From Mexico to Panama: Expanding poultry markets to benefit Indiana row crop farmers 

By Anita Sharkey 

International market development programs funded by the Indiana Soybean Alliance (ISA) and Indiana Corn Marketing Council (ICMC) are designed with one goal in mind: Creating long-term demand and stronger market access for Indiana farmers. 

By investing in partnerships overseas, supporting in-country promotions and engaging directly with global buyers, these programs help ensure Indiana-grown soybeans and corn remain competitive and preferred in key export markets. 

Two of the markets ISA and ICMC are working in to build demand are Mexico and Panama. Recent farmer engagement in Monterrey, Mexico, and Panama City, Panama, reinforced the importance of building connections for long term benefit. 

Cultivating relationships that drive demand 

While in Mexico, Indiana farmers met with Proboca, a food company, that has been building demand for Indiana turkey since 2016. Through the USA Poultry Egg and Export Council (USAPEEC), ISA and ICMC invest checkoff dollars into promotional activities that support companies like Proboca and help grow export demand for Indiana meat products. 

Proboca markets value-added turkey products under its Dos Familias brand and has seen significant growth in demand as a result of these efforts. As turkey consumption rises in Mexico, so does demand for Indiana-raised turkeys – driving increased use of Indiana corn and soybean meal used for feed. 

That demand directly benefits companies like Farbest Foods, headquartered in Jasper, Ind. Farbest sources the majority of its corn and soybean meal locally and its growth – driven largely by exports to Mexico – has been substantial. 

Production has expanded from fewer than 1 million turkeys annually in its early years to more than 15 million today. This growth has increased corn usage from roughly 1 million bushels per year to more than 15 million bushels annually, along with significant soybean meal demand sourced primarily from Indiana crushing plants. 

Launched in 2016 in Monterrey, Dos Familias was created to position turkey as an everyday protein for Mexican households. With support from Indiana corn and soybean checkoff investments through U.S. poultry export programs, the brand has grown its retail footprint and product line. 

In the first quarter of 2025, Special Ground Turkey accounted for 25 percent of total sales, followed by Herb-Marinated Turkey Arrachera at 15 percent, while Mezquite Pepper Turkey Arrachera and Turkey Breast Milanesa each represented 13 percent. New products, including Northern-style Turkey Meat al Pastor, continue to expand market share. 

Strong local grain demand 

For Indiana farmers, this growth means stronger local grain demand, expanded export markets, and long-term value tied directly to checkoff investments that begin with Indiana crops and end with consumers abroad. 

To increase brand awareness and drive sales, Dos Familias conducts in-store activations at major retailers including Costco, Sam’s, Walmart, H-E-B and S-Mart. At Walmart alone, activations engaged more than 830 shoppers, distributed more than 90 promotional items, and generated sales increases of more than four times on activation days. 

Complemented by retail promotions, digital marketing, and consumer education focused on recipes and nutrition, these efforts continue to expand demand for turkey products in Mexico. 

“In the United States, turkey is typically seen as a lighter meat often associated with Thanksgiving, but in Mexico it is marketed differently as a darker protein used much like ground beef,” said ISA board director Jenna Scott, a farmer from Muncie, Ind. “Being in Monterrey allows us to see how the programs we support for U.S. meat and pork are making an impact. It is exciting to see our products in local stores and used in processing at facilities like Proboca.” 

Retail tours and market visits provided additional perspective on consumer preferences. Understanding how products are marketed, sold, and consumed abroad helps farmer leaders and industry partners identify opportunities to remain competitive. 

Expanding opportunities in Panama 

Panama matters to Indiana farmers for two key reasons: Growing demand and global logistics. 

As Panama’s middle class expands, so does consumption of meat and poultry. This is driving feed demand for U.S. corn and soybeans. Continued market development efforts in the region help protect and grow that demand, creating long-term opportunities for Indiana row-crop farmers. 

Panama is also home to the Panama Canal, a critical gateway for U.S. agricultural exports. Efficient canal operations keep transportation costs competitive and ensure Indiana corn and soybeans move reliably to customers in Latin America and Asia. 

For Indiana farmers, Panama represents both a growing customer base and a vital link in the supply chain that connects their crops to global markets. 

Face-to-face engagement 

Face-to-face meetings during the mission turned conversations into commitments. International partners reaffirmed purchasing plans, discussed volume growth and aligned on continued promotions to expand feed use and retail distribution in their markets. 

Farmer leaders also reinforced Indiana’s reputation for consistent supply and quality. These are key factors buyers consider when making sourcing decisions. Strengthening those relationships helps protect existing export business while positioning Indiana grain for future growth. 

For Indiana farmers, the result is simple: Stronger trade partnerships, protected market access and clearer demand tied directly to checkoff-supported efforts.