Mexican avocado's successful participation in Foodex Japan

The Association of Producers and Packers Exporters of Avocado of Mexico (APEAM), was present at Foodex Japan to increase sales of avocados in Asia. 

Foodex Japan is the most important exhibition of food and drinks in Asia. Even though it was officially held from March 6 to the 9, APEAM began its activities on March 5. The trade show was attended by nearly 82 thousand buyers interested in food service, distribution, and marketing companies. Foodex Japan focused on the expansion of commercial opportunities after the activation of the TransPacific Agreement (TPP), among other things. 

The APEAM attended this fair because of the importance of the Asian market: in the 2016-2017 season Mexico exported more than 100 thousand tons of avocados to the Pacific and Middle East, and more than 50 thousand tons to the Asia-Pacific countries (Japan, China, Singapore, among others). 

APEAM participated in this trade show thanks to the joint effort of the producers and packers affiliated to the Association and to the intense promotion effort they have carried out.

On March 5 the APEAM delegation met with executives from the Sopexa Asia-Pacific Region. The meeting was attended by the president of APEAM, Adrian Iturbide, its general director, Armando Lopez, and its International Marketing Advisor, Miguel Barcenas. Later, they met with representatives of Dole, a company that distributes vegetables and fruits throughout the United States and, in this case, Asia. 

On March 6, the opening of Foodex Japan took place. "We are fighting for Mexico" stated the President of APEAM, Adrian Iturbide. "APEAM has been here for more than 10 years... After Europe, Japan opened the doors to our products and we are doing well. We cover more than 90% of the market. 

The importers tell us that we must continue doing promotions." 

 

According to APEAM, it's essential to continue promoting the benefits of Mexican avocados, especially among the younger generations, so that consumption continues to rise. 

This and all the other activities that we carry out abroad contribute to the increase of Mexican avocado consumption and, therefore, directly benefit all the members of this value chain and Mexico.

APEAM representatives had many meetings during the fair. One of the qualities of the Mexican avocado, which has allowed it to enter the most demanding markets, such as Japan, is its innocuousness; which is achieved thanks to the effort of producers and packers.

In a meeting on March 7, the Ito-Yokado Co., Ltd, a major supermarket chain with 176 stores in Japan, discussed the possibilities of importing Avocado from Mexico with companies that share the same principles and approach as them, that is to say, that commits to deliver a constant supply so that the final consumer can have a fresh product in ideal conditions.

Ms. Yuki Fujita, Ito-Yokado's overseas manager, said that these supermarkets served the communities as a meeting place, which is why they have gained enormous consumer confidence.

Their selection criteria for the products that they import include: the product's flavor and freshness, among other things, but they also have a strong emphasis on safety and confidence in the food. Thus, the purchase of Mexican avocados would be conditioned to the ability to confirm production methods, conducting pesticide residue tests, and other tests at storage sites in Japan.

These requirements, however, would not represent a major challenge for the Mexican avocado, as its great flavor and quality, which is recognized around the world, have made it one of Mexico's most important and competitive agricultural food products. 

China, Mexico's second biggest market in Asia after Japan, and the fifth in the world, presents a lot of potential, given the growing interest in the beneficial properties of Mexico's avocado. That is why the APEAM and Sopexa have reviewed the possibility of conducting a promotion campaign in the Asian giant.

APEAM's efforts in China have focused on training the country's importers to manage avocados. Last year, during the SIAL food innovation fair, the APEAM presented a seminar about the Mexican Avocado, in which they showcased the benefits of the fruit, how it is traded, harvested, and how it is handled in the places of origin and destination.

In the context of the renegotiation of the NAFTA with the United States, Mexico's main market to which it exports 80% of its avocado, the APEAM, which is the instance that facilitates the necessary work to export avocados in optimal conditions and that plans and executes promotional campaigns to increase avocado demand, in this case in Japan, is focusing its efforts on two markets that present enormous potential for producers, packers and Mexico.

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