On October 2024, the California Raisins Administrative Commitee participated in the first edition of the Sourdough Seminar with Irving Quiroz and Gluten Morgen, who is a renowned baker on social media with a total of 1.7 million followers.
The course was aimed at people dedicated to baking. During the course, Chef Irving highlighted nutritional information, benefits in baking, and general information about California Raisins.
A Sourdough bread with California Raisins was prepared, which allowed participants to observe the benefits of using raisins in baking.
We had communication on our social networks and on the chefs’ profiles, the participants received a kit with gifts from the account and wore an apron with the California Raisins logo throughout the course.
The course was taught in Mexico City and Monterrey with a total of 80 attendees, who were divided into 4 seminars, and a total of 61,018 impressions of communication on social networks were generated.
California Raisins actively participated in Expo Mexipan 2024, the most important bakery industry event in Mexico, which gathered processors, distributors, and consumers from across the country. This was a unique opportunity to strengthen the presence of California Raisins in the Mexican market and position them as a premium choice in bakery and pastry products.
During the event, the California Raisins team held meetings with over 50 processors, who showed significant interest in incorporating California Raisins into their products. Additionally, we engaged with more than 100 consumers, who provided positive feedback and expressed their preference for the taste and quality of our raisins.
California Raisins was part of the second edition of the cooking class for children 6 and 8 years old, where they learned how to prepare two recipes where the star ingredient was the California Raisins.
The event took place in the city of Monterrey, Nuevo Leon in the outstanding workshop of our beloved Chef Irving Quiroz “Amasijo”, where we had the company of 6 children who participated in the class where they made oatmeal cookies, butter and raisins and raisin pancakes.
During the class, the children showed their love for raisins and their emotion for making the recipes using California raisins.
At the end of the class, the children received recognition for their participation and kits as a thank you for attending.
Finally, it is worth mentioning that this activity was followed on social networks where we obtained a total reach of 107,044 people and a total of 139,792 impressions.
Sunmaid Growers of California listed 12 SKUs in the Mexican Market delivering the first purchase order for 800 cases with an estimated export value of 28,000 USD in March 2024 and available to Mexican consumer on April 1st, 2024. Raisin Administrative Committee provided industry-wide consultations during 2023 providing market information, importers contacts and facilitating communication for the first contact.
The listing process into the country took over one year and RAC was able to provide industry information to Mexican Retailer “La Comer” with 15% national market share with 13 high-end retail stores named “City Market”, where the product will be immediately made available, to eventually distribute in the rest of 72 stores with potential sales of 200,000 USD for full distribution in this retail chain, with the potential to increase volume once other retailers list the product portfolio in 2024.
Product listing will be complemented by a generic Retail Marketing campaign managed by RAC and it is expected that this will be the first step to develop raisin individual packs as a snack category in Mexico that has been a part of the U.S. Culture for many years, opening the way for more uses of California Raisins in that country.
Expo ANTAD, that took place from March 12 to 14, is a trade show focused on the retail sector with more than 1,100 exhibiting companies and an estimated 10,000 professional visitors.
This year IMALINX coordinated a total of 17 booths for 6 of our clients, organizing logistics, business meetings and follow-ups with importers, distributors and supermarkets of various categories of food and beverages; from fresh produce such as Idaho Potatoes, grains and nuts such as Popcorn and California Raisins, dairy products with California Milk and various companies from the South and West of the United States.
The show was a success and has allowed us to see products in the supermarket in a short period of time after the show.
Throughout the year, campaigns were carried out with different influencers with the objective of sharing relevant information about California Raisins, from its use, benefits, applications, recommendations, etc. In addition, the key messages of nutrition, versatility and quality were highlighted.
Each influencer has a different essence in which they communicate with their followers, but they all did it in a very good way. Thanks to them we have reached our most complicated segment, “the antipasitas” who little by little have considered giving California raisins another chance, including them as an ingredient in different styles of recipes or as a snack.
As a result, we obtained 5,837,670 impressions and reached 4,350,008 people.
We are grateful to all the influencers who have been part of this great California Raisins family, let’s keep highlighting the benefits, uses and applications of California Raisins.
Every year in December, El Globo and California Raisins collaborate together to make the traditional Panettone, one of the most emblematic products that this bakery has in Mexico.
In December 2023, the Panettone was launched on the market with a beautiful red packaging and California Raisins logo. In addition, a contest was held through social media platforms, so El Globo fans could win a Master Class with California Raisins spokesperson: Chef Irving Quiroz.
The contest was very successful obtaining 13,000,000 impressions on digital platforms. Additional, Panettone was El Globo’s third best-selling product in its category at Christmas and increased its sales by 17% compared to the previous year.
California Raisins was part of a master class with Chef Irving, where 10 consumers participated and won their place through a contest launched on social networks.
The master class had the objective of teaching the elaboration of a Panettone with some of the steps that El Globo performs for it, the class was led by Chef Irving Quiroz and El Globo Chef Arcadio Reyes, who showed some tips, recommendations, and the correct techniques to obtain the best result.
During the class, some of the guests participated in the final steps of the Panettone elaboration, a gift was given for attending the class and everyone enjoyed a delicious mini Panettone.
Every year El Globo releases this delicious Panettone whose star ingredient is California raisins, do not hesitate to try it and share it with your loved ones.
As a result, El Globo increased its Panettone sales by 13% over the previous year.
The third edition of our printed recipe book “Celebrating Moms” where we had a total of 28 recipes in which renowned chefs in the baking industry and consumers who love California raisins participated.
Communication was carried out through social networks with the support of different influencers and media outlets who shared their experience participating in previous editions, which encouraged consumers to share their recipes with us. In total we had a result of 348,514 people reached and 410,999 impressions.
There was a media campaign to announce the recipe book with posts on social networks and stories, reaching 252,897 consumers, as well as participation in SUPER MAMÁS, an event dedicated to mothers where several media outlets, influencers and celebrities were present. This event had a total of 3,555,297 impressions.
California Raisins was part of a cooking class for children under 12 years old in which they learned how to make two recipes where the star ingredient was raisins.
The event took place in the state of Monterrey in the outstanding workshop of our beloved Chef Irving Quiroz “Amasijo”, where we had the company of 10 children who participated in the class where they made chocolate raisin cookies and chocolate raisin brownies.
During the class, important and informative facts about California raisins were mentioned and the children shared with us their love and taste for raisins, as well as their interest in making these recipes.
At the end of the class, the children received recognition for their participation and kits as a thank you for attending.
Finally, it is worth mentioning that this activity was followed on social networks where we obtained a total reach of 20,000 impressions.