REPORT ON PARTICIPATION OF SPICES BOARD IN
Alimentaria Mexico Trade Fair 2014, Mexico City
(3rd June 2014 to 5th June 2014)
Prepared by:
Dr. A Jayathilak, IAS, Chairman, Spices Board
Mr.Gaurav Dwivedi, Dy. Director (Admn), Spices Board
Introduction
Spices Board participated in Alimentaria Mexico Trade fair 2014 during 03.06.14 to
05.06.14 in Centro Banamex exhibition center, Mexico City, Mexico. Spices Board’s
participation in the show was organised by Dr.A Jayathilak, IAS, Chairman, Spices Board
& Mr.Gaurav Dwivedi, Deputy Director [Admn.], Spices Board.
Participation of spice exporters from India
Two leading exporters from spice sector namely M/S Om Exim Corporation, Unjha,
Gujarat & M/s Jothi Agro Products Pvt. Ltd., Virudhunagar, Nadu participated in the show
through Board’s stall. The show gave them opportunities to meet the potential buyers and
to entertain trade enquiries for their products. Mr. Jignesh Kumar Patel, Proprietor & Mr.R
Balamurugan, Managing Director represented M/S Om Exim Corporation & M/s Jothi
Agro Products Pvt. Ltd. respectively. Also, Spices Board had hired an interpreter for ease
in discussion with Spanish speaking visitors.
Spices Board’s stall in the show
Spices Board had occupied a stall measuring 18 sq. mtr. in a prominent area in hall.
Mr. Sujan R Chinoy, IFS, Hon. Indian Ambassador to Mexico & Belize inaugurated the
stall of Spices Board on 03.06.14. He was also accompanied by Mr.Sushil Prasad, IFS,
Second Secretary, Embassy of India in Mexico. Dr.A Jayathilak made a brief presentation
about the Spices Board to Mr.Chinoy. Mr.Chinoy appreciated the growth in export
performance of Indian Spices. Later, Mr.Chinoy interacted with the exporters and also
provided his inputs about the trade possibilities in Mexico.
The stall of the Board festooned with beautiful panels carrying impressions of Indian
spices, spice products and with display of major spices like Pepper, Cardamom, Ginger,
Nutmeg, Chilly, Turmeric alongwith a range of samples of spices/spice products collected
from about 10 Indian companies. The stall attracted the attention of visitors a lot especially
due to the ethnic appearance and aroma of spices. The visitors to the stall included
government employees, businessmen from flavouring, food and beverage industries,
importers, brokers, professors from Universities, school teachers, lawyers, freight
forwarders and other entrepreneurs. Students and housewives were eager to know about
the different uses of Indian spices in daily life. Many such visitors requested for literatures
on the medicinal properties of spices and also for the recipe booklet. Literatures and
brochures prepared by the Board in English and Spanish languages, on spices/spice
products and on the Spices Board’s activities/initiatives for promoting India as a hub of
quality spices were distributed to the visitors.
Alimentaria Mexico is the most important international food, drink and restaurant
equipment event in Mexico as it attracts most of the major food wholesalers, importers,
exporters, distributors, hoteliers, restaurateurs and many other decision-makers at a
common platform. The main product categories that were promoted in Alimentaria Mexico
2014 are listed below:
Acidulants, Additives, Antioxidants, Colours, Confectionery Products, Dairy Products,
Emulsifiers, Encapsulated Ingredients, Enzymes, Essential Oils and Oleoresins, Flavours
& Aromas and Functional Foods.
USA had the largest number of companies participating in the fair, their product portfolios
covering the entire gamut of food industry, extracts, colours, oils, flavours and end
products. Companies from Argentina, China, Taiwan, Brazil and Latin America had major
presence in the fair. Spices Board’s stall attracted a lot of foot fall & considerable number
of prospective importers & brokers. The products sought were mainly Chilli, black pepper,
turmeric, coriander & Cumin seeds.
Chinese & American stalls made use of Spanish Audio-visual media to disseminate
information. It was an effective way to attract attention of people towards the stall. Spices
Board may also incorporate use of electronic media in tours to add value to the stall
presentation.
Frequently asked questions (FAQs)
The frequently asked questions (FAQs) by the visitors were regarding:-
1. The availability of Indian spices, especially Chili, Cumin, Coriander, oleoresins,
pepper, turmeric in whole as well as in value added form in local retail/whole sale
markets, and
2. The possibilities to import spices from India to Mexico
3. Trade Contact and Documentation procedures for import from India
These were answered by the officials of the Board and the representatives from two
exporting companies available in Board’s stall with the assistance of an interpreter engaged
by the Board for this purpose. Considerable business enquiries were also received in the
stall. Board's participation in the show could generate awareness among Mexicans about
Indian spices/spice products and the Spices Board.
Mexico City Spices Market
San Juan and Coyocan are the two major traditional markets in Mexico City. The entire
market place in these two markets is divided into separate segments for different items like
curios, garments, groceries and other food stuffs, confectioneries, vegetables, flowers,
spices and dry fruits, fish and meat etc. Street vendors were also found in the outskirts of
these markets selling curios, typical Mexican dolls and other fancy items.
Different varieties of chilli viz, Calarina, Carcabel, Chipotle, Japones, Mora, Guajillo,
Piquine, Pulla, Serrano, Poblano, Habaanaro, Ejote etc., Garlic, Tamarind and
coriander(leaf) are traded in the market and the cost ranges from 1.5 to 40 Mexican peso
per 250 gms depending upon item and variety. (1USD=12.4 Mexican peso). It was found
that almost all the major spice items coming under the purview of Spices Board are
available in these markets in whole and fresh, in paste and powder form. Chilles in
different commercial names can be found in fresh and dry forms in all the wholesale shops.
Apart from the Mexican chilly, wholesale shops also display Spanish and Indian Chilly.
The dried chilly variety Chipotle, is the most sought after variety of Chilli
The major spices available in the traditional markets in Coyocan and San Juan are:
S no. Spices available in traditional Mexican markets Available form
1. Chilli/Capsicum Whole and fresh, in paste and
powder
2 Coriander Leaf ( whole and fresh)
3 Basil Leaf (whole , fresh and dried)
4 Oregano(leaf) Whole, fresh and dried
5 Tamarind whole and fresh
6 Mustard (seed) whole and fresh
7 Garlic whole and fresh (bulb)
8 Ginger whole and fresh
9 Turmeric whole and fresh and powder
10 Parsley whole
11. Star Anise whole
12 Cinnamon whole
13 Cassia(Canella) whole
14 Mint Whole, Fresh
There is considerable variation in prices found in these two markets. Compared to
Coyochan which is also a tourist spot, price is little less in San Juan. Most of the above-
mentioned Spices are grown in Mexico and are used in the daily cooking.
Super Markets and Retail Markets in Mexico City
Super markets like WallMart, Superama, SamS and Commercial Mexicana and the retail
chain shops of OXXO were also visited as part of the study. Spices like chilli, coriander
(cilantro), cumin (cumino), cinnamon, garlic, tamarind, saffron (asafron) and herbal spices
like oregano, thyme, basil and curry leaf and mustard in whole, fresh as well as in value
added form are available in these markets. Various kinds of seasonings, sauce and tea bags
are available in consumer packs, sachets and bottles under different brand names in these
markets. Most of these brands were Americans, mainly from McCormick. Local Mexican
brands and own brands (packed for supermarkets) are also displayed on the racks.
Major local spice brands available are:
S no. Spice/Spice products available in
Super markets/Retail markets
Local Brands
1 Chilli La Vio , San Lazaro,
Verde Valle
2 Mexican Chilli La Dona
3 Dehydrated herbs like basil, Thyme, Oregano Carbobo, Caxtle
4 Cinnamon Aurrera, San Lazaro
5 Cardamom, Star anise Layyz
6 Capsicum San Miguel,
San Marcose
7 Tamarind Don Zabor
8 Chilli, curry leaf in vinegar Barajas
9 Saffron Azafron
10 Curry powder
Garlic powder
Mauri
11 Chilli powder La Fina ,Cocula
12 Crushed chilli Terrana
13 Mixed pepper Carmentica
14 Chipotle in brine La Costana
15 Garlic Salt Mc Grande,
Escosa
16 Salsa Powder El Zazon
17 Herb seasonings Carbobo
18 Chilli sauce/paste (green, with avocado) Zaaschilla
19 Pimento, Curry Powder, Black pepper, cinnamon Powder, Escosa
All these items are available in attractive consumer packs and in glass/plastic bottles
/sachets/containers.
Spice flavoured beverages/refreshments available in Supermarkets and Retail markets
Sl no. Items Brand Name
1. Cinnamon tea La Pastora
2. Mint/Peppermint tea Twinnings, Mccormick, Begelow
3. Cardamom/vanilla tea Dilmah
4. Star Anise tea Begelow, Laggs
5. Coffee vanilla Frapuccino
6. Green tea with pomegranate Stash
7. Tamarind Drink BOING
8. Flavoured yogurt
Food in Mexico
Mexican cuisine is a style of food that originates in Mexico. It is known for its varied
flavors, colourful decoration, and variety of spices and ingredients, many of which are
native to the country. The cuisine of Mexico has evolved through the centuries through a
blending of indigenous and European elements since the 16th century. On November 2010
Mexican cuisine was added by UNESCO to its lists of the world's "intangible cultural
heritage".
The staples of the Mexican diet are:
Chillies: as many as 92 varieties are available, each varying both in hotness and flavor;
Chorizo: a fresh sausage made from pork and seasonings;
Frijoles: beans of many varieties but most commonly the small black beans which are
usually well cooked then mashed with lard and reheated before eating;
Tomatoes and Onions;
Tortillas: flat, pancake-like bread made from specially ground cornmeal called masa
harina. High in calcium content since it is made with lime water.
These staples are popular with every class level and are present in every day's meal. In fact,
there is seldom a meal that does not have tortillas and frijoles on the table. Canned milk is
favored over fresh, and mild cheeses are used mostly as a grated garnish to other dishes.
Fish and seafood are plentiful especially in coastal areas. Fresh fruits and many seeds and
nuts are used for snacking. Dried or candied fruits (and sometimes candied vegetables such
as pumpkin or squash) are enjoyed but many prefer the taste of salted foods or spicy ones
rather than sweet. There is a knowing hand with many types of seasoning and these are
usually according to local tastes. Soft drinks and local beers are popular as well as tea,
coffee, and hot chocolate. Restaurants featuring foods of many lands, as well as local
traditional specialties, can be found in cosmopolitan Mexico City.
Mexican Seasonings
There is a wide and general use of many seasonings, especially in particular areas. These
include skillful blends of varieties of Chillies, as well as cinnamon, cloves, cumin, anise,
allspice, coriander seeds, vanilla, chocolate, nuts, coconut, limes, oranges, garlic and
onions, capers, and many fresh Mexican herbs such as cilantro (like Chinese parsley),
epazote, mint, marjoram, and sage. The use of unsweetened chocolate or cocoa powder in
sauces (mole) originated in Mexico. Red tomatoes and small green ones are used so
frequently that they must be considered a seasoning as well. Limes are used freely
everywhere as juice, seasoning, and garnish.
The importance of Chillies in Mexican cookery deserves a closer look. Because Chillies
frequently self-fertilize, identifying varieties is often difficult. Generally; green Chillies are
used fresh and red ones are used dried, but both may be available canned or pickled. Some
are available in powdered form similar to cayenne. Removing seeds, stem, and veins
usually reduces the fire and yields a milder sweeter taste. Common red and green Chillies
are listed below
Red Chillies: Ancho: comparatively mild and flavorful, about 2 to 3 inches long.
Chipotle: smaller than the Ancho, more of a brick red and very hot.
Morita: similar in size, color, and taste to the Chipotle and commonly in pickled form.
Mulata: similar in size to the Ancho but a brownish color and stronger in flavor.
Green Chillies: Guero: pale yellowish green and sweet milk taste.
Jalapeno: very hot when veins and seeds are used: flavorful, mild when not.
Largo: light yellowish green, usually canned, very fiery but retains a delicate taste.
Poblano: varied sizes from small to as large as a bell pepper and can be mild or hot.
Serrano: slender and less than 2 inches long and very hot whether canned or fresh.
Valenciano: the most commonly found sweet green pepper in supermarkets everywhere.
Two Chilli-based sauces are classic in Mexican cookery:
Mole means a sauce prepared with Chillies, but only the mole poblana from Puebla has
bitter chocolate as an ingredient. Moles are prepared like Indian curry or Hungarian lesco.
Tingas represent the Spanish influence on Mexican cookery and may even have similar
ingredients to the mole (Chillies, garlic, onions, tomatoes, seasonings) but these are
chopped, never pureed.
In both moles and tingas, seasonings including Chillies are cooked in hot oil or fat (Mexico
uses lard). The pre-cooking of the sauce eliminates the raw taste. This sauce is then added
to pre-cooked meat, vegetables, or fish, simmered to marry the flavors then served.
Analysis of Export Performance of Spices with Mexico
Mexico is a producer and exporter of spices. Mexico exports spices like Pepper, Chilli,
Garlic in good quantities and also other spices like Vanilla, Clove and Curry Mixtures
mainly to USA, Japan, and East Europe and Latin American countries.
Major items of import into the country are Chilli, Ginger, Clove, Cinnamon, Vanilla, seed
spices like cumin, coriander etc. There is a wide and general use of many seasonings.
These include skilful blends of varieties of chillies, with salt, lemon as well as blends of
cinnamon, cloves, cumin, anise, allspice, coriander seeds, vanilla, chocolate, nuts, coconut,
limes, oranges, garlic and onions, capers, and many fresh Mexican herbs such as cilantro
(like Chinese parsley), epazote, mint, marjoram, and sage. The main trade partners of
Mexico are USA, China, Spain, Srilanka, Indonesia and other Latin American Countries
like Brazil, Argentina, Peru, Chile etc.
India exported a total of 15383 MT spices/spice products worth Rs.22226 Lakhs to Mexico
in 2012-13. Major Indian spices exports to Mexico include Chili, oleoresins, and Cumin &
mint products. Export of spices from India showed a fluctuating trend during the last five
years which shows that the country import spices like chilli when there is a production
shortfall. Indian spices exports to Mexico doubled in value from 2010-11 to 2012-13
mainly attributing to increase in exports of chilli to Mexico.
It has been observed that the main distribution channels in Mexico City are supermarkets,
wholesale trading and small stores. Consumer packed spices (weighing 9 gr to 160 gms)
like garlic, black pepper, seasoned pepper, ground chilli, mustard, cinnamon & cumin,
dehydrated spices and herbs are traded through supermarkets. Except Chilly in dried form
in the wholesale markets, not many Indian spices and spice products are seen in the shelf.
Mexico attracts foreign investments with good incentives like duty free importation of
inputs, machinery and equipment, conveniences for the acquisition of land, access to risk
capital through development banks and training programmes etc. There are a number of
food processing and packing units in Mexico. Import duty in Mexico ranges between 8 to
13%. It offers significant savings on labour costs and the short period to complete the
procedures to open a business.
USA & Canada export their products at 0 tariffs to Mexico as they are also members of
NAFTA. Similarly, Chile, EU & Guatemala also enjoy tariff benefits because of free trade
agreement with Mexico. India is at disadvantage w.r.t these competitors. More so, India
does not enjoy any privilege under Generalised System of Trade Preferences (GSTP) with
Mexico.
The non-tariff barriers for exporting spices to Mexico are the following:
1. Export documentation in import is very strict. Phyto sanitary certificate is required for
imported spice including fumigation for Chilly and testing and certifying for led
contamination.
2. Un awareness of these importing standards by Indian exporters make the clearance of
cargo difficult which would result in demurrage of nearly 30% of the value of the order(if
not supplied in time).
3. Many of the items of import are to be registered at the import point. However, it would
be easier if the exporter has an FDA registration.
4. Import of pickles and sauces etc. has to be certified by the Mexican Health authority
5. Delay in shipping - connection. Normally it takes 30 days by ship. Main route is through
Europe (Rotterdam/Hamburg) to Baracroos Port or via USA or Malta. . It is estimated that
container charges would be around $1500 for 20'size. From the port truck charges are to be
added which may be around $700 per container. Insurance and customs tariff are extra.
6. Payment terms are not transparent. Sometimes the payment duration may extend up to
180 days which is a major concern for Indian spice exporters.
7. Language is another impediment for business contact for Indian businessmen
There is market potential for all major Indian spices in whole as well as in value added
form especially flavours, essences and branded consumer packs. Since Mexico offers an
attractive business environment due to the many changes in its Foreign Investment Law
and signed free trade agreements with the world’s leading economies and in view of the
country’s good accessibility to USA and other Latin American countries, sufficient
exposure of Indian cuisine/culinary specialties suitable to Mexican taste would be
advantageous for India.
Suggestions
The Spices Board officials as well as participating exporters are of the opinion that
Alimantaria Mexico trade fair is a promising event offering plenty of opportunities to
interact with various stakeholders in Mexico. It is pertinent to follow up the leads
generated by the event in order to realize the real potential of the market. Spices Board
may also consider launch of ‘Flavourit’ brand in Mexican market.
The trade enquiries directly received were processed and disseminated to the concerned
spice exporters. The list of major trade enquiries received is submitted to Publicity
department.
It is important to concentrate in the Mexican market for joint venture operations in the
processing of spice mixtures/curry masalas. Possibilities of contract processing/packaging
of value added spices may also be considered under the liberalized Government
policy/procedures and proposed FTA between India and Mexico.
Annexure 1
Photo of the stall inauguration
{Right to Left- Mr.Balamurugan (Exporter, M/s Jothi Agro Products Pvt. Ltd.), Mr.Jignesh
Patel (Exporter, M/s Om Exim Corp), Mr. Sujan R Chinoy, IFS (Hon. Indian Ambassador to
Mexico & Belize), Dr. A Jayathilak, IAS (Chairman-Spices Board), Mr.Gaurav Dwivedi (Dy
Director Admin, Spices Board), Mr.Sushil Prasad, IFS (Second Secretary, Embassy of India in
Mexico)
Dr.A Jayathilak, IAS Chairman, Spices Board presenting a gift pack of exquisite Indian spices to
Mr. Sujan R Chinoy, IFS (Hon. Indian Ambassador to Mexico & Belize)
ANNEXURE 2
Item-Wise Export Of Spices To Mexico From India (Qty In M.T, Value In Rs.Lakhs)
ITEM
2008-09 2009-10 2010-11 2011-12 2012-13(P)
QTY VALUE QTY VALUE QTY VALUE QTY VALUE QTY VALUE
Chilli 1363.42 899.40 2256.10 1828.44 8499.62 7627.51 5300.01 6166.27 12869.30 14472.87
Spice oils & olernes 157.27 1298.23 152.94 1079.16 151.22 1491.25 138.82 1926.26 177.76 2662.78
Cumin 1066.46 1156.20 870.98 950.47 381.53 462.09 1801.80 2733.77 1943.22 2610.82
Mint products 196.17 1397.36 99.30 737.89 89.18 982.52 62.08 711.02 102.63 2048.26
Pepper 3.48 6.46 103.98 139.13 58.07 123.44 52.57 184.23 33.09 122.28
Nutmeg & mace 7.00 13.06 6.03 23.49 6.62 56.75 14.70 105.83
Turmeric 32.30 20.79 0.70 1.43 56.70 104.06 71.00 79.74
Fenugreek 79.00 29.32 18.00 8.37 47.30 19.68 137.45 48.98 94.00 37.97
Garlic 0.05 0.28 34.95 35.66
Ginger 8.00 14.13 11.03 16.29 26.57 31.09
Other misce. Spices 3.00 4.97 1.50 1.84 22.10 23.93 9.79 11.05
Celery 7.60 7.21 2.15 2.96 12.00 11.18 13.13 15.70 2.50 4.63
Cardamom(large) 0.30 2.29
Curry powder/mixture 1.92 4.83 2.00 3.81 0.50 0.23 24.75 16.64 2.00 0.70
Other seed spices 27.68 32.88 3.00 1.53 0.67 0.57
Coriander 2.00 1.07 4.50 28.28 0.52 0.32
Fennel 26.90 12.06 57.00 66.18 2.95 3.12 3.00 2.49 0.04 0.06
Cardamom(small) 0.10 1.12 3.53 38.15
Tamarind 20.00 10.39 0.22 0.73
TOTAL(INCL.OTHERS) 2957.52 4847.22 3570.95 4831.31 9286.88 10795.14 7641.36 12075.36 15383.04 22226.92
(P) Provisional.
Source : Dgci&S Kolkata/Exporters' Returns/Dle From Custom
