As Donald Trump's administration prepares to renegotiate NAFTA, the head of Mexico's largest movie theater chain is warning that an end to free trade could convince him to buy his popcorn from Argentina instead of the U.S.
Cinepolis de Mexico, the world's fourth-largest cinema chain, buys about $10 million a year of American kernels from farmers in Kansas, Missouri and Iowa, according to Chief Executive Officer Alejandro Ramirez. He said his company already studied sourcing the corn from Argentina after Trump's campaign and victory helped push the peso to record lows against the dollar. For now, the U.S. still wins. But a tax of as little as 2 percent could tip the scales, he said.
While automakers such as General Motors and Toyota have born the brunt of Trump's Nafta displeasure, Cinepolis shows how key U.S. exports that are unrelated to manufacturing could become collateral damage. Ramirez, who heads a business chamber including the nation's biggest multinational companies, said his group is working with its business partners in the U.S. to educate politicians there on the value of economic integration.
"A lot of the value chains are complex, and nobody has really told people that," Ramirez, 46, said in a phone interview from Mexico City on Thursday. "We all need to work better to inform. In the past, it was not necessary because we never thought free trade would be put at risk."
That changed with the election of Trump, who has promised to end or renegotiate the North American Free Trade Agreement, which he described as the "single worst trade deal" in U.S. history and a disaster for American workers.