Japan Moves to Open Market to Mexican Peppers

The Japanese government initiated a formal public consultation process to authorize the import of fresh bell and chilli peppers from Mexico. If the consultation favors Mexican bell pepper producers, this could allow them to diversify their markets beyond the United States, marking the first step to a broader engagement with Asia. 

The announcement, published on July 18, marks a critical step toward opening a new, high-value market for Mexican vegetable producers, says the Mexican Association of Protected Horticulture (AMHPAC). The public comment period will run from July 18 to August 16, 2025. According to the notice, if no unfavorable opinions are registered during this time, Mexican and Japanese authorities will proceed with an analysis to finalize a work plan for the authorization of these products.

AMHPAC says that this development is the result of over six years of collaborative work between Mexican producer associations and federal agencies, including AMHPAC, the Confederation of Agricultural Associations of the State of Sinaloa’s (CAADES) Committee for Research and Defense of Vegetables (CIDH), the Center for Research in Food and Development (CIAD), and the National Agro-Alimentary Health, Safety and Quality Service (SENASICA).

The push for market access was reportedly accelerated by the demand for Mexican bell peppers identified during the FOODEX 2025 trade fair in Japan, where AMHPAC-affiliated producers held meetings with Japanese buyers. AMHPAC says it will continue to actively support the project to conclude the process and open the Japanese market for its members.

AMHPAC’s Journey to Open the Japanese Market

AMHPAC considers the Japanese market as an attractive gateway for Mexican horticulture products due to its attractive prices. 

Alfredo Díaz, CEO, AMHPAC, tells MBN that a key step in the negotiations was a visit by officials from Japan’s Ministry of Agriculture to Sinaloa, a major bell pepper producing state, in April 2024. He says that the visit was crucial for Japanese authorities to observe Mexico's production systems firsthand, as Japan had previously banned the import of these products due to phytosanitary concerns over tobacco blue mold.

In parallel with the regulatory process, Mexican producers and Japanese importers collaborated to address logistical challenges to improve the profitability of the trade route, says Díaz. While Japan has traditionally relied on air freight for fresh produce, a joint working group was developing sea freight solutions. This shift has become viable due to recent advances in logistics technology that can significantly extend the shelf life of vegetables, making the longer transit times of maritime shipping a feasible and more cost-effective option. 

Venturing into Japan can open opportunities to diversify markets beyond the United States, especially as recent tariff measures add another complexity to vegetables trade. “While exporting to China is not yet viable due to the lack of phytosanitary protocols, other markets like Japan, Singapore, and South Korea offer promising opportunities. These regions, though smaller in demand compared to the United States, are willing to pay premium prices for high-quality products like Mexican ones.  We are confident in the global quality of Mexican produce. Expanding into Japan and other Asian markets will mark a significant milestone in positioning Mexican horticulture on the world stage,” says Díaz.