""""""

Voluntary Report - public distribution

**Date:** 4/16/2003

**GAIN Report Number:** MX3305

MX3305

**Mexico**

**Product Brief**

**Pet Food Market Brief**

**2003**

**Approved by:**

![](media/image1.wmf)Bruce Zanin

#### Agriculture Trade Office

**Prepared by:**

Alfredo Gayou and Kate DeRemer

**Report Highlights:**

The growth in the Mexican pet food market continues unabated (despite
misleading U.S. Customs export figures for 2002). The U.S. has a
preponderant market share among imported pet foods. However, domestic
production of pet food is increasing in response to growing demand.
Surprisingly, the most important outlet for pet food sales is through
mom & pop, corner grocery stores.

Includes PSD Changes: No

Includes Trade Matrix: No

Unscheduled Report

Mexico \[MX2\]

\[MX\]

**I. Market Overview**

The Mexican import market for pet food is one of the fastest growing
market segments in one of the fastest growing import markets in the
world. Sales increased annually on average 40 percent from 1996 to
2001.[^1] The United States has more than a 95 percent share of the
import market for pet food in Mexico. Domestic production is increasing,
but not at a rate to meet the increase in domestic demand. The
increasing per capita income in Mexico has led to an increase in the
number of pets per household, particularly in urban areas. In addition,
aggressive marketing campaigns and increased regulations requiring
visits to veterinarians, have led to more Mexicans to feed commercial
pet food to their animals in place of table scraps. Dog food sales are
approximately 85 percent in value of all pet food sales in Mexico. Sales
of cat foods comprise most of the remaining 15 percent, though there is
a small amount of sales of rabbit, rodent, bird and fish food.

**Table 1: Advantages and Challenges for U.S. Exporters of Pet Food to
Mexico**

+-----------------------------------+-----------------------------------+
| ######## Advantages               | ######## Challenges               |
+-----------------------------------+-----------------------------------+
| -   Proximity to the United       | -   Growth in domestic production |
|     States, particularly          |     and price advantage over      |
|     important for bulky consumer  |     imported products             |
|     food items                    |                                   |
+-----------------------------------+-----------------------------------+
| -   High recognition of U.S.      | -   Difficult and frequently      |
|     brands of pet food and        |     revised sanitary regulations  |
|     awareness and association of  |     for pet foods in Mexico       |
|     U.S. with high quality        |                                   |
+-----------------------------------+-----------------------------------+
| -   Continuing market growth      |                                   |
|     because of the increase in    |                                   |
|     number of pets and increase   |                                   |
|     in commercial pet food fed to |                                   |
|     domestic pets                 |                                   |
+-----------------------------------+-----------------------------------+

######## 

######## II. Market Sector Opportunities and Challenges

**a. Domestic Production**

Mexican production of pet foods in dollar terms increased from an
estimated \$72.9 million in 1999 to approximately \$107.0 million in
2001. The traditional balanced feed industry for livestock are the major
producers of pet food in Mexico and have branched out into pet food
production recognizing its market potential. Dog food represents 89
percent of the total per food production in Mexico.

**Table 2: Mexican Production of Pet Foods, 1999-2001**

(U.S. Million Dollars and Thousand Tons)

  ----------------- ---------- --------- ---------- --------- ----------- ---------
                    **1999**             **2000**             **2001**    

                    \$         Tons      \$         Tons      \$          Tons

  **Production**    **72.9**   **389**   **93.1**   **380**   **107.0**   **437**
  ----------------- ---------- --------- ---------- --------- ----------- ---------

Source: Seccion de Fabricantes de Alimentos Balanceados para
Animales-CANACINTRA and trade contacts All dollar values used in
reporting Mexican data were calculated according to the average exchange
rate of the peso against the dollar for each year: 9.7, 9.2 and 9.3
pesos per one U.S. dollar for 1999, 2001 and 2001, respectively.

There are 360 registered producers of animal feed in Mexico, of which 20
specialize in pet foods. Pet food production has increased rapidly in
recent years, but still represents a small percent of total balanced
feed production. In 1999, it represented 4.3 percent and increased to
approximately 5 percent of total balanced feed in 2001. Ten of the
larger producers are registered in the Grupo Amascota, a trade
association for pet food and pet product producers and sellers. The
three leading pet food producers in the market are Effem de Mexico
(Pedigree) with an estimated 50 percent market share; Purina/Nestle (Dog
Chow) with approximately 30 percent; and three other brands, Malta
Clayton, Aceitera La Junta and Los Belenes, with approximately ten
percent of the market.

**b. Imports and Foreign Competition**

Mexican imports of pet foods increased from \$66.9 million in 1999 to
\$114.0 million in 2001. Also, Mexican imports grew in terms of tonnage
from 112.8 thousand tons in 1999 to 186.7 thousand tons in 2001.

**Table 3: Mexican Imports of Pet Foods, 1999-2001**

(U.S. Million Dollars; Thousand Tons)

  --------------------------- ---------- ----------- ---------- ----------- ----------- -----------
  **Import Code Numbers**     **1999**               **2000**               **2001**    

                              \$         Tons        \$         Tons        \$          Tons

  **2309.1001-Pet foods for   66.9       112.8       86.5       142.6       114.0       186.7
  dogs and cats prepared for                                                            
  retail sales**                                                                        

  **2309.9004-Mixtures,       0.9        0.1         1.6        0.2         1.4         0.2
  preparations or organic for                                                           
  ornamental fish**                                                                     

  **Total**                   **67.8**   **112.9**   **88.1**   **142.8**   **115.0**   **186.9**
  --------------------------- ---------- ----------- ---------- ----------- ----------- -----------

Source: Banco Nacional de Comercio Exterior-BANCOMEXT (National Bank of
Foreign Trade)

#### 

#### U.S. exports to Mexico, based on Mexican statistical figures, increased from \$66.3 million in 1999 to \$141.9 million in 2000 and to \$111.2 million in 2001. Exports of pet foods for dogs and cats for retail sale represent almost all of U.S. pet food export sales to Mexico. 

**Table 4: U.S. Pet Food Exports to Mexico, 1999-2001**

(U.S. Million Dollars and Thousand Tons)

+----------------------------+----+------+------+------+------+------+
| **Import Code Numbers**    | ** |      | **20 |      | **20 |      |
|                            | 19 |      | 00** |      | 01** |      |
|                            | 99 |      |      |      |      |      |
|                            | ** |      |      |      |      |      |
+----------------------------+----+------+------+------+------+------+
|                            | \$ | Tons | \$   | Tons | \$   | Tons |
+----------------------------+----+------+------+------+------+------+
| **2309.1001-Pet foods for  | 65 | 1    | 84.9 | 1    | 1    | 1    |
| dogs and cats prepared for | .9 | 12.2 |      | 41.8 | 10.4 | 83.3 |
| retail sales**             |    |      |      |      |      |      |
+----------------------------+----+------+------+------+------+------+
| **2309.9004\--Mixtures,    | 0  | 0    | 0.9  | 0    | 0.8  | 0.1  |
| preparations or organic    | .4 | .096 |      | .147 |      |      |
| for ornamental fish**      |    |      |      |      |      |      |
+----------------------------+----+------+------+------+------+------+
| ######## Total             | ** | *    | **85 | *    | *    | *    |
|                            | 66 | *112 | .8** | *141 | *111 | *183 |
|                            | .3 | .3** |      | .9** | .2** | .4** |
|                            | ** |      |      |      |      |      |
+----------------------------+----+------+------+------+------+------+

Source: Banco Nacional de Comercio Exterior-BANCOMEXT (National Bank of
Foreign Trade)

Official Mexican import statistics listed 11 other countries as
exporting pet foods to Mexico during the 1999-2001 period. Export sales,
by principal countries, and their respective market shares are listed
below.

**Table 5: Mexican Pet Food Imports by Country, 1999-2001**

(U.S. Million Dollars and Percentage)

+---------------------------------------+---------+---------+---------+
| **COUNTRIES**                         | *       | *       | *       |
|                                       | *1999** | *2000** | *2001** |
+---------------------------------------+---------+---------+---------+
| **United States**                     | *       | *       | **      |
|                                       | *66.3** | *85.8** | 111.2** |
+---------------------------------------+---------+---------+---------+
| #### Percentage Market Share          | 97.8    | 97.4    | 96.7    |
+---------------------------------------+---------+---------+---------+
| **Canada**                            | **1.0** | **1.2** | **2.6** |
+---------------------------------------+---------+---------+---------+
| Percentage Market Share               | 1.4     | 1.4     | 2.3     |
+---------------------------------------+---------+---------+---------+
| **Germany**                           | **0.4** | **0.7** | **0.5** |
+---------------------------------------+---------+---------+---------+
| Percentage Market Share               | 0.6     | 0.8     | 0.4     |
+---------------------------------------+---------+---------+---------+
| **Other**                             | **0.1** | **0.4** | **0.7** |
+---------------------------------------+---------+---------+---------+
| Percentage Market Share               | 0.2     | 0.4     | 0.6     |
+---------------------------------------+---------+---------+---------+
| **Total Market Value**                | *       | *       | **      |
|                                       | *67.8** | *88.1** | 115.0** |
+---------------------------------------+---------+---------+---------+
| Total Market Share                    | 100.0   | 100.0   | 100.0   |
+---------------------------------------+---------+---------+---------+

Source: Banco Nacional de Comercio Exterior-BANCOMEXT (National Bank of
Foreign Trade)

**c. Domestic Consumption**

The Mexican Canine Federation estimates there are approximately 20
million dogs in Mexico, of which 12 million, or 60 percent, receive
specialized veterinarian service and commercial diets. Both the middle
and upper classes own dogs and feed them commercial diets. On the other
hand, there are approximately 13.5 million cats of which only 5 percent
receive veterinarian care and are fed commercial diets. Cats are more
popular among the wealthiest segment of the Mexican upper class and are
also commonly kept by the poor rural population to control the rodent
population.

**d. Market Structure**

Trade sources and a consumer survey (conducted in 2000) indicate that
60-70 percent of pet food sales are through the retail market.
Discussions in April 2003, with the Mexican pet association, AMASCOTA,
and revealed that that figure has climbed to 92 percent, with most pet
food being sold through central markets (central de abastos) to mom &
pop stores. These mom & pop stores then sell by the kilo from large bags
of dry pet food (mostly dog food).

###### Table 6: Sales Channels for Pet Foods in Mexico, 2000

(Percentages of total sales)

+------------------------------------+---------------------------------+
| **Sales Channel**                  | **Sales Percentage**            |
+------------------------------------+---------------------------------+
| ####### Wholesale (Wholesa         | 55                              |
| le markets that sell to traditiona |                                 |
| l retail including public markets, |                                 |
|  street markets, mom & pop stores) |                                 |
+------------------------------------+---------------------------------+
| ####### Large supermarket chains   | 37                              |
+------------------------------------+---------------------------------+
| **Total**                          | **100**                         |
+------------------------------------+---------------------------------+

Source: AMASCOTA & the Pet Food Institute

Over 50 percent of commercial sales of pet food take place in the Mexico
City Metropolitan Area and in northern Mexico, particularly border
states. The city of Monterrey in Nuevo Leon has the largest
concentration of sales in Northern Mexico.

**Table 7: Retail Sales of Pet Food in Mexico by Region, 2000**

(Regions and percentages)

+----------------------------------------------------+-----------------+
| ###### Regions                                     | **Sales**       |
+----------------------------------------------------+-----------------+
| Mexico City Valley                                 | 31              |
+----------------------------------------------------+-----------------+
| North                                              | 22              |
+----------------------------------------------------+-----------------+
| Pacific                                            | 15              |
+----------------------------------------------------+-----------------+
| Central                                            | 11              |
+----------------------------------------------------+-----------------+
| Southeast                                          | 11              |
+----------------------------------------------------+-----------------+
| Central west                                       | 10              |
+----------------------------------------------------+-----------------+
| TOTAL                                              | 100             |
+----------------------------------------------------+-----------------+

Source: AC Nielsen, Retail Index

In a random retail and specialized-store check conducted in the Mexico
City Metropolitan Area, the following pet food brands from the United
States were identified:

Dog Food:

-   Friskies Pet Care Co. (Alpo, Mighty Dog),

-   Heinz Pet Products (Award),

-   Ralston Purina (Purina Care, Puri Carne, Kibbles and Chunks),
    Eukanuba (Procter & Gamble),

-   Simmons Food Inc. (Happy Dog),

-   Waltham (Pedigree),

-   Price Club (Canine Club);

-   Kal Kan Foods Inc. (Pal),

-   Farmland Industries Inc. (Eat ém -Up, Right)

-   Pet Products Plus, Inc. (Royal Canin), Pro Vision (Pro Plan);

Cat Food:

-   Litter-Purrfect (Litter-Purrfect),

-   Heinz Pet Products (9-Lives),

-   Ralston Purina (Cat Chow),

-   Friskies Pet Care Co. (Friskies, Chef´s Blend, Ocean Fish Flavor,
    Gourmet Flavor),

-   Sheba Inc. (Sheba),

-   Hill\'s Pet Nutrition Inc. (Hill\'s Science Diet);

Fish Food:

-   The Wardley Corp. (Guppy flakes, Floating/sinking pellets),

-   Aquarama (Flakes for tropical fish).

**III. Entry Strategy**

**a. Business culture**

Personal relationships are the primary base of Mexican business
relationships. Mexicans attach great importance to courtesy in all
business endeavors. Many will not want to do business, regardless of the
viability of the project, with someone who does not practice general
courtesy or is considered rude or disrespectful. A warm handshake
combined with conversation about the person's well being, family, or
other similar topics prior to launching into any conversation related to
business is considered a common courtesy. The concept that "time is
money" should be left at the border, and though Mexican businesses are
also conscious of the bottom line, courtesy and diplomacy are more
important values to most Mexicans than getting immediately "down to
business". In the face of a disagreement, Mexicans tend to be skilled at
diplomacy and choose to avoid confrontation and loss of face. In a
potential confrontation they strive to reach a consensus without having
clearly defined winners and losers. These skills of diplomacy are
important when approaching all forms of business in Mexico.[^2]

The best way to understand the Mexican market is to visit the
marketplace and to talk to buyers, retailers, distributors and other
players in order to prepare a more effective entry strategy. U.S.
exporters must do their research not only in terms of typical market
research, but also finding appropriate business contacts and thoroughly
reviewing Mexican import regulations in order to successfully seize
market opportunities and overcome market challenges. An affordable way
to investigate the market is to participate in and/or attend Mexican
trade shows, particularly U.S. Pavilions organized by the Agricultural
Trade Office (ATO) at selected shows. A show can serve as a way to
contact local distributors/sales agents, buyers and businessmen, and to
become familiarized with local competition. In the case of new-to-market
companies, be prepared to provide support for in-store and media
promotions to familiarize consumers with your products.

U.S. exporters should seriously consider contacting local
distributors/importers as an important early step in their efforts to
establish themselves in the Mexican market. A good distributor should
promote sales and make sure that the imported products are available at
points of sale. It is essential to maintain close contact with your
representative, especially regarding changes in import procedures and
documentation.

In summary, though Mexico is a burgeoning, modern country with an
increasingly sophisticated infrastructure that borders the United
States, an exporter should realize the business culture is very
different from what is found domestically. Several important points
should be recognized in order to have success in the market:

-   *Business is generally conducted in Spanish, not English.* Though
    many educated Mexicans speak English, many professional business
    people do not speak English and they may be a key contact. Assume
    business and communication will be conducted in Spanish and have a
    translator, or better yet, a person working for you that does speak
    Spanish.

-   *Personal face-to-face communication is critical.* Personal contact
    with buyers is necessary to initiate business contacts in Mexico, a
    fax or an email to start a business relationship is not considered
    reliable or appropriate and will often be completely ignored. A
    business serious about sales will need to visit the market to
    explore the opportunities in person for their product and develop
    personal contacts. Follow-up by email or fax is appropriate, but
    someone in country that can be contacted, or periodic personal
    visits are also important.

-   *Distributors/importers are a key component to export sales in
    Mexico.* Finding a good importer/distributor in Mexico is a critical
    part of success in exporting to Mexico. Avoiding these key links in
    the distribution process to save money will almost always result in
    a loss of resources. They both provide a link to buyers, an
    in-country contact, and have the expertise to handle complicated
    regulations and can trouble shoot problems that imports can face at
    the border.

**b. Trade Services Available and Events**

U.S. firms should consider using a variety of marketing tools to
effectively distribute their products in Mexico. These promotional
activities could include:

-   Participating in trade shows,

-   Preparing brochures and promotional materials in Spanish,

-   Obtaining a local sales representative, and

-   Hosting technical seminars to inform end users, distributors and
    retailers of new technologies, innovations and product advantages.

The Agricultural Trade Offices in Mexico, Mexico City and Monterrey,
provide services to help you access the market. In addition to
sponsoring U.S. Pavilions, see below, the office can provide information
about local distributors and contacts, and can arrange services from a
contractor who can set up individual meetings for you in country for a
fee. These contractors, referred to as Ag Aides, can provide a link from
you to both distributors and retailers of pet foods in Mexico. For more
information on available services, or to connect with our Ag Aides,
please contact our office in Mexico City or Monterrey. (See contact
information in Section V.)

[Trade Events]{.underline}

**ANTAD 2004**

**When:** March 12-14, 2004

**Where:** Expo Guadalajara Convention Center, Guadalajara, Mexico

**Contact:** Carlos Zertuche, U.S. Agricultural Trade Office
(ATO)-Mexico City

**Tel:** (011-5255) 5280-5291; **Fax:** (011-5255) 5281-6093;

**Email:** carlos.zertuche@usda.gov

**Show Type:** Mexico's largest retail and supermarket show.

Mexico's primary trade event organized specifically for dogs, is
**"ExpoCan,"** held annually and usually scheduled in mid-September of
each year by the Federación Canófila Mexicana (Mexican Canine
Federation). The most important exposition for cats is the "**ExpoGato
International"** usually held in October. For more information on these
events, contact the Mexican Canine Federation (contact information in
Section V.)

[Specialized Trade Publications]{.underline}

There are several trade magazines related to pet foods that circulate in
Mexico. The leading publications are:

-   **\"Perros, pura sangre,\"** published monthly by the Federacion
    Canofila Mexicana, Contact: Gianfranco Pontecorvo, Advertising
    Director, Tel: (011)(5255)5358-9522; Fax: (011)(5255) 5358-9191and
    http://www.perros-purasangre.com.mx;

```{=html}
<!-- -->
```
-   **\"Mascotas Felices,\"** published monthly by Editora Cinco,
    Contact: Ms. Guadalupe Pardo Aguirre, Tel: (011)(5255)5687-1586;

-   **\"Hablando de Mascotas,\"** published by Impresores Alvarez,
    Contact: Ms. Dolores Carrera Lopez, Tel: (011)(5255)5370-2206 and
    5379-9804.

**IV. Import Requirements**

**a. Tariffs and Taxes**

All import tariffs for "Dog/cat food, available for retail sale"
(2309.1001) and "Mixtures, preparations or organic for ornamental fish"
(2309. 9004) reached zero on January 1, 2003.

Mexico has a fifteen percent value-added tax (VAT, or IVA in Spanish).
Mexican Customs collects the VAT on foreign transactions upon entry of
the merchandise into the country. For example:

Product

[Price]{.underline}

F.O.B. Invoice value \$100.00

Value added tax (15 percent) [15.00]{.underline}

**Total \$115.00**

Customs brokers use total figure to calculate their fees, which usually
are 0.5 percent, on average, plus any storage and handling fees.

**b. Import and Health Certificates and Non-Tariff Requirements**

The basic Mexican import document is the Pedimento de Importacion
(customs entry document), which must be presented to Mexican Customs
together with the commercial invoice in Spanish and a bill of lading.
Products qualifying as \"North American\" must be accompanied by the
NAFTA certificate of origin to receive preferential treatment. This is
issued by the exporter and does not have to be validated or formalized.
Mexican Customs Law is very strict regarding proper submission and
preparation of customs documentation. Errors in paperwork can result in
fines and even confiscation of merchandise as contraband. Exporters are
advised to employ competent, reputable Mexican importers or custom
brokers.

Under NAFTA, Mexican imports of pet foods do not require import permits.
However, pet foods exports to Mexico are subject to a Sanitary
Certification and inspection by the Sanitary Qualification Office of the
Health Ministry as published in the Diario Oficial (Official Gazette) on
August 29, 1994. This Certificate is secured after presenting a Sanitary
Statement (Constancia Sanitaria) from the exporting country\'s
respective sanitary authorities or a FDA-certified laboratory declaring
that the products, identified by production lot, are safe and fit
consumption; indicating their physical-chemical analysis;
microbiological analysis; and if applicable, specific analysis; country
of origin and expiration date. If this Sanitary Statement is not
available, then it is necessary to present the above mentioned documents
individually plus the following: certificate of origin and a certified
letter stating that those items are sold freely in the country of
origin. In addition, U.S. companies must have a Mexican importer or a
representative registered with the Secretary of Finance and Public
Credit (SHCP) in order to export to Mexico.

In 1999 the Mexican Government, through the Secretaria de Agricultura,
Ganaderia y Desarrollo Rural-SAGAR (Secretariat of Agriculture,
Livestock and Rural Development) published a rule
(PROY-NOM-060-ZOO-1999) which prohibits the use of imported rendered
products in animal feed from countries with BSE or scrapies, or unless
treated at high temperature and pressure. This rule does not currently
apply to products from the United States.

**c. Labeling**

Imported products to be sold at retail must be labeled according to
Mexican government specifications. Some U.S. suppliers choose to develop
special packaging for the Mexican market. At a minimum, a label must be
affixed to each package of the imported product prior to entering the
country. All the information on the label must be in Spanish and must
include the following data:

-Commercial/brand name

-Producer\'s name and address

-Exporter\'s name and address

-Country of origin (i.e., Producto de EE.UU.)

-Importer\'s name, address and RFC number (taxation number)

-Product description in Spanish

-Product description in English

-Preparation and handling instructions

-Net weight in metric units

-Date of expiration

-Ingredients

-Special warnings\*

\*Starting in 2002, a label is required on the bag or can of pet food in
Spanish stating that the food is prohibited for use as feed for
ruminants.

**d. Cargo Unloading, Transport and Storage Fees**

Cargo unloading fees vary depending on the weight, number of pieces,
type of merchandise and location. These fees are usually charged
according to pre-established tables. However, whenever possible,
shippers should compare prices between service providers. In general,
cargo-unloading fees in Mexico are slightly higher than those in the
United States for comparable services.

Trucks are the most reliable method of delivery within Mexico,
accounting for approximately 60 percent of cargo volume. Trucking
companies cannot bring merchandise directly from the United States to
Mexico. A U.S. trucking company drives the shipment to the border and
transfers its trailer to a Mexican rig. The best way to ship by truck is
to use an internationally bonded carrier that has relationships with
Mexican carriers. Mexican trucking companies generally determine their
fees by mileage or distance, weight and type of merchandise. Practically
all transport companies freight forwarders offer a basic insurance plan
which cover transport and handling of cargo. When selecting a
transporter it is recommended to check their claim history and
complaints they might have received. While shippers will find that truck
transportation is more expensive than \"Container in Flat Car\" (COFC)
or \"Trailer Flat Car\" (TOFC), in general, transport fees are lower in
Mexico by as much as 10 percent.

Warehousing costs vary depending on the space required and any specific
product needs. Warehousing fees follow general market trends of supply
and demand; however, it is advisable to compare prices, facilities and
reputation, and negotiate before contracting. Average warehouse rental
fees in Mexico City are around \$3.60 m2, per month; \$3.00 in the
Guadalajara area and approximately \$3.20 per m2 in Monterrey and
surrounding areas. In-bond storage facilities are a popular storage
method used by exporters by which duties are paid on the items stored
until they are released from the facility for distribution in the
market. Any merchandise placed in a warehouse should be insured. A basic
insurance policy can be secured from the warehouse administrator or a
more comprehensive policy from a private insurance company.

**V. Contacts**

######## U.S. Agricultural Trade Office, Mexico City, Mexico

Bruce Zanin, Director

Jaime Balmes No. 8-201

Col. Los Morales Polanco

11510 Mexico, DF

Tel: (011-5255) 5280-5291

Fax: (011-5255)-5281-6093

E-mail: atomexico@usda.gov

######## U.S. Agricultural Trade Office, Monterrey, Mexico

Jeanne Bailey, Director

Oficinas en el Parque Torrell

Blvd. Diaz Ordaz No. 140, Piso 7

Col. Santa Maria, 64650

Monterrey, Nuevo Leon

Tel: (011‑5281) 8333-5289

Fax: (011‑5281) 8333-1248

E‑mail: atomonterrey@usda.gov

**U.S. Pet Food Institute, Contact in the United States**

2025 M Street, NW, Suite 800 Washington, DC 20036

Tel: (202) 367-1120

Fax: (202) 367-2120

E-mail: Dale_Walden@dc.sba.com

Contact: Dale Walden, Administrator, Export Marketing Program

######## 

######## GRUPO PM SA DE CV, Representative of the U.S. Pet Food Institute in Mexico

Mercurio 24, Col. Jardines de Cuernavaca

62580 Cuernavaca, Morelos

Tel: (011‑5277) 7316‑7370; Fax: (011‑5277) 7316‑7369

E‑mail: luisf@grupopm.com

Contact: Luis Moreno, Director

**Grupo Amascota**

Calle Watteau No. 70 Col. Nonoalco Mixcoac, 03700 México, DF

Tel: (011-5255) 5563-4600; 5563-4682; Fax: (011-5255) 5563-4881

E-mail: seccion49@canacintra-alibal.org

Contact: Guillermo Obregón, President and Cipriano Bermejo, General
Director

**Federación Canófila Mexicana (Mexican Canine Federation)**

**Asociación Mexicana de Gatos (Mexican Cats Association)**

Zapotecas 29 Col. Tlalcoligia

México, D.F. 14000

México

Tel. (011-5255) 5655-9344, 5655-9339 Fax: (011-5255) 5655-7362

http://www.perros-purasangre.com.mx/fcm/fcm.html

Contact: Dr. José Luis Payró, President

Importers:

**Diamond Pet Foods** (Importer)

Cacahuatales \# 22

Ex -- hacienda Coapa

Del. Tlalpan

C.P. 14300

México, D.F. México

Tel: (011-5255) 5603-6125 and (011-5255) 5677-0909

E-mail: gdiamond@prodigy.net.mx \
Contact: Francisco Urteaga M.

**Iams Company** (Importer)

Sierra Candela No. 111 -- 312

Lomas de Chapultepec

11000 México, D.F. México

Tel: (011-5255) 5540-0020; Fax: (011-5255) 5540-5085

E-mail: Sergio.Larrañaga@iams.com 

Contact: Segio Larrañaga Mendiola, Commercial Manager\
 

**Effem México, Inc. Y Compañía** (Importer & Manufacturer)

Km. 4.5 Carr. a Chichimequillas

76260 El Marqués,

Querétaro, México

Tel: (011-5244) 2211-0770; Fax: (011-5244) 2211-0701

E-mail: Jose.paulin@effem.com \
Contact: Jose Paulin, External Relations Manager

**Nestlé Purina** (Importer and Manufacturer)

Av. Ferronales Pte. S/n

Col. Guadalupe

Cuautitlán, Edo. de México. México

C.P. 54800

Tel:(011-5255) 5899-3499; Fax: (011-5255) 5899-3477

Guillermo.Obregon@mx.nestle.com

Contact: Guillermo Obregón, General Director

**Hill\'s** (Importer)

Presa Langostura No. 225

Col. Irrigación

C.P. 11500 México, D.F. México

Tel. (01152-55) 5629-7728

ricardo_gonzalez_manrique@colpal.com

Contact: Ricardo González, Professional Services Manager

Retail Sector:

**Aurrera, S.A. de C.V.**

Antiguo Camino a San Mateo 2

Col. Anexo Coamilco

Naucalpan de Juárez, Edo. México 53240

México

Tel: (011- 5255) 5327-9311; Fax: (011-5255) 5723-7574, 5371-9901

Contact: Alberto Aguilera, Purchasing Manager for Pet Foods

**Bodegas Aurrera, S.A. de C.V.**

Av. Universidad 936-4

Col. Santa Cruz Acuyalco

México D.F. 03310

México

Tel: (011-5255) 5420-0200 X5197; Fax: (011-5255) 5420-0359

Contact: Braulio Ruiz Gomez, Pet Foods Purchaser

**Club Aurrera, S.A. de C.V. (Sam\'s Club)**

Av. Ejercito Nacional 559

11520 México D.F.

México

Tel: (011-5255) 5263-2000; Fax: (011-5255) 5326-0961

Contact: Juan Carlos Aja, Purchasing Manager for Pet Foods

**Gigante, S.A. de C.V.**

Av. Ejercito Nacional 769-A

11520, México D.F.

México

Tel: (011-5255) 5269-8036; Fax: (011-5255) 5724-8365, 5724-8365

http:www.telbip.com.mex

Contact: Roberto Luz, Purchasing Manager for Pet Foods

**Nueva WalMart, S.A. de C.V.**

Antiguo Camino a San Mateo 2

Col. Anexo Coamilco

Naucalpan de Juárez, Edo. México 53240

México

Tel: (011-5255) 5327-9311, Fax: (011-5255) 5723-7574, 5371-9901;

E-Mail: mjlozano@wal-mart.com

Contact: Srita. Gabriela Llanes, Pet Foods Purchaser

**Operadora de Comercial Mexicana**

Fdo. de Alva Ixtixochitl 27, Col. Obrera

06800 México D.F.

México

Tel: (011-5255) 5723-7111, 5723-7461; Fax:(011-5255) 5723-7574,
5723-7495, www.comercialmexicana.com.mex

Contact: Angel Sánchez, Purchaser for Pet Foods

**Organización Soriana, S.A. de C.V.**

Alejandro de Rodas 3102-A; Cumbres Sector 8

64610 Monterrey, N.L.

México

Tel: (011-5281) 8329-9000, Fax: (011-5281) 8329-9180

Contact: Luis Morales, Purchaser for Pet Foods

**Superama**

Av. Universidad 936-4

Col. Santa Cruz Acuyalco

México D.F 03310.

México

Tel: (011-5255) 5420-0200 X5075; Fax: (011-5255) 5420-0357

Contact: José Luis Carrasco, Pet Foods Purchaser

[^1]: The statistics on sales of imported pet foods to Mexico are
    dramatically different when comparing U.S. and Mexican trade and
    commercial figures. For example, in 2001,U.S. customs figures
    indicate sales of over \$200 million of U.S. pet foods to Mexico,
    while Mexican figures indicate that total sales of imported pet food
    from all sources was about \$115 million in total. In addition, U.S.
    customs figures show a decline in sales in 2002, though industry
    sources state there was only a modest decline if any, and others
    thought the market held steady in 2002. Regardless of these
    statistical differences, it is clear that the market for imported
    pet food is growing and presents an excellent opportunity for U.S.
    exporters.

[^2]: The reference for this section is a book by Eva Kras, [Management
    in Two Cultures]{.underline} , Intercultural Press, Inc, 1995, which
    provides an excellent comparison of the business cultures in the
    U.S. and Mexico.