The National Potato Council is responding to U.S. shipments now arriving in Mexico.
It has been a 25-year dispute filled with legal obstructions, but shipments of fresh potatoes are starting to arrive.
CEO Kam Quarles says the market potential is around $250 million a year by 2027. He says to compete with the powerful and politically connected Mexican potato industry, the federal government will need to continue its full support.
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