Tavistock company participates in Mexican trade mission

Kitchener-Conestoga MP Tim Louis, left, poses with SoilOptix president and CEO Paul Raymer on a recent trade mission to Mexico. Contributed photo

By Lee Griffi

SoilOptix recently joined one of the largest Team Canada trade missions ever organized, an extensive delegation that travelled to Mexico to deepen trade and economic co-operation.

Kitchener-Conestoga MP Tim Louis, who is also the parliamentary secretary to the minister of Canada–U.S. relations, Dominic LeBlanc, helped lead the mission and participated in discussions aimed at strengthening supply chains, expanding export opportunities and building reliable international partnerships.

The mission brought together more than 250 Canadian companies and organizations. Nearly 400 business leaders participated in more than 1,900 business-to-business meetings, resulting in over 20 contracts and memoranda of understanding.

SoilOptix, recognized for its precision agriculture technology, showcased Tavistock’s strength in agricultural innovation during meetings focused on trade expansion and long-term economic co-operation.

Paul Raymer is the company’s president and CEO, and after his trip to Mexico was over, he headed to Brazil for another opportunity.

“We’ve been very fortunate to have been invited,” he said. “Global Affairs extends an invite to what they call candidate companies. I don’t know how we got on this list, but we did. But it didn’t mean we were in. We had to apply and tell our story, and ever since, we have been getting these invites. We have been getting in since 2024.”

There has also been a lot of focus in South Asia, and SoilOptix has attended other trade events in the Philippines, Vietnam, Indonesia, Cambodia, Thailand and Australia. Raymer said the Canadian government is providing opportunities for Canadian companies to grow.

“One thing I will say is they do a standup job,” Raymer continued. “We should have a great deal of pride in what the Trade Commission Service does to be able to support companies like ours, to help with getting boots on the ground with in-person engagement with prospective companies.”

Raymer said he appreciated the level of effort the federal government put into setting up conversations with prospective clients, even though his product is an expensive one.

“The big thing is, with all these countries aside from Australia, is the economic factor, and that’s always been a bit of a wait. What was really surprising to me in Mexico was the level of appetite. It was unbelievable.”

Raymer explained that the government set up meetings for him on other trade missions, but sometimes the potential customers were no-shows.

“A dozen meetings were scheduled for us in Mexico, and every one of them showed up,” he said. “Every one of them had a high level of interest and were all well-qualified companies to have conversations with.”

SoilOptix sells soil-mapping technology and software that uses gamma radiation-based sensor data.

Raymer said he and other participating companies sit down with government officials once a trade mission is over to provide input during question-and-answer sessions.

“The feedback is very important to them, and within six months, they are sending out a survey looking for traction. It is important to them to show they aren’t just waving money around. They are trying to measure the success of each trip.”

In addition to being an MP, Louis is the parliamentary secretary to the minister for intergovernmental affairs for Canada-U.S. trade. Raymer said Louis took a great interest in his product and was very supportive.

“He sat down with me and wanted to learn more, and his staffer told him he had 10 minutes,” said Raymer. “He asked what he had after our meeting and was told his break. We ended up talking for 10 minutes. He wanted to learn more about us, and although he doesn’t have a background in agriculture, he’s been getting more involved in showcasing the sector.”

The MP also participated in one of Raymer’s meetings with a potential buyer.

“Participating in national trade discussions allows me to advocate directly for local businesses and ensure they have access to new and growing markets,” Louis said. “This mission highlights our region’s strength in agricultural innovation, with local companies continuing to extend their reach well beyond Canada’s borders.”