Mexican herb grower-exporter Greenmex is eager to diversify its global reach and spread the risk by tapping into “strong consumer purchasing power” on markets such as Europe and Japan.
Established 20 years ago to supply the North American market, the company currently ships 90 per cent of its offer, primarily basil.
However, following a successful participation at Europe’s leading fresh produce trade fair, Fruit Logistica, Greenmex is looking to establish supply deals with European buyers and distributors, sales manager, Mía González told Eurofruit and Americafruit.
“At Fruit Logistica 2013 we received lots of interest from companies in the Netherlands, the UK, Spain, Israel and Russia,” González explained.
Greenmex is currently studying opportunities in Europe for its entire herb offer but mainly purple and Thai basil.
The company owns 240ha in Puebla, which González says gives the firm full control over food safety and traceability.
Half of the land is currently under commercial production, while the other half may be established with organic herb production for the European market where demand is high.
At present, Greenmex airfreights 30 tonnes of basil each week on a year-round basis, as well as 10 tonnes per week of other herbs including mint, sage, thyme, marjoram, oregano, dill, chive, and rosemary.
Although González admits that it is challenging to access new markets, particularly demanding markets like Europe, she points out that all of Greenmex’s production is already certified according to GlobalGAP and Primus Lab standards.
Airfreight space will be another challenge to overcome since the European market is “very limited” in terms finding enough space on commercial airlines, according to González.
Alongside its herb expansion, Greenmex is planning to branch out and develop a line of specialty produce including Cipollini onions and cherry tomatoes.
