Mexican lime company seeks bigger European presence

With demand for limes increasing in Europe over the holidays, a Mexican firm specializing in limes, Alvarado Trading, is hoping to expand their reach in Europe. While storms in their growing region of Veracruz reduced their shipments to the EU, they hope that with new, direct connections to European supermarkets, they'll be able to expand the presence of Mexican limes on the continent.

“I believe the Mexican lime is a very good product, but we're just not doing the correct promotions,” said Gunther Erdmann of Alvarado Trading. Because of that quality, Erdmann is puzzled as to why there aren't more Mexican limes being sold in Europe, though, at least this year, he knows part of the reason.

“We had problems with quality due to a lot of unexpected, out-of-season rain,” he explained. “Due to that high humidity, the product was good here, but it did not travel well, and there were problems with the limes by the time they got to Europe.” Those problems ranged from major inconvenience to catastrophe for many lime exporters in Mexico, with some shipments so far gone that they were incinerated upon reaching port in Europe. Because of those weather issues, and the resulting economic setbacks, most Mexican lime shipments to Europe stopped. But now that demand is picking up once again, the economics of sending product to Europe is looking more attractive.

“I've heard that some Brazilian suppliers are having trouble with droughts, so production has dropped off some,” said Gunther. Also factoring in has been the burgeoning domestic Brazilian market which, driven by demand from consumers with rising income levels, can offer attractive prices that have kept a lot more production within Brazil, further constricting the supply of imported limes in Europe. With the increased pressure of holiday-driven demand also playing a part, the price for limes in Europe has been rising, and Gunther Erdmann thinks it's time for Mexico to step up in that market.

“We're currently working with people in the Netherlands and in Germany, but we'd also like to get into Russia, Poland, and the Czech Republic,” he said. Alvarado Trading is still looking for partners in Europe that can help them expand there, and when it does expand, Erdmann is convinced the quality of Mexican limes will win over European consumers. “Generally speaking, I think Mexican limes are a stronger brand than some other limes,” Gunther said. “We just have to do the correct promotions and let people know about us.”

For more information:
Gunther Erdmann
Skype: mexifresh 2012
Tel: +52 2299564671

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