Mexican Agri-food
Industry: An Ideal
Business Meal
The Lifestyle
Feature
Mexico Gets
the Grass Growing
Negocios
para
exportadores
VI - 2013
16
18
46
Guest Opinion
Mexican Agriculture:
A Paradise of Opportunities
Business Tips
Figures
COVER FEATURE
courtesy of 3d robotics
Mexican
Agro-industry:
Supplying Food
to the World
archive
photo
22
Mexicos Partner
26 Catoex
28 La Huerta
30 Amell Bioactivos
32 Eco Agri Tec
34 S o S
photo
36 Naturkost de Mxico
7
From
ProMxico
12
40 Frucasa
42 Amb Wellness
44 Tecnofruit
Special Report
3D Robotics: Droning
On and On in Mexico
38 Grupo Versa
Briefs
negocios.promexico.gob.mx
negocios@promexico.gob.mx
The Lifestyle
photo
The
Lifestyle
Briefs
52
London MexFest
Mexico Gets Creative in
London
photo
ian dolphin
50
57
I try to make
jewelry with
a sense of fun
Mexico Gets
the Grass Growing
courtesy of el pacfico punta de mita
54
photo
photo
photo
Mezcal,
Fire on the Tip
of Everyones Tongue
archive
62
photo
64
Para exportadores
ProMxico
Francisco Gonzlez Daz
CEO
Karla Mawcinitt Bueno
Image and Communications
General Coordinator
Sebastin Escalante
Director of Publications and Content
sebastian.escalante@promexico.gob.mx
Advertising
negocios@promexico.gob.mx
Natalia Herrero
Copy Editing
78
foto archivo
La importancia
de la
biotecnologa
alimentaria
en Mxico
70
breves
archivo
Mxico:
fotos
From
promxico.
Una cosecha
de escala global
72
74
El panorama estadounidense
Japn:
Una alternativa
para la exportacin de
agro productos mexicanos
76
Negocios ProMxico es
una publicacin mensual
editada en ingls por ProMxico, Camino a Santa
Teresa nmero 1679, colonia Jardines del Pedregal,
Delegacin lvaro Obregn, C.P. 01900, Mxico, D.F. Telfono: (52) 55 54477000. Pgina Web:
www.promexico.gob.mx. Correo electrnico: negocios@promexico.gob.mx
Editor responsable: Gabriel Sebastin
Escalante Bauelos. Reserva de derechos al uso exclusivo No. 04-2009012714564800-102. Licitud de ttulo:
14459. Licitud de contenido: 12032,
ambos otorgados por la Comisin Calificadora de Publicaciones y Revistas
Ilustradas de la Secretara de Gobernacin. ISSN: 2007-1795.
Negocios ProMxico ao 6, nmero VI,
junio 2013, se termin de imprimir el
14 de junio de 2013, con un tiraje de
13,000 ejemplares. Impresa por Ca.
Impresora El Universal, S.A. de C.V.
Las opiniones expresadas por los autores no reflejan necesariamente la postura del editor de la publicacin. Queda
estrictamente prohibida la reproduccin total o parcial de los contenidos e
imgenes de la publicacin, sin previa
autorizacin de ProMxico. Publicacin Gratuita. Prohibida su venta y distribucin comercial.
ProMxico is not responsible for inaccurate information or omissions that
might exist in the information provided
by the participant companies nor of their
economic solvency. The institution might
or might not agree with an authors statements; therefore the responsibility of each
text falls on the writers, not on the institution, except when it states otherwise.
Although this magazine verifies all the
information printed on its pages, it will
not accept responsibility derived from
any omissions, inaccuracies or mistakes.
June 2013.
Welcome to Negocios!
BRIEFS
BRIEFS
FOOD
BUSINESS
WITH WHITE
AND YOLK
AUTOMOTIVE
Honda Raises
its Bet on Mexico
Ready,
Set, Go!
German luxury automaker Audi started
construction of its first
manufacturing plant in
Mexico.
The 1.2 billion usd
facility in the state of
Puebla is planned to
produce luxury sport
utility vehicles.
FOOD
California-style
Business
www.audi.com
CONSTRUCTION
structural
Strengthening
www.holcim.com.mx
METALLURGICAL
photo courtesy of holcim apasco
corporate.honda.com
www.tornel.com.mx
GETTING READY
TO ROLL
Indian tire manufacturer
JK Tyre & Industries Ltd
plans an investment of
25 million usd over the
coming year to expand
production at its Mexican
subsidiary Tornel.
AUTOMOTIVE
SHAPED
EXPANSION
photo archive
bonovo.com.mx
AUTOMOTIVE
photo archive
BRIEFS
BRIEFS
AUTOMOTIVE
BOSCH TAKES
ROOT IN MEXICO
www.daidometal.com
AUTOMOTIVE
www.bosch.com
chihuahua,
home for size
AUTOMOTIVE
MANUFACTURING
www.lear.com
Molding
the Future
www.sonoco.com
PHARMACEUTICAL
investing
in health
photo archive
US automotive components
manufacturer Lear Corp.
inaugurated a new production facility in the northern
border city of Ciudad Jurez,
Chihuahua. The 22 million usd plant will produce
electrical harnesses for auto
OEM Chevrolet.
photo archive
lears brand
new facility
www.heiltrailer.com
METALLURGICAL
frisa keeps
growing
Mexican heavy industrial manufacturer Frisa inaugurated a new production plant at its existing site near the
city of Monterrey, Nuevo Len. The
80 million usd open-die forging plant
is planned to produce large industrial
pieces such as steel laminating rollers and oil well blocks, the company
reported.
www.neolpharma.com
www.frisa.com
photo archive
Daido Begins
Operations
AUTOMOTIVE
photos
3D Robotics:
Droning On and
On in Mexico
Chris Anderson is the CEO of 3D Robotics and founder
of DIY Drones. From 2001 to 2012 he was the Editor in
Chief of Wired magazine. Before Wired, he was with The
Economist for seven years in London, Hong Kong and New
York in various positions, ranging from Technology Editor
to US Business Editor. Chris is the author of the New York
Times bestselling books The Long Tail and Free as well as
Makers: The New Industrial Revolution. In 2007, he made
the Time 100 list, the newsmagazines compilation of the
100 most influential men and women in the world.
by graeme stewart
12
There is an amazing
pool of labor in Mexico,
especially in electronics
engineering. I cant
find a group of such
highly-skilled engineers
anywhere else in North
America.
Chris Anderson,
co-founder and CEO
of 3D Robotics
courtesy of 3d robotics
June 2013
June 2013
13
photo archive
Mexican
Agriculture:
A Paradise of
Opportunities
14
June 2013
June 2013
cucumber, pear, lime, grapefruit, strawberry, peach, plum, coconut and its leading product, avocado, with an export
value of 53 million usd.
There are approximately 7,312 companies in Michoacn that transform
agricultural products, of which 16 are
the leaders in frozen, dehydrated and
lyophilized fruits and vegetables as well
as fruit and vegetable pulp, among other
goods. These leaders are mainly multinationals with foreign equity and subsidiaries in various countries in North
America, Europe and Asia. Some of the
industrial plants established in the state
are Calavo de Mxico, S.A. de C.V. (avocado processing), Agrana Fruit Mxico
(berries and mango processing), Profusa (berries, mango and lime processing) and Simplot (avocado processing),
among many other.
The outstanding success of Michoacns avocado in the international market is based not only on its remarkable
quality and nutritional properties but
also due to its solid supply chain. For
instance, the Association of Exporting Producers and Packagers of Mexico (APEAM) is a clear example of the
product systems of Mexican agriculture
that strengthen the competitive position
of the countrys crops and enable it to
increase its exports year after year and
introduce new products to new markets.
To sum up, Mexican agriculture has
an incredible growth potential and is a
strategic industry for international investors seeking to boost their profits in an
overtly healthy industry. N
*Promotion Director, Secretariat of
Economic Development (SEDECO),
Michoacn.
15
photo archive
Changes in consumer habits have affected the supply of fresh and processed
food in the US. The North American
market is a wonderful platform of opportunities for businesses that are willing
to adapt to the new regulations and offer
nutritional, natural and organic products
that meet the strict quality standards required to enter into the worlds leading
consumer market. N
*First secretary, ProMxico Office in Dallas,
Texas.
In the last decade, global trade, particularly in the food sector, has been
affected by events such as price fluctuations, subsidies, exchange rate
movements, economic agreements and changes in consumer incomes and
habits which have forced countries to look for alternatives to satisfy the
populations consumption needs.
by diana i. castaeda*
16
June 2013
June 2013
17
18
photo archive
The United Nations (UN) Food and Agriculture Organization (FAO) is aware of the
fact that the demand for food and agricultural products is undergoing unprecedented
changes. The growing per capita income,
urbanization and number of women in labor markets have increased the need for
high-value commodities and processed and
prepared foods. Evidently, this involves a
change in societies eating habits, which
poses significant challenges, particularly
in the health arena. There is a trend, then,
that favors the consumption of more animal
products, such as fish, meat and dairy, which
in turn creates a need for more feed grain.
No less important is the growing use
of agricultural products, particularly grains
and oil seeds, once intended for human and
animal consumption, as raw materials for
the production of bioenergy. There are factors that prompt these significant transformations in the global agri-food sector, namely international trade and communications,
which accelerate changes in demand and increasingly lead to the convergence of dietary
patterns and a growing interest in ethnic
foods from specific geographical areas.
The participation of developing countries in the international trade of non-traditional fruits and vegetables has increased
rapidly in recent years and considering that
the global demand for processed foods is
estimated at over 4,639 billion usd or
three quarters of total food sales globally
it is clear that the agri-food sector is becoming more and more relevant for countries
such as Mexico.
In the last 25 years, most processed food
sales have gone to high-income countries.
However, developing nations have generated
a percentage that is almost twice the added
value in global production of the main categories of products manufactured by agroindustries.
The agri-food sector in Mexico is important and, according to data by the National Institute of Statistics and Geography
(INEGI), accounted in 2012 for 8.1% of the
Gross Domestic Product (GDP). The role of
grain, fruit and vegetable production is of
particular significance. In addition, the processed food industry creates highly relevant
jobs and provides work opportunities that
benefit more than 500,000 people around
the country.
June 2013
June 2013
19
20
June 2013
June 2013
21
Mexican Agro-Industry:
Supplying Food to the World
Productive oceans and fields, World Heritage gastronomy and a series of competitive
advantages make Mexico a place of growth for the agro-industry.
22
photos archive
vides the sector with a significant diversity of climate, flora and fauna, and its
geographic closeness to the US, one of
the worlds leading markets, which has
boosted exports.
Mexico has become the second largest supplier of processed foods to the US;
close to 80% of Mexican exports are destined for that market. Since 1994, when
the North American Free Trade Agreement
(NAFTA) came into force, agricultural
exchange between both countries has expanded by close to 9% every year.
June 2013
Close to Consumers
In 2012, Mexico produced 123.95 million
usd in processed foods, a 2.3% increase
compared to 2011; the food industry accounted for 23.2% of the manufacturing
Gross Domestic Product (GDP) and 4.1%
of the countrys total GDP, explains Armando Cobos Prez, CEO of the National
Chamber of the Food Preserve Industry
(CANAINCA), a business organization
which affiliates food packaging industries.
CANAINCA is the meeting point for
45 companies, which together account
for more than 90% of all bottled foods in
Mexico, and which include important international trading companies such as CocaCola, Campbells, Famesa, Herdez, Jumex,
La Costea and Nestl, among others.
June 2013
Mexico is the third largest producer in the Americas and eleventh exporter
globally of agri-foods; more than 800 Mexican food products are
present in international markets. Nine of the 10 leading processed foods
transnationals in the world have active presence in Mexico.
CANAINCA is divided into 12 product families, such as peppers in every variety; juices, nectars and fruit drinks; infant
foods; sea products like tuna or sardines;
soups, creams and broths; mayonnaise and
dressings; and fruits.
We produce food for general consumption [...] we are supplying the countrys pop-
23
24
(ANUIES) in Mexico; the over 750,000 engineers trained to serve the industry and the
alliances between companies and academia,
which enable the integration of new technologies into the food production chain.
In addition, according to Alix Partners 2011 US Manufacturing Outsourcing Index, Mexico is the most competitive
country in terms of manufacturing costs,
which are almost 21% lower than in the
US and 11% lower than in China. In the
processed foods industry, Mexico offers
14.1% savings in manufacturing costs
when compared to the US.
June 2013
Traditional or Cutting-edge
Mexicos agro-industry has also allocated significant amounts of production
capital to cutting-edge biotechnology
June 2013
25
26
June 2013
June 2013
27
A HEALTHY
& GREEN JOURNEY
TOWARD SUSTAINABILITY
La Huerta is one of Mexicos leading frozen vegetable
exporters to the US and Canada. From humble beginnings,
the company leads the way, not only in production and
sales but also in social and environmental responsibility.
by graeme stewart
28
June 2013
June 2013
www.lahuerta.com.mx
29
by antonio vzquez
photo archive
Amell Bioactivos:
The Power
of Bee-Keeping
30
June 2013
June 2013
31
32
June 2013
Overcast Days
Eco Agri Tec is recognized
worldwide for the technology
of its greenhouses, which have
hydroponic systems, multispan
protection modules and heating. That enables them to use
water efficiently, control plant
diseases, isolate the product
from soil problems and harvest more.
If it is overcast every
day, even if you have the best
technology, any greenhouse
stops producing with quality,
adds Jos Alfredo Lpez. He
says that in 2012, Eco Agri Tec
struggled to export tomatoes
with uneven coloration and
June 2013
www.ecoagritecinvernaderos.com
33
photos archive
S o S: The Elite
in Processed Foods Technology
S o S Alimentos is a Mexican producer of easy to prepare dry food. The company
exports 99.9% of its processed foods output.
by antonio vzquez
34
June 2013
June 2013
35
36
www.organic-mexico.com
ucts. During a congress, German producers showed interest in what students in Monterrey were doing, Palacio
included, and offered funding
for several proposals.
A year later, in 2006, the
German company Naturkost
asked him to be their representative in Mexico to
continue with the project to
produce organic chia that he
had begun during his time at
university.
The product was already
done but at that time, laws in
Europe made it impossible to
import and market it. They
asked me to go to the US and
Canada but our first sales were
difficult, we barely sold two
tons in 2007, says the now
CEO of Naturkost de Mxico.
June 2013
June 2013
37
photo archive
Grupo Versa:
Gradual Growth
The needs of the land are endless. Every crop in every
region is exposed to a series of variables that affect its
yield. Grupo Versa, a company of plant health products,
has come up with a solution to every problem.
by omar magaa
38
We focus on
innovation. We are
developing new products
to penetrate the market
and complement our
line of latest generation
products and different
formulas and we will
undoubtedly expand our
organic line, says Vera.
ucts designed to control crop
plagues, heal plants and generate higher yields. Products also
come in a long list of forms:
wettable powders, emulsion
concentrates, aqueous suspensions, soluble liquids, granules,
miscible liquids and flowables.
The catalog also contains domestic use solutions for insects
such as mites, scorpions,
spiders, bedbugs, cochineals,
cockroaches, beetles, ants,
flies, gnats, moths, silverfish,
earwigs and mosquitoes.
We focus on innovation.
We are developing new products to penetrate the market
and complement our line of
latest generation products
and different formulas and
June 2013
June 2013
39
Frucasa:
Unlimited Guavas
Guava, the fruit with the highest vitamin C content, is
expanding its transit routes in the US. Frucasa opened
the doors for the extra nutritious pod in that market and
is preparing for the imminent arrival of other players.
by omar magaa
40
June 2013
June 2013
Frucasa is sustained
by the participation of
14 families who work
individually in the field
with food health and
safety standards they
have created as a group
and are shareholders in
the plant that purchases,
collects, packages and
sells the fruit.
41
42
by antonio vzquez
June 2013
June 2013
Currently, this
Mexican company is
strengthening its presence
by consolidating solid
business relationships
with distributors in
countries with significant
economic growth in the
Middle East, as well as
exploring other niches
like aloe vera non-woven
products.
www.amb-wellness.com
43
TecnoFruit in Asia
Many Mexican states that promote foreign trade insist
on Japans significance as a target market for their local
agricultural products. TecnoFruit is a good example of
the potential of that exchange.
44
by omar magaa
June 2013
June 2013
45
infographic oldemar
Mexican
Agro-industry
FEEDING
THE
WORLD
Avocado
Main exported
products
by country
671.0
Japan
92.0
Canada
61.0
Costa Rica
20.0
El Salvador
19.0
Honduras
14.0
Guatemala
7.3
Spain
2.9
France
2.1
Netherlands
1.6
US
Berries
357.00
UK
6.03
Japan
4.06
Netherlands
3.02
Italy
2.47
Germany
2.40
Spain
0.92
Belgium
0.84
France
0.83
US
Lemon
207.00
Netherlands 55.80
UK
4.23
Canada
1.60
Japan
1.40
France
1.20
Belgium
0.83
Spain
0.56
US
Mango
203.00
Canada
25.80
Japan
2.75
Netherlands
2.72
France
0.46
US
Banana
US
France
Netherlands
Japan
55.9
7.1
2.6
0.72
Melon
US
Japan
Costa Rica
17.090
0.085
0.082
Grapefruit
France
Russia
Netherlands
Belgium
US
UK
Canada
3.34
0.98
0.74
0.72
0.69
0.56
0.50
June 2013
June 2013
47
infographic oldemar
Garlic
Onion
87
2,
Watermelon
3
43
5,
8,8
92
35
,
16
9
1,3
74
763
21,
,6
51
42
87
45,6
18,576
Mexican
Yield
397,2
67
,019
1,002
16,037
Production in 2011*
1,345
Cultivated area
Hectares
8
21,46
Raspberry
00
Grapes
11,
29
,56
14
31
135
1,
,98
Strawberry
,8
16
7,
69
5
00
Asparagus
27
28
4,3
1,264,141
22
63
9
8,
85,41
Production
Tons
142,146
Grapefruit
The Lifestyle
Cucumber
29
0,6
5
36
58,065
5,695
9
,63
48
Pineapple
Guava
Mexico Gets
the Grass
Growing
Papaya
Blackberry
st
GLOBAL EXPORTER OF
Tomato, avocado
guava and mango
Papaya
48
2nd
GLOBAL EXPORTER OF
Melon and watermelon
Lemon and lime
Asparagus
3rd
GLOBAL EXPORTER OF
Cucumber
Onion, shallots and garlic
Eggplant
4th
GLOBAL EXPORTER OF
Strawberry
Iceberg lettuce
Cauliflower and broccoli
June 2013
57
photo
WORLD CHAMPION**
Avocado
50
52
London MexFest
Mexico Gets Creative in London
54
62
Mezcal,
Fire on the Tip
of Everyones Tongue
64
Mexican Chefs,
Whetting
the Worlds Appetite
photo
ARCHITECTURE
The Soumaya:
A Museum Piece in and of Itself
CINEMA
photo
CREATIVE INDUSTRY
www.festival-cannes.fr
www.tonicagdlac.com
50
June 2013
The world didnt come to an end on December 21, 2012, but the prophecies of the Maya
did earn Mexicos Canal 22 a prize for its 13
Baktn series on the Mayan calendar and the
creation myths of this ancient civilization.
The award was presented by the German
news agency Deutsche Welle, which aired the
series on its international radio, television and
Internet information service World Stories International Reporters.
All 13 episodes of 13 Baktn were broadcast on Noticias 22 and subsequently aired on
World Stories between April and September
2012. Deutsche Welle applauded the series
for sharing events and characters that enrich
our world vision and for the hard work and
effort put in by all the people and areas that
participated in its making.
Canal 22 is owned by the National Council for Culture and the Arts (Conaculta),
an institution of Mexicos federal government.
World Stories - International Reporters is
a weekly program where journalists from different parts of the world share aspects of their
cultural identity. The news and stories it covers
reach over 70 networks in some 50 countries.
photo
photo
miguel malmeida
Mexico Gets
All Jazzed Up
courtesy of canal 22
Canal 22
Turns Potential Apocalypse
to its Advantage
MUSIC
www.canal22.org.mx
www.dw.de
June 2013
51
photo
At the Royal Academy of Arts (RA), architects Vctor Legorreta, Michel Rojkind and
Miquel Adri will be airing their views on contemporary Mexican architecture and bilateral
cooperation mechanisms between Mexico, the
United Kingdom and the creative industries.
One example of such cooperation is Torre
Bancomer, a project currently being executed
by Legorretas studios and the British architect
Richard Rogers.
Mexican artists Daniel Guzmn and Pablo
Delgado will be displaying works made expressly for the London MexFest and Gil Cerezo and Mono Blanco, a folk band from Veracruz, will be performing live.
Bringing the show to a close on a high
note, a nighttime extravaganza of Mexican
food and music will be held at the Victoria &
Albert Museum.
The festival enjoys the backing of institutions like ProMxico, the National Council for Culture and the Arts (CONACULTA),
the Tourism Board, Marca Pas, Arquine, the
Mexican embassy in the United Kingdom, the
British embassy in Mexico, Special Envoy to
Mexico Baroness Bonham Carter and British
Ambassador to Mexico Judith Macgregor. The
hope is that, in the longer term, constant exposure to contemporary Mexican culture will
help strengthen cultural, diplomatic and trade
ties between the two nations. N
52
photo
shown, including the movies of mythical Mexican wrestler El Santo. This years program was
put together by the Morelia International Film
Festival (FICM), Canana productions and the
Ambulante documentary festival, and will include 22 feature films and three programs of
short films by famous home grown directors
like Michel Franco, Otilia Portillo and Diego
Luna, to be screened over four days at various
venues in London.
On July 12, at the Rich Mix cultural center in Shoreditch a trendy multicultural district in Londons East End you can catch a
series of conferences and panels on the film
and tourism industries. Mexican and British
film experts will be discussing investment programs, distribution channels, financing and
co-productions, while tour operators, travel
agencies and specialized media will be introduced to the new cultural and luxury tourism
products Mexico has to offer, including destinations suitable for film locations.
photo
mara beckmann
Make a date for the second week of July 2013, when Mexico will be showcasing its
creative industries at the London MexFest.
June 2013
mexfest.mx
June 2013
53
photos
by antonio vzquez
54
June 2013
June 2013
55
56
June 2013
by patricia pea
photo
June 2013
to take her first national event at seven. After winning five consecutive titles at the Junior World Golf Championships, in April
2007 she overtook Annika Sorenstam to
become the worlds number one ranked
professional female golfer. That same year,
she beat Sorenstams record and became
the first woman golfer ever to earn 4 million usd in a single season. She remained
at the top of her game until she announced
her retirement in 2010.
Before Lorena, golf wasnt a common
word in the lexicon of the average Mexican. Today there isnt a state in the country
that doesnt have a golf course.
57
www.mayakoba.com
photo
June 2013
photo
and other distinctive hazards like the cenote (underwater sinkhole) in the middle
of the fairway of the first hole.
The Camalens signature hole is the
15th, a par three hole whose green is
perched on the edge of the Caribbean. In
the distance, players can admire one of
the largest coral reefs in the world and
the island of Cozumel.
photo
Lorena Ochoa and Americas Greg Norman designed this 1 billion usd course
for the Mayakoba resort on Mexicos
Caribbean coast.
El Camalen is the PGA Tour site for
the Mayakoba Classic, the only official PGA
Tour event held outside the US or Canada.
At 7,000 yards, this 18 hole, par 72
course winds over 400 hectares, past thick
mangrove swamps, tropical jungle, dunes,
lagoons, stretches of white sand coastline
El Tamarindo
La Manzanilla, Jalisco
International golf course architect David Fleming opted to
preserve as much as possible of
El Tamarindos natural beauty.
Located in the Costa Alegre
region of Jalisco, between the
beach destinations of Puerto
Vallarta and Manzanillo, this
18 hole, par 72 course covers
826 hectares.
Here the ocean likes to join
in play, splashing golfers at the
9th hole or causing them to stop
and contemplate their paradisiacal surroundings at the 11th.
The longest hole, a par five, offers 47 yards of vistas of the Pacifics rocky coasts.
Rated among the most spectacular in the world by golfing
magazines, the fairways of this
6,750-yard course are lined with
Mojote and Cuba palm trees.
June 2013
photo
El Camalen Mayakoba
www.gcc.com.mx
photo
refugio ruiz
www.lasmisionescc.com
photo
58
59
Bosque Real
Huixquilucan,
Estado de Mxico
photo
photo
www.puntamita.com
El Tigre
Nuevo Vallarta, Nayarit
courtesy of el tigre
Mexico City
photo
60
photo
June 2013
June 2013
61
by sandra roblgui
ing would jeopardize the flavor of a fiery beverage whose magic is the fruit of patience.
Each batch of mezcal has its own distinct
flavor and aroma, depending on which one of
23 utilizable species of maguey plant the only
raw ingredient used in the making of mezcal
it is made from, the type of soil the plant grew
in, the kind of still used and the master mezcal
makers touch.
According to the blog for Mezcalito a punto
de veneno, a brand of mezcal from Oaxaca that
is highly praised by connoisseurs, the flavor
and aroma of mezcal will vary depending on
whether the maguey was harvested in the wild
or cultivated; whether its flower stalk was cut or
not; whether it grew on a hillside, a gully, high
up in the valley or low down; and how much
sun it received during its life span. Other factors
include the water and type of soil it grew in, the
species and whether or not one single species of
maguey or several were used.
To cut a long story short, every time you
take a sip of mezcal, you are sampling a boutique beverage.
Only regions that have been producing mezcal for centuries the states of Oaxaca, Guerrero, Zacatecas, San Luis Potos and Durango
and 11 municipalities in Tamaulipas and one in
Guanajuato were authorized to make mezcal
under the 1994 denomination of origin decree
issued by the Mexican government.
Mezcal as we know it today was first made
in Mexico shortly after the Spanish Conquest,
when Old World knowledge was applied to New
World ingredients. The process has remained
virtually unchanged since the agave of Mesoamerica was first distilled by the conquistadors
using technology they had borrowed from Arab
countries, according to Origins of Mezcal, an
essay by Guillermo Marn, former director of
the Center for Research and the Dissemination
of Mexican Culture at the Oaxaca Institute of
Higher Education (IESO).
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June 2013
63
by antonio vzquez
When the Spanish left Europe in the late 15th century in search of
new and exotic spices, they discovered Mexico. This encounter of
two very different worlds gave rise to the miracle of Mexican cuisine, which today enjoys enormous prestige.
From the humble quesadilla a simple dish consisting of a
corn tortilla filled with melted cheese to mole a complicated
Benito Molina
Ensenada in an Oyster Shell
www.rmanzanilla.com
June 2013
photo
photo
64
www.pujol.com.mx
photo
Josefina Santacruz
Gourmet Meals to Go
Enrique Olvera
Edible Perfection
photo
June 2013
65
Patricia Quintana
Signature Cuisine
and Ancestral Notes
66
June 2013
Flaunting an Emiliano
Zapata-style mustache and a
larger-than-life sense of humor, Aquiles Chvez has revolutionized Mexican cuisine
with a unique concept that
photo
photo
paulinabascal.com
Aquiles Chvez
Festive Food
photo
Paulina Abascal
The Sweet Taste
of Success
June 2013
67
Negocios ProMxico
Para Exportadores
Mnica Patio
The World on a Plate
68
June 2013
foto archivo
photo
La importancia
de la biotecnologa
alimentaria en Mxico
78
Una cosecha
de escala global
Mxico:
Tendencias del
mercado de
alimentos:
72
74
El panorama
estadounidense
japn:
76
BREVES
AUTOMOTRIZ
COMERCIO DETALLISTA
LOWES INVIERTE
En Nueva Tienda
CONSTRUCCIN
La multinacional Cemex
proveer alrededor de
130 mil metros cbicos de
concreto especial para uso
martimo, para la construccin de la nueva fase de la
Cinta Costera de Panam,
uno de los proyectos de
infraestructura y movilidad
ms importantes en ese pas
centroamericano.
www.cemex.com
CEMEX PRESENTE
En Panam
foto archivo
Mxico:
Una cosecha
de escala global
La gran demanda de
productos agroalimentarios
en el globo, la gran
diversidad climtica de
Mxico, que le permite
producir distintos tipos
de alimentos frescos y
procesados durante todo el
ao, y el acceso preferencial
del pas a los mercados ms
grandes como Norteamrica
y la Unin Europea, hacen
que las perspectivas para
el sector agroalimentario
mexicano sean muy
positivas.
72
Junio 2013
Junio 2013
tificacin Kosher existen nichos importantes que pueden ser aprovechados por
exportadores mexicanos. Tal es el caso de
los productos con certificacin orgnica,
cuyo consumo forma parte de una tendencia mundial hacia lo saludable. Otro segmento con grandes posibilidades es el de
los alimentos preparados a base de hortalizas chinas, cuya demanda obedece a la
expansin de la economa China y la dispersin de sus empresarios por diferentes
partes del globo. Tan solo en Estados Unidos y Canad se estima que existe un mercado de ms de 600 millones de dlares en
importaciones de este tipo de productos.
Finalmente, los empresarios mexicanos
no deben olvidar al mercado hispano en
Estados Unidos, un segmento con el cual
no solo comparten una cercana cultural
y geogrfica, sino que adems registra un
crecimiento cada vez mayor en el mercado
ms grande del mundo.
Ante este escenario de crecimiento en
la demanda global agroalimentaria, el reto
para las empresas mexicanas consiste en
fortalecer su competitividad internacional
y desarrollar modelos logsticos eficaces
para desarrollar su presencia en los mercados internacionales. N
*Director de Proyectos de Exportacin, Unidad
de Promocin de Exportaciones, ProMxico.
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fotos archivo
El mercado estadounidense representa una fantstica plataforma de oportunidades para aquellas compaas que estn
dispuestas a adaptarse a las nuevas regulaciones y ofrezcan productos nutritivos, naturales y orgnicos que cumplan con
los estrictos estndares de calidad necesarios para ingresar al mercado de consumo ms importante del mundo.
por diana l. castaeda ziga*
74
Ese ao, Estados Unidos import de Mxico 17.6 millones de dlares de alimentos
frescos y procesados. Las principales categoras de productos que Estados Unidos
compr a Mxico fueron: vegetales frescos
(4.4 millones de dlares); fruta fresca, excluyendo pltano (3.2 millones de dlares); vino y cerveza (1.8 millones de dlares) y confitera, incluyendo chocolate (1
milln de dlares).
Dentro de la categora de vegetales
frescos, por ejemplo, Mxico produjo 85
Junio 2013
Junio 2013
75
foto archivo
japn:
Una alternativa para la exportacin de agro
productos mexicanos
El pas asitico representa una oportunidad nica para el sector agro exportador
mexicano, pero tambin un reto en trminos de adaptacin para satisfacer los
requerimientos de un mercado exigente.
por rafael lpez incln*
es para productos alimenticios con valor agregado, cuya demanda en Japn va en incremento.
La tendencia hacia la comida natural y orgnica crea un mercado para los productos con enfoque de cuidado a la salud. Ante
esto, deben desarrollarse productos con valor agregado va la
transformacin del ingrediente. Por ejemplo, los consumidores
nipones demandan mezclas de bebidas que les permitan aumentar su ingesta diaria de nutrientes de forma prctica y econmica
en presentaciones individuales.
Japn destina 25 por ciento de sus ingresos a la compra de
productos alimenticios. Se trata de un mercado altamente competitivo y desafiante debido a factores como la relacin entre la
distancia y el gasto logstico, un sistema de distribucin costoso y exigente, el riesgo cambiario, las complejas regulaciones de
residualidad, etiquetado y cuarentena, y las fluctuaciones en los
costos de produccin que afectan a los agro exportadores.
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Junio 2013
Junio 2013
77
foto archivo
La importancia
de la
biotecnologa
alimentaria en
Mxico
La creciente competencia en los mercados
internacionales as como las caractersticas
del sector agroalimentario en Mxico, hacen
de la innovacin tecnolgica una necesidad
estratgica para asegurar su sostenibilidad
a largo plazo. Un elemento clave es la
existencia de mecanismos efectivos de
transferencia tecnolgica.
De acuerdo con la Academia Mexicana de Ciencias (AMC), la biotecnologa es una multidisciplina que permite el estudio integral, la modificacin y la utilizacin de los seres vivos del
planeta, microorganismos, plantas y animales.
A travs de diversos mtodos, la biotecnologa hace posible aislar fragmentos especficos
del ADN (genes), modificarlos e introducirlos en
clulas de otros organismos para poder expresar
en ellos funciones tiles de forma estable.
En 2012 los cultivos biotecnolgicos en el
mundo alcanzaron una extensin de 170.3 millones de hectreas, lo cual represent un incremento del 6 por ciento de la superficie con
respecto a 2011. En total, 17.3 millones de
agricultores sembraron cultivos genticamente
modificados en todo el mundo; de ellos, ms de
15 millones viven en pases en desarrollo. Por
primera vez en 2012, los pases en desarrollo
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biotecnologa en Mxico
Bajo la Ley de Bioseguridad de Organismos
Genticamente Modificados (LBOGM) y la
aplicacin de su reglamento, tres agencias del
gobierno federal son responsables de la poltica
de biotecnologa: las secretaras de Medio Ambiente y Recursos Naturales (SEMARNAT), de
Agricultura, Ganadera, Desarrollo Rural, Pesca
y Alimentacin (SAGARPA) y de Salud (SSA).
Mientras tanto, la Comisin Intersecretarial de
Bioseguridad de los Organismos Genticamente
Modificados coordina las polticas sobre bioseguridad de los OGM en Mxico. Las principales
acciones de poltica se han encaminado a la investigacin, proteccin de la propiedad intelectual y bioseguridad.
La legislacin en materia de bioseguridad
ofrece tambin un enfoque estratgico e integrado para analizar y gestionar los riesgos relativos
a la inocuidad de los alimentos, la sanidad de los
animales y las plantas. El uso seguro de la biotec-
Beneficios de la
biotecnologa
agrcola
Cultivos que resisten
el ataque de insectos o
plaga.
Permite controlar
malezas.
Los cultivos no se
infestan con virus.
Cultivos con mayor
contenido de precursores de la vitamina A.
Productos con mayor
vida en anaquel.
Junio 2013
En la aplicacin de organismos genticamente modificados (OGM) a la biotecnologa agrcola, se utilizan tcnicas de ingeniera gentica
para mejorar el cultivo a fin de agregar a las
plantas nuevas propiedades agronmicas como
la tolerancia a herbicidas, la resistencia a plagas
y la tolerancia a sequas, entre otras. A las semillas de estos cultivos, mejoradas genticamente,
se les conoce tambin como semillas transgnicas o biotecnolgicas.
Al cosechar frutos y legumbres se aceleran
procesos de maduracin que generan cambios
en color, textura y sabor. Esto puede complicar
el traslado de los productos agrcolas y representa un porcentaje importante de prdidas en los
mercados, especialmente en frutos tropicales y
verduras de cscara delgada. Al detener parcialmente su maduracin (modificando genes y protenas), es posible alargar el periodo de frescura
del producto, permitiendo que se comercialice
mejor, se exporte y conserve su valor nutricional
y atractivo visual. El jitomate fue el primer ejemplo de la agrobiotecnologa comercial y ahora se
aplica tambin en melones, mangos y papayas.
Los productos de la biotecnologa agrcola
ofrecen beneficios a los agricultores y consumidores, lo cual genera ventajas econmicas, sociales y ambientales. Los beneficios de los cultivos
genticamente modificados (GM) radican en el
aumento de la productividad, mayor calidad nutrimental de los alimentos, reduccin del uso de
agroqumicos, optimizacin del uso del agua en
cultivos y finalmente la reduccin de la huella
ecolgica de la agricultura.
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