During the holiday season, California Raisins collaborated with El Globo, a bakery owned by Grupo Bimbo, the world’s largest bakery company. This collaboration involved the promotion of panettone made with California raisins at more than 170 branches across Mexico, available in two sizes: for the first time in an individual size and also in a family size. Additionally, on December 13, an event was held based on a social media dynamic, where participants competed by showing how they would decorate their Christmas panettone on Instagram Stories and Facebook. The winners gained exclusive access to a class with the product development directors from El Globo, where they learned how California raisins are incorporated into the making of panettone and other bakery products, taking advantage of their nutritional benefits while enhancing the flavor and texture of the products. This activity, along with the promotion throughout December, yielded excellent results, helping to further introduce California raisins to the Mexican market.
