
and consumers around the world.
The 50 Best is the most prestigious international entity for assessing global culinary
quality under the most rigorous standards.
The entity assesses and ranks the best restaurants in the world using a computerized
count and evaluations performed by more
than 900 associates around the world.
The decision to hold this event in
Mexico City is a reflection of the culinary
excellence and diversity of the city and the
country, as a whole. It demonstrates the
rise of Mexico to become a culinary tourist destination and provides an impressive
platform by elevating the profile of Latin
American gastronomy as well as its culinary diversity.
Appetite Online
Beer Online
Grupo Modelo not only manufactures
beer; it can also send it to your home. This
is a good option when you dont have time
to go the store and pick up a six-pack.
Beerhouse is a website that offers predesigned packages. The novelty is that it not
only offers the brewerys own brands but
other Mexican homebrewed beers as well
(Minerva, Bocanegra and Tempus), two
American brands (Wild Blue and Budweiser),
a Dutch brand (Hertog Jan) and a German
brand (Franziskaner Weissbier Hell).
To order, all you need is to register
online and pick the pre-designed package
that suits your taste, or otherwise build
your own package. You can order from
12, 24 or 36 beers, and pay with your
credit card. Delivery is free of cost. Beerhouse works with the courier Estafeta, so
it doesnt matter where your destination is
in any part of the country.
www.beerhouse.mx
photos
Today, Mexican cuisine has managed to position itself globally,

claiming its own place in the modern world while respecting its
traditions and honoring its more than 1000 years of history.
to the work of researchers, students and

academics. All this has come together to
create significant culinary offerings.
The global culinary movement is a key
factor, and so Federal Government has implemented National Gastronomy Promotion
Policy, whereby it endeavors to make the
countrys culinary sector even more dynamic
and comprehensive using a solid economic
platform with extensive social benefits. This
is a key part of our Country Brand, with the
main objective to strengthen the culinary
value chain in addition to reinforcing comprehensive promotion of the cuisine, within
the country and beyond.
By collaborating between the public,
social and private sectors, a strategy will
be launched that will facilitate the increase
of productivity in the national culinary
sector in order to benefit farmers, ranchers, fishermen and the basic suppliers of
Mexican cuisine; as well as public markets,
wineries, distribution centers, small and
medium-sized businesses in the culinary
industry and new entrepreneurs in the sector in destinations and regions with strong
culinary traditions, riches and diversity.
Mexican cuisine is a lively cultural display which is representative of humanity
as a whole as a result of its significance,
historical continuity and the originality of
its products, techniques and procedures.
Lets make Mexicos cuisine a great place
of inclusion, prosperity and international
influence. N
65
Mexican Wine
The Harvest of an Industry
One of the promises of local winemakers it to bring a taste of Mexico to your table.
The Mexican wine industry has seen a steady growth and is going for more.
by ruth muiz
66
establishments and a volume of 20,000

monthly orders: one of the most robust
portfolios of this market nationwide.
The purchase marks the entry of Just
Eat in the growing and exciting market of
online takeout delivery in Mexico, because
our country has the potential to grow significantly in this market segment.
For the British company, the growth
of e-commerce in Mexico is an attractive
market factor, and one of the reasons why
they decided to invest in this country. The
online takeout market is valued at approximately 100,000 monthly orders in Mexico, while around the world it is a business
worth 97 billion dollars, supported by millions of orders, according to Euromonitor.
Through this acquisition, Just Eat not
only becomes the newest player in the
Mexican market, but also one of the largest and more experienced companies in
this segment (theyre listed on the London
Stock Exchange). In the UK they represent
almost 70% of the market, and they operate in thirteen other countries, such as
Brazil, Denmark, Spain, and India.
The acquisition of Sin Delantal represents a move that will consolidate the companys operations in Latin America. For
them, Mexico is the largest market in the
region, after Brazil. Not only did the British see a spicy market for e-food in Mexico.
The Germans of Hello Food did too. The
company is part of Foodpanda and is economically supported by the Rocket Internet
accelerator, and has operated in the sector since 2012. During that first year, the
Germans entered Mexico and conquered
the first place with a volume of more than
60,000 transactions per month, and in
2014 they bought out their competition: Se
Me Antoja, Pedidos Ya, and Sper Antojo.
Now, competition between these two
multinationals will be almost at par. Just
Eats portfolio will start out with 20,000
orders per month and 3,000 restaurants,
while according to Hello Food, they have
approximately 60,000 orders per month
at 2,500 affiliated restaurants. Both will
compete for the online takeout business in
Mexico, in a war of clicks to win the appetite of Mexican consumers. N
October 2015
The wine region par excellence is the Valle de Guadalupe, in Baja

California.
archive
Take-out Business
Out of five companies that were in the
business of web-based food orders in 2014,
four German and one Mexican, only two
are left: the German company HelloFood
and the British company Just Eat, which
recently arrived in our country.
Three and a half years after having purchased the Spanish company Sin Delantal
for three million euros, Just Eat decided to
acquire the Mexican branch of this startup. With this transaction, the British company absorbed Sin Delantal Mexicos portfolio of restaurants and customers, giving
it access to a database platform of 3,000
Out of five companies that were in the business of web-based

food orders in 2014, four German and one Mexican, only two are
left: the German company HelloFood and the British company
Just Eat, which recently arrived in our country.
that produces over 300 labels of wine.

Consumption of the drink has increased
by 237% in the past decade, according to
data from Consejo Mexicano Vitivincola
(CMV, Mexican winemaking council).
Aguascalientes, Coahuila, Guanajuato,
Quertaro, and Zacatecas are states that
are renowned for their wine production
and the quality of their products. Producers like Campo Real Vincola, located on
36 hectares of land, 25 kilometers from
the city of Zacatecas, make wines that are
favored by climatic conditions in the so-
photos
your home. She manufactures European

and American pastries and her products
dont contain artificial preservatives. They
are all handcrafted.
Larreas classic pastry is a cheesecake
with red fruits, but she also offers cakes
for sharing as well as individual desserts,
such as cupcakes and brownies. Her savory menu includes ciabattas, baguettes
and croissants, and she guarantees that
youll receive your cake, pie or whatever
products you order without suffering damage in transit: the presentation will always
be impeccable. Payment is via credit card
or PayPal. The only requirement is that orders must be received before 1:00 pm on a
given day, for delivery the next day.
www.cecilialarrea.mx
Mexico has known how to exploit its

Spanish heritage, and today the wine industry is very productive, with earnings
of up to one billion pesos. The grapevine
arrived in Mexico together with the Spaniards, and since Colonial times the settlers
learned how to cultivate and harvest the
grapes that were used mainly for medicinal and religious purposes.
According to history, the Jesuits were the
first to cultivate vineyards and make wine
in the state of Baja California. Today, more
than 3,600 hectares of vines are planted
throughout the country, which require yearly investments of over 800 million pesos.
What began as a crop with medicinal purposes has become a very fruitful
industry that has made Mexico a nation
called geographical wine strip that benefits the precious liquid.

However, the wine region par excellence is the Valle de Guadalupe in Baja
California, which is the best known all
over the world as an icon of Mexico.
In this area, the climatic conditions are
similar to those in southern France, which
favors the production of grapes and wine.
There, internationally recognized wineries have settled, such as Vinos y Viedos
Actuales, Vinos Fuentes, Adobe Guadalupe, Casa de Piedra, Pernod Ricard, L.
A. Cetto, Monte Xanic, Via de Liceaga,
Bodegas y Viedos Las Nubes, Chateau
Camou, Vinisterra, Hacienda La Lomita,
Vinos Bibayoff, Casa de Doa Lupe, Vinos
Xecue, Roganto and Vinos Barn Balch.
The importance of this region is so
great that it has transcended the mere production of wine. It is currently a tourist attraction for wine lovers and for those who
appreciate natural landscapes with scenic
beauty, and who enjoy the best gourmet
food available.
October 2015
67
Food Trucks
Food on Four Wheels
The food truck trend appeared in major US cities in the 1940s and 1950s.
by rodrigo cansino
68
ro, and it is expected that the per capita

consumption of the country will increase
from the current 0.65 liters to two liters by
2020, a similar figure to Brazil.
Among the types of winered, white,
ros and sparkling, the most popular in
the country is red, representing 65% of
the market, followed by white wine, with
30%.
Grapevine production is not an easy
process. For harvesting one hectare, an
investment of five thousand dollars is required, and a vineyard can take up to five
years to commercialize the wine with the
necessary quality and aging.
Regarding the grapes, the varieties that
better adapt to our countrys climate are
Tempranillo and Barbera. However, there
are other varieties, like Merlot, Cabernet
Sauvignon, Pinot Noir, Zinfandel, Carignan, Ruby Cabernet, and Nebbiolo that
work well in producing fine red wines. On
the other hand, for producing white wines,
the varieties that are used are Chardonnay, Sauvignon Blanc, French Colombard,
Chenin Blanc, Semillon, and Riesling.
Mexico today has approximately 120
wineries that produce between 200 and
500 cases per year, although most of them
do not have their own vineyards, but purchase grapes separately and are only engaged in producing the wine.
One of the factors that have limited
the domestic consumption and export of
Mexican wines has been the slow growth
of vineyards that produce the grapes
needed to double and triple the number of
liters. However, states such as Baja California, Coahuila and Sonora have the necessary climatic conditions and the soil to
establish vineyards that can harvest top
quality grapes.
In fact, Mexican Winemaking Council
recently conducted a study with Secretara
de Agricultura, Ganadera, Desarrollo
Rural, Pesca y Alimentacin (Sagarpa,
Secretariat of agriculture, livestock, rural
development, fisheries and food), in which
two million hectares were identified in the
highlands and northern part of the country, suitable for planting grapevines. Of
these, 165,000 hectares will be used to
produce wines of the highest quality in the
regions of Aguascalientes, Baja California,
Coahuila, Guanajuato, Quertaro, San
Luis Potos, Zacatecas, and even Jalisco,
where currently grapevines are only grown
experimentally. N
October 2015
The Goals of the Organization

Create an organized community of food
truck proprietors, promoting healthy coexistence with neighbors, restaurants and
traditional street food stalls.
Provide information to future food
truck proprietors, and support them.
Food trucks incorporate they own varied and exotic culinary

delights. For example, they specialize in Asian or Arab cuisine,
seafood or Mexican dishes, among many other options.
archive
National Wine Production

Although wines from all over the world
are available in Mexico, the wines produced here represent 30% of the total
market. Thanks to the increasing quality
of the product, this figure could grow to
50% by the year 2020, according to the
CMV. Of course, this would imply greater
labor demand and considerable economic
benefits.
Not all the wine produced on Mexican
soil, however, is for self-consumption. One
out of ten bottles is exported. In the past
decade, the volume of wine destined for
export has increased from 27 to 55 million liters. By 2020 it is expected that consumption will triple and sales abroad will
reach 180 million liters annually.
Of the thousands of hectares sowed
with table grapevines in Mexico, the
state with the largest contribution is Sonora, followed by Zacatecas. Of their total
production, 85% are destined for the USA,
Europe, and several countries in the East.
Regarding the production that stays
in Mexico, the most important states are
Baja California, Coahuila, and Querta-
Not all the wine produced on Mexican soil, however, is for selfconsumption. One out of ten bottles is exported.
among many other options. In recent years

they have expanded to several European
and Latin American capitals.
In Mexico food trucks drive to their
destination, where they stop, open their
doors, turn on the stove and mount their
portable seats and tables. Others have a
built in bar and they only set out stools on
the side of the truck, and still others only
sell food to go. The ambulatory restaurants are a new option for Mexico Citys
foodies.
Food trucks are a new form of cuisine that serves multiple needs, employing
many talented chefs who for various rea-
photos
But this is not the only region with

high potential for planting grapevines and
producing wine. The CMV also highlights
Coahuila, Quertaro and Zacatecas, as
states where wine production is increasingly recorded.
Some cities in our country, particularly

Mexico City, have recently seen the arrival
of this new mode of street food consumption. Its food on wheels: food trucks. The
concept is similar to traditional food stalls
that line the streets, but in this case the
stalls are mounted on a truck. They have
two main characteristics: accessible prices
and quick preparation.
The food truck trend appeared in major US cities in the 1940s and 1950s. In
those days food trucks played a vital role,
since many construction sites were far
away from basic services and these trucks
would deliver food to where the workers
were located.
These food stalls on wheels offer something different in terms of quality and cuisine: many of them incorporate their own
varied and exotic culinary delights. For
example, food trucks specialize in Asian or
Arab cuisine, seafood or Mexican dishes,
sons are otherwise jobless. The popularity

of these spaces marks a trend because they
are an attractive alternative for those who
lack the resources to open their own restaurants or eateries. And to overcome the
problem of informality, an organization
has been created to professionalize this
form of preparing and selling food, ensuring hygienic conditions.
The Asociacin Mexicana de Food
Trucks (Mexican food trucks association)
states that the food truck movement started
in Mexico City in early 2013. It informs us
this concept of moveable kitchens appeared
in Mexico City with gastronomic proposals
that offered delicious dishes prepared with
high quality ingredients at reasonable prices,
without having to wait long.
October 2015
69
Be a single contact for people who

require information, events and contracts with trucks.
Show people what a food truck is and
how it works.
Comply with the necessary norms to
operate in a legal and formal manner.
The Association has also established
a declaration of principles: Food should
benefit everyone, not just those who can
pay for food at a restaurant. Regarding
food, classism and elitism are not valid.
Mexico is blessed with products and people
who can cook. It is sad to see small producers come to the markets to sell their marvelous products, and then go to a supermarket
to purchase an instant soup. We should do
more to communicate the value of food.
Quality Service
Today, 60 years after their appearance,
food trucks are popular in US cities such
as Los Angeles, New York, Houston and
San Francisco, but also Montreal and Vancouver in Canada. In Europe the trend is
catching on, and you can now see food
trucks on the streets of Londonwhich
today has more food trucks than any other
city on Earth, and Paris.
An additional advantage of food trucks
is that they create opportunities for coexistence between families and friends, and
they offer healthy foods at accessible prices.

Not any truck with a kitchen can be a food
truck, though. The Association ensures
that each food truck complies with certain
prerequisites that guarantee that their raw
materials are of good quality. The kitchen
must be clean and safe, the gas and water
installations must be certified (for example,
they must have drinking water, as well as a
system to deal with residual water).
Nothing that has been used on the
truck can be disposed of on the street, and
any discharge of liquids or solids must
be controlled. Grease accumulated in the
truck and trash must be properly separated (organic and inorganic). Another
characteristic that the Association fosters
is that floors, ceilings and walls of the vehicles should be covered with smooth materials that can be easily cleaned.
Requirements for Mobile Food
Although it seems obvious, to control safety
it is an obligation that all equipment must be
immobile: it must be attached and fastened
tightly to the truck, to avoid accidents.
And just as all waste produced should

not be tossed away onto the street, the
trucks should not take anything from the
street, such as connecting illegally to street
power lines. The Association establishes
that each truck should carry its own power plant.
The food truck movement in Mexico
has already extended from Cancun to Tijuana, despite the fact that the law regulating them is still vague in terms of how they
should function and operate. Vehicles that
dont belong to the Association promote
their services in social media, and they
publish photos of their tasty menus. Consumers specially value the culinary treat
and the accessible prices. In some places it
is hard to find variety in the food offered
in traditional outlets, and food trucks have
brought new options. No doubt Twitter,
Facebook and Instagram are a basic motor for this business, because they use them
to advertise their whereabouts so you can
easily find their location. N
www.foodtrucksmexico.com
An additional advantage of food trucks is that they create

opportunities for coexistence between families and friends, and
they offer healthy foods at accessible prices.
FESTIVAL INTERNACIONAL DE CINE DE MORELIA

Enhancing Films Made in Mexico
This festival originated from the need to increase the availability of films in Mexico and to contribute to the promotion of
cultural and tourist activities in the state of Michoacn.
interview with paula amor, media coordinator, festival internacional de cine de morelia, by guadalupe parral garca
The Festival Internacional de Cine de Morelia (FICM, Morelia International Film

Festival) was created in 2003 in Morelia,
capital of the state of Michoacn, in order to be the hotbed of new national talents, including producers and directors. Its
founders and current board members are
Alejandro Ramrez Magaa, President; Cuauhtmoc Crdenas Batel, Vice-President,
and Daniela Michel, General Director.
This festival arose from the need to
increase the availability of films in Mexico
and contribute to the promotion of cultural and tourist activities in the state of Michoacn, says Paula Amor, Media Coordinator of FICM. We were established as
an exclusive event for Mexican filmmakers
and talent. They are the main focus of the
event, although we also exhibit national
and international premieres that are out of
competition, she adds.
Incentives
The FICM is organized by a non-profit civil
association and is sustained thanks to tax
incentives, financing by the private sector
and public institutions. Since its inception,
the festival has the support of government
agencies, including the state of Michoacn.
It also has the sponsorship and support of
the company Cinpolis, although FICM is
an independent project.
Each year the festival receives over
700 films. This year the official selection
includes ninety films, including shorts,
features and Mexican documentaries. The
competition categories are the Michoacn
Section, Mexican Short Films, Mexican
Documentaries and Mexican Feature Films.
The Eyethe top prize in the competitionwill be granted to the winners of
the festival in each category, plus a cash
prize and other distinctions awarded by
the sponsors of the festival.
70
October 2015
October 2015
In total, the program includes 55

shorts, 12 documentaries, 13 Michoacn
films and 10 feature films. The 2015 editionscheduled from October 23rd to
November 1stwill open with La cumbre
escarlata (literally, The scarlet summit) by
Guillermo del Toro.
Among the competing feature films
that aspire to win the Eye are Los herederos (The heirs) by Jorge Hernndez Aldana, Te prometo anarqua (I Promise You
Anarchy) by Julio Hernndez Cordn, and
Un monstruo de mil cabezas (A Monster
with a Thousand Heads) by Rodrigo Pl,
a movie that was exhibited at the Venice
Biennal last September.
In the documentary section, the films
participating are Tiyarus (Diablos), by
Emilio Tllez Parra, and Los das no vuelven (Days dont come back), by Ral
Cuesta, among others.
In the short film section are Diego
Cataos Alter, and Mariana Arriagas En
defensa propia (In self defense), among
several others.
As part of the festival, each year several cycles, tributes, retrospective events and
special guests are presented, that contribute their knowledge to the public through
lectures.
Internationalization
From its inception, the FICM has been
linked with the Cannes Festival Critics Week. This alliance was established
so that a selection of the films from the
The contest in Michoacn brings together more than seventy

thousand attendees every year.
photos
courtesy of festival internacional de cine de morelia

71

First Class Cinema
Cannes Critics Week can be exhibited

during our festival, says Amor. Similarly,
the Critics Week projects the FICM winners in a special function, and this year
we are beginning partnerships with the
American Sundance Film Festival and Italian Locarno Film Festival, she adds.
The international consolidation of
Morelia Film Festival is highlighted by the
pedigree of its guests, such as Javier Bardem, Juliette Binoche, Geraldine Chaplin,
Tommy Lee Jones, Julia Ormond, Robert
Rodriguez, Steven Soderbergh, Quentin
Tarantino, and Gus Van Sant, among others. And among the Mexicans, Demin
Bichir, Alfonso Cuarn, Amat Escalante,
Gael Garca Bernal, Alejandro Gonzlez
Irritu, Alejandro Jodorowsky, Diego
Luna, Carlos Reygadas, and Guillermo del
Toro stand out.
Beginning in 2014, FICM launched
the Mexican Short Film Selection Online,
which includes projects from the official
selection that will be available for downloading on the Internet free of charge during the event. This year, 34 shorts are competing for the Online Mexican Short Film
Prize, awarded by the public.
Also this year, for the 2015 Edition,
the festival is launching Impulso Morelia. This is a new section that will feature eight titles in post-production, presented exclusively to national and international festival programmers and sales
agents, as a unique opportunity for joint
reflection, project termination, promotion and circulation proposals, says the
Media Coordinator.
The Challenge: to Maintain the
Preference
With time, FICM has earned prestige and
recognition. Its platform is a launching
pad for new talent. Examples of this are
the short film by Elisa Miller, Ver llover
(Watching it rain), the winner at the 2006
edition, and the Palme dOr at the Cannes
Film Festival in 2007. Also De nadie
(Nobodys), by Tin Dirdamal, which was
awarded the Public Prize for Best Documentary at Sundance in 2006.
One of this festivals challenges is to
remain in the publics preference, even
in times of crisis. For this reason, we
have continued to work hard in making
this festival the most important one in
72
Los Cabos International Film Festivalwhich in 2014 broke its own record of attendancehas no comparison with other
events of its type in Mexico.
interview with alonso aguilar, general director, los cabos international film festival, by guadalupe parral garca
Since its inception, Los Cabos International Film Festival has been governed
by two aspects: to support filmmakers in
their search for partners and co-producers, and to be the bridge for dialogue on
industry and business matters between
Canada, the USA, and Mexico. More
than a festival, it is a multicultural gathering that each year explores risky, thoughtful and inspiring film proposals for international audiences, says Alonso Aguilar,
the General Director.
was founded four years ago by Eduardo
Snchez-Navarro Redo, Alfonso Pasquel,
Juan Gallardo Thurlow, Scott Cruz, Sean
Cruz, Eduardo Snchez-Navarro RiveraTorres and Pablo Snchez-Navarro. Since
then the prestige and recognition of this
event have been increasing. Our goal
is to attract the most powerful decision
makers in the three countries and bring
them together for five days in Los Cabos.
This has provided tangible results, says
Aguilar.
According to the executive, the festival, which broke its own record in 2014 by
attracting seventeen thousand attendees, is
unmatched by other events of its kind in
Mexico: No one has the caliber and pedigree of our guests. Last year we had twelve
of the twenty directors of the most important film collections in the world. Guests
have included Reese Witherspoon, Rosario Dawson, Atom Egoyan, Denys Arcand,
Guillermo Arriaga, Piers Handling, and
Genna Terranova, among others.
2015 Edition
Aguilar explains that for the 2015 editionwhich will take place from November 11-15 in Los Cabos, Baja California
SurCanadian and American producers,
leading sales agencies from Europe and
local distributors in America will come.
According to Aguilar, we give legs to all

directors and projects so they can run and
jump beyond the Los Cabos spring board.
This year the festival will include the
Cabos TV platform, devoted to the development of television series. And for this
years closing, they will exhibit the movie Steve Jobs, by British director Danny
Boyle. Every year the team led by Alonso
AguilarAlejandra Paulin, General Coordinator; Maru Garzn, Chief of Programming; Ana Molinar Trujillo, Communications Manager; and Mnica Herrera, Film
Programmerare in charge of the organization and logistics of the festival.
However, only Aguilar, Garzn and Herrera head the Official Selection Committee
for the contest. To do this, they receive approximately 150 feature films per year, of
which they select only 35. This allows us to
In 2014, with seventeen thousand attendees, we broke our own

record, says Alonso Aguilar.
Our platform has turned FICM into the best film festival in our
country, says Paula Amor.
this country. Even though the economic
outlook seems difficult, we cant stop in
our quest to innovate, remain at the forefront and work with what weve got,
Amor adds.
ProMxico has played an important
role in this festival. Weve received great
support from this institution. Our ideal

is to promote, uplift and help spread the
word about this festival. FICM is an event
that goes along with the objectives of ProMxico, Amor concludes. N
www.moreliafilmfest.com
photos
October 2015
courtesy of los cabos international film festival
October 2015
73
The 2015 edition of the

festival will include the Cabos
TV platform, devoted to
developing television series.
show the best of international independent

cinema, says the General Director.
The selection is made by Competencia
Los Cabos (Los Cabos Competition) and
Mxico Primero (Mexico First). The first
organization accepts films originally produced or co-produced in Mexico, the USA
or Canada, and the winner gets a fifteen
thousand dollar cash prize. In the meantime, Mxico Primero bets on Mexican
74
films that are either first of second films.

The winner takes the same prize.
Furthermore, the Industry Selection includes two competition categories: Cabos
in Progress and Cabos Discovery; the first
includes films in post-production, originally or co-produced by Mexico, while the
second includes projects in development,
originally or co-produced by Mexico, the
USA or Canada.
For the out of competition selection,

the organizing team visits different festivals and chooses the material that they
believe should be part of their select gala.
This program is put together with films
that have usually been nominated for the
Oscar and the route of Spring Awards, and
will continue this way, explains Aguilar.
The festival also includes two additional awards: the ArtKingdom Prize, an
incentive worth 200 thousand pesos, for
producing a film trailer; and FIPRESCI
Prize for the Best Mexican Film, which
will be granted for the first time by the
International Federation of Film Critics.
This prize is very important because it
is granted by a highly recognized and respected organization at festivals like Venice and San Sebastin, says Aguilar.
For the third consecutive year, Gabriel Figueroa Film Fund will also be
offered. The fund was created by an alliance with Labodigital, in order to award
grants to seven projects in the scripting
stage, and two grants for works in postproduction.
The strategic partners that make Los
Cabos International Film Festival possible
are Imcine, Secretariat of Tourism, and
Conaculta. We have the dual responsibility of promoting Los Cabos as a tourist
destination and a first class culture magnet, says Aguilar. Besides, the state and
municipal governments also participate,
as does Cinemex, Davos Digital, FOX+
and more than eighty sponsors. Many
of them give us contributions in kind, not
cash. A big part of our operation is supported in this way, says Aguilar.
This year, the festival will count on the
support of ProMxico, through a DISK
Office, a space for purchasing and selling films, along with our own networking
strategy, so we are grateful to this institution, concludes Aguilar. N
Mexico Seen from Space
Our planet is a lonely speck of dust in the great

cosmic all-enveloping darkness.Carl Sagan
For the past five years the National Aeronautics and Space Administration (NASA) has published several photographs taken
from the Terra satellite and form the International Space Station. The following collection of images shows the natural beauty
of Mexico viewed from space.
Mexico and the USA seen by night
Mexico City by night

www.cabosfilmfestival.com
photos courtesy of the nasa earth observatory
October 2015
October 2015
The Popocatpetl volcano, located between the

states of Puebla, Tlaxcala and Estado de Mxico
Monterrey by night
/ national oceanic and atmospheric administration, and the national geophysical data center
75
Negocios ProMxico
Negocios ProMxico | Para Exportadores
Para
Para Exportadores
Exportadores
Esta edicin de Negocios ProMxico est dedi-
sector agroalimentario se debe al
cada fundamentalmente al sector agroalimentario.
trabajo conjunto de diversos acto-
Sin embargo, en esta seccin encontrar algunas
res. Por un lado, los esfuerzos del
notas relevantes sobre exportaciones e inversiones;
gobierno por establecer polticas pblicas que
un reporte sobre el Foro Global Agroalimenta-
faciliten los procesos de produccin agrcola, la
rio, otro acerca del programa de Competitividad
sanidad de los productos, el empaque adecuado
e Innovacin Mxico-Unin Europea, y sobre el
y su distribucin no slo en el mbito nacional
premio Nacional de Exportacin, que anualmen-
sino en los diversos pases a los que nuestros ms
te entrega el presidente de la Repblica. Tambin
emblemticos productos llegan, que aunado al
en sus pginas encontrar una breve nota sobre
trabajo de investigadores y acadmicos impul-
cultura organizacional, y finalmente una grfica
sa el desarrollo y la innovacin para enfrentar
de las oportunidades de negocio en EUA, uno de
los retos alimenticios de nuestro presente; por
nuestros principales destinos de crnicos y turismo
el otro, los casi ochocientos mil trabajadores del
mdico, entre otras industrias.
sector distribuidos por toda la Repblica gra-
Mxico es un pas cuya diversidad de climas
cias al trabajo de 180,013 unidades econmi-
permite el cultivo de diversas especies para distin-
cas empresas, plantas, oficinas comerciales y de
tos propsitos. Nuestra riqueza natural es algo qu
ventas de la industria concentradas en Ciudad
compartir con el mundo y qu mejor que compar-
de Mxico, Estado de Mxico, Puebla, Oaxaca
tirlo en la mesa.
y Veracruz.
foto archivo
La actual posicin de Mxico en el
de
promxico
Foro Global
Agroalimentario 2015
El ms importante en Mxico y Amrica
Latina
ELIXIR Detox
Jugos 100% naturales
Programa de Competitividad
e Innovacin
Mxico-Unin Europea
El cierre de cinco aos de
promover relaciones exitosas
83
76
Octubre 2015
Por Graciela Santa Cruz
85
82
81
Bienvenidos a Negocios ProMxico!
y cultura organizacional
por Negocios ProMxico
Esperamos que disfrute esta edicin.
Executive research
Premio Nacional de
Exportacin
Sinnimo de competitividad en el
mundo
por francisco javier mndez aguiaga
86
Oportunidades de negocio
EUA
88
breves
breves
COMERCIO EXTERIOR
SERVICIOS
Exportaciones de productos
orgnicos repuntan
Alianza de beneficio mutuo
www.puertolazarocardenas.com.mx
www.sid.com.mx
www.aserca.gob.mx
AGROALIMENTOS
COMERCIO EXTERIOR
AGROLIMENTOS
Mxico vende agroalimentos a Japn
Hidalgo siembra y apuesta al

brcoli
foto archivo
www.sagarpa.gob.mx
foto archivo
Nopal de exportacin
78
El municipio de Ixmiquilpan y San Salvador en el estado

de Hidalgo continan con su proyecto para plantar y exportar brcoli. El plan original es crear un sistema de riego
por aspersin con agua potable para la plantacin de esta
verdura y beneficiar a ms de 1,200 ejidatarios de la zona.
En el proyecto se prev invertir ms de cien millones de
pesos, de los cuales se destinarn 36 millones a la perforacin de diez pozos para la irrigacin de los plantos en
una extensin de 1,600 hectreas. En una segunda etapa
se pretende sumar otros cincuenta millones de pesos para
alcanzar las 3,200 hectreas de brcoli plantado.
foto archivo
Las exportaciones de productos agroalimentarios de Mxico

a Japn se mantienen al alza. Artculos como carne de cerdo
y de res; frutas y hortalizas (aguacate, mango, limn persa,
calabaza y esprragos); atn y productos como tequila, jugo de
naranja y caf, entre otros registraron un crecimiento en ventas
hacia el pas asitico.
Uno de los nuevos productos que se han logrado comercializar
en Japn es el huevo lquido pasteurizado, lo que segn la Sagarpa
abre un nuevo nicho de mercado para los productos mexicanos
en Asia.
Productores de nopal, tuna, xoconostle y penca de maguey del

Estado de Mxico iniciaron la exportacin de sus productos a
ciudades en EUA como Los ngeles, Maryland, Atlanta, Dallas
y McAllen. El primer envo fue de veinte toneladas y se espera
que esta venta impulse la comercializacin al exterior de estos
productos hasta en 50%.
Mxico exporta a diversos pases alrededor de 4,000 toneladas
de nopal al ao; 3,500 de tuna roja; 200 de tuna amarilla; 500 de
tuna verde cristalina; 900 de xoconostle y 300 de penca de maguey.
www.hidalgo.gob.mx
VITIVINCOLA
Chihuahua producir vinos

El estado de Chihuahua tiene potencial para la
produccin de vinos rosados y blancos, capaces de
competir a escala internacional, algo que podra
ser una realidad dentro de quince o veinte aos.
La Facultad de Ciencias Agrotecnolgicas de
la Universidad Autnoma de Chihuahua trabaja
desde hace cinco aos de la mano de productores
de ese estado para perfeccionar este producto de
alto valor agregado. Pese a que el origen de su
cultivo en la entidad se remonta a 350 aos con
la llegada de los misioneros que lo elaboraban en
los monasterios, ahora se observa una magnfica
oportunidad de exportacin.
www.uach.mx
www.edomex.gob.mx
Octubre 2015
Octubre 2015
foto archivo
foto archivo
foto archivo
La Administracin Portuaria Integral de Lzaro Crdenas firm un convenio de colaboracin con la Terminal Intermodal de Quertaro, con lo que
se consolidan alianzas comerciales con uno de los principales corredores
logsticos del pas.
El acuerdo tiene como propsito crear alianzas estratgicas para incentivar el uso del puerto, adems de tener participacin conjunta en
diversas acciones de promocin para mantener e incrementar los volmenes de carga.
La Terminal Intermodal de Quertaro representa 8% de las operaciones
de traslado de carga por ferrocarril desde el Puerto Lzaro Crdenas.
La Agencia de Servicios a la Comercializacin y Desarrollo de Mercados Agropecuarios (Aserca) inform que las
exportaciones de productos orgnicos mexicanos alcanzan
alrededor de seiscientos millones de dlares al ao.
Entre los productos que ms han destacado estn el
caf, que representa 50% de las exportaciones, seguido de
hierbas aromticas y alimenticias, hortalizas, cacao y uva.
Los estados de Chiapas, Guerrero, Michoacn, Oaxaca y
Quertaro son las principales entidades productoras de
orgnicos. En la produccin de orgnicos laboran 245,000
personas y el sector registra un crecimiento de 8% anual.
79
breves
Para Exportadores | Negocios ProMxico
fotos cortesa de elixir
ENERGA
CALIFORNIA INTERESADA
EN INVERTIR EN ENERGA
RENOVABLE
ELIXIR Detox
foto archivo
El estado de California, EUA, est interesado en

participar en las oportunidades que la reforma
energtica ofrece tanto en materia de colaboracin
como en energas renovables, biocombustibles
y ahorro de energa.
Una delegacin integrada por representantes
de empresas y organizaciones no gubernamentales (ONG) de California, vinculada a los temas de energas renovables, visit Mxico y se
comprometi a impulsar la cooperacin en este
sector. Tambin se analizaron temas de medio
ambiente y desarrollo sustentable en el sector de
energa, as como transporte y transformacin
de energticos.
www.ca.gov
COMERCIO EXTERIOR
Jugos 100% naturales

Desde el 2 de octubre de este ao ELIXIR Juice House abri sus puertas a todas
las personas interesadas en probar sus elxires.
por negocios promxico
ELIXIR Detox es una empresa fundada por Brbara Rico en agosto de 2013.
Fue la primera compaa en introducir en
Mxico el concepto detox, luego de experimentar personalmente los beneficios de
beber elxires de verduras y frutas crudas,
frescas, sin pasteurizar y sin agentes conservadores.
TEXTIL
XIR Detox ofrece programas Elixir Detox

y Elixir Superfoods, dos lneas de productos
para las personas que desean transformar su
vida desde el interior.
ENCUENTRO INTERNACIONAL TEXTIL EN

HIDALGO
foto archivo
El estado de Hidalgo organiz el Encuentro Internacional Textil

2015 para impulsar el sector de la industria textil y de confeccin.
La entidad ocupa el primer lugar nacional en la preparacin e
hilado de fibras textiles y fabricacin de hilos, as como el cuarto
lugar a nivel nacional en la fabricacin de telas.
La industria textil en Hidalgo representa 10% del total del
empleo de la entidad, por eso se pretende impulsar a las empresas locales para que integren y fortalezcan las cadenas de
valor en el sector.
ELIXIR Juice House

Desde el 2 de octubre de este ao ELIXIR
Juice House abri sus puertas a todas las
personas interesadas en probar sus elxires. Este espacio ubicado en el nmero
67-A de la calle msterdam en la colonia
Condesa de la Ciudad de Mxico tiene
a la venta nueve tipos de combinaciones
estratgicas y dieciocho nuevas recetas,
resultado del procesamiento de aproximadamente kilo y medio de verduras y frutas
seleccionadas, todas presentadas en botellas de quinientos mililitros.
Actualmente el equipo Elixir se encuentra trabajando en establecer la tecnologa y procesos necesarios para ofrecer su
gama de productos lquidos en los EUA.
Gracias a la gran difusin lograda a travs de sus redes sociales y embajadores
de marca, han detectado una demanda en
estados como California, Texas, Florida,
Nueva York e Illinois. Con el apoyo de
ProMxico, Elixir estar presente en la
unin americana en el transcurso de 2016,
atendiendo una industria que ha venido
creciendo a pasos agigantados en aquel
pas con productos naturales provenientes
del campo mexicano. N
www.hidalgo.gob.mx
www.cubagob.cu
80
foto archivo
MXICO BUSCA ALIANZA ESTATGICA CON

CUBA
Mxico realiz un foro de negocios para promover la inversin
mexicana en Cuba y aprovechar el enorme potencial de ambas
naciones. Funcionarios del gobierno cubano compartieron con los
empresarios mexicanos la nueva ley de inversin extranjera, al igual
que las oportunidades de inversin y proyectos.
Uno de los principales proyectos en Cuba ser impulsar el potencial turstico entre Mxico y la isla, principalmente en el rea
de infraestructura y proveedura del sector, adems de reas como
energa, construccin, alimentario, textil, minero, qumico, telecomunicaciones y servicios, entre otros.
Los elxires estn hechos con ingredientes de primera y tratados con los ms altos
estndares de calidad en su proceso al utilizar
la tecnologa Cold-Press que imprime varias
toneladas de presin a las frutas y verduras
sin romper la cadena de fro, para mantener
por ms tiempo los nutrientes y enzimas que
el cuerpo absorber de forma natural. ELI-
Octubre 2015
www.elixirdetox.com
Octubre 2015
81
foto archivo
fotos cortesa del procei
Programa de Competitividad e
Innovacin Mxico-Unin Europea
Foro Global Agroalimentario 2015

El ms importante en Mxico y Amrica Latina
El cierre de cinco aos de promover relaciones exitosas

El Foro Global Agroalimentario es un evento anual de alto nivel que rene a especialistas en temas agroalimentarios
provenientes de todo el mundo, organizado por el Consejo Nacional Agropecuario desde 2004.
El objetivo general del Programa de Competitividad e Innovacin MxicoUnin Europea (Procei) es el fortalecimiento
de las relaciones econmicas, comerciales, empresariales y tecnolgicas entre la Unin Europea y Mxico.
Este ao se celebrar la doceava edicin

del Foro Global Agroalimentario 2015,
los das 29 y 30 de octubre en las instalaciones de Expo Guadalajara, en la capital
jalisciense, y el ncleo de la temtica ser:
Agricultura inteligente: la respuesta ante
el desafo alimentario.
Se trata del foro ms importante en
Mxico y Amrica Latina en materia de
perspectivas para el sector agroalimentario. Su objetivo es analizar los temas de
mayor relevancia para el sector agroalimentario y, de esta forma, dotar de herramientas para la toma de decisiones a los
agentes de las organizaciones agroalimentarias de Mxico. Entre los temas que se
tratarn destacan: el agua, calentamiento
global, bioeconoma, responsabilidad social, crisis alimentaria, crisis global y su
impacto en el agro, agricultura 2020, mercados, sustentabilidad, etctera.
En ediciones anteriores se ha contado con la participacin de conferencistas destacados, como Jeffrey Davidow,
ex embajador de EUA en Mxico; Mario
Molina y Norman Borlaug, ganadores del
Premio Nobel; Roberto Rodrigues, Jess
Leguiza y Luis Ginocchio, ex ministros de
Agricultura de Brasil, Argentina y Per,
respectivamente.
Tambin han participado representantes de organizaciones internacionales como
82
el Banco Mundial, CEPAL, FMI, OCDE,

FAO, el Foro Econmico Mundial; catedrticos de prestigiosas universidades como
Harvard y Cornell; especialistas de consultoras como McKinsey, y lderes de organizaciones de productores de diversos pases.
En esta edicin 2015, los asistentes al
evento son los principales agentes relacionados con el sector agroalimentario mexicano: productores, empresas agroindustriales, proveedores de insumos y servicios,
investigadores, consultores, acadmicos,
estudiantes y funcionarios.
La asistencia ha venido en aumento,
en 2014 rebas los cuatro mil asistentes.
El rea de exposicin est dividida en dos
secciones: una comercial y otra institucional, y el nmero de estands ha crecido notablemente.
El programa de 2015 est conformado
por tres conferencias magistrales y seis paneles temticos, con la participacin de veintin conferencistas y seis moderadores de
diferentes pases, con la siguiente temtica:
Perspectivas para la economa mundial
en 2016.
Agricultura inteligente.
Perspectivas para las principales ramas
agropecuarias y pesqueras.
Construccin de cadenas de valor incluyentes y sustentables.
Big data y otras herramientas innovadoras en la agricultura.

Oportunidades de exportacin.
Relevo generacional y jvenes empresarios.
Los conferencistas confirmados para
este foro son:
Ministerio de Agricultura, Chile.
IDOM Consultora, Espaa.
Consejo Exportador de Soya Estadounidense.
Salvador Di Stefano Negocios e Inversiones, Argentina.
John Baize Asociados, EUA.
Universidad de Boston, EUA.
Comisin Econmica para Amrica
Latina y el Caribe (CEPAL).
Maxi Terra Consultora, Suiza.
AWhere, Agricultura Inteligente, EUA.
Agro Tools, Brasil.
Instituto Internacional de Negociaciones Agrcolas, Argentina.
DCOBYS Consultora, Colombia.
Centro de Estudios de Posgrado de Administracin de Empresas, Universidad
Politcnica de Madrid.
El Programa de Competitividad e Innovacin Mxico-Unin Europea (Procei),

cuya gestin fue encomendada por la Secretara de Economa y la Comisin de la
Unin Europea a ProMxico, ha tenido
una duracin operativa de 58 meses desde 2011, y un presupuesto de dieciocho
millones de euros, de los cuales una mitad fue aportacin europea y la otra, de
procedencia nacional. ProMxico entre
cuyos objetivos figura la promocin de la
actividad exportadora, la atraccin de inversin extranjera y la internacionalizacin
de las empresas mexicanas ha ampliado su catlogo de servicios a travs del
Procei, ya que ha incidido en la mejora
de los procesos productivos aplicados
por las pymes mexicanas incentivando
en ellas las condiciones necesarias para
incorporarse en las cadenas globales de
valor (especialmente en las relacionadas
con Europa), mediante la exportacin de

sus bienes y servicios, o insertndose en la
proveedura dirigida a empresas europeas
instaladas en Mxico.
A travs de los servicios provistos por
el Procei, empresas, asociaciones empresariales y centros tecnolgicos mexicanos
han tenido acceso a know how, tecnologas y equipos europeos de ltima genera-
cin, que constituyen un salto cualitativo

en la operatividad y en la cultura de las
empresas y organismos apoyados. Por otra
parte, los proyectos cofinanciados por el
Procei casi todos ellos de carcter regional o sectorial se han insertado de manera efectiva en cada uno de los contextos
donde han operado, respondiendo en todos los casos a las necesidades sentidas por
El 19 de octubre 2015, en el Alczar del Castillo de

Chapultepec se llev a cabo la presentacin de resultados
del Procei. Se cont con la presencia de la Jefa de la Unidad
de Promocin de Exportaciones de ProMxico, Elena Achar
Samra, quien destac los resultados obtenidos mediante
el programa, en el que han participado casi 1,400 pymes
mexicanas.
A la par del programa de conferencias

se celebrarn actividades que permitirn a
los asistentes nacionales y extranjeros conocer y disfrutar del folclore mexicano. N
Octubre 2015
Octubre 2015
83
A travs de los servicios provistos por el Procei, empresas,

asociaciones empresariales y centros tecnolgicos
mexicanos han tenido acceso a know how, tecnologas y
equipos europeos de ltima generacin, que constituyen un
salto cualitativo en la operatividad y en la cultura de las
empresas y organismos apoyados.
las empresas y por las asociaciones empresariales encargadas de su ejecucin.
A travs del Procei se han realizado
quince proyectos en diescisiete estados de
la Repblica Mexicana, apoyando sectores
agroindustriales como caf, miel y aguacate (en Chiapas y Morelos), y tequila y mezcal (en Jalisco y Oaxaca); se ha apoyado
a la manufactura tradicional, de calzado,
textiles y joyera (en Jalisco y Puebla), y
se ha incursionado en proyectos sobre
manufactura avanzada como aeronutica,
tecnologas de la informacin, metalmecnica, diseo industrial y plstico (en Baja
California, Ciudad de Mxico, Estado de
Mxico, Jalisco, San Luis Potos, Quertaro, Chihuahua y Monterrey). El comn
denominador de estos casos ha sido la
introduccin de elementos de innovacin
en procesos o productos, con el objetivo
de incrementar la competitividad de las
pymes mexicanas.
Otros proyectos han tenido un impacto transversal, ya que su ejecucin ha beneficiado a distintos sectores econmicos en
diferentes lugares de la Repblica, como la
puesta en marcha de los modelos de formacin dual alemn-mexicano, por medio
84
del cual se incrementa la profesionalizacin de ingenieros y tcnicos mexicanos;

o la Plataforma de Inteligencia Comercial
y de Negocios, que proporciona distintas
herramientas de comercio internacional a
empresas nacionales y europeas.
El 19 de octubre 2015, en el Alczar
del Castillo de Chapultepec se llev a cabo
la presentacin de resultados del Procei. Se
cont con la presencia de la Jefa de la Unidad
de Promocin de Exportaciones de ProMxico, Elena Achar Samra, quien destac los

resultados obtenidos mediante el programa,
en el que han participado casi 1,400 pymes
mexicanas. Acompaaron en el presdium a
la Jefa de la Unidad de Promocin de Exportaciones el Embajador Andrew Standley,
Jefe de Delegacin de la Unin Europea en
Mxico, Susana Duque Roquero, Directora
del Procei y Directora Ejecutiva de Proyectos
de Cooperacin Internacional de ProMxico, Luis Velasco Fernndez, Presidente de la
Cmara Nacional de la Industria Tequilera,
y Manuel Herrera Vega, Presidente de Concamin y de MIND.
Al evento asisti el Embajador de la
Repblica de Finlandia en Mxico, Roy
Eriksson, el Embajador de la Repblica
Eslovaca en Mxico, Alena Gazurova, y
representantes de las embajadas de Suecia
y Suiza; por parte de ProMxico asitieron
el Embajador Jess Mario Chacn Carrillo, Jefe de la Unidad de Promocin de Inversiones y Negocios Internacionales, Jos
Antonio Peral Vallejo, Director Ejecutivo
de Proyectos de Exportacin, as como
empresarios y funcionarios de cmaras y
asociaciones.
El Procei deja muchas e importantes
capacidades instaladas, infraestructuras,
equipos, sistemas, procedimientos de trabajo, profesionalizacin de tcnicos y trabajadores, certificaciones. Corresponde a los
mexicanos utilizar estas capacidades de
manera adecuada, mantenerlas y mejorarlas, por el progreso de las empresas mexicanas y por el futuro de Mxico. N
Executive research
Y cultura organizacional
Las habilidades individuales necesitan complementarse con la preparacin del ambiente en la organizacin y el proceso de
adaptacin de quienes se incorporan a sta.
por graciela santa cruz, consultora, gape business group
Cultura organizacional es el patrn

de premisas bsicas que un determinado
grupo invent, descubri o desarroll
en el proceso de aprender a resolver sus
problemas de adaptacin externa y de
integracin interna, y que funcionaron suficientemente bien a punto de ser consideradas vlidas y enseadas a nuevos miembros del grupo como la manera correcta
de percibir, pensar y sentir en relacin con
estos problemas.
Edgar Schein
Un profesional exitoso, con amplio desarrollo de gestin y experiencia corporativa
en todos los niveles, es el candidato ideal
para la firma que evala sus competencias
y con certeza es lo que el puesto requiere.
Sin embargo, necesariamente va acorde
con la cultura organizacional?
Esto nos lleva a focalizar el anlisis del
contexto en sus distintos niveles de complejidad. Nos encontramos ante un ambiente
dinmico, donde los resultados de las orga-
www.procei.mx
nizaciones dependen de su talento interno a

todos los niveles, capacidad de adaptacin
y flexibilidad, motivaciones, creatividad,
aptitudes y caractersticas actitudinales.
La importancia del entorno
Conocer la naturaleza de la cultura de la
organizacin para un proceso de seleccin
es sinnimo de un planeamiento estratgico para la consecucin de una gestin exitosa; comprender esto nos sita en un lugar clave para la incorporacin de nuevos
talentos y fomentar su desarrollo, adems
permite el xito en la gestin de su organizacin. Dicha mirada implica una visin
integradora que enriquece la gestin de los
recursos humanos. En tanto el colaborador pueda identificarse y compenetrarse
con los valores, la visin y la misin de la
institucin, los resultados de la adaptabilidad, la productividad y la competitividad
estarn garantizados; adems, esto generar un buen clima de desarrollo de la cultura organizacional.
Cuando nos instalamos a largo plazo

en un pas extranjero podemos ver que
transitamos por un shock cultural, hasta
lograr la adaptabilidad; algo similar ocurre en las organizaciones, por ello para lograr un proceso de seleccin asertivo es vital conocer la cultura de la organizacin.
Cmo la transmiten sus lderes y cmo es
vivida por sus colaboradores?
La clave en la bsqueda
La funcin del research es articular, su tarea se orienta por la bsqueda del equilibrio entre las capacidades e intereses individuales, y los requerimientos del puesto
de trabajo; ubica al trabajo en el lugar de
promotor de salud, crecimiento y desarrollo individual y, desde la organizacin, en
niveles de produccin y logro de metas establecidas.
La cultura de cada entidad refleja
cmo se percibe la institucin a nivel organizacional, social y econmico. Tambin
refleja la percepcin frente al desarrollo
sustentable del talento interno y de la
nueva incorporacin, no slo profesional
sino personal. Partimos de un enfoque que
facilite la bsqueda asertiva basada en un
modelo no slo de competencias sino de
adaptabilidad cultural en todos los niveles,
un enfoque desde el cual pueda propiciarse
la motivacin para que el talento humano se
desarrolle en funcin de la visin de la empresa, logre compartir los sueos de la organizacin y comulgue con sus valores.
Vivimos en un mundo globalizado, de
tendencias econmicas, sociales y comerciales en constante cambios. Fortalecer la
cultura de la organizacin, y contribuir al
buen clima de la empresa genera organizaciones sanas con desarrollo sustentable,
capacidad de adaptacin, fuerza competitiva y bsqueda de mejora continua. N
www.gapebusiness.com.mx
Octubre 2015
Octubre 2015
85
Premio Nacional de Exportacin

Sinnimo de competitividad en el mundo
Entre los objetivos del premio est el de proyectar a las organizaciones, principalmente a las ganadoras, como empresas de
clase mundial, e identificar los casos de xito reproducibles en el pas.
por francisco javier mndez aguiaga, director general, comce bajo
El Premio Nacional de Exportacin reconoce el esfuerzo, tenacidad, eficiencia, talento, dinamismo y liderazgo de empresas
mexicanas o establecidas en Mxico, que
han logrado convertirse en sinnimo de
competitividad en el mundo.
En 1993 la Secretara de Economa
mediante decreto presidencial cre este
premio con el objetivo de proyectar a estas
organizaciones principalmente a las ganadoras como empresas de clase mundial,
sin importar el sector al que pertenecen ni
su tamao; tambin identifica los casos de
xito reproducibles en el pas, as como las
prcticas ms destacadas en materia de comercio exterior, para transferirlas al sector
exportador y mejorar la competitividad de
Mxico en el mundo.
Cada ao la Fundacin Premio Nacional de Exportacin, AC designada
por la propia Secretara es responsable
de la organizacin, promocin y difusin
del Premio Nacional de Exportacin.
Para ello, publica una convocatoria en el
Diario Oficial de la Federacin, en la que
se establecen las bases y requisitos que deben cumplir las empresas participantes. El
Premio Nacional de Exportacin se entrega en una ceremonia en el marco del Consejo Empresarial Mexicano de Comercio
Exterior, Inversin y Tecnologa (Comce),
que este ao se celebr en Puerto Vallarta,
Jalisco.
foto cortesa de presidencia de la repblica
Empresas exportadoras medianas

industriales
Tequilas del Seor SA de CV
Ms de setenta aos operando y cincuenta aos exportando
Participa en el Programa de Competitividad e Innovacin Mxico-Unin Europea para reducir costos energticos
Empresas exportadoras grandes
industriales
Nissan Mexicana SA de CV
Primer productor nacional
Entre sus innovaciones destaca el auto
elctrico
Cuenta con cinco patentes generadas en

Mxico
Empresas exportadoras pequeas y
medianas agropecuarias
(Se declar empate en esta categora)
Granos de Sinaloa SA de CV
Cuenta con doce centros de acopio con
capacidad de 500,000 toneladas
Aplican nuevos criterios tecnolgicos en
materia de conservacin
Integradora de Ganaderos de Engorda de
La Laguna SA de CV
Exporta 32% de sus ventas totales

Cuentan con tres biodigestores que
transforman los desechos en biogs para
la operacin de calderas y calentadores
Cuenta con la certificacin Great Place

to Work, as como con GPW, distintivo
de equidad de gnero y es una empresa
socialmente responsable
Empresas exportadoras grandes

agropecuarias
B&S Grupo Exportador SA de CV
Exporta el total de su produccin
Posee las certificaciones ms importantes
Instituciones educativas
Instituto Tecnolgico y de Estudios Superiores de Occidente AC
Cuenta con un sistema de titulacin innovador: Proyectos de Aplicacin Profesional (PAP) vinculados con el desarrollo del comercio exterior
Programa de doble titulacin con la
Universidad de Rennes, en Francia
Empresas IMMEX
Skyworks Solutions de Mxico S de RL de
CV
Elabora ms de 620 productos enfocados a los mercados de Asia, Amrica y
Europa
La cudruple hlice (empresa, gobierno,
universidad y comunidad) integran a la
comunidad como beneficiaria
Empresas exportadoras pequeas,
medianas y grandes comercializadoras
Jova Graneros SA de CV
Es una de las principales exportadoras
de garbanzo en el mundo
Empresas prestadoras de servicios

Grupo Cargoquin SA de CV
Tiene las certificaciones especializadas
C-TPAT y NMX-R-026-SCFI 2009
Est en proceso de certificarse como
Operador logstico acreditado, para
posteriormente aplicar a NEEC en el rubro de Socio comercial certificado
Empresas exportadoras indirectas
Grupo Collado SA de CV
Desarrollo de procesos primarios y secundarios hasta procesos de valor agregado para ofrecer soluciones integrales
Proveedor de partes semiterminadas
para diferentes industrias
Organismos promotores de comercio
exterior
(Se declar empate en esta categora)
Consejo Regulador del Tequila AC
Factor importante en la denominacin
de origen
Cuenta con un dispositivo para fomentar la cultura del agave y del tequila
Ha colocado 279 marcas certificadas en
el extranjero
Cmara Nacional de la Industria Tequilera
Es la institucin ms antigua del ramo
tequilero
Ofrece estrategias de promocin y comercializacin internacional de productos tequileros, buscando foros y eventos
especializados as como oportunidades
de negocios. N
Categoras con los respectivos

ganadores y logros ms
destacados
Empresas exportadoras pequeas
industriales
Forza Global Solutions SA de CV
Desarrollo exponencial en los ltimos
aos
Cuenta con un centro de manufactura
avanzada
86
Octubre 2015
Octubre 2015
87
Negocios ProMxico | Infografa
BREVES
Oportunidades de negocio
eua
TI
Inversin
Mxico es el mejor destino de Amrica para el

establecimiento de compaas de TI, de acuerdo con la
firma A.T. Kearney. En ese sentido, existen oportunidades
para la inversin y establecimiento de empresas en Mxico que
desarrollen productos y servicios de alto valor agregado,
con innovacin tecnolgica, alto desarrollo de I+D+i y transferencia
tecnolgica.
Otras:
Energas
Dispositivos
mdicos
Productos crnicos
En 2014 el tamao de mercado de productos crnicos frescos y
procesados en EUA fue de 34.2 millones de toneladas. Se
estima que el volumen de mercado presente un crecimiento de
4.2% en el periodo 2014-2019. De acuerdo con la coincidencia
entre la oferta exportable mexicana y la demanda estadounidense,
existen oportunidades de exportacin en los rubros de carne
Exportacin
de bovino deshuesada, carne de porcino congelada,

despojos comestibles de bovinos, cortes de carne de
bovino congelada sin deshuesar, as como preparaciones y
conservas de carne de gallo, gallina y porcino. Actualmente
los principales proveedores de productos crnicos para EUA son

Australia, Canad y Nueva Zelanda.
Turismo mdico
Mxico es el segundo destino de turismo mdico en el mundo

y atrae a ms de un milln de pacientes extranjeros al ao,
muchos de los cuales son de origen hispano que radican en los estados
de California, Arizona y Texas. El ahorro que representan los servicios
mdicos de Mxico en comparacin con EUA ronda entre 36% y 89%.
En este sentido, Mxico cuenta con una ventaja de costos que lo hacen
ms competitivo dada su ubicacin geogrfica, afinidad cultural entre
los estados fronterizos, capital humano en la industria, as como su
infraestructura disponible. Los principales destinos de turismo mdico
en Mxico son los estados de Baja California, Nuevo Len y
Quintana Roo.
88
Otras:
Productos del
mar
Bebidas
alcohlicas
Preparaciones
de legumbres,
hortalizas y
frutas
Octubre 2015
BREVES

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Guest opinion

THE FIRST AGROPARK

Table of Contents October 2015

Mxico Calidad Suprema

Interview with Miguel Garca

By Comunicacin Social, Mxico Calidad Suprema

By Enrique Snchez Cruz,

The Agricultural and

Interview with Carlos Gabriel Orozco

By Vicente Gmez Cobo

Finca Sustentable Jocutla

Interview with Eduardo Assad Azuara

Interview with Leonardo Olivares Ahumada

Interview with Miguel Garca

Interview with Celina Domnguez Garca

By Francisco J. Rodrguez Paxtian

Puros Santa Clara

Interview with Nancy Hernndez

Interview with Jos Saldaa

Mexico in the World

A policy to promote national

The Complete Guide

Francisco N. Gonzlez Daz

courtesy of jos carlos redn

Felipe Gmez Antnez

Jos Carlos Redn

Interview with Jos Carlos Redn

Enrique Jacob Rocha

Francisco de Rosenzweig Mendialdua

By Luis Fernando Teca

By Mexico Tourism Board

Francisco N. Gonzlez Daz

photo courtesy of cptm

Ildefonso Guajardo Villarreal

Luis Miguel Pando Leyva

Food on four wheels

photos courtesy of los cabos

Enhancing films made

First class cinema

Interview with Alonso Aguilar

seen from space

photos courtesy of the nasa earth

photos courtesy of festival

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tocols that allow safe food trade. The agency in

Welcome to Negocios ProMxico!

Francisco N. Gonzlez Daz

Superama Opens its 253rd

Bosch Inaugurates Plant

T. T. Blues will Invest 123 Million

The German company Bosch inaugurated

Siemens Will Build Electric Substation

Sigma Alimentos Purchases Second

Fibra Prologis will Invest

Shinhan Bank Arrives in Mexico

The South Korean bank Shinhan will commence operations in