Developing the Agribusiness Relationship Between Japan and Mexico

It is well known among agribusiness specialists that FOODEX JAPAN is among the most important fairs to promote agriproduct trade around the world. Since its creation in 1976, FOODEX has been the favorite fair to introduce food products not only in Japan but in Asia. Before the arrival of COVID-19, this hub for food was home to 94 countries and regions. The decision-making level at FOODEX JAPAN is the highest, making it the best place to find international buyers in different categories, such as restaurants and hotel owners, distributors, and importers.

FOODEX JAPAN 2023 was held from March 7 to 10 at Tokyo Big Sight, Japan. This year was the 48th edition and the main theme was “Total Solution of Food.” This ambitious theme focused on the use of technology in food and the improvement of logistic chains. It also recognized global warming and its  effect on the production of food, the changes in eating habits around the world and the lack of strong logistic chains in case of unforeseen situations. There are many challenges to face, and FOODEX provides a global overview of food trends for the present and the near future. 

First of all, I would like to present the Mexican participation in FOODEX JAPAN and a brief introduction of the agro trade relationship between Japan and Mexico. Even though the size of the Mexican pavilion at FOODEX JAPAN has been decreasing in recent years, Mexico still has a good presence in agriproducts that enjoy tariff preference due to the trade agreements between both countries. This year, the Mexican pavilion comprised 14 Mexican companies representing the most popular agriproducts. For many years, avocado has been among  Mexico’s successfully promoted products at FOODEX JAPAN. Mexico has several companies that can export agriproducts to Japan. The challenge is to use technology that  can lead to  sustainable practices that use fewer natural resources and having strong logistics chains that can guarantee good quality products arriving at the right time for consumption. 

According to the National Agricultural Council of Mexico (CNA), Japan is the second-leading destination for Mexican agriproducts. In 2021, Mexico exported agriproducts valued at a total of US$1.3 billion to Japan. Exports have been growing since 2005, with the signing of the Economic Partnership Agreement (EPA) Japan-Mexico. With the entry into force of the Comprehensive and Progressive Partnership Agreement (CPTPP) in 2018, Mexico has more access to the Japanese market than ever before. 

Mexican avocado, mango, asparagus, and tuna are considered leading agriproducts within the Japanese market. Mexican melon and kabocha squash occupy second place, while pork meat ranks fourth, although Mexico is the leading Latin American country for pork exports. Moreover, CPTPP improves Mexico’s access to Japanese markets by eliminating the tariff on products like honey and agave syrup; many others products  have seen their tariff reduced, including pork and beef meat, tuna and orange juice. On the other hand, Japanese products, such as tea leaves, miso paste and soy sauce, can access the Mexican market without paying a tariff. 

Second in this line of ideas, the Japanese government is making an effort to increase the export of agricultural, forestry and fishery products to reach a target of ¥5 trillion (US$38 billion) by 2030. .JETRO is working to help reach this target with promotional programs; for instance, we know that the preference for Japanese food worldwide is increasing and JETRO is looking for allies to promote Japanese gastronomy. In Mexico, the number of Japanese restaurants is increasing annually, with good quality of food and beverages. In 2016, the Ministry of Agriculture, Forestry and Fishery of Japan created a program called “Japanese Food Supporter,” with the aim of identifying restaurants and stores that promote Japanese gastronomy through their products. This program certifies these establishments as a "promoter of Japanese products." Our goal is to promote Japanese ingredients, food and beverages of excellent quality and with high safety standards around the world.  This certification is also promoted by JETRO. As of January this year, there are 132 restaurants and 64 stores in Mexico under this program. Most of our allies offer not only Japanese products, but an experience to find Japan in every bite.   

In addition to all the above, it's not easy to consider the total solution regarding food. We know that this also implies the behavior of consumers around the world, and respecting the natural growing cycle of animals, fruits and vegetables will help to educate our consumption preferences. The world must promote the use of agritech and Mexico should not be the exception. Mexico needs to continue growing in a global and competitive market and boost its  presence in Japan with value-added products. In this way, FOODEX remains  a great way to create more agribusiness between both countries and around the world.