Why Mexico Matters: Growing Demand Through Bakery Innovation

Mexico has been a market of interest for California almond growers for many years, importing 33.5 million pounds last year – up 8 percent from the year prior – with California almonds holding a 99 percent market share. Along the way, the strategy for reaching consumers and food professionals has evolved alongside the market itself. 

Earlier efforts focused on building awareness and familiarity among consumers through the ¡Ponte Almendra! campaign, introducing almonds as a nutritious and versatile food. Those programs helped establish a foundation for the category and positioned almonds as a recognizable ingredient among Mexican consumers.

Today, ABC's efforts in Mexico are centered on a different opportunity: the country's dynamic and growing bakery industry. That shift is grounded in detailed market research and analysis commissioned by ABC, which identified Mexico's bakery sector as a strong short-term growth opportunity for California almonds.

The work extends beyond traditional marketing. ABC is also creating opportunities for bakery professionals to connect more closely with California almonds through educational programming, chef engagement and industry events. This includes participation in leading bakery trade shows such as ExpoPan and MexiPan, where bakers can see new applications for almonds and learn how the ingredient can be incorporated into a wide range of products. Planned activities also include bringing influential bakery professionals and industry partners closer to the California almond story through programs that highlight how almonds are grown and produced.

At the heart of the strategy is a simple goal: helping make almonds a more frequent ingredient choice in one of Mexico's largest food categories. Every time a bakery introduces an almond-filled pastry, a sweet bread topped with sliced almonds or a new premium product featuring almond ingredients, almonds become part of consumers' everyday purchasing decisions. Those choices create opportunities for repeat use and long-term category growth.

Across Mexico, bakery professionals are responding to changing consumer preferences, introducing more premium products, experimenting with new flavors and formats, and blending traditional Mexican bakery with influences from Europe and other global baking trends. As bakeries look for ways to elevate their offerings and differentiate themselves in an increasingly competitive marketplace, almonds are well positioned to play a larger role.

To support that opportunity, ABC has shifted its focus toward engaging directly with bakery professionals through trade marketing, industry partnerships and targeted outreach. Marketing efforts now include bakery-focused advertising, media relations and digital communications. The messaging centers on the role almonds can play in enhancing baked goods through flavor, texture, visual appeal and versatility, whether they are used as toppings, inclusions, fillings or ingredients in specialty formulations.

Mexico's bakery sector continues to innovate, and ABC sees an opportunity to ensure California almonds are part of that evolution. By staying engaged with the professionals developing new products, influencing ingredient decisions and shaping consumer trends, ABC is working to position almonds as a valued ingredient in the next generation of Mexican baked goods. The result is a strategy focused not only on increasing awareness, but on creating lasting demand by encouraging greater almond usage throughout the bakery category and strengthening the connection between California almonds and one of Mexico's most important food industries.