Carried out the commercial mission of buyers from Mexico, Colombia and, Chile for value added products at Washington and California with the Western United States Agricultural Trade Association.
Participants had the opportunity to meet with more than 30 suppliers from the region with the objective of establishing business relationships.
As part of the Diversification Strategy for California Raisins, activities were developed to share the brand’s message in other regions of the country where the Artisanal Bakery is growing; covering this year it was delivered at Mexico City, Puebla, Tijuana and, Monterrey.
The seminar was taught by Dr. and Baker Master Klaus Tenbergen and, food scientist Dr. Priscilla Santiago with technical expertise on Bakery and Raisins from California.
About 190 bakers attended, who received technical information and, the benefits of incorporating California Raisins into the bread. In addition, there was talk about quality standards, the seasons and processes of sowing and harvesting raisins, their health benefits and by products, such as pasta and raisin juice.
There was a total coverage of 20 media outlets at the different sites, representing a reach of 300 942 members of the industry.
In conjunction with the Retail Chain Calimax, the exhibition contest between the stores was held in all its formats with Idaho Potatoes (bags or bulk) 81 stores from Tijuana, Mexicali and, Ensenada participated in the objectives of the promotion: increase idaho’s potato supply and train buyers and warehouse personnel on proper handling and storage of the product.
The promotion lasted 4 weeks and Wilcox sent over 28 loads of Idaho potatoes.
In addition, the activity was complemented with a communication plan in conjunction with Calimax on its social networks, television ads and, radio. Also, a publication at the newspaper Frontera.
Sales of Idaho potatoes in the three winning stores increased by 62 % and, in total had a reach of 1 313 407 consumers.
Imalinx developed a promotional strategy at the Amusement Park Six Flags Mexico in conjunction with Real California Milk Mexico and Johnny Rockets Restaurant, as the cheese used in its burgers is California Cheddar Cheese.
Activities were carried out for consumers at point of sale, social media and printed materials such as tablecloths and banners placed in different points at the park.
There was a 26 % increase in sales compared to 2017 vs. 2018.
In conjunction with Jhon´s Pizza, a menu promotion was held on the pizzas sold at the 2 points of sale at the stadium. Both brands had a reach potential of 36, 000 people in each of the games played.
Since the promotion, the increase in sales volume of Mozzarella Cheese was 25% per month. Due to this menu promotion, Jhon’s Pizza is evaluating the opening of its eighth restaurant within the area where the stadium is located.
The convention was 3 days, where executives, managers, buyers and, store managers were present.
The purpose of the expo was to open the opportunity and space for suppliers to present new products that meet the needs of the chain. HarbyrCo presented different SKUS of Fiscalini, Point Reyes, Glen Oaks and Rumiano to the Commercial Manager and purchasing team of dairy and frozen.
After the event, buyers decided to introduce 10 new products that were added to the Specialty Products area along with 15 others added in October 2018.
The annual competition took place on November 24, 2019 at one of the most important culinary institutes in Mexico, the Centro de Educación Superior de San Ángel (CESSA).
A total of five teams registered their participation in the first culinary contest of RCM in Mexico. Each team consisted of a chef with more than five years of experience and a SousChef with no more than five years of experience.
Participants developed two menus of a main dish and a dessert with a surprise basket of Mexican ingredients plus one protein. The challenge for each team was to incorporate at least four California dairy products in each dish, within a three hours limit.
The five teams that participated currently work in gourmet restaurants, own their restaurant or bakery and / or work for culinary institutes. The winners are part of the team of “Balcón del Zócalo”, a gourmet restaurant of Mexican food of the outstanding chef Pepe Salinas in Mexico City.
The winners, chef Edgar Hernández and chef Andrea Francisco traveled to Napa, California to attend a 2-day “Milk and dairy Immersion” training at the Culinary Institute of America in January 2019. In addition, they visited the California milk and cheese processors and were part of a culinary tour in San Francisco, Napa and Santa Helena.
Real California Milk would like to thank all the participants who were part of the first edition of the dairy contest.
In addition, it is important to mention the importance of the participation of all members of the jury who shared their time and experience to evaluate and, select the winners of the competition. Also, to all the media invited to participate in the event and, to the team of Anfora who provided their extraordinary collection of dishes.
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