U.S. Potatoes in Mexico: Breaking Barriers and Growing Opportunities

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. Anytime 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, collaborative strategies among the state and national organizations, and the involvement of key elected officials, the hard work finally paid off.

Now, as we look back and reflect on the battles that brought us to where we are today, the Mexican market presents an exciting and growing opportunity for the U.S. potato industry.

From legal battles to innovative marketing strategies, during Potato Expo 2025, I sat down with our partners to record an “Eye on Potatoes Podcast” episode 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. Check out the episode on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Patience Through Political and Legal Hurdles

The journey to gaining access to the Mexican market began in the late 1990s but faced 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 risk of pest transmission as the primary reason for these limitations, creating a major barrier to full market entry.

The 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 was the culmination of decades of work by growers, scientists, marketers, and policymakers.

Marketing U.S. Potatoes in Mexico

Once legal barriers were addressed, the focus shifted to marketing — and winning over consumers in Mexico brought its own unique challenges. During the podcast, Kim Breshears, the Chief Marketing Officer of Potatoes USA, emphasized the importance of standing out in a competitive market. To do so, U.S. potatoes were marketed not just as staples but as premium products with distinct qualities.

Tasting samples proved to be a crucial 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, the CEO of Grupa PM — the industry’s consultant in Mexico — highlighted the importance of raising consumer awareness about the unique attributes of U.S. potatoes — such as their versatility, taste, and consistency.

Social media and influencer partnerships played a key role in these efforts. Through engaging content like 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, particularly in addressing phytosanitary requirements. Matt Lantz of Bryant Christie, Inc., 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 reflects growing demand, with future goals like 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 significant 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 their strategies for global growth.

To hear more from industry leaders like Kim Breshears, Luis Moreno, and Matt Lance, subscribe to the “Eye on Potatoes” podcast.