Mission Foods is working closely with http://flavoursofmexico.net" target="_blank" rel="noreferrer">Flavours of Mexico as one of its primary supporters in 2011 to drive wider awareness of Mexican cuisine in the UK.
Mexican cuisine, which dates back to Aztec times, has achieved a gastronomical first in winning protection as an "intangible cultural heritage" worth safeguarding from global influence.
It joins the Taj Mahal, the Great Barrier Reef and the pyramids on the UN's protected asset list.
Mexican food is the fastest-growing sector in the UK, where it is surpassed only by Indian and Chinese cuisine in the nation's affections
"It is growing by 10 to 20% a year and commands a market share of about 15% of the ethnic food market in the UK," commented the Flavours of Mexico NGO. "However, although the UK market is familiar with the Tex-Mex category, it has not yet discovered the wide range and richness of Mexican food."