Catalan products consolidate their position in the Mexican market in 2024

Prodeca, in collaboration with the Catalan Government Delegation to Mexico and Central America, ran during 2024 a series of strategic actions to promote Catalan agri-food products in the Mexican market. These initiatives have consolidated the presence of Catalan companies in a key market and opened new business opportunities.

With turnover of close to €210 billion, Mexico is the leading market for Catalan companies in Latin America. The country has seen exponential growth of 41% over the past 5 years and is forecast to grow 36% over the next 5, at 6.4% a year. In recent years the country has established itself as one of the main destinations for Catalan food and drink, with a market share worth €140 million. 

This trend has strengthened in recent years since Prodeca established a stable presence in the Mexican market in 2021, within the joint work between Prodeca and the Government Delegation to Mexico. Over these years Catalan food and drink exports have grown by close to 40% in value and the number of exporting companies by 26.7%. This reinforces, on the one hand, the shift from volume to value that the Catalan agri-food sector has made in its international positioning and, on the other, Prodeca's commercial commitment to Mexico as a strategic market. 

Business agendas and trade meetings

There were 6 specific business agendas for Catalan and Mexican companies, resulting in 19 meetings with potential buyers. In addition, Prodeca's Director General held an agenda of 10 meetings with Mexican importers and distributors.

As part of the Alimentària 2024 fair, a trade mission was organised with 4 Mexican buyer companies, holding 63 business meetings together with 24 Catalan companies. 

Training and certification in Catalan wines and cuisine

Prodeca, with the collaboration of the Government Delegation to Mexico, organised sessions 7 master class on Catalan wines, sparkling wines, vermouths and the foods that go with the vermouth hour. These sessions trained 50 representatives from hotels, restaurants, supermarkets and department stores. They involved 30 Catalan companies and tastings of 80 products.

Point-of-sale promotion and Catalan Food culinary activities

Promotional activities were carried out in 8 La Naval shops, 3 La Quilla restaurants and 3 private tastings were organised. These activities displayed more than 250 products of 20 Catalan companies, presented 7 traditional Catalan dishes and held 3 tastings in collaboration with 5 Catalan companies, showing 17 products. These actions resulted in a 300% increase in sales, with 2,682 Catalan products sold, and the acceptance of 6 new Catalan companies for sale on their shelves.

Celebrating Sant Jordi in Mexico

To position Catalan cuisine, there was collaboration with 7 Catalan restaurants in 5 states of the Mexican Republic to celebrate Sant Jordi's day. The venues offered special menus inspired by Catalan cooking, strengthening Catalonia's cultural and culinary presence in Mexico.

Brand events and support for importers

Prodeca and the Catalan Government Delegation to Mexico organised and took part in 5 key events for positioning the Catalonia brand and supporting importers. These included a Catalan masterclass tasting of Catalan vermouths and associated foods, a presentation of Catalan vermouths at Palacio de Hierro, importer support with a private tasting of Catalan products to train customers and distributors, Cava Show i Catalan Christmas Mèxic. In all, 83 Catalan companies were presented and more than 228 products displayed, generating sales worth more than €15,500. 

Commercial results

As a result of all these actions, sales were confirmed during 2024 for 14 Catalan companies, reflected in 17 containers of products exported to Mexico, consolidating the presence of Catalan food in this strategic market.

With these initiatives Prodeca reaffirms its commitment to promoting Catalan food internationally, making the most of the opportunities offered by a market as important as Mexico.