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Activities in Three of Mexico’s Largest Cities Promote Quality of U.S. Red Meat

Sharing the quality, value and availability of U.S. beef, pork and lamb with retail and foodservice professionals, USMEF recently participated in three activities in major cities across Mexico. Each funded by the USDA Market Access Program (MAP), the Beef Checkoff Program and the National Pork Board, the activities featured demonstrations and tastings of dishes made with U.S. red meat.

Casual Dining Event in Monterrey

USMEF and Sigma Foodservice, a global food company with 11 brands in 18 different countries, partnered to host a casual dining event in Monterrey focused on “comfort foods” designed to attract consumers in the area.

USMEF Corporate Chef German Navarrete greets visitors at the USMEF booth at a casual dining event in Monterrey, Mexico, organized by Sigma Foodservice, an importer of U.S. red meat

USMEF Corporate Chef German Navarrete greets visitors at the USMEF booth at a casual dining event in Monterrey, Mexico, organized by Sigma Foodservice, an importer of U.S. red meat

“Our goal is to expand the U.S. red meat business in and around Monterrey and create loyalty among Sigma’s hotel restaurant and institutional (HRI) clients who regularly purchase U.S. products,” explained Elena Gonzalez, USMEF HRI manager in Mexico. “Casual dining is a rising trend in the region, and we were able to share ideas for dishes that use various U.S. beef and pork cuts.”

Gonzalez and USMEF Corporative Chef German Navarrete greeted participants and visitors at the USMEF booth and answered questions about the preparation and cooking of U.S. beef and pork.

USMEF staff also attended a dinner for Sigma’s clients where U.S. beef dishes were served and tasting samples handed out.

Expo ANTAD 2019

Promoting new U.S. beef and pork products to Mexico’s retail industry, USMEF participated in the Expo ANTAD and Alimentaria International Food and Drink trade show in Guadalajara. Considered the most important international business networking event for the country’s retail sector, the 2019 ANTAD attracted 55,000 visitors and 1,900 exhibitors.

USMEF offered tasting samples of U.S. beef, pork and lamb to foodservice professionals at the Atlantic Prime Food Show in Mexico City

USMEF offered tasting samples of U.S. beef, pork and lamb to foodservice professionals at the Atlantic Prime Food Show in Mexico City

“Exhibitors and entrepreneurs come together at this show to learn about the latest trends in food products, including red meat, as well as to create new business contacts and strengthen existing relationships,” said Oscar Ferrara, USMEF regional director for Mexico, Central America and the Dominican Republic. “In the arena of international trade, this is a very important time to connect with red meat buyers to let them know what is going on with the U.S. market and what is available. We made certain to reach out and talk to as many companies as possible.”

USMEF set up a display booth with several USMEF member companies. USMEF staff shared information about the U.S. red meat industry and conducted cutting and cooking demonstrations to show visitors the benefits and quality of U.S. beef and pork.

Atlantic Prime Food Show

Participating in a food show organized by meat distributor Atlantic Prime, USMEF displayed and offered tasting samples of U.S. red meat to the company’s foodservice clients in Mexico City.

The event featured some of the city’s most popular celebrity chefs and personalities preparing and cooking U.S. beef, pork and lamb and presenting dishes in a unique and original way.

The participating chefs and their dishes were:

  • Chef Miguel Hidalgo: green U.S. beef meat balls with “idiazabal” cheese
  • Chef Fernando Salas: U.S. pulled pork burgers, bacon and potato snacks
  • Chef María José Trueba: grilled veal chop and U.S. lamb carpaccio