Mexican Firm Seeks Big-Cheese Status Stateside
The company has big plans: Become the largest cheese exporter to the United States. This year, it plans to dole out $39 million to modernize and expand its operations, according to an Infolatina report.
Sigma has been limiting shipments of Mexican-style fresh cheese into the United States to a trial basis. But a stateside business partner (whose name the company hasn't released) reportedly is gearing up to aid in marketing the creamier, limited shelf-life product.
Earlier this year, Sigma leaders predicted U.S. sales could make it to the $5 million mark within two years.
The company's key stateside market is the millions of Mexicans working in the United States homesick for cheese from their native land.
The company reportedly enjoys a 3.5% share in Mexico's $1 billion cheese market, making it the fourth-largest cheesemaker there. Sigma leaders have pledged to get to the No. 3 ranking this year.
Cheese might have only comprised 5.8% of the company's nearly $720 million 1999 sales, but it's Sigma's most rapidly growing effort, with this year's predicted sales volume to enjoy a 35% boost.
The company's leadership position in the cold cut market reportedly provides it with the financial resources to create new cheeses and promote its brands. In addition to offering increased varieties of cheese, Sigma plans to debut a national brand to face off against Mexico's multitude of regional cheeses. Plus, the company's cheese output can hop onto its already existing 1,500-strong fleet of refrigerated trucks hitting more than 140,000 stores twice weekly with cold-cut deliveries.
Sigma's yogurt operations, which started six years ago, have taken the company to the nation's No. 2 spot in that segment's marketplace in Mexico.
Edited by Gerry Clark