Mexican agroindustry Nurturing the World - ProMéxico

4 NegociosProMéxicoCarlos Guzmán BofillceoIlse Oehler GrediagaImage and Communications DirectorSebastián EscalanteManaging Coordinatorsebastian.escalante@promexico.gob.mxMiguel Ángel SamayoaAdvertising and Suscriptionsnegocios@promexico.gob.mxNatalia HerreroCopy Editing42actors InfluencingMexico’s contemporaryart sceneThe lifestyle Contents62Mexico’s marketsA Gastronomic Odyssey52 InterviewLuis adelantado55 ProfileThomas glassford58 ArtContemporary art galleriesPhoto carlos rivera Photo Archiveq-10 comunicaciónEmma Lucila López ValtierraPublisherSergio AnayaEditor in ChiefPaola ValenciaThe Lifestyle EditorCarlos MolinaDesignThis is an editorial project for ProMéxicoby Q-10 Comunicación.Download the PDF versionand read the interactive editionof Negocios ProMéxico at:negocios.promexico.gob.mxNegocios ProMéxico es una publicacióngratuita, editada mensualmenteen inglés por ProMéxico, Caminoa Santa Teresa número 1679, coloniaJardines del Pedregal, DelegaciónÁlvaro Obregón, C.P. 01900, México,D.F. Teléfono: (52) 55 54477000. Página Web:www.promexico.gob.mx. Correo electrónico:negocios@promexico.gob.mxEditor responsable: Gabriel Sebastián EscalanteBañuelos. Reserva de derechos al usoexclusivo No. 04-2009-012714564800-102.Licitud de título: 14459. Licitud de contenido:12032, ambos otorgados por la Comisión Calificadorade Publicaciones y Revistas Ilustradasde la Secretaría de Gobernación.ISSN: 2007-1795.Negocios ProMéxico año 4, número X, octubre2011, se terminó de imprimir el 10 de octubrede 2011, con un tiraje de 11,000 ejemplares. Impresapor Cía. Impresora El Universal, S.A. deC.V. Las opiniones expresadas por los autoresno reflejan necesariamente la postura deleditor de la publicación. Queda estrictamenteprohibida la reproducción total o parcial de loscontenidos e imágenes de la publicación, sinprevia autorización de ProMéxico.ProMéxico is not responsible for inaccurateinformation or omissions that might exist inthe information provided by the participantcompanies nor of their economic solvency. Theinstitution might or might not agree with anauthor’s statements; therefore the re-sponsibilityof each text falls on the writers, not onthe institution, except when it states otherwise.Although this magazine verifies all the informationprinted on its pages, it will not acceptresponsibility derived from any omissions, inaccuraciesor mistakes. October 2011.

iefs.automotiveWarming Upthe EnginesPhoto Courtesy of victaulic Photo Courtesy of nissanmetallurgical industryVictaulic’s New PlantPiping products supplier Victaulic opened a new manufacturing facilitywith metal casting capabilities in Chihuahua, Mexico.The site, one of the largest Victaulic facilities in the world, will produceductile iron castings and large diameter pipe-joining products up to 72inches. The facility follows the Victaulic Querétaro branch, increasing its capabilitiesfor customer training and enhancing regional support. In additionto its metal casting capabilities, the new 133,000 square feet facility includesmachining and assembly capabilities, as well as local operations offices.www.victaulic.comit IndustrySupporting IT DevelopmentMicrosoft Corporation has inauguratedits first technology centerbased in Latin America, in MexicoCity, where the company expectsto invest 690 million usd in 2012.The firm invested 10 million usdto build the center, supported byother companies including Dell,Hewlett-Packard, Samsung and Intel.The facility will be used to trainsome 2,300 software developersNissan will invest 328 million usd in its twoplants in Mexico, located in the states ofAguascalientes and Morelos.These resources will be allocated to themanufacture of new models, including theproduction of a multi-purpose vehicle basedin V platform, which is assembled in theAguascalientes plant, as well as the manufactureof the Taxi of Tomorrow for New YorkCity, which will be assembled at CIVAC Plant,located in Cuernavaca, Morelos and will belaunched in 2013.With this new investment, Nissan’s portfolioin Mexico for 2009-2013 amounts to1.378 billion usd.www.nissan-global.comand is part of a worldwide networkof 25 sites.The tech center will offer localand regional organizationsan opportunity to test the company’sproducts in simulated environmentsthat replicate conditionsfaced by businesses in theirday-to-day operations.www.microsoft.comPhoto Courtesy of microsoft

10 Negociosbriefs.photos ArchiveElectronicsA Big NewcomerSharp Electronics’ plant in Rosarito, Baja California finishedthe assembly of an 80-inch flat screen TV for the domestic andexport markets, which will be available at various sales pointslate in October. Sharp’s Rosarito plant, specialized in manufacturing40 to 80 inch LCDs, was inaugurated in October 2007with an approximate investment of 102 million usd. It has amonthly production capacity of 200,000 units and will supplythe new screen to the Americas.www.sharp-world.comRenewable energyShiny Business PlanBaja Sun Energy –a joint venturebetween Mexican developmentfirm Grupo Maíz, Taiwanesecompany Arima EcoEnergyand Silicon Border, a scienceand technology park near Mexicali–will invest more than 500million usd in a solar-panel factoryand energy farm in BajaCalifornia that will sell power onboth sides of the Mexico-US border.The Mexicali-based companywill start building its facility in 2011and plans to make 100-megawatta year capacity panels, as well asa 10-megawatt solar facility thatwill expand to 150 megawatts.www.arimaeco.comwww.siliconborder.comRetail commerceIncreasingPresenceUS based do-it-yourself (DIY) retailer TheHome Depot will invest 260 million usd in Mexicoby the end of 2012, to support the openingof 13 new stores in the country to reach a total100 locations.corporate.homedepot.com

Mexico’s Partner interceramicIn the last three decades, Interceramic hasopened 240 stores across the country and willhave no less than 300 points of sale in Mexico by2014 if its expansion plans go smoothly.“We have entered China with a franchise system.These are very demanding markets and weare competing with manufacturers not just fromChina, but from countries like Italy, Turkey andSpain, to name just a few. International coverageis vital to us, which is why we pay special attentionto innovation. We have a team of professionalswho travel to conventions, expos and designfairs all over the world to make sure we are upto speed with all the latest developments,” saysAlmeida, adding that the design, strength anddurability of many of Interceramic’s productshave been recognized by international experts.“We try to keep abreast of global trends, whileproducing exclusive designs at our research anddevelopment center, which has enabled us tolaunch world-class products,” he says.Interceramic exports approximately 25%of its total annual output –between 42 and 44million square meters– to countries like the US,Canada and China, virtually all of Latin Americaand some European regions.Seven years ago, the company opened a smalloffice in China. It has since entered partnershipswith local firms and in 2010 launched a marketingplan that has yielded sales of some sixmillion square meters of product on the Chinesemarket.In late 2010, Interceramic opened its firstshowroom in Foshan, China, to launch ICCFashionable Ceramic, a product line spawnedfrom a joint venture between Interceramic andGuangdong Kito Ceramics.In addition to this 1,300-square-meter exhibitionspace, the company aims to set up 150points of sale in China in the short term. It alsoexpects to consolidate its sales in the US viaLowe’s –the country’s second-most-importanthome improvement store that has close to 1,750branches. Also, Interceramic is entering thestone, marble and granite niche to maintainleadership of the tile market, which brings inannual sales of 500 million usd for the company.Innovation will indubitably play a key rolein the company’s future. “Interceramic is agreen, environmentally and socially awarecompany that believes in innovation, qualityand service. We plan to uphold our standardsand continue innovating on all fronts,” says VíctorAlmeida. nwww.interceramic.com

14 Negociosphoto ArchiveEducation:A Pathway toProsperityMexico, like many countries, is undergoing a deep transformation in which educationand training have become essential for companies that wish to remain competitive.By Jorge Pérez Rubio Aguilar*

Guest Opinion Education: a pathway to prosperityWe have inherited a fastmovingworld in whichevents, good or bad, havetaken many of us by surprise.As mankind sailsthrough the second decade of the 21st century, itfaces far greater challenges than ever before. Debtburdens, geo-political conflicts, climate changeand population movements that are consideredto be even more far-reaching in their effects thanthe wars and revolutions of the 20th century.For this reason, education has never beenmore important nor its influence more upliftingthan it is now. Higher education is no longer exclusiveof a rich and powerful minority. Today, itis crucial for each individual to bring his or hertrue talent to bear the task of improving the lotof mankind.Through my experience working for largemultinational companies I have learned thatevery so often there will be financial crisis sofar-reaching that they will impact the economicwell being of the world. Most of them will becaused by the excessive desire to make moneyfast. While the financial crisis of 2008 might havebeen the biggest recession I witnessed in my lifetime,worse things may happen if we don’t do twosimple things: train managers to anticipate andhandle risks before they occur, handling informationin an efficient and ethical way; and eliminateexcessive compensation based on short-termperformance, which tends to bring out the worstin human behavior. The implications for managementeducation are that continued efforts need tofocus on ethics and governance education, greatlyenhanced risk management curricula, assessmenttechniques, and the establishment of goalsdesigned to produce individuals with skills andpreferences aimed at achieving sustained organizationalperformance. Through education we canestablish the conditions for a virtuous cycle thatensures both the success of private enterpriseand the global wellbeing.Today’s society has been shaped by culturalchanges generated by scientific and technologicalprogress during the last quarter of the century,which has transformed lifestyles, the worldeconomy and the nature of work. These changesalso reached the educational community, whichis why academic institutions are generating responsesto meet these new needs.Mexico, like many other countries, is undergoinga deep transformation. Globalization andtechnological change represent key challengesfor companies that wish to remain competitive.Therefore, continuous education and training becomeessential.Education leaders should strive to make theUnited Nations Educational, Scientific and CulturalOrganization’s (UNESCO) proposition cometrue, in the sense that in the near future, “obtusenationalisms will give way to universalism, tolerance,understanding and pluralism and willensure that, in a divided world, we will pass to atechnologically-united world.”UNESCO has recently published a list of challengesthat the universities of the future will facein order to establish a clear connection to balancedprosperity. There is a need to bridge thegap on the field of science and technology, educationthat currently separates the developed fromthe developing economies. Education also needsto transform people into citizens of the world,while at the same time ensuring that they activelyparticipate in their communities, particularly indeveloping countries.UNESCO has clearly stated that: “Educationhas to adapt its structures and teaching methodsto new needs. The actual paradigm has to changefrom one centered in teaching and knowledgetransmission to one centered on learning and thedevelopment of competencies than may be transferredto different contexts of time and space.”Only then can we begin to talk about moving inthe right direction: towards prosperity.Without a doubt, education is the key toMexico’s future prosperity. Despite the economicsituation, it is important not to lose focus on theimportance of education and to keep on addressingsome of the challenges that have long plaguedthe nation’s educational system.Mexico can succeed on its road to prosperity,but success will depend upon continued reformsand their thorough implementation. This iswhere the Mexican government should set forthan ambitious agenda for change, in line with thebest practices across countries belonging to theOrganisation for Economic Co-operation and Development(OECD).Mexico needs to look beyond its short-termchallenges and start preparing for a brighterfuture. The country is at a crossroads, but it cansucceed, provided that it undertakes and implementsthe right reforms. The reform of educationis crucial in this endeavor and offers a clear pathwayto prosperity. n*Chairman of the Committee for Social Responsibilityand Education at the American ChamberMexico.

16 NegociosPhotos ArchiveOrganicAgriculturein MexicoOrganic agriculture is rapidly gaining importance as an economic activityin several countries. In Mexico organic food and fibers are geared mainlytowards the export market. Such products make up 10% of the country’stotal agricultural exports and the market value of Mexico’s organic exports isexpected to increase from 700 million usd in 2010 to 800 million usd by theend of 2011.by marÍa cristina rosas

Business TipsThe Food and Agriculture Organization(FAO) of the UnitedNations defines organic agricultureas a holistic system ofproduction management thatpromotes and improves the healthof the agro-ecosystem, particularlybiodiversity, biological cycles and soilbiological activity. Such a system takesinto account environmental and socialrepercussions, and shuns the use ofsynthetic fertilizers and pesticides, veterinarymedications, genetically modifiedseeds and species, preservatives,additives and radiation.Organic agriculture presently accountsfor a relatively small proportion of economicactivity, but is rapidly gaining importance incertain countries, regardless of their level ofdevelopment –which is good news for the environmentat a time when the world’s soils aredegrading at an unprecedented rate. Demandfor organic products is on the rise, paving theway for a more environmentally friendly marketplace.A trend is already discernable. Several EuropeanUnion (EU) countries currently grantAlthough Mexico lags in 22nd placeworldwide in terms of hectares oforganic crops, it has more organicfarms than any other country –83,174compared to Italy’s 44,733, and wellabove Uganda’s 40,000.subsidies to organic farmers to reduce pollutionof aquifers and protect biodiversity. InAustria and Switzerland, for example, organicagriculture accounts for 10% and 7.8% of thefood system, respectively, while the US, France,Japan and Singapore are registering annualgrowth rates as high as 20%. Egypt is one of ahandful of developing nations with small domesticmarkets for organic products; othershave begun latching on to export opportunities,including Mexico, which exports organiccoffee, and Uganda, whose organic cotton is apopular export product.Organic food and fiber demandhas opened up a whole new world ofopportunities for farmers and businessesengaged in related activities.And if global growth rates are anythingto go by, the balance should betipping toward organic agriculture as2020 approaches.The private sector has been creatingconcepts and markets for organic productsfor years with some success, but therecent increase in consumer demand hascaused the public sector to sit up and takenotice.The market for certified organic productsis dominated by developed nations. That said,

18 NegociosPhotos Archivedeveloping countries are becoming seedbedsfor investment opportunities. Australiahas the most hectares dedicated to certifiedorganic crops (12 million), followed byArgentina (2.8 million) and Brazil(1.8 million). In terms of land dedicatedto organic as opposed to conventionalagriculture, Oceania leadsthe way (37.6%) and Europe comessecond (24.1%), with Latin Americacoming in a close third (23%). And interms of land under certified organicmanagement as a proportion of landdedicated to agriculture, Austria andSwitzerland head the list with 13.4%and 11%, respectively.In 2007, the global market for organicproducts was valued at 46 billion usd, but by2008 this figure had surpassed 50 billion usd.Today, the vast majority of organic productsproduced worldwide are consumed by NorthAmerica and Europe.According to figures for 2010, the marketfor organic products registered an annualgrowth rate of 10.4%. It is estimated that some35 million hectares were dedicated to organicThere are two main advantages Mexicoenjoys on this increasingly contestedmarket: the capacity to produce laborintensivecrops like sesame seeds and theweather conditions to supply productsall year round that are scarceelsewhere during certain seasons.agriculture in 154 countries across the world,while the number of certified farmers wasapproximately 1.4 million.Latin America currently weighs in withonly 5% of the value of the international market,yet almost one fourth of the world’s organiccroplands are located here, putting theregion at a competitive advantage in a marketniche that looks set to acquire increasing globalimportance in years to come.In the specific case of Mexico, organicagriculture is geared mainly towardsexport markets. For example, Germanyand Asia purchase most of theirorganic coffee from Mexico, whichexports more organic products toEurope than any other Latin Americannation. Such products make up10% of the country’s total agriculturalexports and the market value of Mexico’sorganic exports is expected to increasefrom 700 million usd in 2010 to800 million usd by the end of 2011.Organic products produced in Mexicoare certified by CERTIMEX and other internationalagencies with offices in the country,like the Organic Crop Improvement Association(OCIA), Bioagricert, Imo and Naturland,but come 2012 Mexico will be introducing its

Mexico’s partner Business enersave Tipsown internationally recognized certificationprocess.And although Mexico lags in 22nd placeworldwide in terms of hectares of organiccrops, it has more organic farms thanany other country –83,174 comparedto Italy’s 44,733, and well above Uganda’s40,000. Chiapas, Oaxaca andMichoacán are the Mexican stateswith the most hectares dedicated toorganic crops, which often accountfor a substantial proportion of landdedicated to that particular product.Cases in point include vanilla (14.5%);coffee (10.4%); papaya (8.7%); sesameseeds (7.1%); palm oil (4.5%); walnuts (2.4%);pineapple (2.4%) and mango (1.4%).Of the 40-plus organic products Mexicooffers, coffee is without a doubt the most important,accounting for 69% of land dedicatedto organic crops, followed by corn (4.5%) andsesame seeds (4%). Other organic crops includetomatoes, chili peppers, pumpkin, cucumber,garlic, onion, eggplant, melon, mango,oranges, apples, papaya, bananas, pineapple,lime, coconut, peach, avocado, agave (for itsIn 2007, the global market for organicproducts was valued at 46 billion usd,but by 2008 this figure had surpassed50 billion usd. According to figures for2010, the market for organic productsregistered an annual growth rate of10.4%.nectar), basil, mint, ginger, beans, soya beans,cocoa, palm oil, vanilla, peanuts, walnuts,chickpeas and safflower, as well as honey,milk, cream, cheese, candies and cosmetics,albeit in smaller quantities.In short, Mexico enjoys two main advantageson this increasingly contested market:the ability to produce labor-intensive cropslike sesame seeds and the weather conditionsto supply products that are scarce elsewhereduring certain seasons all year round. In thiscontext, the way forward for organicagriculture in Mexico would seem torely in tropical products like coffee,mango, banana, avocado, cacao, hibiscus,citrus fruits, papaya, coconut andexotic fruits.And when it comes to organicfarming methods, Mexico has experienceand know-how, with some products,such as avocado pulp powderand dried fruit, boasting home-growntechnology. Organic agriculture makes sensesocially and environmentally, but for Mexicoit has major economic implications. n*Professor and researcher in the Political and SocialSciences Faculty, National Autonomous Universityof Mexico (UNAM).

22 Negocios infographic oldemarMexico Nurturing the WorldProduction rates of main Mexican exported crops in 2010Cultivated Surface(hectares)Production(tons)13,239134,32278,130Asparagus74,659Avocado1’107,135Banana2’103,36116,391781,01516,518BerriesBlueberry, strawberry,raspberry and blackberry303,618Coffee cherryThe ripened fruitsof the coffee shrubs1’332,263Cucumber477,3664,91322,57627,68347,429305,227307,146GarlicGuavaGrapesMain agricultural exportsMillion USD, from January to July 20111,430.9Tomato528.7Avocado405.0Coffee (raw grain)296.5Melon,watermelonand papaya216.4Garlicand onionAvocadoBerriesLemonExportsby productand countryMillion USD,from Januaryto July 2011US 469.67Japan 70.60Canada 40.27Costa Rica 9.92Honduras 1.89Hong Kong 0.96Guatemala 0.64The Netherlands 0.42US 237.30Canada 3.52Japan 0.35Brazil 0.34US 98.36Canada 21.50Japan 8.79The Netherlands 2.62Spain 1.08France 1.02Germany 0.25Switzerland 0.20

Cover feature Mexican agroindustry18,520153,425 183,108Grapefruit400,933Lemon1’891,403Mango1’632,64945,126339,38916,2271’266,1644’051,631616,215OnionOrangePapaya31,871 54,51047,338701,7402’277,7911’036,794PineappleTomatoWatermelon160.6Cucumber152.9Citrus fruits142.9Mango140.4Grapes114.5Strawberry (fresh)42.1BananaMangoMelonBananaGrapefruitUS 98.36Canada 21.50Japan 8.79The Netherlands 2.62US 1.00Spain 1.08 US 15.89 US 4.32 France 0.36France 1.02 Japan 11.13 Spain 0.21 Russia 0.24Germany 0.25 Hong Kong 0.60 Japan 0.13 UK 0.10Source: Ministry of Agriculture, Livestock, Rural Development, Fisheries and Food - Servicio de Información Agroalimentaria y Pesquera (SIAP).

24 Negocios photos ARCHIVEHoneyGlazing theWorldSociedad Apícola Maya has turned honey into a sweetbusiness with stringent quality and food safety controls.Eons ago, a rich diversity of nectarproducing plants blossomedfrom the fertile soils of the YucatánPeninsula. Then along camethe bees and they did the rest. In1976, a group of honey producers got togetherso the rest of the world could enjoy the delicioushoney produced in Yucatán. SociedadApícola Maya, as these producers call themselves,is a leading Mexican honey exporter,not only in terms of sales but also because of itscooperative-like structure that allows beekeepersto take home all the profits.Every year, Sociedad Apícola Maya producessome two thousand tons of honey, which ishighly sought after in Europe, North Americaand Arabia, says Miguel Lara Sosa, who is nowpresident of the organization founded by hisfather, Abdón Lara Burgos. The cooperative’smembers, he says, have had the wherewithalto modernize their production techniques,

Mexico’s Partner sociedad apícola mayaEvery year, Sociedad Apícola Maya produces some twothousand tons of honey, which is highly sought after inEurope, North America and Arabia.togonon leptopus), which grows exclusivelyin the forests of Yucatán. The Toothleaf Goldeneye(Viguiera dentate), known as tajonal inMaya, accounts for the best part of the secondharvest at the height of Mexico’s winter season,and the third, in April and May, comesfrom the Gymnopodium floribundum, ashrub known locally as ts’its’ilche. The fourthharvest, in May and July, comes from theflowers of larger trees like the Gumbo-limbo(Bursera simaruba) or chakaj, the Acacia gaumerior box katsim and the False Tamarin (Lysilomalatisiluquum) or tsalam.Judging from the autochthonous namesof these and other nectar producing plantsthat play such a vital role in the production ofhoney in this Mexican region, the Mayas weregraduate production to meet demand andcomply with international quality and foodsafety standards.In 2009, the producers built a small buthighly efficient bottling plant, which meetsfood export requirements set forth by the EU,where the vast majority of their customers arelocated. Almost immediately, the facility wascertified by the National Food Health, Safetyand Quality Service (SENASICA), which reportsto Mexico’s Ministry of Agriculture, Livestock,Rural Development, Fisheries and Food(SAGARPA, according to its Spanish acronym).This is the beekeepers’ contribution; therest of the work is done by their 100,000-oddbee colonies.Today, nine out of every 10 kilos of honeyproduced by Sociedad Apícola Maya areshipped to Germany, where the cooperativehas three major buyers. Germany has beenits most loyal customer since 1976, althougha small percentage of production manages tomake its way to the UK, the US and, more recently,Spain, in 300-kilo drums.Why do these countries prefer the honeyfrom Yucatán to honey produced in otherparts of the world? “Because it’s the tastiest,”replies Miguel Lara without a moment’s hesitation.In apiculture terms, “tasty” means anamber colored, aromatic honey with a goodconsistency.In that respect, Miguel Lara Sosa and histwo thousand beekeeping colleagues are luckyto have been born in Yucatán, a land rich innectar and pollen producing plants, some 40endemic species in all, from vines to largertrees, according to certain biodiversity inventories.Thanks to this wonderful diversity of flora,Sociedad Apícola Maya is able to harvesthoney four times a year. The first harvest is atthe end of the year, obtained from the nectarof climbing plants like the Coral Vine (Anindubitablythe first to discover their potential.“Our honey has what it takes to satisfy themost discerning of palates and we do what wecan to position it on the most demanding ofmarkets,” says Lara Sosa.Honey is the main line of business of SociedadApícola Maya, although the cooperativealso produces and sells derived products likebeeswax, pollen, royal jelly, soaps and shampoosand candies enriched with propolis extract.Packed with vitamins, minerals and enzymes,honey has a myriad of applications,from soothing sore throats to chaffed skin. Forthe last 30 years, Sociedad Apícola Maya hasbeen supplying world markets with a productof the finest quality. Whether you want to eat itor wallow in it is up to you.. n

26 Negocios photos COURTESY OF PRODUCTOS CHATAProductos ChataThe Tasteof SinaloaTraditional food from Northern Mexico has enamored global palates, thanksto Productos Chata, a company with some 50 years in the market and annualsales in the region of 50 million usd.by antonio vázquez

Mexico’S PARTNER productos chataAround 10% of Productos Chata’s total productiongoes to international markets. What do they export?Pork chilorio, turkey chilorio, pibil pork, fried beanSwith chilorio, beans with cheese and chorizo, pozole-a soup containing maize and pork- and menudo -aspicy dish made with beef.Chilorio -a pork dish seasonedwith chili and spices-, chorizo,beans, tamale, chicharrón (porkscrapings), the extensive list ofproducts from Productos Chatais present in households around the world.The company started out with 10 people,and now employs over one thousand 500 staffthat work hard to make sure the original tasteof 49 years ago remains.“Quality in preparation and taste of ProductosChata is due largely to the fact that theowners of the company personally taste theirproducts. That is how it was in the past and itis so now,” explains Jorge Aguilar, company exportsdirector.Founded in Culiacán, in the state of Sinaloa-in the north west of Mexico-, the company createdby the Machado Piña family began operatingin 1962, conceived as a vehicle to produceand market traditional food products from theregion. Chorizo, bulk chilorio, machaca, chicharrónand tamale, were the first products that thefamily sold at their small shop in Culiacán.By 1974, the company grew and boughta plant to can its star product, chilorio: a dishmade with shredded pork seasoned with pasilla,garlic, oregano and salt.Back in the 80s, the company entered thecold meat and sausages market. Now the mainsupermarket chains, including Walmart, are itsclients. Productos Chata arrived in the US marketin 1995.“We started with the state market, then ourneighboring states, followed by Guadalajara.We headed North, towards Tijuana. Todaywe are present throughout Mexico and theUS. We also have operations in Japan, Guatemala,Canada, Europe and we keep lookingat new markets” says Jorge Aguilar.“Asians love pork, so our products are inhigh demand there. There is no difference intaste between the products we sell in Mexicoand those we export; changes are only as aresult of individual country regulations. In thecase of Japan, for example, all we have done isadapt our products to their regulations. Thatmeans that the products we sell in that marketcontain iodine free salt,” Aguilar explains.Around 10% of Productos Chata’s totalproduction goes to international markets.What do they export? Pork chilorio, turkeychilorio, pibil pork, fried beans with chilorio,beans with cheese and chorizo, pozole -asoup containing maize and pork- and menudo-a spicy dish made with beef.Only memories remain from the oldsmall shop where the family began sellingtheir products. The company now owns aplant for canned products, another one toproduce Mexican food, a third one for coldmeat and one for cheese production.Quality and taste are the two ruling driversfor Productos Chata. The company iscommitted to its consumers and its commitmentgoes beyond hygiene standards. ProductosChata follows thorough preparationprocesses for each food product, so that theyare made as devotedly as if they had beenmade at home.“Chilorio is, without a doubt, the mostsought after product because people know it ispure meat and that there is no way the producthas been diluted or thinned. Comments fromaround the world are that people choose chiloriofor its taste, which is very Mexican. We addno preservatives, although it is canned. Peoplejust love Chata chilorio,” brags Aguilar.The exports director of Productos Chatasays that every country that the company hasexported to has recognized the high qualityof their products. “We enforce very stringentquality controls. For example, we produce thelard used in the preparation of our products.That means we do not need to find outside suppliersand thus we can have full quality controlover our products,” he explains.Quality, integrity, efficiency, innovation andteamwork are the core values on which the companyhas operated for almost half a century. Withannual sales of 50 million usd, specialized magazineExpansión ranked Productos Chata amongstthe top 500 Mexican companies in 2009.“We are focused on creating new productswith state-of-the-art technology and processesin order to avoid adding preservatives. Someof the reasons why our products are so wellreceived in the EU and Asian markets includetheir individual features and high qualitypackaging and presentations,” adds JorgeAguilar. In this way, Productos Chata holds apromise to offer a taste of Mexico to more andmore places in the world. nwww.chata.com.mx

28 Negocios photo Courtesy of amecafeMagicalScentsHere, in this land, under the shade, there are fruit trees, native fauna and a legendary grain. This isMexico, the seventh largest coffee producer in the world, with an annual production of 4.5 millionsacks, 60% of which are exported.by gustavo aréchiga

product Mexican coffeeThis story starts in 1140 in Ethiopia.Legend has it that a shepherdnoticed an unknown bushamong the common vegetationand was intrigued when hisgoats ate the bitter fruit from it and beganto behave strangely. Amazed, he prepared abeverage and offered it to the chief of his tribe.The chief threw it into the bonfire and theambience was filled with a sublime scent, thescent of coffee.Mexicans have been sharing this storysince 1740, when the grain arrived inVeracruz, on the Gulf of Mexico, from Cuba.Soon after arrival, coffee started gainingground, even above cocoa, the origin ofchocolate. Rainforest regions of Oaxaca,Chiapas and Guerrero, rich in water andshade, quickly opened the way for the grain.And in the 21st century, Mexico is one of theseven top producers in the world.According to the Mexican Association ofCoffee Production (AMECAFE, accordingto its Spanish acronym), coffee was themain agricultural product attracting foreigncurrency for a number of years, with a GDPcontribution of 1.3%.Seasonal cycles enable Mexico to supplythe domestic and international markets with4.5 million sacks of coffee (around 60 poundseach) per year, according to Sylvia Gutiérrez,responsible for promotion at AMECAFE. Thisboost is the result of an increase in world prices,which, in turn, builds trust amongst growersto re-invest their earnings and thus increaseproduction.Mexican coffee has successfully moved up thegourmet taste of consumers. The grain’s Plumavariety has the widest international recognition.When served in a cup, its penetrating andelegant fruity aroma is considered to be one ofthe best in the world, close to other brands likeBlue Mountain, Kona and Geisha.Pluma is the crown jewel of aroma, grownin a surface of some 50,000 hectares alongthe river Copailta, in a group of municipalitieslocated 80 miles south of the city of Oaxaca, onthe way to Puerto Escondido. But it is not theonly example of a Mexican grown grain.“Coffee has evolved in recent years froma commodity to a differentiated product. Assuch, people pay more attention to the quality,taste and aroma of coffee grains. So, this isnow seen as a gourmet product. The coffeeboom in Mexico resulted from the demand offoreign cafeterias and convenience stores. Andit is customers who have triggered the searchfor taste, quality and expression in a cup,”Gutiérrez explains.GREEN CAFFEINESeven percent of the total production of coffeein Mexico is certified as organic and is grownin 71 hectares in various coffee producingregions of the country. Its production involvesmany different grain details as compared toconventional coffee grains. Patience, time andrespect for the natural environment are the threemain characteristics of ecological production.34,400 growers, who work with devotion,dedication and a comprehensive knowledgeof the soil, produce and offer this liquid gift tothe world.“Mexican organic coffee is perceived as atrusted, innocuous product. There are nodamages to growers, neither on the land noron the consumer. It is not harmful for theenvironment. Furthermore, in the case ofMexico, this product represents small growersand their communities, which promotes abetter quality of life for all,” he stated.Gutiérrez went on to explain: “Manypeople thought growing coffee with organicpractices would result in coffee losing taste,color and quality when served. But thatmyth is now long gone and Mexico hasbecome one of the main exporters of organiccoffee, certified both for quality and reliableproduction processes, complying with thehighest international standards. As pioneers,we have also become famous. An exampleis Finca Irlanda, in Chiapas, which was thefirst producer to get the Demeter Bundcertification from Germany.”Currently, Mexico’s main markets fororganic coffee are the US –receiving 55% oftotal exports– Italy, Spain, Belgium, Canada,France and Japan. According to AMECAFEfigures, these countries buy some 136,000-150,000 sacks of coffee per year.“The diverse profiles, the backing of seriousorganizations, reliable certifications in Mexicoand a firm commitment to environmentalprotection, as well as the creation of a socialchain for small growers, are distinctive factorsof Mexican organic coffee. This is attractive forforeign investors, as they can witness all thestages of the productive chain,” he continued.Today, Mexico offers the world organic coffeewith a delicious aroma, where people enjoyrespect for the land and fair treatment of growers.Unlike coffee produced in other countries, thesebeans are taken care of to the finest detail andare grown under ideal agricultural and climateconditions, with a slow maturity process underthe shade. All this results in an unusual blend ofcaffeine and nutrients, color concentration andrange of flavors.IN TOUCH WITH THE EARTHFor the last 22 years, the Association ofIndigenous Communities from the IsthmusRegion (UCIRI, according to its Spanishacronym) in Oaxaca has brought togethercoffee growers from various communitiesfrom the lowlands of Sierra Juárez –from20 municipalities and various ethnic groups,including the zapoteco, mixe, mixteco, chontaland chatino from the coast.UCIRI gives a very simple explanation of thework carried out at coffee plantations in theregion: “The suffering of the earth will resultin pain for its children; its joy and wellbeingwill reflect in a decent life for the people. Theearth does not belong to man, man belongs tothe earth.” Operating under these principles,the work of the organization has been fruitful.Naturland certified UCIRI in 1988, as didIMO-CONTROL from Switzerland, the officialEU certification, in 1993. Since then, growersmust meet certain responsibilities and thecommitment that agricultural practicesguarantee that coffee is organic as well askeep close control with the support of annualinspection visits by certifying bodies.Thanks to these certifications, UCIRIhas been able to launch new products, gettraining, differentiate services and providesupport to communities, especially women, toimplement health programs and have creditintermediaries. Who could have known thatall this would happen because of an organicproduction initiative? n

30 Negocios photo archiveALighthousein thePacificHaving started as a small coffee shop on the Pacific coast of Mexico during the lastcentury, it is now one of the country’s main coffee exporters. Industrias Marinoexports around 130,000 sacks of coffee per year from the port of Mazatlán, in Sinaloa.by antonio vázquez

Mexico’s Partner industrias marinoThat business of the Lizárragafamily, which started with 10people, now employs 850 staffin its plants in Mazatlán andGuadalajara. Café El Marinohas been in the US market since1966 and now it holds an FDAapproval.Imagine this scene from 1950. Sailorsfrom ships arriving at Mazatlán –acommercial port on the Pacific coast ofMexico in the state of Sinaloa— used togather around local shops and parlorsto search for a cup of hot coffee. Finding coffeein the north west of Mexico was not easy, particularlyin coastal cities. Therefore, RicardoLizárraga spotted a market niche: selling coffeeto those who would not be on land for sometime – and, thus, Café El Marino came to life.Lizárraga bought the grain from SouthernMexico coffee growers and sold it in Mazatlánunder his brand, Marino. He started in the Northwestbut, later on, he grew along the Pacific coastand the brand soon covered more regions aroundthe country. In 1966, the company started exportingboth green and roasted coffee to the US andCanada. One year later it opened its first processingplant in Guadalajara, in the state of Jalisco,and became one of the first Mexican companiesto export ground coffee throughout the world.Café El Marino is produced in Chiapas, Veracruz,Oaxaca and Nayarit, Mexico’s leading states incoffee production.“The name of the brand resulted from thefact that the economy of Mazatlán revolvesaround fisheries and my father’s customerswere sailors from those fishing boats. In 2004Industrias Marino divided the industrial andcommercial divisions of business, in order toestablish alliances with American companies.Ever since then, we operate Industrias Marino,which is a part of Grupo Marino,” says ArturoLizárraga, general director of Industrias Marino.The business of the Lizárraga family, whichstarted with 10 people, now employs 850 staff inits plants in Mazatlán and Guadalajara.Café El Marino has been in the US marketsince 1966 and now it holds an FDA approval.Besides the US, Industrias Marino’s productsare sold in countries like Canada, PuertoRico, Korea, Panama, Nicaragua, Japan, Iceland,New Zealand, Germany, Macedonia, Poland,The Netherlands, Taiwan, Russia, Chinaand El Salvador.“Mazatlán has become a strategic locationfor us, because it provides access to naturalmarkets and we have the ability to respondpromptly,” says Arturo Lizárraga. He also explainsthat 60% of Café El Marino’s annual productionis sold abroad. The company exportssome 130,000 sacks of coffee per year and in2010 it received the National Exports Award–the Mexican Business Council for ForeignTrade’s (COMCE, according to its Spanish acronym)annual award.“We produce all sorts of coffee presentations:roasted, ground, soluble, as well as by-products,including powdered cappuccino,” says ArturoLizárraga. The company also markets sugar,jelly powder, chocolate, vanilla and strawberryflavoredbeverages, among other products.To strengthen its presence in the Mexicanmarket, Sugar Foods Corporation establishedan alliance with Industrias Marino to marketsweeteners like Sweet’N Low, salad croutons,canned seafood, toasted bread, cereals, seeds,to name just a few. Some of these products areproduced at the Industrias Marino plant inGuadalajara.HUMAN FACTORAS VALUABLE AS GOLDArturo Lizárraga believes that the devotionof the Industrias Marino team has been thekey to its success. “People have always beenan invaluable asset to make this a successfulcompany,” he says.Along with the human factor, the qualityof products, clients’ loyalty and ongoing stafftraining have built Industrias Marino as a solidcompany both in the domestic and internationalmarkets.“Our customers know for a fact that Marinoproducts will always give them the qualitythey are used to get. While we have madechanges on the image of our products, we havealways been very cautious to meet our customers’specifications and that has resulted incontinued business with them. Our worldwidecustomers’ taste is extremely demanding. Thequality of our products has helped developsuch taste and customers are reassured thatany of our products will always offer the samequality,” Lizárraga continues.With more than 60 years in the market,Industrias Marino is now looking upon newhorizons.“The way we see things is that we needto adapt to change. We feel we are preparedfor new, shifting, dynamic markets and arecapable of doing so; to look for new ways tomarket coffee while meeting each market’sexpectations. We will continue to diversifyour food products and make full use of ourmanufacturing capacity,” Arturo Lizárragaconcludes. nwww.cafemarino.com.mx

32 Negocios photos archiveA Combinationof Fair Tradeand MillenaryWisdomWith an annual growth rate of 32% since 1988, Quali fosters the developmentof amaranth growers and promotes the consumption ofnutritional products around the world.by antonio vázquezFor three decades, Qualihas strengthened agriculturalsustainability and has bene an advocatefor the recovery of ancientMexican food practices.Back in 1980, promoters from Alternativas yProcesos de Participación Social (Social ParticipationAlternatives and Processes) began a regionalsustainable development process in ruralareas in the state of Puebla, in Central Mexico.By 1983, the association started promoting amaranthplanting in the state. Amaranth is a proteinand iron rich plant that ancient Aztecs grew andate because of its nutritional properties. Besidescorn, beans and chía, amaranth was one of thestaple foods for the Aztec civilization.Due to its abundant growth in temperateweather, it has developed naturally in the regionsof Puebla known as Mixteca-Popoloca, particularlyin the municipality of Tehuacán, as wellas in the neighboring state of Oaxaca. Since itsinception, Qualifocused its energy onthese two states in an effortto preserve millenaryMexican foods.Not only did Qualiseek to create profits bypromoting amaranth production,“in order to ensure afair grain price for growers” butalso decided to foster the developmentof a processing plant to turngrain into processed foods and to createjobs for growers’ families throughout the year.“That is the genesis of the group of social companiesthat make up Quali as a cooperative,”says Carmen Martínez, commercial directorof the company.

Mexico’s Partner qualiThe average annual growth of the companyafter over two decades of activity is 32%. Itis now in the process of strengthening itspresence in the US market, which is constantlydemanding healthy foods.Quali’s agro industrial chain made up oflocal growers is based on respect and care ofwater and land for organic production. Qualiuses natural inputs that ensure food productsproduced are safe and chemical-free.“Quali has developed competitive advantagesin all three segments of the productionchain. First, growers are members of a cooperative,which is a part of the group. This enableslong-term relations, based on voluntaryagreements. Second, production technologyenables to harvest in arid land by making thebest use of rain moisture, thus limiting lossesto drought. The third and main advantage ofQuali is the design and manufactureof its own equipment andmachinery,which it develops at its own technology center.This enables to make continuous improvementsas a quick response to challenges andlessons learned in the production process,”Martínez explains.The commercial director of the companystresses the fourth factor that has given Qualian advantage both in domestic and internationalmarkets: the high nutritional value andhigh quality level of the food products preparedwith amaranth.Quali is a socially responsible companyserving the region’s development. That hasresulted in empathic bonds between thosewho plant and harvest amaranth and thecompany, which has developed a successfulagro industrial model.“We incorporate contributions from cooperativemembers through the whole agriculturalprocess. Quali encourages experiencesharing through regional meetingsbetween members. Such meetingsare the perfect occasionto share knowledge on fertilizers,soil preparations,organic pest control andharvesting, just to name afew of the exchanges,” saysMartínez.Sharing this wisdom, inheritedfrom ancient timesand passed on from onegeneration to the next, hasresulted in its selection to representLatin America at the InternationalCouncil of the Slow Foodmovement which started in Italy andpromotes a new philosophy: to blend apleasure in tasting with knowledge wheneating. Currently, the Slow Food Movementis present in more than 50 countries.Quali produces five lines of nutritionalproducts to meet their customers’ demands.Snacks, candies, cookies, flour and cerealsare the five categories of a total of 27 productsmade of amaranth. The company closes thiscircle by supplying their customers with nutritionadvice on the use and consumption ofamaranth.“Quali’s goal is to improve families’ nutritionallevels, particularly in children. Thusthe emphasis on producing candies, snacks,cookies, milk shakes and beverages, becausethey are very attractive to children,” Martínezexplains.Quali has earned over a dozen awards.These include the National Agricultural FoodsAward in 2008, the Award for Merits on Ecologyin 2005, the Technology Against DesertificationAward, granted by the United NationsProgram for Development (UNDP) in 1998,and the Biodiversity Conservation Award, presentedby Slow Food in 2002.The high quality of Quali’s amaranth productsenabled the company to start exporting in 2004.Its main markets are Italy and Switzerland.“The international market has asked usfor the same things they demand from anyexporter in the world: responsibility, meetingspecifications and agreed timelines,” Martínezexplains.The average annual growth rate of thecompany after over two decades of activity is32%. It is now in the process of strengtheningits presence in the US market, which is constantlydemanding healthy foods.“Quali’s food products target people whocare about improving their nutrition and whoare also interested in ethical consumption,”concludes Martínez. nwww.quali.com.mx

34 Negocios photo courtesy of grupo thmTekitoma,Tomato GrowersWorking TogetherMexico is seeking to consolidate its market advantagein tomato exports with the creation of a national brand.by karla garduñoTomatoes are an importantMexican product on internationalmarkets, accounting foralmost 20% of the total valueof the country’s agriculturalexports, according to the National Statisticsand Geography Institute (INEGI, for its acronymin Spanish).And their value has increased two-foldover the last 10 years, with tomato salesamounting to 29 million usd (11%) of total agriculturalexports valued at 255 million usd asof July 2001.Mexico is one of the world’s leading tomatoexporters, because its product complieswith international quality and food safetystandards, says Manuel Cázares Castro, a nongovernmentrepresentative of the TomatoProduct System and president of the SonoraTomato Farmers Board.Recent data from FAO (2008) corroboratesCázares’ statement but reveals that whileMexico does indeed rate among the countrieswith the largest amount of tomato exports interms of volume (approximately one milliontons a year), it rates only third in terms of thevalue of these exports after The Netherlandsand Spain. Mexico’s tomatoes fetch one thousand800 usd a ton, while at the other end ofthe scale are countries like India, where a tonof tomatoes has a market value of 237 usd.“Normally we would focus on the farmingside and leave the sales aspect to an intermediary,which didn’t always work out inour best interest. Either brokers wouldn’t paythe agreed price or would sell below marketvalue. There was uncertainty and the mostaffected party was the farmer, who puts a lotof time and effort into growing and harvestinghis tomatoes,” says Cázares.Mexico’s tomato growers have taken varioussteps to turn this disheartening panoramaaround. With the backing of ProMéxico andSAGARPA, they have formed their own tradingcompany to shore up the supply chain.In August 2011, the first 20 ton-shipment ofTekitoma tomatoes –harvested in 13 Mexicanstates– left for the US.“In the Yaqui, Mayan and Náhuatl dialectstekitoma means ‘the men and women of Mex-

36 NegociosTop ten producers IN 2010StateSurface(hectares)Production(tons)Value ofproduction(milion pesos)Sinaloa 14,095.68 687,056.78 3.24Baja California 3,562.80 221,626.18 2.53Michoacán 5,264.80 155,354.04 0.67Zacatecas 3,503.00 144,360.83 0.67Jalisco 1,861.75 140,801.90 0.99Baja California Sur 2,306.00 103,212.02 0.74San Luis Potosí 2,241.50 98,093.00 0.74Estado de México 1,483.30 81,711.93 0.56Guanajuato 870.05 80,459.99 0.76Morelos 2,162.10 70,337.21 0.61Source: Ministry of Agriculture, Livestock, Rural Development, Fisheries andFood - Servicio de Información Agroalimentaria y Pesquera (SIAP).* Figures from January to July 2011.Mexican tomato in numbersYearCultivatedSurface(hectares)Production(tons)Exports(million usd)2000 75,098.52 2’086.029.72 462.522001 76,687.80 2’149,931.61 532.432002 69,814.04 1’989,979.23 609.432003 70,390.37 2’171,159.43 868.462004 75,605.28 2’314,629.90 909.392005 74,354.56 2’246,246.34 881.472006 66,509.39 2’093,431.59 1,119.342007 66,635.31 2’425,402.77 1,068.622008 57,248.08 2’263,201.65 1,205.392009 53,572.62 2’043,814.55 1,210.762010 54,510.59 2’277,791.43 1,618.072011 32,519 651,355 1,430.94day laborers, who work only during harvestseason.Total annual production of the 13 states involvedin the project has an estimated value of1.15 billion usd.“The main actor here is the social sector.Cooperatives and indigenous communitiesparticipate alongside private enterprise. Thatis what differentiates us. We are united by acommon need. States with advanced technologylike Sinaloa, which is the number one inthis respect, participate on an equal footingwith states like Sonora, Baja California, Morelos,Michoacán, San Luis Potosí, Guanajuato,Oaxaca, Zacatecas, Nuevo León, Puebla, Veracruzand even Chiapas,” says Cázares.TOMATOES HERE, THEREAND EVERYWHEREIt is expected that Mexico will produce morethan 2.4 million tons of red tomatoes in 2011.Eight states in Northern Mexico –Sinaloa,Baja California, Baja California Sur, Tamaulipas,Coahuila, Sonora, Nuevo León and Chihuahua–account for 55% of the total production,according to INEGI figures.That is because these northern stateshave more advanced farming technology –arequirement in the absence of ideal tomatogrowing weather. States with better weatherdon’t require irrigation systems, for example.And while central and southern states –mainlyMichoacán, Jalisco and San Luis Potosí–have traditionally supplied the domestic market,northern states have focused on exportmarkets due to their proximity to the border.This explains some of the differences betweenMexico’s southern and northern statesin terms of technology and the financial assistancethey receive and why every year, thousandsof laborers make their way North fromsouthern states like Guerrero, Oaxaca andChiapas during harvest season.“The northern states appear to be technologicallyadvanced. For example, Sinaloa,which has been producing and exportingtomatoes for 100 years; Sonora and Baja California,which work together and to a certainextent benefit from this know-how, but on theissue of financial assistance, I know for a factcertain states have received assistance for protectedagriculture projects. What we are dealingwith here, however, is a nationwide projectand we need to find a way to make sure everyonegets a slice of the pie because we’re inthis together and that’s what makes this sucha unique, historic project and definitely not aneasy one to coordinate,” says Cázares.Many challenges lie ahead but significantheadway has been made. In 2010, productionincreased 7% and that upward trend has continuedthroughout 2011. Furthermore, productionis no longer limited to globe and saladtomatoes but has branched off into cherry,grape, campari and less common varieties, toensure prices remain competitive.“If we can diversify and coordinate production,we can maintain good prices and goodmarkets. But we can only achieve that if westick together, which is why all 13 states arepooling their efforts. We’re lucky in that we’vebeen able to find institutions and governmentofficials willing to support us in this endeavor,”concludes Cázares. nTekitoma13 states involved1. Michoacán2. Morelos3. Puebla4. Oaxaca5. Veracruz6. Nuevo León7. Zacatecas8. San Luis Potosí9. Guanajuato10. Sinaloa11. Sonora12. Chiapas13. Baja California

Mexico’s Partner Agrícola Chaparralphoto Lenore gloverFrom the Fieldsof Sinaloa to thePizzas of the USAgrícola Chaparral exports some three million cratesof tomatoes and peppers to the US every year.The fertile soil of Sinaloa innorthwest Mexico and themarkets of the US have provento be the perfect match forAgrícola Chaparral, a companythat specializes in the production and exportof bell peppers, grape and globe tomatoes. In2009, exports to the US totaled three millioncrates –one fourth of the company’s annualproduction.Agrícola Chaparral has been operatingfor six decades and is a well-known name inthe business, particularly in the US where itsinfrastructure has enabled it to reach millionsof homes.Quality produce has come to be synonymouswith the state of Sinaloa, which isblessed with good weather nearly all yearround. In 2010, no less than four agriculturalcompanies from Sinaloa received the NationalExport Award by Mexico’s Trade Board. AgrícolaChaparral won in the “Large AgriculturalExporter” category.In his acceptance speech, Agrícola ChaparralDirector Sergio Esquer revealed that thesecret to the company’s success is its physicalpresence in the US. “That means we can meetdemand on a high value market without theneed for intermediaries,” he said.But that’s not where Agrícola Chaparral’scompetitive advantages end. The company hasits own transport fleet, plus the technology andland to harvest tomatoes and peppers all yearround. Additionally it offers packaging servicesto other producers, due to the safety, physical,chemical and microbiological quality of itsproducts, which are fully certified.Social responsibility is another area inwhich Agrícola Chaparral has made a stand. InAugust 2010, the company signed the UnitedNations Global Compact in the presence of UNSecretary General Ban Ki-Moon, along with300 other Mexican companies. By subscribingto that strategic policy initiative, AgrícolaChaparral has effectively agreed to align itsoperations with 10 universally accepted principlesin the areas of human rights, labor, environmentand anti-corruption.In February 2011, Sergio Esquer announcedthat the company planned to purchaseland in the neighboring Pacific coaststate of Nayarit, substantially expanding its500-hectare holdings in Sinaloa. In 2011, 27hectares of red and grape tomatoes and redbell peppers will be planted in the municipalityof Compostela and, with productionexpected to increase to 200 hectares overthe next five years, consumers in the US, andquite possibly Japan, can be assured a tasteof Mexico in their salads, pizzas, ketchup andjuice. nwww.agricolachaparral.com

38 Negocios photo ARCHIVEAneberriesSweet Talks MarketsSome of Mexico’s top berryexporters join forces to produceunbeatable quality.“United we stand” is a catchphrase oftenrepeated by superheroes in comicbooks but in the very real world of businessit actually means something. Theproof of the pudding is in the NationalBerry Exporters Association (Aneberries, accordingto its Spanish acronym), a recentlyformed group of the country’s leading berryproducers and exporters that is sweet talkingits way into markets in the US and Europe.Mexico’s semitropical climate gives it anatural competitive edge in the production of

Mexico’s Partner AneberriesThe group’s members are all major berry growers andexporters, the vast majority of which are located in CentralMexico, in the states of Jalisco and Michoacán, although someare in the northern state of Baja California and others arebased in Colima, a central state on the Pacific coast.strawberries, cranberries, blackberries andraspberries. “We have the best blackberriesin the world as far as flavor and quality go,”says Humberto Maldonado, food safety managerat Driscoll’s Operaciones, an Aneberriesmember.Aware of the potential of Mexico’s fertilesoil and clement weather, Mario Steta beganworking with berry producers in 2009. Oneyear later, in June of 2010, Aneberries was officiallycreated. An experienced farmer, Stetais the driving force behind the association,which has progressed in leaps and bounds in arelatively short time and is now well on its wayto achieve its goal of guaranteeing that all theberries produced by its members comply withinternational food safety standards.The group’s members are all major berrygrowers and exporters, the vast majority ofwhich are located in Central Mexico, in thestates of Jalisco and Michoacán, althoughsome have operations in the northern state ofBaja California and others in Colima, a centralstate on the Pacific coast. Harvest seasons herevary, which means Mexican grown berries areavailable nearly all year round.Aside from mediating between exporters,government entities and buyers in Mexico andabroad, Aneberries’ mission is to bring newmembers on board, guarantee the safety ofits products, promote berry exports and tapinto new markets, professionalize and keep itsmembers informed of new technical developmentsand scientific know-how, protect theenvironment and support research in the interestsof the sector’s development.The future looks “berry” promising. Mexicohas been supplying the US market withstrawberries for almost half a century butconsumer demand for both fresh and frozenstrawberries is on the rise, as is demand forstrawberries by the processed foods industry.According to the Ministry of Agriculture,Livestock, Rural Development, Fisheries andFood (SAGARPA, according to its Spanish acronym),Mexico accounts for the bulk of freshstrawberry imports in the US, where it holds a7% share of the strawberry market.According to Humberto Maldonado,Mexico utilizes more land for the productionof blackberries than any other country in theworld.A study conducted by Aneberries foundthat Mexican strawberries could be highlysuccessful in Germany, Canada, Italy and theUK, due to their outstanding flavor and quality.To ensure its products are not only tastybut also comply with the most stringent foodsafety standards in the world, Aneberries isupdating its members on the new Food SafetyLaw issued by the FDA. The goal is to bringMexico into line with the US and the EU regardingthe type of pesticides and chemicalsused in the production of its berries and theidentification of critical control points.

40 Negociosphoto ARCHIVEAneberries estimates thatMexico’s berry production willincrease four-fold over the nextfive years.Aneberries is also working with the Universityof Guadalajara (UdeG, according to itsSpanish acronym), the second largest in thecountry, on a study to determine raspberryand strawberry contamination risks, while itsproducts have been certified and its processesaudited by ProMéxico, the governmental entityset up to coordinate strategies to promoteMexico’s participation in the global economy,namely through exports.Mexico’s supermarket shelves and thethousands of crates of berries already exportedare proof of the success of these strategies.According to SAGARPA figures, 14,384 hectaresof strawberries, raspberries, blackberriesand redcurrants were planted in Mexicoin 2009 –almost twice the area planted in2000– while 364,156 tons of berries wereharvested, creating over 81,300 direct jobsduring the process.In 2010, six thousand 500 hectares of strawberrieswere planted, yielding three thousandcrates per hectare. This year, the strawberryharvest was valued at 234 million usd, of whichexports accounted for 163.8 million usd.Of the 12,000 hectares of blackberriesplanted, production stood at three thousandcrates per hectare, with a total value of 324million usd, of which 226.8 million usd correspondedto exports.Some one thousand hectares of raspberrieswere planted, with a harvest valued at 45 millionusd, 31.5 million usd of which were exportrevenues.The cranberry harvest yielded 850 cratesper hectare across 850 hectares and was valuedat 13.7 million usd, with exports making upnine million usd.Aneberries estimates that Mexico’s berryproduction will increase four-fold over thenext five years. Soon millions of consumersworldwide will be able to enjoy the sweet berriesproduced in Mexican soil thanks to Aneberries,whose producers stand united. nwww.aneberries.mxANEBERRIES MEMBERS14 Companies, One GoalAgrana Fruit MéxicoAgro SuperiorBerries ParadiseHortifrutBerrymexDriscoll’s OperacionesAgroindustrial El MolinitoExpoberriesExportadora Internacional de FrutasHurst’s MéxicoMagromexSplendor ProduceSun Belle MéxicoVBM Giumarra

42 Negocios i The LifestyleActors Inf luencingMexico’sContemporaryArt Sceneby christian obregónIt’s no secret that Mexico’s contemporary art scene is thriving.In recent years, actors from practically every corner of theindustry have made the pilgrimage to what is now viewed asthe promised land of creativity. Cultural assets have becomehard currency and Mexico is cashing in on the domino effect.Year in, year out, gallery owners, artists, collectors, curators,the media, foundations, expo organizers and tourists –fromthe accidental to the opinionated– come to Mexico, curiousas to why the country’s name crops up again and again, in acreative industry whose economic and social input should notbe underestimated.We bring you nine actors who are shaping Mexico’s art scene.

the Lifestyle feature contemporary art in mexicophotos courtesy of Melanie smith / Rafael ortega & Galerie Peter KilchmannMelanie smithPioneerBritish artist Melanie Smith is one of the founding members of the contemporaryart scene in Mexico. Born in Poole, England (1965), Smith moved toMexico City in 1989 –an experience that has enormously influenced herworks ever since. Her earlier pieces considered Mexico City itself, recordingits multitudes, its banality and its clandestine nature. The most outstandingpiece from that cycle is her video Spiral city (2002). In 2011, Melanie Smithrepresented Mexico at the 54th Venice Biennial with her show Red SquareImpossible Pink, featuring three pieces: Aztec stadium. Malleable Deed (Video,2010) –it consists of mosaics created by 3,000 students from Mexicanpublic schools, who compose various images from the history of art, suchas Malevich’s Red Square, as well as from Mexican nationalist and evenfrom the popular images of mass culture–, Package (Video, 2010) –an affectivemass that fixates on different symbolic orders to disturb, interrupt andabove all, hinder the flow and symbolic network of a variety of historical, political,social and economic registers– and Xilitla: Dismantled 1 (Video, 2011)–in which the artist disassembles the surreal construction mechanisms thatthe British poet and patron of the arts Edward James used to build Las Pozas,his semitropical enclave near Xilitla, San Luis Potosí.

44 Negocios i The Lifestyle photos Archive / courtesy of marcos castroGABRIEL OROZCOAcclaimedOne of the more controversial figures of the Mexican and internationalart scene, Gabriel Orozco (Xalapa, 1962) has produced a multidisciplinaryoeuvre that exploits virtually every known medium and material.A graduate of the National School of Plastic Arts (ENAP) at theNational Autonomous University of Mexico (UNAM), this conceptualdissident intentionally sets out to distort conventional meaning. Orozcobegan to gain international repute in the late 1980s when he moved toMadrid to continue his studies. By the mid 1990s, he was rated one ofthe most highly valued living artists on the planet, credited with bringinga new lease of life to modern artistic discourse. Tradition, design, appropriationand intellectual puns, all come into play in the work of this artist,whose most paradigmatic pieces include an oval pool table entitled Ovalwith Pendulum, Black Kites, a human skull-cum-chess board, and EmptyShoebox.In 2002, Juan Carlos Martín directed a documentary on Orozco, anda complete retrospective of the artist and his work made a tour of Mexico,the United States, Switzerland, France and England between 2009and 2011. He is currently living and creating in New York.

the Lifestyle feature contemporary art in mexicoMARCOS CASTROUp and ComingMarcos Castro (Mexico City, 1981) raises new questions about the connectionbetween art and the environment. Stylistically, this up and comingartist shows a marked preference for audiovisual media but it is his drawingsand engravings that have located him on the contemporary art map.A graduate of the prestigious Esmeralda Art School in Mexico City, Castrois heir to the cultural legacy of previous generations of artists who brokewith exacerbated “Mexicanism.” His is an intimate universe, populated bytrees, wolves, bears, deer, clouds and other elements of the natural worldthat merge to create a mystical, oneiric alternative to today’s concept-obsessedart world. Bus Roots –a series of bus-borne mobile gardens createdwith the backing of the Louvre Museum and the Jardin des Tuileries– isthe most recent project by this natural born nomad, who is always on thelookout for fresh inspiration. Definitely an artist to keep track of, judgingfrom the number of heads Bus Roots turned on the streets of Paris.

46 Negocios i The Lifestyle photos ArchiveGONZALO LEBRIJASubversiveAnarchic and iconoclastic, Gonzalo Lebrija (Mexico City, 1972) is knownfor the cinematographic-like quality of his work, which analyzes powerstructures using media and materials that run the whole gamut, fromvideo and photography to sculpture and installation art, formats he combinesto imbue traditional art concepts with new meaning. The artistsubverts reality by means of the very same elements that shape it; a paradoxthat jolts the spectator out of his complacence and forces him to livethe aesthetic experience to the fullest. Lebrija’s theoretical musings takeon substance in his object art, which reveals nostalgia for the past and apassion for motorized vehicles, especially vintage automobiles, which heeither reinterprets or uses to illustrate that perception is not limited toconventional logic or even, the force of gravity. His most recent solo exhibitionran from April through August 2011 at the Modern Art Museumin Mexico City.

48 Negocios i The Lifestylephotos álvaro argûelles / courtesy of colección jumexJOSÉ NOÉ SUROInnovatorJosé Noé Suro Salceda has played a decisive role in changing the wayart is produced in Mexico. An entrepreneur with an eye for an overlookedmarket niche, Suro’s “art factory” in Tlaquepaque, Jalisco, hasproduced works by artists of the likes of Eduardo Sarabia, MiguelCalderón, Thomas Glassford, Eric Wesley, Phillipe Parreno, JohnBaldessari, James Turrell, Liz Craft and Joep van Lieshout, to namejust a few.Founded in 1951 by Noé Suro Olivares, Cerámica Suro originallyspecialized in the production of arts and crafts but José Noé Suro decidedto take the family business down a new path, motivated by hispassion for art and the business potential of this glaring gap in themarket. Today the company applies its experience to the manufactureof works that comprise the contemporary art collections of some ofthe world’s most prestigious museums.

the Lifestyle feature contemporary art in mexicoEUGENIO LÓPEZCollectorEugenio López Alonso (Mexico City, 1969) has always had a passion forart, which he has channeled into the Colección Jumex, one of the largestart collections in Latin America, that showcases its creator’s good tasteand love of vanguard artistic trends. Part of a series of initiatives designedto reposition the family beverage business and promote creative talentin Mexico, from the outset López’ mission was to offer the general publicaccess to a collection that is essentially private. Some 80 million usd wereinitially invested to acquire works by internationally-acclaimed artists.Today the collection –officially unveiled in 1999 in an annex of GrupoJumex in Ecatepec, Estado de México– boasts over two thousand worksof art, mainly by artists born between 1960 and 1980. Having recentlysettled into its new home at Plaza Carso in the Polanco district of MexicoCity, the collection will enjoy greater public exposure now that it is withincloser proximity to the city’s museum circuit.

50 Negocios i The Lifestyle photos courtesy of sofía hernández chong cuy / courtesy of taxi around the artSOFÍA HERNÁNDEZ CHONG CUYCosmopolitanThe role of the curator has taken on new meaning thanks to SofíaHernández Chong Cuy (Mexicali, 1975), who has spent the last 11 yearsdreaming up new ways of bringing society into contact with art. A fulltimeresearcher with an experimental mindset, Hernández graduatedfrom New York’s Bard College with a degree in Curatorial Studies andhas helped oversee international exhibits for organizations like Art inGeneral, the Americas Society, the Kadist Art Foundation, the BuenosAires Museum of Latin American Art (malba), the Vilnius ContemporaryArt Centre in Lithuania and the documenta contemporary art exhibitionthat takes place every five years in Kassel, Germany. A few monthsago, she stepped down as director of Mexico City’s Rufino Tamayo Museumto take over as curator of the Colección Patricia Phelps de Cisneros(cppc). Based in New York City and Caracas, the cppc is deemed the bestcollection of Latin American art ever assembled.

the Lifestyle feature contemporary art in mexicoTAXI AROUND THE ARTIndispensableWith only four issues on its meter, Taxi Around The Art is rapidly becominga must for both critics and would-be art buffs. The mission ofits editorial team is to “make contemporary art accessible to the generalpublic” by acting as a bridge that narrows the gap between creators andspectators. What sets this magazine apart from its peers is its all-inclusiveapproach. Taxi Around the Art doesn’t get bogged down in curatorial orartistic discourse but rather explores the role of other actors in the industry,such as art promoters, collectors, manufacturers and exhibit organizers.A publication that takes the pulse of Mexico’s art scene makes for interestingspecialized reading, while avoiding the technicalities that mightsend the less academically-inclined reader straight to another shelf onthe newsstand.

52 Negocios i The Lifestyle photo courtesy of Luis adelantado méxico

54 Negocios i The Lifestylephotos courtesy of Luis adelantado méxico / courtesy of unamThe art world is a closedcircle and we need to makeit possible for young peopleto break into it by creating apure atmosphere.— How long have you been in Mexico andwhy did you choose to work here?I opened the gallery two years ago but I’ve beenworking in Mexico for 15 years now. I’ve beenparticipating in Zona Maco for a long time andhave good clients but, more importantly, a lot ofvery good friends.— What is it that strikes you most aboutMexican culture?What I find most fascinating about Mexicans ingeneral is their character. They are good communicatorsand are very friendly. Mexico’s mostvaluable asset is its people, without a shadowof a doubt.— What do you think of Mexican gallerygoers and how have they responded toyour shows?I’m glad to see that young Mexicans are graduallycarving out a place for themselves in the artworld. They go with the flow. You can tell they’remotivated and interested. And those who canafford it contribute by buying art.— What is your opinion of contemporaryMexican art?I’ve always had an interest in Mexican art. I’veworked with many Mexican artists, even beforeI set up my gallery here. Competitively speaking,their work is of international standard. Theyare just as good as artists from other countries.— What projects do you have in the pipelinefor your gallery in Mexico?Just recently, we opened an exhibition by DaríoVillalba, who represented Spain at the 1975 VeniceBiennale. He’s an excellent artist, althoughhe’s getting on in years. Definitely not one tobe missed!On a different note, this March I set up a juryof critics to take part in a project that is verydavid miranda agorafobiaclose to my heart. For the last 12 years, I’ve beenfinancing a competition for young artists at mygallery in Spain. Emerging artists are asked tosend in a simple dossier and we organize anexhibition of the works selected. It’s very motivatingfor them. I’m doing something similarin Mexico.This year, artists from various countriessent in dossiers and one of those selected was avery young but very talented Mexican artist. I’mproud to announce my gallery in Mexico Citywill be staging his solo exhibition and it would begreat if other galleries could help promote him.We have six projects planned for 2012. Wehaven’t settled on any dates yet but the selectionprocess has been completed and I’m confidentthe exhibitions will meet with success.— What advice would you give young artistswho are trying to make a name forthemselves in the art world, especially inMexico?The situation hasn’t changed much in a longtime. There are more artists than galleries. Fewartists make it big but I’m seeing more and morestudents and more young people set on gettingthere. It’s very exciting. Acclaim is meant to beenjoyed but so is the path to achieving it. Talentand originality are what matter most inmy book.My advice to young artists would be not to siton their laurels. They need to get out there andattend exhibitions, soak up all the art they can,go to conferences, participate in competitions athome and abroad. I can’t stress the importanceof that enough, because at every competition,at every fair, at every exhibition is a differentcurator and there’s no knowing who they’regoing to pick. They need to get exposure so theirwork can be exhibited at a gallery. Once they’vereached that milestone, the rest is much easier.— What strategies do you think are neededto instill an appreciation and interest inart among young people?Young people need our support. We have tomake it easier for them by awarding morescholarships and motivating them. We need toencourage them to play an active part in localcultural events and, where possible, provide economicassistance so they have more free time tostudy and visit museums and galleries at homeand further afield.The art world is a closed circle and we needto make it possible for young people to breakinto it by creating a pure atmosphere. Just as I’minvolved in this project to support young emergingartists, so should other galleries be doing theirpart. Like any venture, it has its risks but in mycase I’m pleased to say these have been morethan outweighed by the results. Some excellentartists have emerged. n

Profile Thomas GlassfordThomas GlassfordThe Dichotomiesof Having a Footon both Sidesof the Borderby maría josé esteva

56 Negocios i The Lifestylephoto kent wangAmerican by birth, Mexican by choice, there can be no understanding Glassford’swork without taking into account the influence Mexico has had on it.Since November 2011, ThomasGlassford’s Xipe Tótechas been illuminating thebuilding that housed theMinistry of Foreign Affairs(SRE, according to itsSpanish acronym) designedby Mexican architect PedroRamírez Vázquez in the 1960s.Glassford’s intervention coversall four facades of this iconicbuilding –now a university culturalcenter– in the Tlatelolcodistrict of Mexico City.Born in 1963 in Laredo, Texas, ThomasGlassford has been living in Mexico since 1990.The fact that his parents’ home was on the borderof Mexico and the US had an indisputableinfluence on his approach to art and culture, asthe artist himself commented during a conversationwith Rose Mary Salum three years ago:“Their house was right on the border and itwas an extension of the Sonora desert. And theriver that passed nearby, literally from anothercountry, made me think of the dichotomies ofthe environment and landscapes of culture.”This fork in the road was to become theleitmotif of his work as an artist. Another recurringtheme is the juxtaposition of the organicand the synthetic, as illustrated in “Untitledwith Hose and Faucet” –one of the pieceson show at the collective Colección Jumexexhibition, Destello, under the curatorial supervisionof Osvaldo Sánchez. Here we can seea gourd –the fruit of the calabash used by pre-Hispanic civilizations to store and transportwater– sharing the limelight with hoses and astainless steel faucet. What’s interesting aboutthe piece is the coming together of opposites,

Profile Thomas Glassfordhow the natural and the man-made appear totake their place alongside each other in an uncannilynatural fashion.Also on exhibit at Destello is Glassford’sAutogol –a piece from his solo exhibit of thesame name staged in Mexico when he hadbeen living in the country for only a shorttime. Sprayed with auto paint, this fiberglasssculpture of a chili pepper with its stalkturned in on itself, reveals a very Mexicansense of humor that is always welcome in anart world that tends to take itself too seriously.After all these years living and working inMexico, it seems Thomas has acquired a tastefor the irreverent.The artist’s work is currently on publicdisplay at the Tlatelolco University CulturalCenter (CCUT, according to its Spanish acronym)in Mexico City. Up until a few yearsago, this iconic building housed the Ministryof Foreign Affairs; today Glassford celebratesits rebirth with an intervention called XipeTótec in honor of the Aztec god referred toas “Our Lord the Flayed One.” Legend has itXipe Tótec shed his skin to feed mankind, justas Tlatelolco has shed the old and embracedthe new.“It’s an attempt to give it a new sense ofplace,” stated the artist at its unveiling.During the day, the thin mesh coveringthe building is barely discernible but comenightfall it lights up in blue and red, like anurban lighthouse guiding us to a place whereMexico’s pre-Hispanic and colonial past coexistswith the Mexico of the present. That placeis the Plaza de las Tres Culturas (Square ofthe Three Cultures), where the CCUT standssurrounded by structures representing eachof these three eras in the country’s history.Joining the ranks of this cultural heritage isXipe Tótec, which represents Mexico’s brightfuture.And for those who are concerned abouthow much electricity an intervention of thismagnitude requires, Glassford is quick to emphasizethat the LED lights it is made of consumeno more than two average households.In the words of CCUT’s Director Sergio Arroyo,Xipe Tótec is neither an eccentricity nora decorative element; it is a highly audaciousintervention that is at once a token of hospitality:“A sign of life.”American by birth, Mexican by choice,one cannot understand Glassford’s workwithout taking into account Mexico’s influenceon it. The opposite also holds true: inthis dichotomic tug of war, there can be nodenying Glassford has helped shape the faceof contemporary Mexican art. His relationshipwith Mexico, the Mexico he has calledhis home for the last 20 years, is a mutuallyfruitful and appreciative one. n

58 Negocios i The Lifestylephoto courtesy of luis adelantado méxicoWHEN MEXICANGALLERIES CROSSEDTHE BORDERSThe Art Fair StrategyMany factors have intervened in the increasing internationalization of Mexican art, notleast the country’s growing participation in art fairs and biennials. ARCOmadrid, ArtBasel, Scope, Pulse, Armory Show, ArtBo and ArteBA are just some of the internationalevents Mexico’s galleries make an annual date with, without forgetting Zona Maco, themost prestigious homegrown contemporary art fair.by mariana pérez montes

Art contemporary art galleriesWhen it comes to contemporary art,internationalization is not standardization.Immersed in this dichotomy,Mexican contemporary art is notabout a loss of cultural identity butrather a constant dialogue between artists from every cornerof the globe.The complex world of art, with its many and varied mediums,forms and discourses, has made it possible for American,Asian, European and Latin American artists to discover moreaffinities and commonalities than ever before.In other words, nationality alone can no longer open doorsin the art world. In 2001, José Kuri, owner of renowned kurimanzuttoGallery, said that the dialogue Mexican art had struckup beyond the country’s borders in the past now takes place ona more equal footing. “If we recall the 80s,” he said, “it was a timewhen a much more ‘folkloric’ art suddenly experienced a boom,art that perhaps trivialized Mexican issues that were easier forforeigners to digest. Now it’s a much more leveled dialogue.”In the 90s, Mexican art made the leap from being perceivedas peripheral –through the lens of otherness and exoticism– toa fully fleshed member of the international community. Thischange was to have a permanent impact on the production andcirculation of Mexican art and can be attributed not only to artistsand curators but also, to gallery owners.“Mexico was late to embrace galleries but it is exciting to seehow much they have grown in such a short space of time,” saidthen ARCO (Feria Internacional de ARte COntemporáneo, AR-COmadrid) director Rosina Gómez-Baeza in 2005. And she wasright. Mexico has regained ground in the race to move art, to theextent that galleries are increasingly concerned with improvingtheir visibility and that of the artists they represent on the internationalarena.Whereas more established galleries in other countries haveopted to open branches in major cities worldwide –take Gagosian,for instance, which has galleries in New York, Los Angeles,London, Rome, Paris, Genoa, Hong Kong and Athens– in Mexico,it is a whole different story.Bar a few noteworthy exceptions like Hilario Galguera, whoran a gallery in Leipzig for two years and plans to open one inBerlin in 2012, most Mexican galleries don’t have established exhibitionspace and offices abroad. Coincidentally, Galguera representsand houses Damian Hirst’s show-stopping exhibitions inMexico City. So how have they managed to get that much-covetedinternational exposure? The answer is: by having an activerole in fairs and biennials.According to the Cuban art critic and curator Gerardo Mosquera,there must be some 200 biennials and established artisticevents taking place worldwide – a figure that reveals the dramaticincrease in international circuits for the promotion andsale of art. In recent years, Mexico has been making a concertedeffort to get a firm foothold in these circuits.As far as art fairs go, ARCOmadrid’s 2005 edition deserves amention. Mexico was the guest of honor during that year, whichset a precedent, not because Mexican galleries had never participatedin fairs or biennials before –indeed, many had takenpart in ARCO in previous years– but because it was the firstArt Baselstand of galería omr in art basel 2010

60 Negocios i The Lifestyle photo Archivetime the Mexican government and public institutions had lenttheir support.Mexico’s cultural authorities –CONACULTA (National Councilfor Culture and the Arts), INBA (National Institute of Fine Arts)and the Ministry of Foreign Affairs (SRE according to its Spanishacronym)– joined forces in support of the invitation extended byARCOmadrid, with more than satisfactory results. Spanish, Mexicanand foreign collectors saw and bought oeuvre by Mexicanartists, as did several Spanish museums and institutions.Galería Quetzalli, which participated with work by JesúsLugo, Francisco Toledo and Guillermo Olguín, sold over half thepieces it exhibited. The ARCOmadrid foundation purchasedworks by Mauricio Alejo and Damián Ortega; the MálagaCouncil bought works by Carlos Miranda; the Galician ContemporaryArt Center acquired drawings by Gabriel de la Moraand photographs by Daniel Lara; the Contemporary Art Museumof Castile and León went home with a silk screen print byCarlos Amorales and a piece by Dr. Lakra; Rufino Tamayo’s Dospersonajes sold for 55,000 euros and Diego Rivera’s Les vasescommunicants fetched 3,000 euros.Mexican galleries aim to increase their presence at eventslike these. The most popular ones on their calendar are Miami’sArt Basel, Pulse and Scope, along with two Latin newcomersthat are going from strength to strength: ArtBo (Bogotá, Colombia)and ArteBA (Buenos Aires, Argentina).Gallery owners take all the risk and while the cost of participatingin events like these can sometimes exceed sales commissions,attending a fair is generally good for business since ittranslates into international exposure for the gallery and theartists it represents, not to mention the chance to be part of majorpublic and private collections.Every year, Mexican galleries of all sizes and areas of specializationcan be seen at major art fairs. At the last edition of ArtBasel, big names such as kurimanzutto and OMR participatedalongside much younger galleries such as Proyectos Monclovaand Labor, illustrating that the playing field is relatively even.Since 2004, Mexico has been hosting its very own contemporaryart fair. Figures for the last edition of Zona Maco were extremelypromising: during the five days of the event, 31,000 peoplevisited a 10,000-square-meter exhibition center to see some1,000 artists represented by over 110 galleries from 20 countries.The hope is Zona Maco will continue to showcase the bestof contemporary art for many springs to come. Having a fair inyour own backyard is an unprecedented opportunity for Mexico’sgalleries -not only does it slash costs by doing away withthe need to transport work to another country or continent, butit also constitutes a long-awaited platform from which Mexicanart can take the plunge into international waters. It is no coincidence,then, that in recent years Mexican art has been makingbigger waves abroad than ever before. ngalería kurimanzutto. photo Michel zabé (courtesy of kurimanzutto)

Art contemporary art galleriesMexican GalleriesWithout BordersGALERÍA DE ARTE MEXICANOA pioneering force in its field, Galería de ArteMexicano was founded in 1935 by Inés Amor.Artists of the stature of Diego Rivera, JoséClemente Orozco, David Alfaro Siqueiros, RufinoTamayo and Frida Kahlo have graced its walls.Today, under the management of AlejandraR. de Yturbe and Mariana Pérez Amor, itrepresents key 20th-century artists like CarlosMérida, Gunther Gerzso and Gerardo Suter, aswell as younger ones like Edgar Orlaineta, whoare already making names for themselves.www.galeriadeartemexicano.comKURIMANZUTTOFounded in 1999 by José Kuri, Mónica Manzuttoand Gabriel Orozco, for almost ten years thekurimanzutto gallery led a nomadic existence.The fact that it didn’t have a fixed exhibitionspace became its signature mark until 2008,when it settled down in the San MiguelChapultepec district of Mexico City, motivatedby the need to concentrate its work and set up abase for its artists in Mexico. Many of the artistsit represents are internationally renowned,like Gabriel Orozco, Damián Ortega, CarlosAmorales, Abraham Cruzvillegas and Dr. Lakra,to name just a few.www.kurimanzutto.comLUIS ADELANTADO MEXICOA gallery owner from Valencia, Luis Adelantadohas forged strong ties in Mexican art circles,having participated in MACO for severalyears running. In late 2009, he decided toopen a gallery of his own in Mexico. His is acosmopolitan brood, featuring names likeSophie Calle, Oscar Carrasco, Marcos Castro,Folkert de Jong, Fendry Ekel, Jason Mena,Oswaldo Ruiz and Darío Villalba, among others.www.luisadelantadomexico.comHILARIO GALGUERAThe Hilario Galguera gallery opened in 2006 toa media hungry to see the work of Damien Hirst.In addition to this acclaimed British artist, thegallery represents Daniel Buren, Sante D’Orazio,Daniel Lezama, Bosco Sodi, Benjamín Torresand Mauricio Limón, among others.www.galeriahilariogalguera.comOMROMR has been influencing the art scene inMexico for the last quarter century. Foundedby Patricia Ortiz Monasterio and Jaime Riestra,some of its more well-known artists includeRafael Lozano Hemmer, Iñaki Bonillas, Gabrielde la Mora and Jorge Mendez Blake. El 52, aproject space dedicated to the work of emergingartists, was opened in 2009.www.galeriaomr.com

62 Negocios i The Lifestyle photo christian fausto bernalMexico’sMarkets, AGastronomicOdysseyA tour of Mexico’s colorful markets is the best way to get a feel for aculture that is synonymous with good food.by sandra roblagui“I traveled it for years on end, from onemarket to the next. Because the essenceof Mexico is in its markets,” wrote theChilean poet Pablo Neruda. Withouta doubt, one of the best ways to get afeel for Mexico is through its cuisine and, asNeruda suggests, the most authentic Mexicanfood is often found at local markets.Diana Kennedy, the famous English chefwho has spent the last 50 years rescuingtraditional Mexican recipes from oblivion, hassaid that one of her sources of inspiration arethe small, unpretentious restaurants foundamid the fruit and vegetable stalls of Mexico’smarkets. It was at the Chilapa market inGuerrero that she got her first taste of greenpozole, a dish she will never forget.Just as Chilapa wouldn’t be the samewithout its green pozole, Oaxaca would beinconceivable without the smell of tasajo (dryroastedbeef) that lures you into its markets.And just as life in Tlaquepaque revolvesaround its municipal market, you can’t claim tohave been to Guanajuato if you haven’t visitedthe old Hidalgo market.Mexicans are accustomed to eat at theirlocal market, elbow to elbow with completestrangers. It’s hard to know exactly when thetradition began but it probably dates backto before the Conquest. “In pre-HispanicMexico, the exchange of goods and services ina fixed place, mainly by a system of bartering,was already common practice when theSpanish arrived,” writes Liliana Hernández,a researcher at Guadalajara’s WesternTechnological and Higher Education Institute(ITESO, according to its Spanish acronym).But you don’t need a history lesson to enjoya tasty meal at a Mexican market, just the urgeto sample everyday Mexican food made withfresh, locally produced ingredients; the kindof food eaten in homes across the region butthat may seem exotic to foreigners or evenMexicans from other parts of the country.“What do you recommend I try at theJuárez de Villahermosa market in Tabasco?” Iasked a local doctor. “Iguana soup,” he instantlyreplied, a look of ecstasy flashing across hisface. Some might find the idea of eating iguanarepugnant, while others view the succulentflesh of this reptile as a delicacy fit for a king.

64 Negocios i The Lifestylephoto clara maría inéscentral Mexico is perhaps the richest in flavors and the area in and around Puebla –a city thattakes the same name as the state it is the capital of– is a wonderful exponent of regional cuisine.nogada at either of these markets. Off season,we recommend the cemitas, huazontles (a herbknown as goosefoot, similar to basil) covered inegg batter, filled with cheese and smotheredin salsa, molotes (corn-dough pasties with avariety of fillings), corn smut quesadillas andchalupas (corn tortillas bathed in salsa andtopped with shredded meat).In Cholula, a city seven kilometers or sofrom Puebla, the Cosme del Razo market(Calle 2 Poniente, no number) is home to LaVioleta and Tere, two food stalls with decadesof experience and a battery of recipes handeddown from generation to generation. Here youcan tuck into mole, a complex sauce made ofchocolate and an elaborate mixture of otheringredients, poblano chili peppers stuffedwith cheese, potato patties and gorditas (acorn-dough base topped with dried beans andground avocado leaves).South of Puebla is the state of Oaxaca,where a visit to the Juárez (Tinoco 205, HistoricCenter) and 20 de Noviembre (between 20 deNoviembre and Miguel Cabrera, downtownOaxaca) markets of the state capital ismandatory.The specialty at both is black mole, asweeter take on the poblano variety, perhapsbecause they’re fonder of their chocolate here.In Oaxaca, chocolate is eaten with chicken ormeat in the form of mole and drunk with milkor water, accompanied with pan de yema, arich, sugar coated bread made of egg yolks.Equally tasty are the tamales, wrappedin banana leaves and served with blackbeans, and the tlayudas, crispy, wafer thincorn tortillas that resemble pizzas, except thetomato sauce has been replaced with a bed ofmashed black beans and avocado leaves andmelted cheese has been substituted with adelicious curd cheese. Tlayudas are typicallyserved with slices of avocado, meat marinatedin red salsa or a juicy steak. But if you’re nota fan of red meat, the grasshopper variety is atasty alternative sold at nearly every marketstall, along with fresh fruit juices, which arecentury-old traditions.Traveling south from Oaxaca is the city ofComitán de Domínguez, Chiapas, almost on theborder with Guatemala. Here, the markets of1 o de Mayo (Central Benito Juárez, no number,Center) and Central de Abastos (Calle 11A, SurPoniente in the La Pileta district) open theirdoors at the break of dawn, inviting you to samplethe pre-Hispanic and mestizo cuisine of Chamula–atole de granillo (a hot beverage made of finelydiced corn) and jocoatol (a tart bean version oftraditional atole) and rice pudding.In and around these markets are standsselling chinculhuaje, corn gorditas filled withmashed black beans, pozol, a refreshing cocoaand corn drink, and tzim, flying ants grilled ona hotplate that have all the flavor of charcoalgrilled beef but without cholesterol. Comesundown, ask a local to help you navigatethe area around the 1 o de Mayo market forthe best tamales ever –chipilín (a perenniallegume), momón (an aromatic herb) and pitaúl(beans mixed with corn dough and choppedcoriander).You could write a book on Mexico’smarkets and the food they serve but wordsfall short when it comes to describing recipesthat have survived war and revolution. PabloNeruda was right when he said: “The essenceof Mexico is in its markets.” Except he shouldhave added: “And the myriad of dishes theyserve.” n