The Mexican fresh garlic sector has revealed it will carry out trade and consumer promotions in Europe for the first time in 2010 in a bid to develop an alternative market for the country’s suppliers.
The campaign, organised by the Mexican Ministry of Agriculture in cooperation with the National Garlic Committee (Conajo), kicks off in January and is designed to raise awareness of Mexican garlic across Europe.
“The main objective is to position Mexican garlic as the best option for European distributors and consumers by demonstrating the quality and advantages we have to offer over other sources,” Raúl Conejo Butanda, chairman of Conajo, told Fruitnet.com.
“We want more people to know about our product in order to increase exports and open up the European market to new producers,” Mr Conejo added.
Mexico exports just 16 per cent of its garlic crop to Europe but with the support of the promotional campaign Conajo hopes that figure will increase to at least 20-25 per cent. Currently, 78 per cent of the export total is distributed in the US.
The initiative will focus on Europe’s principal garlic-importing nations, including France, Germany, Spain and Italy.
Between January and July – Mexico’s peak garlic season – adverts and articles promoting Mexican garlic will be published in some of Europe’s most important agricultural and consumer magazines.
A public relations event, which is still to be defined, is also planned during which producers will be brought into contact with European distributors and other groups who are interested in marketing Mexican garlic.
