A Growing Taste for Almonds: Expanding Marketing Activities South of the Border

In 2018, the Almond Board identified Mexico as an emerging market with ripe potential to grow demand for almonds. Since then, ABC has been actively promoting California almonds through advertisements and public relations communications in Mexico, focusing on cost-efficient social media platforms that effectively reach the determined target audience, as well as participating in trade initiatives alongside entities such as the United States Department of Agriculture (USDA).

Many market indicators led ABC to select Mexico as a key market for continued investment, one factor being increased shipments. In fiscal year 2018/2019, a record 24 million pounds of California almonds were shipped to Mexico, ranking Mexico as the 15th largest global destination and by far the largest market for almonds among Latin American countries. This was a six-percent increase over prior shipments from previous years. In addition, according to USDA, Mexico is the second-largest export market of agricultural products from the United States, accounting for $19.1 billion in 2018.

This market momentum in Mexico appears to be continuing in the current fiscal year, and optimism about further growth is shared by Mexican importers and manufacturers. 

Agribusiness Trade Mission to Mexico 

With the U.S.-Mexico-Canada (USMCA) trade agreement as a backdrop, U.S. Secretary of Agriculture Sonny Perdue led a trade mission of more than 100 U.S. industry and government representatives to Mexico City from Nov. 6-8, 2019. Geoffrey Bogart, principal specialist in Global Technical and Regulatory Affairs, attended on behalf of ABC. 

The Almond Board’s main objective in participating was to get a better sense of the evolving commercial landscape in Mexico, identify upcoming regulatory issues and potential non-tariff barriers, and hone-in on expanding opportunities for California almonds in Mexico. 

During the mission, attendees received a market briefing from U.S. Embassy senior officials, led by U.S. Ambassador Christopher Landau. Attendees then participated in two days of one-on-one meetings organized by Foreign Agricultural Service (FAS) Mexico. ABC itself held over 20 one-on-one meetings with key importers, regulators, manufacturers, restaurant chains and big-box retailers from throughout the country, including Mexico City, Jalisco, Veracruz, Baja California, Sinaloa and Nuevo Leon. Finally, participants had the opportunity to attend a reception at the Mexico Embassy and an NFL/USDA Tail Gate event. This event, held in Mexico City, was designed to promote U.S. foods in Mexico and acted as a “warm-up” for the NFL regular-season game played on Nov. 18 at Aztec Stadium.

Key takeaways from the mission include the following:

• Mexican importers see the market growing and are very optimistic about California almonds’ future. 
• Stakeholders are eagerly awaiting the “all clear” signal in regards to the ratification of the USMCA agreement.
• Several companies mentioned the growing confectionery opportunities and need for almonds as an ingredient. 
• The Mexican Congress has approved a new front-of-the-pack labeling law that will require foods with high sodium or sugar content to place a warning label on the front.
• Cargo theft of almonds trucked in from the U.S. is a regular problem faced by importers and buyers in Mexico.  

California Almonds Lean into Health Message

When it comes to distinguishing almonds from other nuts in the Mexican market, almonds’ positive health qualities allow them to stand out in the crowded snack category. Almonds’ healthy attributes also dovetail nicely with Mexico’s national campaign to support good health and fight obesity. The rise of diseases of affluence in Mexico and the increasing consciousness towards improved health, especially through food choices, provides an opportunity for almonds to become a greater part of the conversation. 

To capitalize on the growing need and desire among Mexican consumers to choose healthy foods, ABC has leveraged decades of grower-funded nutrition research to create a platform from which to educate consumers about the positive nutritional benefits almonds contribute to one’s diet. During ABC’s trip to Mexico in Nov., the Board presented to cardiology professionals at the Mexico Cardiology Congress. As part of the presentation, Dr. Rudy Ortiz of UC Merced reported on his published almond research, “Glucoregulatory and Cardiometabolic Profiles of Almond vs. Cracker Snacking for 8 Weeks in Young Adults,” which aimed to discern the potential benefits of almond vs. cracker snacking in improving blood sugar regulation and cardiovascular and metabolic health among new college students.¹ Dr. Swati Kalgaonkar, ABC’s associate director of Nutrition Research, also provided an overview of ABC’s robust nutrition research program to further the demonstrate the Almond Board’s credibility with this professional audience. 

Through public relations efforts, ABC is continuing to work with media to share almonds’ nutritional benefits and demonstrate the many reasons that almonds are the ideal snack. After his presentation, Dr. Ortiz was interviewed by four prominent health publications — Enfasis Alimentacion, Notimex, Ganar Salud, Plenilunia — each resulting in great coverage of the heart health benefits² of almonds. 

The latest research on the potential benefit almonds may have on the depth and severity of skin wrinkles among postmenopausal women is also very interesting to the press in Mexico. While follow-up studies are in process, as this research was truly preliminary in nature, consumers and media members in Mexico and worldwide are increasingly interested in the findings and larger concept of achieving “beauty from the inside out.” In Mexico, specifically, coverage on this research has resulted in over 1.7 million impressions through October 2019 in traditional media, alone. 

For the Almond Board’s Global Marketing team, publicizing information on the health benefits of almonds is a key priority within its Mexico marketing strategy as media and consumers are truly hungry for this type of information. Stay tuned for future updates on ABC’s Mexico marketing program, and check out page 23 of the 2019 Almond Almanac to learn more about marketing highlights from the 2018/2019 crop year.