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Trends in the agrifood sector in Mexico FOOD VALLEY AMBASSADORS PROGRAMME 2016 Salvador Reyes Garay National Demographics | Overview Population: 119,530,753 inhabitants. • 11th most populated country in the world. • Median age: 27 years old. Total area: 1,960,670.2 km2. • ≈ 47 times the area of The Netherlands. • Country is administratively divided in 32 sovereign states and the states are divided into municipalities. • Total area sown: 221,367.42 km2. • Total harvested area: 180,938.07 km2. Key economy indicators. • • • • • GDP (2014): USD $1,295 billion. Annual rate of growth (2015): 2.5%. 12 FTA’s with 45 countries. 30 APPRI’s 9 partial trade agreements. Data from 2015. Metropolitan Area of the Valley of Mexico (MAVM) Region located in the centre of the country and constituted by: • Mexico City (16 boroughs). • 59 municipalities of the State of Mexico. • 1 municipality of the state of Hidalgo. Population: 20,116,842 inhabitants. • 8,851,080 in Mexico City • 11,265,762 in adjacent municipalities. • 2nd largest metropolitan area in North America. Total area: 7,854 km². Data from 2014. National AgriFood Industry | Overview Rankings: • 12th in food production worldwide. • 8th in processed food production worldwide. • 13th in agricultural crops production worldwide. • 11th in primary livestock farming production worldwide. • 17th in fishing and aquaculture production worldwide. Total personnel employed: • Agricultural activities: ≈ 5.6 million people. • Food industry: ≈ 794,000 workers. • Breeding and production of livestock: ≈ 709,000 people. • Fishing and aquaculture: ≈121,000 people. National AgriFood Industry | Overview Production in 2014: USD $135.5 billion. (3.9% of the national GDP) AAGR (2014-2020): 4%. FDI (2004-2014): USD $16.392 billion. Top investor countries from 2004 to 2014: The Netherlands, USA, Switzerland, Japan and Luxembourg. MAVM AgriFood Industry | Overview Rankings: • 1st in number of economic units in the Food Industry. Total personnel employed: • Food industry: ≈ 205,000 workers. Economic units are well-spread all over the region. Industrial facilities (factories) are located mainly in the following municipalities: • State of Mexico: Toluca, Ecatepec, Tlalnepantla, Naucalpan and Atizapán de Zaragoza. • Mexico City: Gustavo A. Madero and Azcapotzalco. No industrial clusters related to food industry have been found. Health & Wellness Market trends Organic agriculture. Agricultural development 1. Health & Wellness In 2010, Mexico’s National Ministry of Public Health published the National Strategy for Prevention and Control of Overweight, Obesity and Diabetes. Mexican Government introduced a new tax on sugarsweetened beverages ($1 MXN / liter) and high-caloric content* snacks (8% tax) beginning in January 2014. Examples: • Food + Offering value-added ingredients and proposing food products that are rich in calcium, proteins, fibers, vitamins and other nutritional substances. • Food – Offering reduced sugars, carbohydrates, fat or calories. • Clean label Offering no added sugar, low salt content, etc. Dairy, bakery and cereal products are among the largest subsectors offering functional foods. * Non-basic foods with a caloric content > 275 kcal/100 grams. 2. Organic Agriculture ≈ 352,900 hectares for organic food production in 2010. 4th place in Latin America in terms of sales and production of organic food products. 1st place as exporter of organic coffee worldwide. 3. Agriculture Development Mexico imports 77% of the fertilizers used. Very low use of high-quality seeds. 60% of Mexico’s territory is semiarid and production in these areas largely depends on rainfall as very few producers have irrigation systems. In 2012, Ministry of Agriculture (SAGARPA) published the Development Program for Mexico’s Agricultural Sector. • Achieve at least a 3% average yearly growth rate for the agricultural sector between 2013 and 2018. • Increase national oilseed/ grains production from 63% (in 2012) to 75% of total consumption by 2018. • Measure water use savings by the use of irrigation technologies. Mexican Food Market | Overview Market segmentation: consumers can be divided in four groups according to average income. • High purchasing power: food sourcing from high-end mass grocery retail stores and gourmet shops (≈ 3 million consumers). • Moderate purchasing power: food sourcing from mass grocery retailers and convenience stores but also from street markets (> 20 million people). • Low purchasing power: food sourcing from street markets, centrales de abasto (wholesale markets) and convenience stores. (> 30 million consumers). • No purchasing power: people living in poverty. (≈ 60 million people). Distribution chanels | Overview Mass grocery retail stores: • Walmart: biggest retailer in Mexico. ≈ 2,000 retail stores in Mexico under different names (Walmart Supercenter, Sam's Club, etc.). • Soriana: 2nd biggest retailer in Mexico. ≈ 827 retail stores in Mexico. • Comercial Mexicana: operates mainly in Central Mexico. As from 2015 is part of Soriana group. Convenience Stores: • Oxxo: largest chain of convenience stores in Mexico with over 13,000 stores. Street markets: • Mainly used for the purchasing of fresh products (fruits, vegetables and meat). There are approximately 144 street markets/day in Mexico City. Distribution chanels | Overview Specialized retail stores: • Organic stores and Gourmet store: mainly located in upper-middle class neighborhoods. Particularly in Mexico City is becoming trendy in neighborhoods frequented by young urban people. Indoors public markets: • There are 329 traditional indoors markets in Mexico City. Normally dedicated for the purchasing of fresh products. • Modern indoors markets: mainly located in upper-middle class neighborhoods. The number of modern markets has increased rapidly in Mexico City in the last 5 years. National Infrastructure | Overview Road network is the most widely used transport infrastructure. • 370,000 km of toll roads that Mexico has integrated (freeways, highways, roads and trails that allow connectivity between almost all locations in the country). The Mexican railway system consists of 26,727 km, mainly dedicated to goods transportation. 117 different types of port facilities and vocations, including harbors, commercial, industrial counted, oil, fisheries, tourism and military and national security purposes. Mexican airport system consists of 85 airports and 1,385 airfields. Mexican road network Regulatory environment | Overview Three Secretariats regulate Mexico’s food sector and are the main responsible for food safety and ensuring consumers protection. Secretariat of Agriculture, Livestock and Fisheries (SAGARPA). Secretariat of Economy (SE). Secretariat of Health (SS). • COFEPRIS: Federal Commission for the Protection Against Sanitary Risks. • SENASICA: National Service for Sanity, Food Safety and Quality. The most important laws and regulations related to Mexico’s food and beverage sectors are: • • • • • General Health Law. Animal Health Federal Law. Plant Health Federal Law. Mexican Mandatory Standards (NOM). Mexican Voluntary regulations (NMX). Tax Administration Service (SAT). Product labeling requirements | Overview Food and non-alcoholic beverages need to comply with labeling regulation NOM-051-SCFI/SSA1-2010. • The NOM states that all the commercial and nutrition information has to be in Spanish and metric system. • Minimum required information: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Generic product name or product description. Net content. Ingredients. Country of origin. Exporter's name and address, if different from the manufacturer, both have to be named. Importer's name, address and Tax ID number. Lot number. Expiration or preferred consumption date. Cautions, warnings and conservation measures. Nutrition facts (using required format). Serving size or serving measure in grams or ml. Number of servings in package or container. Secretariats & Governmental Institutions | Overview Secretariat of Agriculture, Livestock and Fisheries (SAGARPA). www.sagarpa.gob.mx Secretariat of Economy (SE). www.gob.mx/se Secretariat of Health (SS). www.gob.mx/salud PROMEXICO. Government promoter for exports and foreign direct investment attraction. www.promexico.mx Office in The Hague: [email protected] Educational Institutions | Overview Universidad Nacional Autónoma de México. www.unam.mx Universidad Autónoma de Nuevo León. www.uanl.mx Instituto Politécnico Nacional. www.ipn.mx Universidad de las Américas Puebla. www.udlap.mx Universidad Autónoma de Chapingo. www.chapingo.mx Instituto Tecnológico de Tepic. www.ittepic.edu.mx Instituto Tecnológico y de Estudios Superiores de Monterrey. www.tec.mx Universidad Autónoma de Coahuila. www.uadec.mx Universidad Autónoma del Estado de México. www.uaemex.mx Universidad de Guadalajara. www.udg.mx Benemérita Universidad Autónoma de Puebla. www.buap.mx Universidad Autónoma Agraria Antonio Narro. www.uaaan.mx Consejo Nacional de Ciencia y Tecnología (CONACYT). www.conacyt.gob.mx Chambers | Overview National Chamber Of Bakery Industry. www.canainpa.com.mx National Chamber Of Processed Foods Industry. www.canainca.org National Association Of Coffee Industry. www.anacafe.com Beef Mexican Council. www.comecarne.org National Association Of Chocolate, Candies And Similar Manufacturers. www.confimex.org.mx National Chamber of Dairy Products. www.canilec.org.mx National Chamber Of Restaurants And Prepared Foods Industry. www.canirac.org.mx National Chamber Of Sugar and Alcohol Industry. www.camaraazucarera.org.mx Thanks for your attention!