In recent years, the Mexican shrimp industry has encountered significant setbacks in its exports to the United States. Not only has there been a substantial 45% reduction in export volume, but Mexican shrimp has also experienced a staggering decline of approximately 70% in its premium status compared to products from other countries within the US market.

Export Data Decline

Data provided by the Confederation of Aquaculture Associations of the State of Sinaloa (COADES) reveals a stark contrast in shrimp export figures. In 2019, Mexico shipped out 59,320 metric tons of crustaceans, primarily farmed. However, by 2022, this volume plummeted to 32,859 metric tons.

In response to this concerning trend, the Mexican Shrimp Council has taken proactive measures to rejuvenate Mexican shrimp’s presence in the US market. Comprising producers, aquaculturists, packers, and marketers, the council has initiated a promotional campaign emphasizing the superior quality, flavor, and freshness of Mexican shrimp. Lawrence Michael Drazba, the general manager of Eastern Fish Company, underscores the significance of this endeavor, particularly in light of the United States being the primary destination for Mexican shrimp exports.

Investments in Promotion

Drazba elucidates that the 11 companies constituting the Mexican Shrimp Council have allocated investments towards promoting greater consumption of Mexican shrimp in the US. The aim is not only to address existing marketing challenges but also to reclaim the premium status once associated with Mexican shrimp in the eyes of US consumers. Previously valued at two to three dollars per pound, Mexican shrimp now commands a significantly reduced price of one dollar or less.

Despite the availability of other potential markets, the Mexican Shrimp Council remains steadfast in its focus on the premium segment of the United States market. Drazba emphasizes the intrinsic value of Mexican shrimp and the strategic advantage of maintaining a premium position rather than competing in lower-tier categories dominated by countries like Vietnam and China.

Promotion Strategy

The promotional campaign orchestrated by the Mexican Shrimp Council aims to bolster the positioning of Mexican shrimp, particularly within self-service stores and among the sizable Mexican population residing in the United States, estimated at around 30 million individuals.