Making a mark in Mexico
For almost 25 years, U.S. potato growers faced the Sisyphean task of trying to gain full market access for U.S. fresh potatoes in Mexico. Any time we thought we were close to finalizing a permanent, lasting deal, a new regulatory or legal hurdle was thrown in our way to force us to restart from the bottom of the hill.
Thanks to the dedication of stakeholders and collaborative strategies among state and national organizations, as well as the involvement of key elected officials, the hard work finally paid off. Now, as we look behind us and remember the battles that brought us where we are today, the Mexican market presents an exciting and growing opportunity for the U.S. potato industry.
During Potato Expo 2025, I sat down with our partners to record an Eye on Potatoes podcast detailing how U.S. potatoes have made their mark in Mexico, the vibrant future of this market and what this success means for agricultural trade.
PATIENCE THROUGH POLITICAL, LEGAL HURDLES
The journey to gaining access to the Mexican market began in the late 1990s but was met with significant resistance. For years, U.S. potato exports to Mexico were restricted to a narrow zone within 26 kilometers of the border due to phytosanitary concerns. Mexican authorities cited risks of pest transmission as the primary reason for these limitations, creating a significant barrier to full-market entry.
A turning point came in 2014 when international scientific experts agreed that U.S. potatoes met the necessary safety standards. Despite this, logistical and legal challenges persisted, requiring years of advocacy. The National Potato Council, Potatoes USA and our allies worked to present evidence, engage Mexican counterparts and push for resolutions.
By 2022, following rulings by the Mexican Supreme Court, U.S. potatoes were finally granted full access to the market. This wasn’t just a trade victory — it marked the culmination of decades of work by growers, scientists, marketers and policymakers.
MARKETING US POTATOES IN MEXICO
Once legal barriers were addressed, the focus shifted to marketing — and winning over consumers in Mexico came with its own unique challenges. During the podcast, Kim Breshears, Potatoes USA chief marketing officer, emphasized the importance of standing out in a competitive environment. To do so, U.S. potatoes were marketed not just as staples but as premium products with distinct qualities.
Tasting samples proved to be an essential strategy. For many Mexican consumers, sampling the robust flavors of U.S. potatoes offered a tangible reason to choose them over local options. Chef partnerships and culinary demonstrations further elevated the appeal, presenting U.S. potatoes as essential ingredients for diverse recipes and occasions.
HARNESSING EDUCATION AND SOCIAL MEDIA
Education emerged as another crucial factor in building demand. Luis Moreno, CEO of Grupa PM, the industry’s consultant in Mexico, highlighted how fostering consumer awareness about attributes of U.S. potatoes — such as their versatility, taste and consistency — has been vital.
Social media and influencer partnerships played a central role in these efforts. By creating engaging content, including recipe tutorials and cooking guides, these collaborations helped reshape perceptions and generate excitement among Mexican consumers, particularly in urban centers and northern regions.
BUILDING ON SUCCESS
The ongoing success of U.S. potatoes in Mexico requires vigilance, especially when it comes to addressing phytosanitary requirements. Matt Lantz of Bryant Christie emphasized the importance of proactive measures to maintain pest-free shipments, ensuring compliance with trade agreements while protecting both markets from unnecessary disruptions.
Government policies on both sides of the border continue to encourage optimism. A 63% increase in potato exports is a testament to the growing demand, with future goals such as doubling market share seeming well within reach.
Mexico’s success may also serve as a model for expanding access to other international markets. Asia, particularly Japan, holds immense potential for U.S. potatoes. By applying lessons learned from the Mexican market, the U.S. potato industry is well-prepared to tackle new challenges and replicate strategies for global growth.
You can check out the full episode of the Eye on Potatoes podcast detailed here on Apple Podcasts, Spotify or wherever you listen to podcasts.
Kam Quarles is CEO of the National Potato Council.
