In January, representatives of the California Milk Advisory Board met in Koh Samui, Thailand where the global strategy was reviewed. For two days, the representatives were in meetings so that together they could give feedback from past years to continue improving. This year in Mexico the following objectives were set:
In October 2019, Real California Milk held the second edition of the California Dairy Products Contest where 8 teams competed for a trip to Napa, California. The Food & Wine team showed by Chef Antonio Garrido and Chef Mariana Rojas surprised the jury with their dishes and became winners of the Training in Trends and handling of dairy products, based at the CIA, Copia in Napa, California.
In January 2020, the chefs of Food & Wine Table and Chef Abraham Alanis of Laben Foodservice travel to California to receive the training. During the trip, the chefs visited Point Reyes Farmstead Cheese where they participated in a Culinary Trends Workshop 2020 presented by CIA executive chefs, Brad Barnes & Barbara Alexander who also offered a culinary and tasting experience with their own recipes made with California dairy products.
They had a tour in the Farmstead Cheese, to learn about the quality processes of Real California Milk and the animal care, one of the main characteristics of Real California Milk dairy products. The last day the chefs had the experience of cooking at the CIA facilities, Copy being part of multiculturalism reflected in the dishes of chefs from different parts of the world.
Antonio Garrido, Mariana Rojas, and Abraham Lanis went back home with the knowledge and dairy training to be implemented in their kitchens and processes in order to offer quality and flavor in their recipes.
Imalix supported the process of insertion into the Mexican market of products with the seal of the California Dairy Commission. Negotiations were worked out from 2018, until this year we were able to find cheeses and Ice Cream in supermarket chains at Mexico.
In Walmart we can find 12 new flavors of Crystal Creamery Ice Cream that were supported with point of sale activities and a digital communication program for the launch. The 4 months after sales was increased by 400 %.
Soriana Chain Price Club, City Club, introduced two desserts with ice cream and, one specialty lychee flavor. Sales have grown steadily by 93 % compared to normal and sampling days. It also opened the doors of its catalogue to some specialty cheeses such as Monterey Jack, Cheddar and Provolone. Promotional activities were created for the sliced product and, sales increased by 500 % on samplings days against normal.
Calimax, a regional chain with 98 stores, introduced 21 new products into 20% of its stores. Sierra Nevada, Point Reyes and Fiscalini are part of the catalogue and presented in the “Rincón del Sabor” island with deli products in the shops.
Laben in Monterrey will make its third cheese import under the DiStefano brand in six different presentations between the products of Fiore di Latte, Artisanal Burrata and, Fresh Mozzarella.
On the other hand, Ochoa Dairy Products in May began importing cream cheese under the Smithfield brand of the Savencia processor. This product is a second choice of California Cream Cheese at the state of Baja California.
As part of the strategy, Real California Milk achieved the implementation of four different promotions in Local Pizza Chains located in three regions of Mexico, such as the Northwest (Tijuana, Jhon’s Pizza), Northeast (Monterrey, I Like Pizza and Pizza Deprizza) and, at the Center of the Country (Mexico City, Pizza Amore).
In addition, the promotions include marketing support for the development of point-of-sale printed materials, uniforms, digital communication and the use of the Real California Milk Seal on pizza boxes.
Pizza promotions with Real California Milk have represented an increase in cheese volume sales of 17 tons per month.
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.
In Mexico City, an event is annually held where the best suppliers for hotels, coffee shops, catering and restaurants meet with the intention of stablish business relationships.
For 4 days, the Diary Council of California was present with an exhibition spot where new products were displayed for the Mexican market, sampling recipes were made by the Executive Chef. Board members were present to create business relationships.
During the first day of the workshop show, we participated in a pizza seminar with California cheeses, given by Chef Efren Rios.
The general objective was to develop brand presence in the foodservice industry in Mexico, besides enhancing new products development.
During November 2, 3 and 4, 2018, Real California Milk was the official sponsor of the Cake & Bake Masters 2018 welcome dinner. With the presence of popular chef Adriano Zumbo. Prestigious chefs of sweet gastronomy worldwide and important media in the country were invited to taste the special menu prepared with California cheese.
The dinner was carried out at the Alfredo restaurant of the Presidente InterContinental Hotel, presented by Executive Chef Mauro Chiecchio, who developed three dishes with three varieties of California cheeses to delight diners with their flavor.