Archive Page 2


MSQ by the numbers

MSQ promotes in chains across Europe, Asia, U.S. and Canada and even "at home", in Mexico

At Mexico Supreme Quality we are continuously focused on return on investment (ROI) for our growers and import partners.  That means we measure our efforts annually to see where we are and where we’re going. 

While our marketing efforts in the U.S. are still in relative infancy, those in Asia, Europe and the U.K. are more “mature”.  That is in large part due to the fact that quality control programs have been in place longer there than in the U.S.   These markets are thus more familiar with origin labeling, certification systems and imports overall.

In Mexico we are also a proven entity in supermarkets, and our aggressive consumer marketing outreach for the MSQ Seal of Excellence has yielded impressive results.  Remember that “at home” our efforts — in addition to fresh produce — includes certifying and promoting the huge pork, cattle, fisheries and dairy industries, plus other items not currently being exported.

While we are already seeing great interest and support for our program in North America, some of these stats from our 2009 annual report help illustrate the reach and breadth of our program both home and abroad:

  • Over 5000 MCS-trained grower personnel and MCS field consultants to date
  • More than 35o Mexico grower operations served by MSQ
  • Over 290 are already fully certified (to date…more each day)
  • Increase in number of MSQ-certified growers each year: 20-30%
  • 24 states  represented by the certification system
  • 45+ different training manuals and modules
  • 50+ chains actively supporting the MSQ program.

(To receive a copy of the recently-released MSQ 2009 Annual Report, call 1-877-281-9305 or e-mail


‘Masters’ program rewards receivers

Our growers help with MSQ education during the 09 Sonora Summit tours (I’m on the far right.)

It is difficult to believe that it has almost been one year to the month when we were last in Mexico’s premier grape growing region in Sonora, with our tour of grower operations by U.S. distributors and retailers. 

Well, next month to the date, in fact, (April 15) we repeat this popular event (we counted a caravan of 25+ cars last year), followed by a typical Sonora sunset carne asada (barbecue) at one of the beautiful ranches.  (We work hard, but have fun also!)
The next day are presentations and seminars as part of the Sonora Grape Summit, an event that typically means a packed house.   The enlightening speeches address market trends and the upcoming crop update, as well as special industry member recognitions.
This year, we are also going to be presenting our Masters of MCS Awards there to the North American produce receivers and retailers who have demonstrated excellence in procurement and promotion of produce from Mexico. (Last season, we honored Safeway, and distributors The Giumarra Cos., Farmer’s Best and Bay Area Produce.)
 We are advising the newly-selected candidates right now…and perhaps YOU will be selected to receive this award from the government of Mexico and from our agency!  Even if you are not selected this season, this is a very informative program about the state of the industry you should attend.
For more information on this event and how you can participate, please call 1-877-281-9305, or e-mail
Warm saludos!

Standardization of systems to be soon

Nigel Garbutt, Chairman of GlobalGAP and J.P. Suarez, Chairman of GSFI and GlobalGAP President are working hard to achieve standardization of global certification systems.

The leaders of the Global Food Safety Initiative (GFSI) and GlobalGAP are hard at work on the standardization of all certification guidelines and protocols used worldwide.  

We at MSQ/MCS of course also take  part in these important discussions, and will continue to do so in the future, especially as the U.S. food safety legislation becomes reality.

This direction will undoubtedly be of great help to all importers, retailers and to confused consumers as well.  Mr. J. P. Suarez, Chairman of the GFSI and GlobalGAP President agrees:  “We will be pleased to make the recognition of food safety programs much easier for retailers, manufacturers and food service operators.”

Mr. Nigel Garbutt, Chairman of GlobalGAP also sees the benefit of this to growers, noting:  “No doubt producers will also benefit from standardization.”

Congratulations to these gentlemen and industry leaders for taking this important step forward!  We will provide more updates soon on this issue.

Warm saludos from Mexico City!

Liz Quintero


Manager’s Welcome Message

Dear Importers & Retail Partners:

We are very pleased to launch yet another season of programs and services for U.S. and Canadian produce receivers! 

This year, we are continuing with some of our previous seasons’ successes, such as our Masters of MCS program.  It awards retail partners who have excelled in procurement and promotion of Mexican produce.  Last season, Safeway, Inc. was the proud retailer recipient, as were three key U.S. importer/distributors.  Perhaps this year it will be YOU?!

We are also pleased to form our brand new MCS Ambassadors program:  a unique opportunity for companies like you to join other industry leaders in an advisory board capacity.  This ensures that we have your valuable input about our programs and services.  With the pending U.S. Food Safety legislation, there has never been a better time for this group, and we do hope you will join us.

We also continue with our effort to meet with food safety personnel in your organizations.  This provides yet another opportunity for your valuable input for our programs.  Importantly, we will keep you apprised of updates about our Certification programs that affect your Mexico imports.   

Opportunities to promote our Seal of Excellence in-store will also be provided to a select group of retailers.  This is your chance to assure consumers that your produce is top quality and meets the most stringent import requirements.

We continue to be be represented at major trade shows and expos in North America and around the world, and want to welcome you to visit our booths wherever we may be.  Also, don’t forget to check this site frequently for important program updates and import tips.

Meantime, if you need any immediate assistance, please contact our U.S. agency directly toll-free at 1-877-281-9305.  Their representatives will plan a visit to personally explain our program to you and your associates.

All the best for the season, and warm “saludos” from Mexico City!

Liz Quintero,  General Manager


Welcome to MSQ!

 Thank you for visiting Mexico Supreme Quality’s (Mexico Calidad Suprema) site dedicated to importers as well as retail food safety and marketing executives throughout North America.   Soon we will be posting regular updates about our 2010 Seal of Excellence perishables certification program of benefit to you, so please check back.
Meanwhile, if you need any more information, please click on the “About MSQ” page above, contact our U.S. agency at: 1-877-281-9305, e-mail, or visit  
Thank you for your support!


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