ANTAD Highlights Active Month for U.S. Beef, Pork Promotions in Mexico
In March, USMEF’s efforts to promote U.S. red meat in Mexico included participation in ANTAD 2017, the premiere trade show for Mexico’s retail sector, along with hosting workshops and seminars highlighting the attributes of U.S. beef and pork.
With funding from the Pork Checkoff and the Beef Checkoff Program, USMEF used its display inside the U.S. pavilion at ANTAD to build brand awareness and support for member companies that were on hand to showcase U.S. red meat products for Mexican supermarket chains and other retail outlets. Chefs also prepared U.S. beef and pork dishes and distributed tasting samples throughout the two-day event in Guadalajara.
Hosted by the Mexican Retail Chains Association, ANTAD attracted 2,500 exhibitors and nearly 50,000 visitors.
“Modern retail is growing very quickly in Mexico, as is consumer interest in a greater variety of red meat options, so it is important for USMEF to highlight U.S. beef and pork at retail events like ANTAD,” said Javier Garcia, USMEF retail manager in Mexico. “Retail chains and their suppliers visit these shows to learn about products and trends that will drive more customers to their outlets – and specifically to the meat cases at their outlets.”
USMEF chefs prepared U.S. beef and pork for visitors at the 2017 ANTAD retail trade show in Guadalajara, Mexico
This year’s ANTAD show featured executives from retail chains and distribution companies such as Chedraui, S-Mart, Comercial Mexicana, Soriana, Walmart, Casa Ley, Meat & Co. and Bafar.
“USMEF had a very productive show this year, and our member companies were able to touch base with a number of existing U.S. red meat customers and potential new customers,” said Garcia.
Meanwhile, USMEF promoted U.S. red meat during a number of other activities in Mexico this month:
U.S. beef, pork and lamb were promoted at a USMEF workshop held in conjunction with Rationale in Mexico City
- USMEF Seminar at Asadero Cien Restaurants
USMEF meat consultant Lizeth Rodriguez presented “Attributes of Red Meats, Food Safety, Good Manufacturing Practices and Cold Chain” for the staff of Asadero Cien, a chain with 11 restaurants in Veracruz. Asadero Cien purchases an average of 48 metric tons (mt) of U.S. red meat per month, including inside skirt, inside round, top butt and flap meat. The company is also a manufacturer of processed meats. The audience at Rodriguez’s seminar included restaurant personnel and meat buyers. Funding was provided by the Beef Checkoff Program and the Pork Checkoff.
- Illinois Soybean Association visits Monterrey
USMEF hosted the new class of Illinois Soybean Association Soy Ambassadors in Monterrey this month. The ISA team visited Alimentos San Mateo, a U.S. pork importer and processor, Empacadora Ramos, a traditional wet market, and the meat boutique Carnicería Ramos. USMEF Marketing Director Gerardo Rodriguez hosted the team and led visits to various sites and facilities to see how U.S. pork is promoted and utilized.
- USMEF Workshop with Rational Technology in Mexico City
USMEF organized the first of four U.S. meat workshops with Rationale Tech at Rational facilities in Mexico City. Similar workshops held in 2016 were very successful and well-received by staff and customers of Rational, which sells high-tech ovens, stoves, and grilling sets for restaurants. Funding was provided by the Beef Checkoff Program, the Pork Checkoff and Illinois soybean producers.
During the first 2017 workshop, USMEF Corporative Chef German Navarrete presented information about U.S. beef, pork and lamb’s versatility and advantages, and explained the benefits of using these products on a daily basis. Following Navarrete’s presentation, Rational Corporate Chef Pawel Flores conducted a demonstration featuring Rational cooking center technology.
USMEF member companies met with hundreds of Mexican importers at the two-day ANTAD event
Attendees then had the opportunity to prepare and sample U.S. beef tri-tip, U.S. lamb Denver ribs and U.S. pork tomahawk chops and brisket.
“The U.S. meat cuts selected for the workshop are not that common and they were chosen to give attendees new ideas for including U.S. meat dishes in their menus,” explained Navarrete. “This activity allows us the use of technology without jeopardizing the flavor, texture or quality of U.S. beef, pork and lamb, which sometimes makes chefs reluctant to this kind of equipment. But at our workshop they can see, experience and taste the results.”
Navarrete added that some workshop attendees already have a Rational cooking system while others are potential buyers, so the exchange of experience among the chefs was of great value.
Following the fifth consecutive record year for U.S. pork in Mexico and a solid year for beef, exports to Mexico are off to a solid start in 2017. January pork volume climbed nearly one-third higher than a year ago to 72,406 mt – the third-largest monthly total on record. Export value increased 50 percent to $128.7 million. January beef exports to Mexico were up 26 percent in volume (19,151 mt) and 11 percent in value ($76.2 million) from a year ago.