Mobile Program Collaborates with Chefs in Mexico, Reaches New Audiences

Meat on Wheels, a mobile program developed to image U.S. red meat and collaborate with local chefs, is on the road and reaching new areas in Mexico. The mobile program enables USMEF to bring a full kitchen to chefs in high-end restaurants and resort areas to collaborate on new and unique dishes with U.S. beef and pork. The truck also promotes U.S. red meat at culinary events in Mexico.

“Meat on Wheels is a mobile kitchen where we create unique, signature dishes with chefs that feature U.S. beef and pork for their customers,” says Chef Germán Navarrete, USMEF director of culinary programs. “We collaborate on the creation of dishes and then serve their customers during a promotion or a special event. Our goal is to get those dishes on the restaurants’ menus.”

Funding support is provided by the Beef Checkoff Program and the National Pork Board.