With funding from the Pork Checkoff and the Beef Checkoff Programme, USMEF used its display inside the US pavilion at ANTAD to build brand awareness and support for member companies that were on hand to showcase US red meat products for Mexican supermarket chains and other retail outlets. Chefs also prepared US 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 US 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.”

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.

“UMSEF had a very productive show this year, and our member companies were able to touch base with a number of existing US red meat customers and potential new customers,” said Mr Garcia.

Meanwhile, USMEF promoted US red meat during a number of other activities in Mexico this month:

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 US 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 Programme 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 US 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 US pork is promoted and utilized.

USMEF Workshop with Rational Technology in Mexico City: USMEF organized the first of four US 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 Programme, the Pork Checkoff and Illinois soybean producers.

During the first 2017 workshop, USMEF Corporative Chef German Navarrete presented information about US 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.

Attendees then had the opportunity to prepare and sample US beef tri-tip, US lamb Denver ribs and US pork tomahawk chops and brisket.

“The US meat cuts selected for the workshop are not that common and they were chosen to give attendees new ideas for including US meat dishes in their menus,” explained Chef Navarrete. “This activity allows us the use of technology without jeopardizing the flavor, texture or quality of US 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.”

Chef 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 US 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 per cent to $128.7 million. January beef exports to Mexico were up 26 per cent in volume (19,151 mt) and 11 per cent in value ($76.2 million) from a year ago.