Market Information
Latin America and Caribbean

The Fruit Juice and Soft Drink Market in Mexico

August 2003

Prepared by the
Market Research Centre
and the
Canadian Trade Commissioner Service

© Department of Foreign Affairs and International Trade
(FaxLink no. 0800011)

The Market Research Centre produces a wide range of market reports by region and sector for Canadian exporters. For further information please contact:

Market Support Division (TCM)
Department of Foreign Affairs and International Trade
E-mail: mrc@dfait-maeci.gc.ca 

- DFAIT Internet site ( http://www.dfait-maeci.gc.ca ) 

Trade Evaluation and Analysis Division (TEAD)
Agriculture and Agri-Food Canada
Contact: Andy Archibald
Telephone: (613) 759-7665
Fax: (613) 759-7505
E-mail: archibalda@em.agr.ca 

Agri-Food Trade Service: ( http://ats.agr.ca ) 

The Government of Canada has prepared this report based on primary and secondary sources of information. Readers should take note that the Government of Canada does not guarantee the accuracy of any of the information contained in this report, nor does it necessarily endorse the organizations listed herein. Readers should independently verify the accuracy and reliability of the information. This report is intended as a concise overview of the market for those interested in its potential and is not intended to provide in-depth analysis which may be required by the individual exporter.

EXECUTIVE SUMMARY

Mexico is one of the largest markets for fruit juice⁽¹⁾ and soft drinks⁽²⁾ in the world. In 2001, the Mexican market for these beverages was valued at over $16.5 billion.⁽³⁾ Over the next three years, growth is forecast to be both steady and modest. The fruit juice market is expected to grow at an average rate of 3% per year, to reach a value of $1.4 billion in 2006. The soft drink market is forecast to grow at an average rate of 5% per year, approaching a value of $20 billion in 2006.

While representing relatively small segments of the soft drink market in terms of sales volume, energy/sports drinks and "new age" beverages are expected to lead the market in growth. The market for energy/sports drinks is forecast to grow at an annual rate of 14.9% until 2006. While growth is expected to slow by 2006, the market for energy/sports drinks is forecasted to reach a value of $416 million by this time. Consumption of new-age beverages is forecast to increase at an annual rate of 6.7%, to reach a value of over $150 million by 2006.

The Mexican market for juice and soft drinks is quite mature. Established domestic producers and global beverage companies compete fiercely for position and market share, while the demand for imported fruit juice and soft drinks experienced robust growth. In 2001, Mexican demand for these imported beverages grew by 34%. In 2002, the demand for imported juice and soft drinks is estimated to have grown again by more than 30% to be valued at over $100 million.

While their share in larger market is small, imports have made inroads into the growing energy/sports and new-age drink segments, grabbing market share from other domestically produced products. This trend speaks to the nature of the beverage market, where consumers always look for new flavours and formulations. Canadian exporters with high-quality, innovative products are in a good position to take advantage of opportunities in the Mexican market.

TABLE OF CONTENTS

EXECUTIVE SUMMARY

Carbonated Soft Drinks
Fruit Juices and Fruit Drinks
Energy/Sports Drinks
New-Age Beverages
Key Factors Shaping Market Growth
Opportunities

Actual and Planned Projects

COMPETITIVE ENVIRONMENT

Canadian Position
Competitive Advantage Through Canadian Government Policies and Initiatives

PRIVATE-SECTOR CUSTOMERS

Hotels and Restaurants
Institutions

MARKET LOGISTICS

Direct Sales
Distributors and Wholesalers
Market-entry Considerations

Suggested Business Practices
Local Standards, Certificates or Registrations
Export Credit Risks, Restrictions on Letters of Credit, Currency Controls

PROMOTIONAL EVENTS

KEY CONTACTS AND SUPPORT SERVICES

Appendix A: REGIONAL CONTACTS

OTHER REFERENCE MATERIAL

MARKET OVERVIEW

With a population of 100 million people, Mexico is Canada's largest trading partner in Latin America. In 2002, Canadian exports to Mexico exceeded $10 billion. The Canadian-Mexican trade relationship is defined largely by their joint membership in the North American Free Trade Agreement (NAFTA). Canadian access to the Mexican market continues to improve under the terms of this trade agreement. As of 2003, all remaining tariffs on soft drinks and fruit juice have been eliminated.

In 2002, Mexican real gross domestic product grew by only 1%. Since the signing of the NAFTA, Mexico has become increasingly tied to the United States. Economic recovery in Mexico will hinge on U.S. demand for Mexican exports. If the U.S. economy stages a modest recovery, the Mexican economy will strengthen. In 2003-04, annual growth rates of 2.6% are forecast. The business environment is also expected to improve steadily over the next five years, due to market liberalization and economic reforms. This improved environment will lead to better distribution networks and infrastructure, making it possible for a well-prepared company with a well-researched and tight market focus to succeed in this extremely competitive beverage industry.

Mexico is one of the largest markets for juice and soft drinks in the world. In 2001, the Mexican market for these beverages was valued at over $16.5 billion. Over the next five years, the market is expected to grow modestly. As a whole, the soft drink and juice market as been very resilient during the recent economic down turn.

The soft drink market can be broken down into four segments: carbonated soft drinks (sodas); fruit juices and fruit drinks; energy/sports drinks (e.g. Red Bull, Gatorade); and new-age beverages (iced coffee, iced teas, herbal-based beverages).⁽⁴⁾

Carbonated Soft Drinks

The Mexican carbonated drinks market grew by 5% in 2001, to reach a value of almost $15 billion. Growth was forecast to decline slightly over the next three years; by 2006, the market can be expected to reach a value of $19 billion. Imports were estimated to have reached $48.5 million in 2002 (see Table 1).

Per capita, Mexicans consume more carbonates than any other population in the world. Recent years have seen robust growth in the sector due to improved distribution networks and major soft drink companies providing cooler cabinets to retailers that feature their brands. Carbonates are big business in Mexico and, not surprisingly, leading global companies dominate the market.

Cola-flavoured carbonates have the largest segment of the market, with over a 68% share. Fruit-flavoured sodas are second, with a 24.7% share of the market, and their popularity is increasing. Orange is currently the most popular fruit flavour, with a 5.2% market share.

The market is highly consolidated with Coca Cola products accounting for close to 75% of sales. Independent local producers compete more effectively in the fruit-flavoured market. Lime/lemon is currently the most fragmented segment and may present more opportunities for new entrants and smaller producers.

The Mexican market for imported carbonates has experienced strong growth in recent years. This trend is consistent with other imported soft drink beverages. As distribution networks improve, consumers are given more choices. There is a growing number of Mexican consumers expressing a preference for imports.

Fruit Juices and Fruit Drinks

The Mexican fruit juice market grew 2.9% in 2001 to exceed $1.2 billion. In 2002, the value of the market was estimated at nearly $1.3 billion. Growth in the market is forecast to be modest and stable, reaching a value of $1.4 billion by 2006.

Fruit drinks (fruit-based beverages containing less than 30% juice) are the largest segment of the market with 65.9% market share by value. Long-life pure fruit drinks are the second-largest segment with 22.5% market share by value.

Numbers may not add up exactly do to rounding
Source: Datamonitor. Mexico - Juices, Profiles January 2003

The leading domestic producers are Jumex and Jugos del Valle. These two producers control over 60% of the market.

Total Mexican imports of fruit juice have increased dramatically since 1999, reaching almost $63.4 million in 2001 (see Table 3). According to local distributors, the huge increase in imports is due to wider distribution, preference for the high quality of imported juice and a more stable peso. Even with its abundant fruit production, local juice producers acknowledge that harvests are not always sufficient nor do they always meet quality specifications that processors need.

The strongest demand for imports is in the mixed fruit/vegetable segment. Growth in demand for these imports has been hovering around 20% in recent years, far exceeding growth in the domestic market. As distribution networks improve and tariff barriers are eliminated, consumers who have a choice, prefer high-quality products with new flavours and combinations.

* All figures for 2002 are projections based upon data reported through October 2002.
** In some instances values were inferred using US trade data, which does not necessarily correspond with Mexican foreign trade data.
Source: Global Trade Information Services Inc. World Trade Atlas. "Mexico: Total World Imports", October 2002

Energy/Sports Drinks

Energy and sports drinks include non-carbonated beverages designed for re-hydration during physical activity and those high-caffeine or protein-enriched beverages often associated with extreme sports (e.g. rock climbing, mountain biking and skate/snow boarding). Energy and sports drinks are the fastest-growing category in the beverage market by a large margin. In 2001, this category was valued at $217.9 million. Growth was forecast to be on average 15% per year for five years, reaching a market value of nearly $416.1 million by 2006.

Energy/sports drinks offer considerable potential for development because of their enormous range and diversity. They can be very low-cost products with little or no nutritional content or they can be more expensive, highly innovative branded drinks. The opportunities to enhance and fortify beverages gives producers further opportunity to expand the range of products, while appealing to the increasingly health-conscious consumer. These drinks also tend to appeal to younger consumers, which coincides with Mexico's young, urban demographic. At present, energy/sports drinks are consumed mostly by young men but this dynamic is changing, as flavours and marketing campaigns are developed to appeal to women and girls.

The relatively fragmented nature of the industry also allows companies to expand organically through joint ventures and acquisitions. Despite impressive growth rates, the energy/sports drinks share of the larger beverage market will remain small: around 2%.

New-Age Beverages

New-age beverages include iced teas, iced coffee and herb-based soft drinks. The market for new-age beverages in Mexico is much smaller than other soft drinks but growth rates are strong. In 2001, the market grew 8.6% to reach a value of $107 million. Growth rates were forecast to remain strong, averaging 6.7% annually for five years. By 2006, the market is expected to reach a value of $150 million. Imports accounted for $7.2 million of the market in 2001.

Iced teas are the largest segment of the new-age beverage sector with 20.1% of the market in 2001. New-age beverages are part of an increasing trend away from carbonates toward innovative, more health-conscious products. In Mexico, global beverage giants (Coca Cola and Nestlé) are shifting their attention to new-age beverages as growth in carbonates slows.

Because energy/sports and new-age beverages can have ill-defined and even over-lapping profiles, the products show up in foreign trade data as non-alcoholic/non-juice-based drinks. As in the soft drink and fruit juice sectors, imports have been very successful in grabbing market share from domestic producers.

* All figures for 2002 are projections based upon data reported through October 2002
Source: Global Trade Information Services Inc. World Trade Atlas. "Mexico: Total World Imports", October 2002.

Key Factors Shaping Market Growth

In the beverage industry, innovation drives growth. In mature markets, companies need to rely on grabbing market share from competitors and encouraging consumers to choose higher-value products. Mexico has a very young, highly urban and growing population. There is a growing consumer trend toward healthier choices and natural flavours.

Opportunities

In recent years, imported beverages have been very successful in grabbing market share from domestic producers. In almost every segment of the soft drink and fruit juice industry⁽⁵⁾, growth in the demand for imports has outpaced domestic market growth by healthy margins. This trend is the result of improved distribution networks, greater market access and consumer preferences for high-quality, innovative and competitively priced products.

Other opportunities for Canadian exporters exist in the private-label market. Private-label brands are relatively new in Mexico and the popularity of discount supermarkets is growing rapidly. Wal-Mart de Mexico, a relatively new entrant in the Mexican retail industry, already commands an impressive share of the retail market. Mexican consumers have quickly embraced the low prices and multipack presentation of these retailers.

Canadian exporters may also be able to take advantage of the backlash resulting from Mexico's growing dependence on U.S. products. Since the three national markets became integrated under the NAFTA in 1994, Mexico has become increasing tied to the United States. In 2003, the relationship is strained. Mexico has been forced to lift trade barriers that protected its agricultural sector. Mexican farmers are having difficulty competing with inexpensive imports. Canada, while enjoying the same market access under the NAFTA, has not been subject to the same public criticism. In the short term, distinguishing a product as Canadian may prove an advantage over its U.S. competitor.

Actual and Planned Projects

On January 2, 2002, the Mexican government introduced a controversial 20% point-of-sales tax on soft drinks containing sweeteners other than cane sugar. The tax was aimed at helping Mexico's sugar cane producers, as well as increasing leverage in the long-standing bilateral dispute over the sale of Mexican sugar to the United States, and the sale of U.S. high-fructose corn syrup (HFCS) to Mexico. The demand for HFCS has fallen dramatically. It is no longer being used to manufacture soft drinks in Mexico, as companies have switched to cane sugar.

In July 2001, Cott Beverages announced it had taken a 90% stake in a bottling venture with Embotelladoara de Puebla. Cott Embotelladoares de Mexico will make store-brand drinks for retailers including Wal-Mart, Comercial Mexicana and Chedraui.

In August 2002, Kraft Foods decided not to go ahead with its planned acquisition of Jugos del Valle, one Mexico's leading fruit juice producers. A Kraft spokesperson cited volatile political and economic situations in Latin America markets (Argentina and Venezuela) and the tax on high-fructose products as reasons for re-thinking their decision.

In 2002, Coca Cola's two largest bottlers in Latin America, Mexico's FEMSA and Panamerican Bottlers, agreed to combine operations. This followed an announcement earlier in the year that Pepsi Bottling Group Inc. purchased Mexico's Gemex.

COMPETITIVE ENVIRONMENT

International Competition

U.S. exporters have a commanding position in the Mexican market for imported fruit juice and soft drinks, controlling roughly 80% of the market. Minute Maid, Veryfine and Capri Sun (Kraft Foods Inc.) are the leading U.S. brands. In 2001, Spain had some success in challenging the U.S. position in the fruit juice sector.

Canadian Position

Canadian exports to Mexico are negligible. Cott Beverages' entry into the Mexican market in July of 2002 may increase Canada's profile in the region. It also may lead to more strategic partnering with Mexican or U.S.-based companies.

Competitive Advantage Through Canadian Government Policies and Initiatives

Canadian Commercial Corporation

The Canadian Commercial Corporation (CCC)⁽⁶⁾ gives Canadian companies access to financing and better payment terms under the Progress Payment Program (PPP). The PPP concept was developed as a partnership between major Canadian financial institutions and the CCC. It enables the exporter's bank to open a project line of credit for the exporter's benefit, based on CCC approval of the project and the exporter's ability to perform. The CCC will also act as a prime contractor on behalf of Canadian small and medium-sized enterprises, giving those businesses increased credibility and competitive advantage.

Export Development Canada

Export Development Canada (EDC) offers export financing and insurance to Canadian exporters. Additionally, insurance can be provided for larger transactions that are subject to the terms and conditions established by the buyer. EDC prefers to work through letters of credit, bank credits or bank guarantees. Approval for financing is considered on a case-by-case basis.

North American Free Trade Agreement

The North American Free Trade Agreement is a comprehensive free trade agreement among Canada, the United States and Mexico, which came into effect January 1, 1994. Designed to foster increased trade and investment among the partners, the NAFTA contains an ambitious schedule for tariff elimination and reduction of non-tariff barriers, as well as comprehensive provisions on the conduct of business in the free trade area.

Under the NAFTA, as of January 1, 2003, all Canadian beverages have duty-free access to the Mexican market.

Efforts have also been made to address export issues of direct concern to small and medium-sized enterprises (SMEs) in terms of trade facilitation, such as infrastructure improvements for the transport of commercial goods. In recognition of the important role that SMEs play in the national economies of the NAFTA countries, a number of customs-related trade facilitation initiatives have been undertaken to simplify customs procedures and reduce bureaucratic impediments to cross-border trading.

SMEs can now also benefit from a standard procedure for moving commercial samples, professional equipment, tools of trade and exhibition material across borders on a temporary basis, and from the dissemination of accurate, consistent and easy-to-understand information relating to customs laws and procedures. For further information, contact the Canada Customs and Revenue Agency, Trade Agreements Information Line at 1-800-661-6121 or (613) 941-0965, or the NAFTA Customs Web site at http://www.nafta-customs.org. 

PRIVATE-SECTOR CUSTOMERS

Mexico's population--over 100 million people--is growing at an annual rate of 1.8%. It is a very young population, with 54% under the age of 24. The population is very urban with consumers purchasing larger proportion of their food requirements at large retail markets and convenience stores. There is an emerging middle class, especially in Mexico City, Monterrey and Guadalajara. These consumers are always looking for something new, either a flavour or a creative presentation. There is also market research to indicate that Mexico's emerging middle class is becoming more health conscious.

Hotels and Restaurants

Mexico is one the world's most popular tourist destinations. The Mexican Association of Hotels and Motels is the principal trade association of the sector. In 2001, there were 10 979 registered lodging establishments, including most leading international hotel chains. Resorts that cater to large numbers of Canadian tourists are likely to be very receptive to featuring Canadian beverages.

The Mexican restaurant industry comprises over 221 000 establishments and reported over $22 billion in sales in 2001. The industry has been growing steadily at 7% per year.

Institutions

The institutional food service market in Mexico is considered to have tremendous growth potential. It is concentrated in Mexico City and its metropolitan area, as well as the other industrial cities of Juarez, Tijuana, Monterrey and Mexicali. The market is composed of two types of companies: those that provide meal services under contract and those that prepare meals for their staff. Approximately 10 companies control over 65% of the contract/concession sector.

MARKET LOGISTICS

Direct Sales

Distribution networks for soft drinks and fruit juice have improved dramatically in recent years. Standard grocers are by far the largest channel of distribution for soft drinks and fruit juice. Traditional "mom and pop" grocers account for a little over 10% of sales volume. Unfortunately, these "mom and pop" stores are generally not good venues for imported products. These stores are too numerous, the sales volume is generally low and their business arrangements tend to be more informal.

Discount supermarkets have the fastest-growing share of the overall retail market. Of the discount supermarkets, Wal-Mart and Sorianna do all of their purchasing directly. Casa Ley, Comercial Mexicana and Gigante purchase directly and also work with local distributors.

Convenience stores are also a growing subsector of the retail industry. These stores are located in major and medium-sized cities, primarily in middle-class neighborhoods and business districts. They are known for their wide variety of products and good customer service. The largest convenience store retailer, Cadena Comercial, purchases through importers and wholesalers. 7-Eleven, the second-largest chain, purchases directly from manufacturers. Comextra, the smallest of the chains, prefers to work with importers rather than purchasing directly from a foreign supplier.

Distributors and Wholesalers

While more and more retail chains are purchasing directly from suppliers, a locally based distributer/representative can be an important factor in successful market entry. Soft drink and fruit juice distributors tend to specialize in a product line and sell to other distributors, packers, wholesalers and retailers. A good distributor may prove invaluable in establishing successful business relationships with domestic buyers, as well as handling customs and importing issues. Choosing a qualified and competitive distributor has been one of the most important ways to successfully export to the Mexican market.

Finding a good distributor can be a challenge. Canadian exporters are advised to enlist the services of an objective third party to thoroughly research potential candidates. For a complete list of distributors, contact the Canadian Embassy in Mexico or the Association of Importers and Representatives of Food Products and Beverages (Asociacion de Importadores y Representantes de Alimentos y Bebidas, A.C.).

Agents and Sales Representatives

It is recommended that Canadian exporters obtain the services of an import agent. An agent will remain in regular contact with government authorities (e.g. regarding customs or required certificates) and buyers in order to avoid problems in the import process and maintain high-quality, after-sales service. As travel within Mexico can be difficult, it is recommended to have an agent representing products at a national level. However, it is not advisable to give the agent national exclusivity; rather, hire regional distributors as well. Finally, it is very important to specify contract cancellation clauses clearly.

An agent must be listed in the National Register of Importers and Exporters (Sistema de Información Empresarial Mexicano [SIEM]) and, therefore, be a Mexican citizen or represent a local corporation. SIEM has a Web directory of over 600 000 industrial, commercial and service businesses. Searches can be done by name or Mexican industry code. The procedure to follow is available on request or on the Internet at http://www.siem.gob.mx (in Spanish).⁽⁷⁾ More information on Mexican agents is available from the Canadian Embassy and from the Association of Importers and Exporters of the Republic of Mexico (Asociación Nacional de Importadores y Exportadores de la República Mexicana [ANIERM]).

Market-entry Considerations

Suggested Business Practices

Several factors should be taken into consideration with respect to business etiquette in Mexico. For example, personal relationships are often the foundation of business relationships. While Mexican businesses are very conscious of the bottom line, courtesy and diplomacy are extremely important. Notions like "time is money" and immediately "getting down to business" will not be helpful in this business climate. It is important to begin conversations with questions about a person's well-being and that of their family before launching into the details of a business proposal. Personal visits are important. If clients visit you in Canada, you will be expected to take time to "wine and dine" them; you will receive the same treatment when you visit Mexico.

The conduct of business in Mexico tends to be more formal than in other parts of North America. Business meetings should be scheduled at least two weeks in advance. Canadians should carry plenty of business cards printed in both English and Spanish. Punctual and quick meetings are not the norm. Business discussions over lengthy lunch meetings are common. Since meetings can be frequently cancelled, it is advisable for individuals to confirm all appointments close to the meeting time.

Spanish is the official language in Mexico. Even though most international managers have a strong base in English, it is advisable to have Spanish translation assistance during business meetings. This will ensure effective communication and prevent misunderstandings. In addition, product literature should be available in Spanish.

Sales to Mexican companies involve contracts and conditions similar to those in Canada. Nevertheless, before hiring a representative or agent, it is important for companies to investigate the legal implications of working with a local partner. Contracts may be written in English, but they should be reviewed by Canadian and Mexican lawyers.

Canadian exporters are encouraged to increase the awareness of their brands in the Mexican market through focussed marketing efforts. Collaborating with provincial and industry associations and participating in trade shows and missions are excellent ways to make contacts, understand import procedures and develop effective entry strategies. Participating in promotional activities in co-operation with Mexican retailers is another way to gain exposure and better understand this extremely competitive market.

Import Regulations

Exporters should be aware of various import regulations for their products. Mexico's Secretariat of the Economy regulates all general policies for international trade negotiations, including import and export requirements. Since signing the NAFTA, Mexico has been lowering and eliminating its tariff barriers to match those of Canada and the United States. The NAFTA covers tariff elimination and the reduction of non-tariff barriers among Canada, Mexico and the United States. It also contains comprehensive provisions on business conduct in the North American free trade zone, including regulation of investment, services, intellectual property, competition and the temporary entry of business persons.

Duties

Under the NAFTA, soft drinks and fruit juices are not subject to import duties. Mexico has a 15% value-added tax or IVA in Spanish. Mexican customs collect the IVA on foreign transactions upon entry of the merchandise into the country. Customs brokers use the total value of the shipment in addition to the IVA to calculate their fees, which are usually .5% on average, plus storage and handling fees.

Documentation

The export documents required can vary with the method of shipment: boat, train, truck. For statistical purposes, Canada requires exporters to complete an Export Declaration (Form B13A), which can be filed electronically with the Canada Customs and Revenue Agency at http://www.ccra-adrc.gc.ca/E/pbg/cf/b13abp/README.html . 

The basic documents required by the Mexican customs authorities include:

• import declaration (pedimento de importación). A basic requirement of the Mexican authorities, this form is filled out by the customs broker;
• commercial invoice. The exporter must sign, by hand, several copies of the commercial invoice. The invoice must be written in Spanish and include the address of the exporter and import agent, a description of the goods, the total and unit freight-on-board value in Canadian dollars, an indication of the location and date of issue, the shipper's invoice number and the customer's order number. All costs must be indicated, including insurance and transhipment. Mexican customs officials must receive goods within 90 days of the date of the original invoice or a new invoice will be required;
• bill of lading, confirming that the goods have been delivered. The exporter must keep a copy and send one to the importer and one to the customs broker;
• packing list, which is a detailed list of the products in each group as well as their number, weight and volume and must be included in the packing list. At a minimum, the list should be provided in triplicate;
• NAFTA certificate of origin, which is required to qualify for preferential customs rates under the NAFTA. This form and instructions are available at http://www.ccra-adrc.gc.ca/E/pbg/cf/b232ep/README.html; and
• sanitary import notice (aviso sanitario de importación). Fruit juice and concentrates require a written sanitary import notice accompanied by a sanitary certificate from the Canadian Food Inspection Agency (CFIA)⁽⁸⁾ or a certificate of free sale or a physical/chemical analysis of the products. The statement must also indicate the expiration date and country of origin, and provide a physical-chemical and microbiological analysis, applied for by the Registered Importer.

In addition to the sanitary import notice, Mexican imports of fruit juices are subject to several official standards, the Normas Oficiales Mexicanas (NOM).⁽⁹⁾ Before introducing imported goods into Mexico, the importer/distributor has to prove that the products comply with the corresponding NOM.

For imported juice, these NOMs are NOM-002-SSAI-1994 "Environmental Health, Goods and Services: Sealing Specification for Metallic Food and Beverage Containers" and NOM-130-SSAI 1995 "Goods and Services: Sanitary Provisions and Specification for Food Packaged in Hermetically Sealed Containers and Subject to Heat Treatment". For information on NOM-051-SCFI-1994 - see Labeling below.

Border Clearance Representative (BCR)

Mexican customs law is extremely strict. Errors in the proper submission and preparation of customs documentation can result in fines and even confiscation of merchandise as contraband. Exporters are encouraged to contact Canada's Border Clearance Representative (BCR) for assistance and are advised to employ competent Mexican importers or custom brokers to prepare documents.

The BCR is a service for Canadian exporters providing a full-time resource person at the border to help ensure Canadian companies are well prepared to meet Mexican requirements.

The BCR is stationed full time at Nuevo Laredo, Mexico, the second busiest international border crossing in the Americas. The BCR is available to consult with companies prior to shipping to ensure all paperwork is in order and will be on-site to troubleshoot if a shipment is held up at the border.

Labelling

The labelling of products in Mexico is also governed by official standards. The principal NOM for pre-packaged beverages, both from local and foreign sources, is NOM-051-SCFI-1994.

All label information must be in Spanish. Labels must contain the name of product, list of ingredients clearly specified, net content, name and address of importer, country of origin, production lot and expiration date. Information on nutritional values is voluntary and only becomes obligatory when these values are enhanced either in a quantitative or qualitative form. If other languages are also used, Spanish must be as obvious, using at least the same size font and typographic proportions.

A comma must be used as a decimal pont in quantity declaration on packages, as required by NOM-008-SCFI-1993. Imported products using a period as a decimal point are likely to be rejected by Mexican officials.

Under certain conditions, prepackaged product may be allowed entry into Mexico without the required labelling. Exporters should consult with their importer to determine the conditions for such exports. Exporters requesting export certification of prepackaged products without the required labelling are responsible for assuring correct labelling of the product in Mexico.

Local Standards, Certificates or Registrations

Reputable importers should be aware of standards that apply to fruit juice and soft drinks. They should also be in a good position to inform exporters of regulatory developments. Although special provisions do exist to allow products to be exported without labelling, it is much simpler for Canadian exporters to label their products in compliance with Mexican law before the goods arrive at the border.

Accredited verification units exist in Mexico where companies can obtain evaluation of their labels prior to export, for a small fee (usually less than $100).⁽¹⁰⁾

Export Credit Risks, Restrictions on Letters of Credit, Currency Controls

Four main methods of financing exist in Mexico: advance payment, letter/line of credit, bill of exchange, and open account trading. Letters of credit, which carry the lowest risk, are typically used when dealing with foreign suppliers; however, some Mexican distributors prefer to work with suppliers that provide extended credit of 90 days rather than paying through the usual letter of credit. Imports are usually financed through 60-90 day lines of credit, but also through cash-in-advance for smaller and less frequent importers. It is advisable that lines of credit from Mexican financial institutions should not exceed the limits allowed by those institutions.

Cargo, Transportation and Storage

Truck transport is probably the most reliable and common method for delivery of beverages in Mexico. The main highways in Mexico run north to south. Rail and maritime shipping is more widely used for bulk items. Airfreight is used only for highly perishable items. Trucking companies can not bring merchandise directly from the United States or Canada into Mexico. A Canadian or U.S. trucking company drives the shipment to the border and transfers the trailer to a Mexican rig.

The most efficient way to ship by truck is to use an internationally bonded carrier that has relationships with Mexican carriers. Mexican carriers determine their fee according to weight, distance and type of merchandise. Practically all transport companies and freight forwarders offer basic insurance plans, which cover shipping and handling. When selecting a company, always check its claim history and any complaint that may have been lodged against it.

Warehousing costs can vary, depending on the space required and special product needs, such as refrigeration. Fees follow general market trends of supply and demand, however, it is important to compare prices, facilities and reputations. In-bond storage facilities are popular with exporters. All merchandise placed in any warehouse should be insured. Most warehouses provide basic policies. A more comprehensive policy can be purchased from a private insurer.

PROMOTIONAL EVENTS

EXPHOTEL 2003
June 2003 (Annual)
Convention Center, Cancun, Mexico
Mexico's largest hotel, restaurant and hospitality industry show for the Caribbean region.

Organizer:
EXPHOTEL 2003
Tel.: (52-998) 882-1060 ext. 105
Fax: (52-998) 882-1061
E-mail: exphotel@infosel.net.mx 
Internet: http://www.exphotelcancun.com

Alimentaria 2003
Canada Pavilion
June 3-6, 2003
Center of Exhibitions Expo
Santa Fe, Mexico DF
International food and drinks exhibition. There will be a Canadian Pavilion. For more information see http://ats.agr.ca/events/e3416.htm.

Organizer:
E.J. Krause & Associates Inc.
6550 Rock Spring Dr., Suite 500
Bethesda, MD 20817
Contact: Mr. David Gerhardt
Tel.: 301-493-5500;
Fax: 301-493-5705
E-mail: gerhardt@ejkrause.com 
Internet: http://www.ejkrause.com  or
http://www.alimentaria-mexico.com 

Abastur 2003
October 1-3, 2003 (Annual)
Mexico City, Mexico
Hotel, restaurant and institutional food service trade show.
(Please note that there is currently no official Canadian presence.)

Organizer:
Remex
Tel.: (512) 267-9035
Fax: (512) 267-1585
E-mail: lstokes@swbell.net 
Internet: http://www.abastur.com

Americas Food & Beverage Show
Mexico/Latin America Trade Opportunities
December 4-5, 2003 (Annual)
World Trade Center Miami
Miami, Florida
There is significant Canadian exhibitor presence at this show.

Organizer:
World Trade Center Miami
777 NW 72nd Ave., Suite 3BB65
Miami, FL 33126
Tel.: (305) 871-7910
Fax: (305) 871-7904
E-mail: afb@worldtrade.org 
Internet: http://d178446.h26.hyperceptive.com/default.asp

ANTAD 2004
March 2004 (Annual, date to be confirmed)
Expo Guadalajara Convention Centre
Guadalajara, Mexico
Mexico's largest retail and supermarket show.
(Please note that there is currently no official Canadian presence.)

Organizer:
Expo Guadalajara Convention Centre
Horacio 1855, Piso 6, Col. Chapultepec Morales
CP 11570 Guadalajara, DF Mexico
Tel.: (52-5) 580-1772
Fax: (52-5) 395-2610
Internet: http://www.antad.org.mx  (In Spanish)

KEY CONTACTS AND SUPPORT SERVICES

Canadian Government Contacts

Canadian Embassy in Mexico
Calle Schiller No. 529
Colonia Polanco (Rincón del Bosque)11560 México, DF MexicoContact: Kim O'Neil, Trade Commissioner
Tel.: (52-55) 5724-7900 ext. 3357
Fax: (52-55) 5724-7982
E-mail: kim.oneil@dfait-maeci.gc.ca 
Internet: http://www.canada.org.mx

Consulate of Canada in Guadalajara
Colonia Vallarta Poniente
Hotel Fiesta Americana
Aurelio Aceves No. 225, Local 31
Guadalajara, JL Mexico
Contact: Juan-Carlos Muñoz, Commercial OfficerTel.: (52-33) 3615-6215, -6266 or -6270
Fax: (52-33) 3615-8665
E-mail: juan-carlos.munoz@dfait-maeci.gc.ca 
Internet: http://www.canada.org.mx

Consulate of Canada in Monterrey
Piso C-1, Despacho 108-A Zaragoza
1300 Sur y ConstituciónEdificio Kalos
Monterrey, NL Mexico
Contact: David Valle, Commercial Officer
Tel.: (52-81) 344-3200 or -2753
Fax: (52-81) 344-3048
E-mail: david.valle@dfait-maeci.gc.ca 
Internet: http://www.canada.org.mx

Agriculture and Agri-Food Canada
Sir John Carling Building
930 Carling Ave.
Ottawa, ON K1A 0C5
Contact: Richard Clegg, International Market Development Officer
Tel.: (613) 759-7743
Fax: (613) 759-7506
E-mail: cleggr@agr.gc.ca 
Internet: http://ats.agr.ca

Department of Foreign Affairs and International Trade (DFAIT)
125 Sussex Dr.
Ottawa, ON K1A 0G2
Internet: http://www.dfait-maeci.gc.ca

Authentication and Service of Documents (JLAC)
Tel.: (613) 992-6602
Fax: (613) 992-2467

Market Support Division (TCM)
Contact: Richard Phillippe, Trade Commissioner
Tel.: (613) 995-1773
Fax: (613) 943-8820
E-mail: richard.philippe@dfait-maeci.gc.ca

Mexico Division (MNX)
Contact: Marcello DiFranco, Trade Commissioner
Tel.: (613) 996-8625
Fax: (613) 996-6142
E-mail: marcello.difranco@dfait-maeci.gc.ca

Canada's Border Clearance Representative in Mexico
Contact: Luis Perez
Tel.: (52-867) 719-0003 or (956) 206-8771
Fax: (52-867)-719-0764
E-mail: luispere@nlaredo.globalpc.net

Canadian Commercial Corporation
50 O'Connor St., Suite 1100
Ottawa, ON K1A 0S6
Tel.: 1-800-748-8191 or (613) 996-0034
Fax: (613) 995-2121
Internet: http://www.ccc.ca

Canadian Customs and Revenue Agency
International Tax Services Office
2204 Walkley Rd.
Ottawa, ON K1A 1A8
Tel.: 1-800-267-5177 or (613) 952-3741
Fax: (613) 941-2505
Internet: http://www.ccra-adrc.gc.ca

Canadian Food Inspection Agency (CFIA)
59 Camelot Dr.
Nepean, ON K1A 0Y9
Tel.: (613) 225-2342
Fax: (613) 228-6653
E-mail: cfiamaster@em.agr.ca 
Internet: http://www.cfia-acia.agr.ca

Export Development Canada (EDC)
151 O'Connor St.
Ottawa, ON K2P 2L8
Tel.: 1-888-332-4593 or (613) 598-2500
Fax: (613) 598-6697
E-mail: export@edc4.edc.ca 
Internet: http://www.edc.ca

EDC in Mexico
Calle Schiller 529
Rincon del Bosque, Colonia Polanco
11560 México, DF MexicoContact: Marvin Hough, Regional Director: Mexico and Central America
Tel.: (52-55) 5387-9316
Fax: (52-55) 5387-9317
E-mail: mhough@edc.ca

Mexican Government Contacts

Embassy of Mexico
45 O'Connor St., Suite 1500
Ottawa, ON K1P 1A4
Tel.: (613) 233-8988
Fax: (613) 235-9123 
E-mail: info@embamexcan.com 
Internet: http://www.embamexcan.com

Consulate General of Mexico--Montreal
2055 Peel St., Suite 1000
Montreal, PQ H3A 1V4
Tel.: (514) 288-2502 or -2707
Fax: (514) 288-8287
Internet: http://www.consulmex.qc.ca 

Consulate General of Mexico--Vancouver
810 1130 W Pender St.
Vancouver, BC V6E 4A4
Tel.: (604) 684-3547, -1859 or 683-0674
Fax: (604) 684-2485
E-mail: mexico@consulmexvan.com 
Internet: http://www.sre.gob.mx/vancouver

Directorate General of Customs (Direcion General de Aduanas)
Av. Hidalgo No. 77
Modulo 04 1-3 Piso
Col. Guerrero
CP 06300, México, DF, MexicoTel.: (52-55) 5228-3436
Fax: (52-55) 5228-3440

Directorate General of Foreign Trade Services (Direcion General de Servicios del Comercio Exterior)
Insurgentes Sur No. 1940
P.H. Col. Florida México, DF, MexicoTel.: (52-55) 5226-6188
Fax: (52-55) 5229-6529

Ministry of Agriculture, Livestock, Rural Development, Fisheries and Food 
(Secretaría de Agricultura, Ganadería y Desarrollo Rural, Pesca y Alimentacion [SAGAR])
Insurgentes Sur No. 476
Piso 13 Col. Roma
CP 06760, Mexico
Tel.: (52-55) 5584-0271
Fax: (52-55) 5584-2699
E-mail: contacto@sagarpa.gob.mx 
Internet: http://www.sagarpa.gob.mx In Spanish)

Ministry of Foreign Affairs (Secretaría de Relaciones Exteriores [SRE])
2 Ricardo Flores Magon Ave.
Col. Tlaltelolco
CP 06995, México, DF, Mexico
Tel.: (52-55) 5782-4144
Fax: (52-55) 5327-3025
Internet: http://www.sre.gob.mx  (In Spanish)

Ministry of Health (Secretaría de Salud)Unidad de Atención al Público
Donceles No. 39, P.B. Col. Centro
CP 06010, México, DF, Mexico
Tel.: (52-55) 5510-1075
Internet: http://www.salud.gob.mx 
Note: Open Monday to Friday, 9:00-13:00

National Register of Importers and Exporters
 (Sistema de Información Empresarial Mexicano)
Tel.: (01-800) 410-2000
Fax: (52-55) 5229-6134
Internet: http://www.siem.gob.mx/portalsiem

Canadian Industry Associations

Canadian Manufacturers and Exporters
1 Nicholas St., Suite 1500
Ottawa ON K1N 7B7
Tel.: (613) 238-8888
Fax: (613) 563-9218
Internet: http://www.cme-mec.ca

Canadian Restaurant and Foodservices
Association
316 Bloor St. W
Toronto, ON M5S 1W5
Tel.: (416) 923-8416
Fax: (416) 923-1450
E-mail: info@crfa.ca 
Internet: http://www.crfa.ca

Mexican Industry Associations and Contacts

Association of Importers and Exporters of the Republic of Mexico (Asociación Nacional de Importadores y Exportadores de la República Mexicana [ANIERM])
Av. Monterrey No. 130
Col. Roma
06700 México, DF Mexico
Tel.: (52-5) 584-9522
Fax: (52-5) 584-5317
Internet: http://www.anierm.org.mx  (In Spanish)

Association of Importers and Representatives of Food Products and Beverages (Asociacion de Importadores y Representantes de Alimentos y Bebidas, A.C.)
Tuxpan 41-202
06760 México, DF Mexico
Tel.: (52-55) 5584-2609 or 5564-2770
Fax: (52-55) 5564-5341 or (52-55) 5606-9724

National Chamber of Manufacturing Industries (Cámara Nacional de la Industria de la Transformación [Canacintra)
)San Antonio 256; Col. Ampliación Nápoles
03849 México, DF Mexico
Tel.: (52-55) 5563-3400
Fax: (52-55) 5598-9467
Internet: http://www.canacintra.org.mx 
Note: This is an umbrella chamber that represents all types of manufacturing industries, including alcoholic beverages.

National Restaurant Association (Camara Nacional de la Industria de Restaurantes [CANIRAC)
No. 1009, Col. Del Valle
03100, México, DF Mexico
Direccion: Aniceto Ortega
Tel.: (52-55) 5604-3546 or 688-9378
Fax: (52-5) 5604-4086

National Retailers Association of Mexico (Asociación Nacional de Tiendas de Autoservicio y Departamentales [ANTAD])
Horacio 1855, Piso 6
Col. Chapultepec Morales
CP 11570 México, DF Mexico
Tel.: (52-55) 5580-1772
Fax: (52-55) 5395-2610
Internet: http://www.antad.org.mx  (In Spanish)

Direct Importing Retailers

Soriana
Alejandro de Rodas #3102-A
Colonia Cumbres 8 sector
CP 64610, Monterrey, NL Mexico
Contact: José Manuel Sánchez Moreno, Purchase DirectorTel.: (52-8) 329-9000 or -9265
Fax: (52-8) 329-9341
E-mail: jmsanchez@soriana.com.mx 
Internet: http://www.soriana.com.mx  (In Spanish)

Walmart Supercenter
Aurrera, Superama
Av. Universidad # 936 A
Colonia Santa Cruz Atoyac
CP 03310 México, DF, MexicoContact: Mariano Acebal, Purchase Manager
Tel.: (52-55) 5420-0200 ext. 5630 or 5660
Fax: (52-55) 5420-0202

APPENDIX A: REGIONAL CONTACTS 

Agriculture and Agri-Food Canada--Regional Trade Contacts

Al McIsaac
St. John's, Nfld.
Tel.: (709) 772-0330
E-mail: mcisaaca@em.agr.ca

Rollin Andrew
Charlottetown, P.E.I.
Tel.: (902) 566-7315
E-mail: andrewr@em.agr.ca

Fay Abizadeh
Winnipeg, Man.
Tel.: (204) 983-8622
E-mail: abizadehf@em.agr.ca

Margaret Bancroft
New Westminster, B.C.
Tel.: (604) 666-3054
E-mail: bancroftm@em.agr.ca

Janet Steele
Halifax, N.S.
Tel.: (902) 426-7171
E-mail: steelej@em.agr.ca

Sandra Gagné
Montreal, Que.
Tel.: (514) 283-3815 ext. 523
E-mail: gagnes@em.agr.ca

Jim Atcheson
Regina, Sask.
Tel.: (306) 780-5545
E-mail: atchesonj@em.agr.ca

Bernard Mallet
Moncton, N.B.
Tel.: (506) 452-3706
E-mail: malletb@em.agr.ca

Wayne Parlee
Guelph, Ont.
Tel.: (519) 837-5824
E-mail: parleew@em.agr.ca

Lorrie McFadden
Edmonton, Alta.
Tel.: (780) 495-2119
E-mail: mcfaddenl@em.agr.ca

Regional Contacts-Mexico Specialists

Edmonton, Alberta

Federal: 
Lynn Weisenburger
Tel.: (780) 495-5527
Fax: (780) 495-3324
E-mail: weisenburgel@agr.gc.ca

Provincial Agriculture: 
Marcia O'Connor
Tel.: (780) 422-1762
Fax: (780) 422-9746
E-mail: marcy.occonor@gov.ab.ca

Industry Canada: 
Sharon Watson
Tel.: (403) 495-2944
Fax: (403) 495-4507
E-mail: watson.sharon@ic.gc.ca

Vancouver, British Columbia

Federal: 
Aliya Karim
Tel.: (604) 666-1066
Fax: (614) 666-7235
E-mail: karima@agr.gc.ca

Provincial Agriculture: 
Brenda Lennox
Tel.: (604) 844-1956
Fax: (604) 844-1926
E-mail: brenda.lennox@gems2.gov.bc.ca

Industry Canada: 
David Marshall
Tel.: (604) 666-0434
Fax: (604) 666-0954
E-mail: marshall.david@ic.gc.ca

Winnipeg, Manitoba

Federal: 
Hector Urbina
Tel.: (204) 983-3835
Fax: (204) 983-4583
E-mail: urbinah@agr.gc.ca

Provincial Agriculture: 
Lasby Lowes
Tel.: (204) 945-4490
Fax: (204) 945-6134
E-mail: Llowes@gov.mb.ca

Industry Canada: 
Suzanne Cormie
Tel.: (204) 983-2594
Fax: (204) 983-3182
E-mail: cormie.suzanne@ic.gc.ca

Fredericton, New Brunswick

Federal: 
Dino Kubik
Tel.: (506) 452-3753
Fax: (506) 452-3509
E-mail: kubikd@agr.gc.ca

Provincial Agriculture: 
Sandie Jamieson
Tel.: (506) 453-3414
Fax: (506) 453-3783
E-mail: sandra.jamieson@gnb.ca

Industry Canada: 
Eric Anderson (Moncton)
Tel.: (506) 851-6452
Fax: (506) 851-6429
E-mail: anderson.eric@ic.gc.ca

St. Johns, Newfoundland

Federal: 
Derek Banfield
Tel.: (709) 772-5907
Fax: (709) 772-4803

Provincial Agriculture: 
Sean Barry
Tel.: (709) 729-6769
Fax: (709) 729-0205

Industry Canada: 
Brian McShane
Tel.: (709) 772-4886
Fax: (709) 772-5093

Halifax, Nova Scotia

Federal: 
Shelley Manning
Tel.: (902) 426-2137
Fax: (902) 426-3439
E-mail: mannings@agr.gc.ca

Provincial Agriculture: 
Barbara Whiston
Tel.: (902) 893-6381
Fax: (902) 895-9403
E-mail: bwhiston@es.nsac.ns.ca

Industry Canada: 
Valerie Bachynsky
Tel.: (902) 426-7540
Fax: (902) 426-5218
E-mail: bachynsky.valerie@ic.gc.ca

Guelph, Ontario

Federal: 
Bill Robinson
Tel.: (519) 837-5822
Fax: (519) 837-9782
E-mail: robinson@agr.gc.ca

Provincial Agriculture: 
Paul Cheesman
Tel.: (519) 826-7765
Fax: (519) 826-3460
E-mail: paul.chessman@omafra.gov.on.ca

Industry Canada: 
Johanne Serafin (Toronto)
Tel.: (416) 973-5035
Fax: (416) 973-8161
E-mail: serafin.johanne@ic.gc.ca

Prince Edward Island

Federal: 
Rollin Andrew
Tel.: (902) 566-7315
Fax: (902) 566-7316
E-mail: andrewr@agr.gc.ca

Provincial Agriculture: 
Alan Miller
Tel.: (902) 368-5646
Fax: (902) 368-5661
E-mail: acmiller@gov.pe.ca

Industry Canada: 
Charlotte Murray
Tel.: (902) 566-7382
Fax: (902) 566-7450
E-mail: murray.charlotte@ic.gc.ca

Montreal, Quebec

Federal: 
Robert Bouchard
Tel.: (514) 283-3815 ext561
Fax: (514) 283-496-3966
E-mail: bouchardr@arg.gc.ca

Provincial Agriculture: 
Roxana Arriagada
Tel.: (514) 873-4147 ext 235
Fax: (514) 873-2364
E-mail: roxana.arriagada@agr.gouv.gc.ca

Industry Canada: 
Frederic Couttet (Quebec City)
Tel.: (418) 694-0226
Fax: (418) 694-2286
E-mail: admin@cciqm.gc.ca

Saskatoon, Saskatchewan

Federal: 
George Adnam
Tel.: (306) 780-5589
Fax: (306) 780-7360
E-mail: adnamg@agr.gc.ca

Provincial Agriculture: 
Jackie Blondeau
Tel.: (306) 787-5924
Fax: (306) 787-0271
E-mail: jblondeau@agr.gov.sk.ca

Industry Canada: 
Mona Taylor
Tel.: (306) 780-6124
Fax: (306) 780-8797
E-mail: taylor.mona@ic.gc.ca 

Print

Dun & Bradstreet. Exporters' Encyclopedia. "Mexico, 2001"

Datamonitor. Mexico: New Age Beverages, January 2003

------. Mexico: Carbonated Soft Drinks, January 2003

------. Mexico: Juices, January 2003

------. Mexico: Sports and Energy Drinks, January 2003

Euromonitor. Global Strategy. "Soft Drinks - FEMSA," August 2002

El Economista. "Jugos del Valle hopes to increase exports," September 24, 2002.

------. "Government proposes that 20% tax on fructose-based beverages be maintained," November 11, 2002.

El Fianciero. "Taxes on water and PET bottles a threat to the industry," December 6, 2002

Food & Drink Weekly. "US and Mexico move closer to an agreement on sweetener dispute," December 9, 2002.

Global Trade Information Services Inc. World Trade Atlas. "Mexico: Total World Imports", October 2002

Reuters News. "Bottled water hit be revised Mexican drinks tax," November 8, 2002.

United States. Commercial Service. Mexico Country Commercial Guide. FY 2002.

United States. Department of Agriculture. Mexico: Product Brief The Mexican Market for Fruit Juice and Concentrates. 2001.

------. Mexico: Annual Exporter Guide 2002.

------. Mexico: Food and Agricultural Import Regulations and Standards Country Report. 2002.

The Wall Street Journal. "Leading the News: Coke's Latin Bottlers to Merge to Form Powerhouse," December 24, 2002.

Electronic

Canada. Agriculture and Agri-Food Trade Service. "The Fruit Juice, Soft Drink and Bottled Water Market in Mexico," May 1998. Downloaded from http://ats.agr.ca/info/latin/e2209.htm  on18 January 2003 

------. "Agri-Food Export Business Guide," March 2001. Downloaded from http://ats.agr.ca/info/latin/e3187.htm  on January 12, 2003.

------. "Mexico: Agri-Food Country Profile," May 2002. Downloaded from http://ats.agr.ca/info/latin/3112.htm  on January 5, 2003.

------. "The Beer, Spirits and Wine Market in Mexico," October 2002. Downloaded from http://ats.agr.ca/info/latin/e.htm  on December 15, 2003.

EIU Executive Briefing. "Mexico: Food, beverages and tobacco forecast," September 18, 2002. Downloaded from http://eb.eiu.com  on January 7, 2003

------. "Mexico," January 7, 2003. Downloaded from http://eb.eiu.com  on January 18, 2003.

Just - drinks.com. "Brand activity keeps sports drink market running," August 12, 2002. Downloaded from http://www.just-drinks.com  on January 18, 2003

------. "Research: Still drinks move ahead," January 7, 2003. Downloaded from http://www.just-drinks.com  on January 18, 2003

------. "Cooler cabinets lead Mexico's soft drinks recovery," August 23, 1999. Downloaded from http://www.just-drinks.com  on January 18, 2003

OTHER REFERENCE MATERIAL

Useful Internet Sites

Bevnet.com: http://bevnet.com 

Just-drinks.com: http://just-drinks.com 

ExportSource: http://exportsource.gc.ca 

How to Partner in Mexico: http://www.infoexport.gc.ca/ie-en/DisplayDocument.jsp?did=5423 

InfoExport: http://www.infoexport.gc.ca 

LatinTrade.com: http://www.latintrade.com 

Mexican Intelligence Report: http://www.mex-i-co.com 

Mexican trade and business links: http://www.lanic.utexas.edu/la/mexico 

Mexico Data Online: http://www.mexicodataonline.com 

NAFTA Office of Mexico in Canada: http://www.nafta-mexico.org 

1. In this report, fruit juice refers to pure (100%) juice, nectars and concentrates as well as fruit drinks that may only contain between 10% and 30% real juice.

2. In this report, soft drink refers to carbonated soft drinks (excluding aerated mineral waters), new-age beverages and energy and sports drinks.

3. All monetary amounts are expressed in Canadian dollars, unless otherwise indicated. The conversion rate to Canadian dollars is based on IDD Information Services, Tradeline, March 2003.

4. Placing beverages in market segments can be problematic. In this report, the beverage segments are more a function of available trade reports and import/export data. For example, juice-based beverages like Snapple and Fruitopia will be discussed under juice. While these beverages are often marketed with a new-age spin, they show up most often in trade data under juice product codes (HS 2202903800, 22029003 and 22029002).

5. The only exception to this trend is in single-fruit juice imports. The data in this category is volatile. This is consistent with consumer preferences for innovative formulations and flavours. It may also reflect problems with the consistency of domestic supply and imposition of a controversial 20% point-of-sale tax placed on soft drinks sweetened with high-fructose corn sweetener (see Actual and Planned Projects).

6. For contact information regarding key organizations mentioned in this report, see Key Contacts and Support Services.

7. The USDA publishes complementary information at: http://www.fas.usda.gov/gainfiles/200209/145783703.pdf  (see "Guide to Service Providers in Mexico 2002, GAIN Report MX2121 9/3/2002").

8. KEY CONTACTS AND SUPPORT SERVICES

9. Additional information regarding NOMS can be obtained from http://www.economia.gob.mx  (in Spanish). From the home page find Normatividad Empresaria and click on Normas link. On the left-hand menu, click on Catalogo de normas.

10. The list of accredited firms is available from Unidades de verificación, Direción General de Normas on Mexican government's Web site at http://www.economia.gob.mx  (in Spanish). From the home page find Normatividad Empresaria and click on Normas. On the left-hand menu find Acreditación and click on Unidades de verificación. A list of establishments will appear.