The Mexico Pavilion, operating under the brand Terroirs México, is a national initiative dedicated to showcasing the diversity, richness, and export potential of Mexico’s traditional and high-value agricultural products at leading international trade events. The platform serves as a collective identity for Mexican producers, cooperatives, and exporters, bringing authentic terroir-driven food and beverage items to global buyers, importers, and culinary institutions.
Terroirs México is a strategic promotional effort aligned with Mexico’s trade development agenda, bridging artisanal and regional food production with world markets.
Core Mission and Scope
The Mexico Pavilion exists to:
- Promote Mexican agricultural heritage through authentic, origin-based products
- Enable global market access for small and medium agro-processors and growers
- Strengthen Mexico’s national brand through culinary diplomacy and storytelling
- Aggregate export-ready producers for collective presence at trade shows like FRUIT LOGISTICA, SIAL, and ANUGA
Product Categories Represented
Terroirs México supports and promotes exportable goods across several iconic and region-specific categories:
Processed and Packaged Foods
- Corn-based products (tortillas, tostadas, masa harina)
- Dried and smoked chilies (Ancho, Pasilla, Guajillo, Chipotle)
- Traditional Mexican sauces and moles
Beverages
- Specialty coffee from Chiapas, Oaxaca, and Veracruz
- Artisanal chocolate and cacao nibs
- Traditional fermented beverages and infusions
Fresh and Dried Produce
- Dried hibiscus flowers
- Dehydrated fruits and nuts
- Fresh chili varieties (Jalapeño, Habanero, Serrano)
Specialty Ingredients
- Vanilla beans and extracts
- Agave syrup and natural sweeteners
- Mexican herbs (Epazote, Avocado leaves, Hoja Santa)
Specialization and USP
- Origin Certification Focus: Many products featured hold Designations of Origin (DO) or are linked to Geographical Indications (GI), underscoring traceability and cultural heritage.
- Collective Branding: Producers from across Mexico—especially indigenous and women-led cooperatives—benefit from shared visibility under a unified national image.
- Export Enablement: The pavilion provides language support, regulatory guidance, sampling logistics, and customs assistance to participating SMEs.
- Culinary Integration: Events often feature chefs and food demos to help contextualize product usage in gourmet and retail channels.
Participation Highlights
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Featured in leading international food expos, including:
- SIAL Paris
- ANUGA Cologne
- FRUIT LOGISTICA Berlin
- FHA Singapore
- Expo ANTAD Guadalajara
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Each edition brings together 25–40 vetted producers with verified export documentation, safety certifications, and production capacity.
Export Facilitation & Markets
Terroirs México targets a variety of global markets, with export support tailored toward:
- North America: United States and Canada (Mexican diaspora and premium food buyers)
- Europe: Germany, France, Spain, Netherlands (retail, gourmet, and organic markets)
- Asia-Pacific: Japan, South Korea, Singapore (specialty retail, foodservice)
- Middle East: UAE, Qatar, Saudi Arabia (premium and ethnic food sectors)
Capabilities
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Marketing and Promotion: Design and distribution of branded content, catalogs, and sampling kits
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Business Matchmaking: Scheduling of B2B meetings, virtual tours, and lead tracking
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Compliance Advisory: Ensures participants meet certifications such as:
- FDA (USA)
- EU Organic
- Fair Trade
- KOSHER / HALAL
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Sustainability & Ethical Trade: Focus on regenerative agriculture, biodiversity, and gender-inclusive supply chains
Stakeholder Testimonials
“The Mexico Pavilion helped us reach five new European distributors in one trade show. Their support team guided us through every regulatory step.”
— Co-Founder, Cooperative of Indigenous Chili Growers, Oaxaca
“Through Terroirs México, we gained access to specialty coffee buyers in Japan and secured our first export contract.”
— Coffee Producer, Chiapas Region
Major Achievements
- Enabled 100+ Mexican companies to exhibit internationally since inception
- Contributed to $25 million+ in export pipeline value across five years (based on trade fair follow-up reports)
- Developed cross-sector alliances with organizations like ProMéxico, AMHPAC, and SAGARPA
- Positioned Mexico as a premium, culturally rich, and sustainable origin for global food buyers