Business Accelerator TOJOY Helps Leading F&B Brands Land in China

BEIJING,April 26,2021 --The COVID-19 pandemic has altered consumption habits around the world,disrupting consumer access to old favorites while also driving them to try new things. As more people work,study,and dine at home,the variety of foods and beverages consumed in Chinese households is increasing.

Chinese business accelerator TOJOY and its global subsidiaries are bringing new products to China,including a variety of specialty items from Mexico in response to this increased demand for variety in consumables.

Alcohol is one segment that has seen an especially large increase in demographic appeal. In addition to more women purchasing hard liquors,whiskey,brandy,and tequila have been especially popular among Gen Z consumers.

Several specialty liquor companies are entering China this year,including Mexican tequila distillery Don Nacho,who has partnered with TOJOY to bring its tequila products into China.

The joint venture will sell several grades of tequila in China,offering various grades of tequila.

"The classificationsoftequilafollowextremely strictguidelines in Mexico," said TOJOY Mexico CEO ErnestoZedillo Jr. "Don Nacho is a very prestigious distillery,making each bottle of tequila and mezcal with care and passion."

Avocado products ride a rising trend of healthy eating in China

Another trend during the past year has been Chinese consumers' increasing appetite for healthy foods and imported fruits.

One product that falls into both categories is the avocado. Avocados are rich in omega 3 fatty acids,have a higher percentage of protein than many other fruits,and contain many essential vitamins,minerals,and nutrients.

Lower tariffs on imported foods and increased demand for such healthy fruits dramatically increased avocado consumption in China during the 2010s. From 2010 to 2018,avocado imports to China rose from just two tons to over 43 kilotons.

"We want to provide the Chinese consumer with not only the avocado itself,but also other avocado products,such as avocado oil," said Zedillo. "Avocado oil has a 220-degree Celsius smoke point,which makes it ideal for the high temperatures used to cook in Chinese kitchens,and it offers much of the avocado's nutritional value."

TOJOY Mexico credits its partnerships with reliable local companies in Mexico for the creation of this new avocado product supply chain. The company plans to continue to introduce more high-end products derived from avocados,and other healthy foods,from Mexico to China.