Market Information
Latin America and Caribbean

Market Brief Mexico's Snack Food Market

November 2003

Department of Foreign Affairs and International Trade

This report was prepared by the Canadian Embassy in Mexico.

Agri-Food Section
Schiller 529, Col. Polanco
11560, Mexico City, D.F.
Fax: (52-55) 5724-7982
E-mail: alejandro.ruiz@dfait-maeci.gc.ca 

The Market Research Centre produces a wide range of market reports, by region and sector, for Canadian exporters. These reports are available from DFAIT's InfoExport Web site, at the following address:

- http://www.infoexport.gc.ca 

The Government of Canada has prepared this report using primary and secondary information sources. Readers should be aware that the Government of Canada does not guarantee the accuracy of any information contained in this report, nor does it necessarily endorse the organizations listed herein. Readers must independently verify the accuracy and reliability of this information.

Quick Facts

Market Overview

• The snack food market in Mexico is worth an estimated $4.3 billion.
• Mexico's per capita consumption of salted snacks is 2.9 kg; the equivalent figure for sweet snacks is 800 g.
• Over the last 4 years, snack food production in Mexico has grown by approximately 70%.

Opportunities

• One of the main reasons behind this growth in snack consumption is that people have less time to prepare meals because of their busier daily schedules.
• Mexico's increased demand for snack foods can be attributed, for the most part, to the younger generation.
• Canadian exporters should reserve sufficient funds to promote snack foods in Mexico and participate in trade shows

Key Players

• The main manufacturers of salted snack foods in Mexico are Sabritas (Frito-Lay), Barcel (Grupo Industrial Bimbo), and Procter & Gamble
• The United States is the main foreign supplier of snack foods in Mexico.

Customers

• Convenience stores and grocery stores are the main sales outlets for snack foods in Mexico.
• Canadian exporters should consider using a locally based distributor or representative in Mexico.
• Mexican importers prefer face-to-face business meetings.

Market Entry Considerations

• Since January 1, 2003, under the NAFTA, all Mexican import duties on Canadian snack foods have been completely eliminated.
• Canadian snack food exports to Mexico must comply with sanitary regulations imposed by Mexico's Ministry of Health.
• Canadian exporters must communicate with their importer and customs broker, in order to follow all the procedures and avoid any complications at the border.

MARKET OVERVIEW

The snack food market in Mexico is worth $4.3 billion, and has registered a 20% growth over the last 5 years.

Consumption of salted snacks in Mexico increased from $1.8 billion in 1999 to $3.5 billion in 2002. The per capita consumption of salted snacks, which totalled 2.1 kilograms (kg) in 1999, increased to 2.9 kg in 2002. At 6 kg per person, Northern Mexico has the highest per capita snack consumption rate.

Consumption of sweet snacks in Mexico also increased, from $612 million in 1999 to nearly $785 million in 2002. In that same year, the per capita consumption of confections totalled 800 grams (g).

The production of snack foods in Mexico increased from $2.4 billion in 1999 to $4 billion in 2002. Most of the salted snacks sold in Mexico are supplied by local companies. As for sweet snacks, domestic products have been displaced by imports. It is estimated that for every ten sweet snacks consumed in Mexico, only one is produced domestically; the rest are imported (mainly from the U.S).

OPPORTUNITIES

The Mexican snack food market has some promising business opportunities for Canadian exporters of the following products: potato chips, corn chips, chocolate bars, popcorn, prepared nuts, pretzels, dehydrated fruits, chewing gum, and instant soups, among others.

Snack consumption in Mexico has grown consistently over the past few years because people living in the large cities have less time to prepare home-cooked meals for lunch. As a result, lighter lunches packed with lots of snack food are gradually replacing the complete mid-day meal.

Also, several studies reveal that most snack foods are purchased impulsively, something that is usually done by young people. The younger generation in Mexico is increasingly adopting a more international life style and buying imported items. Approximately 53% of the Mexican population is less than 24 years old. Likewise, it's important to note that nearly 22% of Mexico's population (100 million people) are inclined to buy imported goods, and have the purchasing power to do so.

Furthermore, Mexican consumers consider snacks to be less expensive than traditional meals. This factor has also contributed to the increased consumption of this type of product, especially since Mexico is a price-driven market - and particularly for food purchases.

Salted Snacks

Potato chips are the most popular salted snack in Mexico. In 2002, Mexican potato chips imports from the entire world totalled $47.7 million; however, Canada has only a very small share in this market (0.1%).

Canada shows a strong potential for exporting potato chips. From 1998 to 2002, Canadian potato chips exports grew by 600%, jumping from $11.1 million to $77 million.

The top-selling potato chip flavours in Mexico are as follows: traditional salted, lemon, cheese, sour cream and spices, and jalapeno pepper.

Includes the HS Code: 2005.20
Source: Mexico's Ministry of the Economy and Statistics Canada.

Consumption of microwave popcorn in Mexico has increased significantly over the last few years. Many Mexican consumers eat popcorn while watching television at home or while at the cinema - two of the main recreational activities in Mexico.

Mexico consumes an estimated 100 000 tons of popcorn each year. The most popular popcorn flavours sold in Mexico are as follows: salted, chilli pepper and lemon, butter (light and extra), and caramel.

Mexican imports of prepared peanuts grew by more than 60% over the past five years, jumping from $4.2 million to $6.8 million.

Canada exports about $38 million worth of prepared peanuts every year. However, only a small portion of this amount is sent to Mexico. Given its export potential, Canada could easily increase its presence in Mexico's prepared peanut market.

Of the many flavours of prepared peanuts sold in Mexico, the following represent the most popular: salted, chilli pepper and lemon, roasted, and Japanese style.

Includes the HS Code: 2008.11.
Source: Mexico's Ministry of the Economy and Statistics Canada.

Prepared nuts, almonds, and pistachios have become a favourite snack of Mexican consumers. From 1998 to 2002, Mexican imports of this type of product increased radically by more than 1000%.

Canada's export potential for prepared nuts, almonds and pistachios has improved over the last few years. In 1998, Canada exported about $4 million worth of these products around the world; however, in 2002, exports increased by 250% to reach $14 million. Despite this export growth, Canada holds only a very small share of the Mexican market.

Includes the HS Code: 2008.19.
Source: Mexico's Ministry of the Economy and Statistics Canada.

Corn chips are also one of the more popular snacks in Mexico. Corn chip consumption has increased consistently over the last few years.

The main types of corn chips consumed in Mexico are tortilla chips (nachos) and corn chips with cheese and spices. Pretzels have also started to gain some ground in the market.

A significant part of the Mexican population is selecting other types of snacks that it considers more nutritious, such as instant soups. The Mexican population consumes about 514 million servings of instant soup each year.

Over the last few years, the Mexican instant soup market grew by 30%, and this trend will probably continue. This increased consumption of instant soup is reflected in the figures for Mexican soup imports, which have grown 166% over the last five years to reach $369.6 million in 2002.

Canada is responsible for a small share of Mexican instant soup imports, even though Canadian exports of this type of product grew from $82 million in 1998 to $112.7 million in 2002.

The main flavours of instant soups sold in Mexico are as follows: chicken, beef, pork, shrimp, and cheese.

Includes the HS Code: 2104.10
Source: Mexico's Ministry of the Economy and Statistics Canada.

Sweet Snacks

Chocolate is one of the most popular sweet snacks in Mexico. Chocolate consumption in Mexico has grown consistently, and year after year, imports are increasingly meeting the demand. An estimated 40% of the chocolate sold in Mexico is produced domestically, while the remaining 60% is imported.

Over the last five years, Mexican imports of chocolate in chunks, slabs or bars and chocolate-based preparations grew by more than 120%, jumping from $94.9 million to $212.3 million.

Canada's market share in Mexican chocolate imports has remained stable between 9% and 10%. However, only 5% of Canada's total chocolate exports are sent to Mexico.

Canada has a high potential for exporting chocolates, and the country should attempt to increase its presence in the Mexican market. Canada's global chocolate exports increased from $246.6 million in 1998 to $441.1 million in 2002.

In Mexico, chocolate is sold mainly in chunks, slabs and bars.

Includes HS codes: 1806.31, 1806.32, and 1806.90
Source: Mexico's Ministry of the Economy and Statistics Canada.

The Mexican chewing gum market is also promising for Canadian exporters. From 1998 to 2002, Mexican imports of chewing gum almost tripled, jumping from $8.3 million to $27.2 million.

Global Canadian chewing gum exports grew from $96.7 million in 1998 to $152.5 million in 2002. However, only a small portion of these exports were sent to the Mexican market.

The most popular chewing gum flavours in Mexico are as follows: mint, cherry, banana, blueberry, and mixed fruit.

Includes the HS Code: 1704.10
Source: Mexico's Ministry of the Economy and Statistics Canada.

Mexico is also experiencing growth in confectionary and candy consumption, and imports are meeting most of this demand. It's estimated that for every ten confections consumed in Mexico, only one is produced locally; the rest are imported.

From 1998 to 2002, Mexican candy imports grew by 146%, jumping from $35.7 million to $87.8 million. Over the last few years, Canadian confectionery exports to Mexico have also increased. However, Canada's market share of Mexican imports stands at only 2%.

Canada's confectionery export potential increased substantially over these last few years. From 1998 to 2002, global Canadian exports almost doubled, jumping from $166 million to $303.2 million. Canadian exporters should pursue business opportunities in the Mexican market.

Among the top-selling candy in Mexico are the following: toffee, lollipops, candy sticks, tamarind candy, peanut candy, spicy candy, marshmallows, chilli powder, and gummy candy.

Includes the HS Code: 1704.90
Source: Mexico's Ministry of the Economy and Statistics Canada.

Fancy cakes and cookies are some of the more popular sweet snacks in Mexico.

From 1998 to 2002, Mexican imports of fancy cakes and cookies almost tripled, jumping from $36.6 million to $98 million. Canada holds 10% of the Mexican market. However, there is potential to increase Canadian exports to Mexico.

During this same period, total Canadian exports of sweet fancy cakes and cookies increased by 38% to reach $400.7 million in 2002. However, only 2.5% of these exports went to Mexico.

The main types of sweet cakes consumed in Mexico are as follows: chocolaty cream-filled cakes, donuts, sponge cakes, and cinnamon rolls.

Includes the HS Code: 1905.30 and 1905.31
Source: Mexico's Ministry of the Economy and Statistics Canada.

Granola bars are also becoming very popular in the Mexican market - mainly among women, who are concerned about their diet. Children also consume granola bars for their energy content.

For the most part, these products are consumed for breakfast, and also as a snack in the afternoon. The most popular granola bar flavours are as follows: chocolate chip, cookies and cream, berries, strawberry, apple, and pineapple.

Suggested Marketing Activities

The use of a private label or distributor's brand is a good strategy for entering the Mexican market, since the exporter does not pay for any additional product promotions; in addition, the exporter benefits from the product being distributed across all the supermarket locations of the chain that owns the private label.

Canadian exporters are encouraged to improve the visibility of their brands in the Mexican market through well-focused marketing activities. Collaborating with provincial and industry associations, and participating in tradeshows and trade missions are all excellent ways to make contacts, to understand import procedures, and to develop effective entry strategies. Promotional activities done in co-operation with Mexican retailers are another way to gain exposure and to better understand this extremely competitive market. Here is a list of tradeshows that might be useful for Canadian snack food exporters.

Expo Golosinas 2004
January 21-23, 2004
Polyforum León, Guanajuato
Type of Event: Annual tradeshow for promoters, wholesalers, and retailers of confections, snack foods, cookies, and similar snack foods.

Organizer:
Contact: Maribel Melo
Tel.: (011-5255) 5574-5696
Fax: (011-5255) 5564-0329

ANTAD 2004
March 13-15, 2004
Expo Guadalajara Convention Center, Guadalajara, Mexico
Type of Event: Mexico's largest tradeshow for retailers and supermarkets

Organizer:
Contact: Miriam Madrigal
Tel.: (01152-33) 3121-4577
Fax: (01152-33) 3121-5437
E-mail: antadguadalajara@megared.net.mx 
Internet: http://www.antad.org.mx/ 

Alimentaria 2004
June 9-11, 2004
Banamex Convention Center, Mexico City
Type of Event: One of the largest international food service shows in Mexico
Note: Canada has a pavilion at this show.

Organizer:
Contact: Richard Clegg, Federal-Provincial Team Leader, Main Market (Mexico), Agriculture and Agri-Food Canada
Tel.: (613) 759-7743
Fax: (613) 759-7506
E-mail: cleggr@agr.gc.ca 

Confitexpo 2004
August 2004
Expo Guadalajara, Jalisco
Type of Event: International confectionery show (since 1986). Participants include candy suppliers, machinery and equipment manufacturers, and service providers.

Organizer:
Contact: Graciela Contreras
Tel./Fax: (011-5255) 5564-7040
E-mail: gafemani@iwn.com.mx 

KEY PLAYERS

Mexico's main salted snack manufacturers are Sabritas (Frito-Lay), with 68% of the market, followed by Barcel (Grupo Industrial Bimbo) with 12%, and Procter & Gamble with 10%.

Nearly 99% of all Mexican potato chip imports come from the United States, and only 0.5% from Canada. The main potato chip suppliers in Mexico are Sabritas (Frito-Lay), Barcel (Grupo Industrial Bimbo), and Procter & Gamble (Pringles).

In the case of popcorn, the main brands found in Mexican supermarkets are Act II from the U.S. company, Conagra Foods, and Poffets from Sabritas (Frito-Lay). Canada has increased its popcorn exports to Mexico through the use of private labels in various supermarket chains.

The United States is responsible for 95% of Mexican peanut imports, followed by Spain with 2.3%, and China with 1.2%. Canada holds less than 1% of this market. The main brands of prepared peanuts sold in Mexico are as follows: Planters from Kraft Foods, Mafer from Sabritas (Frito-Lay), and Hot Nuts from Barcel (Grupo Industrial Bimbo).

Mexican imports of prepared nuts, almonds and pistachios originate in the United States, for the most part (a market share of 97%). Other suppliers of this product to Mexico include Chile, with a share of 1%, Spain (0.5%), and Italy (0.4%). The main brands of prepared nuts, almonds and pistachios sold in Mexican supermarkets include the following: Blue Almond and California from the U.S., and La Pasiega and Botanas Cimmarron, which are produced locally.

Sabritas (Frito-Lay) and Barcel (Grupo Industrial Bimbo) are the main sellers of corn chips in Mexico. U.S. company Anderson Bakery has a solid standing in the Mexican pretzel market. Other pretzels produced in the United States. are also sold in Mexican supermarkets under private labels.

The United States is the main supplier of instant soups to Mexico, with a 95% share of Mexican imports; the rest is supplied by countries from Central America. U.S.-based Campbell Soup Company is the market leader with its Maruchan brand (75% share), followed by the Mexican brands Knax (Knorr), Milunch (La Moderna), and Souper (Sabritas/Frito Lay).

There are approximately 1500 registered confectionery manufacturers in Mexico. Mexican candy manufacturers range in size from single-family micro companies to large multi-national corporations, such as Nestlé Mexico and Hershey de Mexico. Micro companies account for approximately 40% of the total production value, while the large multinationals supply about 60% of all confections sold in Mexico.

The United States is responsible for 62.7% of total Mexican chocolate imports, followed by Canada (9.6%), Argentina (8.4%), Chile (4%), Italy (3.3%), and Belgium (1.8%). The main U.S. chocolate brands sold in Mexico are as follows: M&Ms, Milky Way and Snickers from Mars; Hershey from Almond Joy, and Crunch and Butterfinger from Nestle. There are also several Mexican chocolate manufacturers, such as Ricolino (part of Grupo Bimbo), Chocolates Turin, La Suiza, and La Corona.

About 79.5% of total Mexican chewing gum imports originate in the United States, followed by Ecuador (8.2%), Guatemala (2.8%), Spain (2.3%), and Brazil (1.9%). The main chewing gum brands sold in Mexico are Clorets, Trident and Chiclets from the Adams corporation (a division of the U.S. company Warner Lambert), and Winterfresh and Juicy Fruit from Wrigley Co.

About 56.9% of Mexican confectionery imports come from the United States. Other suppliers of confections to Mexico are Spain, with a market share of 7.5%, Ecuador (6.1%), Taiwan (5.7%), Colombia (4.8%), South Korea (4.7%), and Indonesia (2.2%). Among the top-selling brands of confectionery in Mexico are the following: Jolly Rancher (Hershey Chocolate), Skittles and Starbust (Mars), Gummi Savers (Nabisco Inc), Tootsie-Pop (Tootsie-Roll), all of which are U.S. brands, as well as the following Mexican brands: Sonric's (Sabritas/Frito Lay), Super Lucas (Effem Mexico), Mazapan and Pulparindo (De la Rosa), Paleton (La Corona), and Pelon Pelo Rico (Grupo Lorena). Most Mexican confections are made from fruit pulp, such as mango, tamarind, strawberry, and other tropical fruit.

The United States is responsible for 44.7% of all Mexican cookie imports, followed by Brazil (24%), Canada (9.9%), Denmark (7.7%), Belgium (3.4%), and Italy (3.3%). The Mexican company Bimbo is the main supplier of fancy cakes in the Mexican market, with its Marinela and Wonder brands. Grupo Gamesa, which is part of Pepsico, is the main cookie supplier in the Mexican market. U.S.-based Nabisco also holds a significant share of the market.

The main brands of granola bars available in the Mexican market are as follows: Quaker from Grupo Gamesa (Pepsico) and Nutri-Grain from Kellogg's.

CUSTOMERS

The main sales network for salted snacks in Mexico is the retail sales market, with most snacks being sold through wholesalers in centralized markets (central de abasto) to convenience and grocery stores. An estimated 85% of all snack food sales are made through these outlets. The remaining 15% are sold in large supermarket chains.

Roughly 60% of all candy sales are made through major retail chains, while 35% are sold through the Central de Abastos to convenience and grocery stores. The remaining 5% are sold in hotels and restaurants.

There are nearly 2000 convenience stores in Mexico (Oxxo is the leader in this field) and about 400 000 grocery stores. Movie theatres and department stores are also good outlets for selling snack foods in Mexico.

Suggested Business Practices

A locally based distributor or representative can be an important asset for successfully entering a market. A good distributor will prove invaluable in establishing successful business relationships with local buyers, and will also help handle customs and importing issues, while maintaining an excellent after-sales service. Choosing a qualified and competitive distributor has always been one of the most important ways to successfully export to the Mexican market.

Since travelling in Mexico can be difficult, companies should have an agent representing their products at a national level. However, it is not advisable to give the agent national exclusivity; instead, exporters are urged to hire regional distributors as well.

There are many factors to consider with respect to business etiquette in Mexico. For example, personal relationships are often the foundation of business relationships. Although Mexican businesses are very conscious of the bottom line, courtesy and tact remain extremely important. You should start a business conversation with an enquiry about the person's well-being and that of his or her family, before you launch into the details of a business transaction.

Mexican importers do not always respond to telephone calls, faxes or e-mails; they prefer face-to-face business meetings. So for better results, Canadian exporters should arrange personal meetings with Mexican contacts.

Business in Mexico tends to be conducted more formally 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 that are printed in both English and Spanish. On-the-spot and quick meetings are not the norm; however, business discussions held after a lengthy lunch meeting are commonplace. Since meetings are frequently cancelled, it is best that all appointments be confirmed as the meeting day gets closer.

Spanish is Mexico's official language. Even though most international managers have a strong base in English, it is best to have Spanish interpretation assistance during business meetings. This will ensure effective communication and prevent misunderstandings. In addition, all product documentation should be available in Spanish.

Selling to Mexican companies involves contracts and conditions similar to those in Canada. However, before hiring a representative or agent, companies should investigate the legal implications of working with a local partner. Contracts may be written in English, but they must be reviewed by Canadian and Mexican lawyers.

MARKET ENTRY CONSIDERATIONS

Customs Duties

Under the NAFTA, import duties that Mexico used to apply to salted and sweet snack foods from Canada were completely eliminated on January 1, 2003, except for the duties on chocolate containing 90% or more sugar by weight. In order to obtain this preferential treatment, Canadian exporters must present a NAFTA Certificate of Origin to Mexican authorities, which confirms that the product originates in Canada.

The NAFTA Certificate of Origin does not need to be validated or formalized, and it can be obtained on the following website: http://www.ccra-adrc.gc.ca/E/pbg/cf/b232/README.html

Sugar was excluded from any preferential duties under the NAFTA. As a result, exports of Canadian chocolates that contain 90% or more sugar by weight are subject to an import duty of $0.62158/kg in the Mexican market.

Moreover, it's important to note that Mexico has a 15% value-added tax (VAT). Mexican customs collect the VAT on foreign transactions upon the merchandise's entry into the country.

Sanitary Requirements

Canadian exports of snack food products to Mexico must comply with the sanitary regulations imposed by the Mexican authorities. In principle, the importer is responsible for obtaining the necessary permits, while compliance with Mexican regulations falls to the exporter.

All imports of salted and sweet snacks, except for microwave popcorn, require a Sanitary Import Notification, which the Mexican importer must submit to the Mexican Ministry of Health (Salud) in advance. Only importers registered with Salud can submit this document.

This Sanitary Import Notification is a letter, written in Spanish, which must include the following information: product name, trademark, quantity, manufacturer's name and address, importer's name and address, point of entry, and import duty numbers. This document, written on the company's letterhead, must be addressed to the Dirección General de Calidad Sanitaria de Bienes y Servicios (the directorate responsible for the sanitary quality of goods and services) on behalf of Salud and be presented when the merchandise arrives. The invoice and sanitary certificate must be attached to the import notification.

In the case of Canada, the sanitary certificate is the manufacturer's declaration signed by the Canadian Food Inspection Agency, which guarantees the safety of the products.

For microwave popcorn imports, the Mexican importer must submit a request for a sanitary import permit from Salud. Similarly, only importers registered with Salud have the right to submit this request.

The following documents must be attached to the request:

1. Sanitary certificate that complies with Salud's requirements, or in place of the sanitary certificate, the following documents:

a. certificate of origin
b. certificate of interbusiness sale
c. physical/chemical analysis
d. microbiological analysis

2. Sample of the original label

3. Spanish label

4. Pro-forma invoice

5. Receipt of payment for the sanitary import (about 1,500 Mexican pesos / CDN$215).

If the application form is in order, the Ministry of Health will issue a sanitary import permit. This import permit is valid for one year and covers as many shipments as the importer can organize during that period.

It's important to note that Canadian exporters of chocolate and cocoa products must comply with the Mexican Official Standard, NOM-186-SSA1/SCFI-2002, which contains certain sanitary requirements for these products. There is also a Mexican Official Standard, NOM-147-SSA1-1996, that contains sanitary requirements for fancy cakes and cookies.

In addition, exporters must be up-to-date on the draft official standard, PROY-NOM-216-SSA1-2002, published by Salud on August 25, 2003, which establishes sanitary specifications for snack foods. This draft standard will be subject to a 60-day test period, during which time interested parties can submit their comments before it officially comes into force. All standards can be consulted on-line at the following address: http://www.economia-noms.gob.mx/

As soon as the product arrives in Mexico, border inspectors verify that it complies with the applicable NOMs, and that all documentation is in order. Errors in the documentation can result in border delays, fines, and even confiscation of the merchandise. Canadian exporters are advised to work closely with their importers and customs broker to ensure that every requirement has been met, and thus avoid any complications at the border.

The Canadian government also has a Border Clearance Representative (BCR) who provides pre-clearance border assistance to Canadian companies shipping products to Mexico. The BCR works closely with Canadian agri-food exporters, prior to the shipping of their products, to ensure that all the proper documentation is in place. The BCR also ensures that any problems that do arise are resolved quickly, so that Canadian agricultural goods move more smoothly across the border (see the section on Key Contacts for more information).

Labelling

Imported snack foods for retail sale must be labelled according to NOM-051-SCFI-1995, which establishes the general labelling specifications for pre-packaged foods and non-alcoholic beverages. Products for institutional use are not subject to this standard. All information on the label must be written in Spanish, and must include the following data:

• country of origin -ingredients
  (for example, Producto de Canada)
• manufacturer's name and address
• importer's name, address, number, product description in Spanish and RFC number (taxation number) -preparation and handling instructions
• -brand name or trademark -expiry date
• exporter's name and address -relevant warnings
• product description in English -net weight in metric units
• nutritional information

The NOMs mentioned in the "Sanitary Requirements" section also contain certain provisions for the labelling of products governed by these standards.

Currently, NOM-051 specifies that providing nutritional information on labels is voluntary, unless a specific nutritional claim is made (e.g. product boosts your energy). However, this NOM is up for its five-year review, and it's likely that the mandatory inclusion of nutritional information on labels will be included in the new version of this regulation. An English version of NOM-051-SCFI-1995 can be consulted at the following link: http://www.infoexport.gc.ca/ieen/DisplayDocument.jsp?did=275.

To ensure their labels comply with NOM-051, Canadian exporters can send one label to an authorized audit unit. Most audit units provide a complete service that includes the verification, printing and correction of labels, to ensure they comply with NOM-051. Once the label is complete, the audit unit issues a compliance certificate, which should be presented when the product arrives at the Mexican border. A list of authorized audit units can be obtained at the following Web site: http://www.economia.gob.mx/work/normas/
Aprobacion/Unidades_de_verificacion/SECOFI/nom-051-scfi-1994.doc

KEY CONTACTS

Canadian Government Contacts

Canadian Embassy in Mexico
Contact: Kim O'Neil / Alejandro Ruiz
Agri-Food Counsellor / Agri-Food Trade Officer
Tel.: (52-55) 5724-7934 / (5255) 5724-7989
Fax: (5-255) 5724-7982
E-mail: kim.oneil@dfait-maeci.gc.ca,
alejandro.ruiz@dfait-maeci.gc.ca 

Department of Foreign Affairs and International Trade
Contact: Marcello DiFranco
Trade Commissioner
Mexico Division (NMX)
Tel.: (613) 996-8625
Fax: (613) 996-6142
E-mail: marcello.difranco@dfait-maeci.gc.ca

Market Research Centre (TMR - formerly TCM)
Contact: Sean McLean, International Markets Analyst
Tel.: (613) 996-0688
Fax: (613) 943-1103
E-mail: sean.mclean@dfait-maeci.gc.ca
Internet: http://www.infoexport.gc.ca 

Agriculture and Agri-Food Canada
Contact: Richard Clegg
Senior Officer, International Marketing (Mexico)
Tel.: (613) 759-7743
Fax: (613) 759-7506
E-mail: cleggr@agr.gc.ca 

Border Clearance Representative (BCR)
Contact: Luis Perez
Tel.: (52-867) 719-0003
Cell.: (956) 206-8771
Fax: (52-867) 719-0764
E-mail: luispere@nlaredo.globalpc.net 

Mexican Government Contacts

Mexican Ministry of Agriculture (SAGARPA) Inspection Division
Contact: Martín Valencia
Imports Section
Tel.: (52-55) 9183-1000, ext. 34106
Fax: (52-55) 9183-1000, ext. 34179

Mexican Ministry of Health (Salud)
Contact: Silvia Hernández
Imports Section
Tel.: (52-55) 5208-0915
Fax: (52-55) 5080-5200, ext. 1343

Selected Mexican Snack Food Importers

Cadena Mexicana de Exhibición S.A. de C.V. (CINEMEX)
Address: Blvd. Manuel Ávila Camacho n^o 40, Piso 16, Col. Lomas de Chapultepec, C.P. 11000, Mexico City, D.F.
Contact: Lic. Damián Pizá Velásquez
Purchasing Director
Tel.: (52-55) 5201-5800, ext. 124
Fax: (52-55) 5201-5810
E-mail: damianp@cinemex.net
Internet: http://www.cinemex.net
A chain of movie theatres

Cesafer, S.A. De C.V.
Address: Av. Gavilan n^o 151, local 9A, Col. Guadalupe del Moral, Del Iztapalapa, CP 09300
Mexico City, D.F.
Contact: Cesar Fernandez Coya, Director General
Tel.: (52) (55) 5686-0541, (52) (55) 5686-1186
(52) (55) 5686-6231
Fax: (52) 5685-1748
E-mail: cfc@cesafer.com
Internet: http://www.cesafer.com 

Comemimex S.R.L de C.V.
Address: Reynolds Aluminio n^o 40, Col. Vista Hermosa, Tlalnepantla, CP 54080
Estado de México
Contact: José Said Abed (Director General)
Tel.: (52) (55) 5361-3149
(52) (55) 5361-5293, (52) (55) 5362-0524
Fax: (52)5361-5293
E-mail: comeimexsa@hotmail.com
An importer of chocolate and confections

Comercializadora Anahuac de México, S.A. de C.V.
Address: Av. Popocatepelt n^o 55, Col. Malintzin, C.P. 72210, Puebla, Puebla
Mexico City
Contact: Sr. Ricardo Menéndez, Director General
Tel.: (52-222) 222-1422
Fax: (52-222) 222-1372
E-mail: dulces@dulcesanahuac.com 

El Palacio de Hierro S.A.
Address: Moliere No. 222,
Col. Los Morales, C.P. 11570
Mexico City, D.F.
Contact: Gilberto Valdovinos, Director, Imports (gourmet products)
Tel.: (52) (55) 5229-5463, 5229-5400, ext. 1208, 1247
Fax: (52) (55) 5207-5180
E-mail: gvaldovinos@palaciohierro.com.mx
Internet: http://www.palaciohierro.com.mx
A department store selling imported chocolate

El Puerto de Liverpool
Address: Mariano Escobedo 425, 1^er piso
Col.Chapultepec Morales, C.P. 11570
Del. Miguel Hidalgo, Mexico City, D.F.
Contact: Marcos Hernández
Purchasing Director (Confections)
Hector Luna, Gourmet Purchaser
Tel.: (5255) 5328-6400 ext. 7841, 6536, 7956
Fax: (5255) 55-31-72-54
E-mail: mhernandez@mail.liverpool.com.mx  and hluna@mail.liverpool.com.mx
Internet: http://www.liverpool.com.mx
A department store selling imported chocolate

Grupo Cimarrón
Address: Libramiento Delicias No. 603 Ote., C.P. 33029
Tel.: (52-639) 472-9050 / (52-639) 472-9208
Fax: (52-639) 472-8408
E-mail: octavio@grupocimarron.com.mx
Internet: http://www.grupocimarron.com.mx
Imported products: chocolates and confections 

Snaks and Food Mexico, S.A. De C.V.
Address: Poniente No. 134 No. 580 Bis
Col. Col. Industrial Vallejo, C.P. 02300
Mexico City, D.F.
Contact. Lic. Bernardo Aguilar Hernández, Director General
Tel.: (52-55) 5587-4197/ (52-55) 5587-4280
Fax: (52-55) 5587-4528, (52-55) 5368-9452
E-mail: snacksfoodmexico@yahoo.com 

REFERENCES

Datamonitor, "Snacks in Mexico to 2006", February 10, 2002

Global Trade Information Services, The World Trade Atlas.

Infoamericas Tendencias, Latin American Market Report, "Industry Analysis: Snack Foods", February, 2001

USDA, Foreign Agricultural Service, "Mexico, Product Brief, Candy and Confections Products Report, 2003", June 28, 2003

USDA, Foreign Agricultural Service, "Mexico, Product Brief, Snack Foods Market Brief, 2003", June 18, 2003

USDA, Foreign Agricultural Service, "Mexico, Retail Food Sector Report, 2001", June 19, 2003.