Nogales, AZ , February 26, 2010 The use of third-party endorsers will help set the tone for Mexico Supreme Qualitys (Mexico Calidad Suprema), or MSQ certification program with U. S. retailers this season. They will be in the form of Ambassadors, or regional produce importers who can help retailers understand and accept the MSQ program.
According to Lizeth Quintero Posadas, director of the MSQ program in Mexico City, : We are identifying key U.S. importers who have had long-time experience and success with our certification system and our Seal of Excellence, and want to tell others about it. The selection process for five Ambassadors representing top importers and key areas of the country began last season and will continue this year, with special training and media sessions designed to educate the Ambassadors on how to speak the complex language of certification systems
To date, Quintero reports that more than 350 individual growers or exporter companies are represented by the program during the past and current season. The products and categories now being certified include seafood, pork, pork, avocado, tomato, pecan, Persian limes, lemons, apples, watermelon, banana, mango, lettuce, peppers, guava, cactus fruit and blackberry.
These products represent more than 30 Mexico states, with the certification process involving months-long third-party field and packing shed audits, personnel training, testing and education by MSQs hundreds of field representatives throughout the country. The program culminates in the awarding of the MSQ Seal of Excellence that can be used on members products and packaging, denoting safety and sanitation, much like the Good Housekeeping Seal does.
According to the MSQs U.S. trade agency, retailers can participate by showcasing products with the seal in-store. Agency president Veronica Kraushaar of VIVA Global Marketing, LLC explains:
Our key goal this year is to work more closely with food safety executive personnel at target chains to explain the program and how it meets their needs. At the same time, we are continuing our outreach at store level by providing tools for retailers to assure their customers about the high quality and reliability of this certified produce. Along with the Ambassador program, this provides a full circle of influence for the program.
Regarding the role of the Ambassadors, Quintero explains: This process is a win-win for MSQ, importers and retailers alike. For MSQ it stretches our limited budget to reach more retailers. For the importer, he gets to help educate his key customers, thereby offering greater service. The retailers benefit from hands-on support for customer and sales-building. Also planned is a dedicated web presence to answer retailer questions and to provide ongoing support and dialogue between the parties.
Kraushaar also adds that with the pending Food Safety legislation to take affect this year there is no better time to ensure that programs like MSQ are understood completely.
MSQ is a unique private/public partnership that involves the Mexico Ministry of Agriculture (SAGARPA) and the countrys foreign trade bank, BANCOMEXT, along with other agencies and agricultural groups. In short, the Program ensures that selected Mexico producers meet the strictest regulations for exporting. The program is aligned with GLOBAL GAP protocol and involves major certification labs such as Primus, and others.
Mexico is the leading exporter of fresh produce to the U.S during the Fall/Winter months. Last season, the countrys agricultural exports were valued at over $9 billion.
Source: Mexico Calidad Suprema
Caption: Mexico Supreme Quality provides program updates to Hermosillo grape growers as part of its industry education initiatives. MSQ General Manager Liz Quintero is pictured on the right.
