U.S. Christmas trees gain a niche in Mexican holiday traditions

AgExporter, Oct, 1995 by Marvin L. Lehrer

Christmas trees, candy canes and Santa Clauses are taking their place alongside, pinatas, nativity scenes and colored streamers in Mexico's decorating for the Christmas holidays. And the result has been the creation of a $9-million-plus market for imported Christmas trees, roughly 95 percent of which come from the United States.

Mexicans take pride in decorating for Christmas. Both plastic and natural trees are used in most households, offices and commercial shops.

Among the varieties of natural trees sold in season are Douglas fir and Noble fir. Noble fir is the most popular (capturing 60 percent of sales), because it lasts longest. Douglas fir (with roughly 10 percent of the market), balsam and other varieties are also important. Scotch pine has not proven popular because of its sharp needles.

Preferred sizes are 4.5, 5.5 and 6.5 feet high. Prices range from $7.50 to $30 for domestic trees and $15 to $45 for imported trees.

Factors in Sales Growth

Mexico's own forests supply the largest share of Christmas trees purchased; however, Mexican supplies are limited by a scarcity of specialized private Christmas tree growers. Consequently, imports have more than doubled in recent years, rising from $4 million in 1992 to over $9 million in 1994.

Also helping to spur sales since 1994 has been the elimination under the North American Free Trade Agreement (NAFTA) of a 20-percent tariff on imports.

Trees from most areas of the United States can enter Mexico with minimal phytosanitary restrictions. Trees from the U.S. Northeast are banned because of the danger that they might carry gypsy moths or pine shoot beetles into Mexico.

Marketing Essentials

U.S. companies interested in tapping into the Mexican market for Christmas trees 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 addition, it is important for U.S. firms to have someone - an agent or reliable distributor - who can maintain regular contact with buyers, interface with the government and handle the requisite paperwork.

Trees that are imported into Mexico must be free from disease symptoms, insects and pests. They must be in a natural state with no spray color used to obscure possible disease symptoms. They also should be mechanically shaken prior to shipping.

Importers bringing in U.S. trees must obtain a phytosanitary certificate from the Mexican Department of Forestry, which is part of the Department of Agriculture, Cattle and Rural Development (formerly SARH). This permit is usually issued without difficulty.

U.S. exporters must obtain a federal phytosanitary certificate from the U.S. Animal and Plant Health Inspection Service (APHIS) indicating that the trees are pest-free. Every shipment is inspected at the border, and a number are rejected each year. Thus, the APHIS inspection is a critical requirement.

U.S. tree exporters should contact APHIS before shipping, both to obtain a phytosanitary certificate and to check on any current changes in Mexican regulations on Christmas trees. APHIS' Export Certification Unit is located at USDA/APHIS/PPQ, 4700 Riverdale Road, Unit 139, Riverdale, MD 20737-1228. Tel.: (301) 734-8537. Fax: (301) 734-5786.

RELATED ARTICLE: Contacts in the Christmas Tree Market

Because of the seasonality of the Christmas tree business, it is sometimes difficult to locate distributors/importers in Mexico. Below is a list of several who are currently in the business.

Roberto Galland Sanchez

Roberto Galland S., Director

27 Poniente 904-C

72540 Puebla, Pue., Mexico

Tel.: 011 (522) 237-1539/1579

Fax. 011 (522) 243-4804

Bodega Gaytan

Alejandro Gaytan Uribe, Director

Central de Abastos

Local 100

Mexico, D. F., Mexico

Tel.: 011 (525) 694-1381

Fax. 011 (525) 694-1177

Deli Grut

J. Antonio Ulloa P., Director

Central de Abastos

Local L-58

Iztapalapa

Mexico, D. F., Mexico

Tel.: 011 (525) 600-6736

Fax. 011 (525) 694-7701

Corporacion Centauro

Eduardo Garate del Toral, Director

Central de Abastos, Nave 4

Bodega L-112

Mexico, D. F., Mexico

Tel.: 011 (525) 694-9303

Fax. 011 (525) 694-7951

Casa Quintana

Gloria Quintana de G., General Manager

Central de Abastos

Bodega L-62 y K-61

Iztapalapa

Mexico, D. F., Mexico

Tel.: 011 (525) 600-5220/5530

Fax. 011 (525) 694-1432

Fruitimundo, S. A. de C. V.

Lic. Ricardo Gonzalez Vidaurri, Director

Central de Abastos

Bodega L-90

09040 Mexico, D. F., Mexico

Tel.: 011 (525) 600-5721/5906

Fax. 011 (525) 694-3858

Vidimport

Lic. Juan L. Garcia Samano, President

Central de Abastos

Bodega K-111-113

09040 Mexico, D. F., Mexico

Tel.: 011 (525) 694-9972/6995

Fax: 011 (525) 694-6881

Marvin L. Lehrer is the agricultural trade officer in Mexico City, Mexico. Tel.: 011 (525) 202-0168. Fax: 011 (525) 202-0528.