As part of the “Taste of the West” campaign, whose objective was to promote products from the West of the United States, Wusata had communication through Walmart and HEB channels. The challenge of this project was to find a way to communicate the campaign to the consumer in a forceful and attractive way without being able to count on tastings or in-person events.
The campaign was achieved through the portals and digital advertising options of the participating chains. In both chains, a Landing page was created with all the products that were supported in the promotion and banners on the website that directed to the campaign. In addition to having offsite communication, with materials that circulated through social networks and web page inviting target consumers. There was a total of 1103% growth in visits compared to the season without promotion and more than 9,600 interactions with consumers on the banners.
On behalf of the Western United States Agricultural Trade Association (WUSATA) and coordinated by Beto Lanz 15 companies participated in the first recipe program in Mexico with the main objective of promoting value-added food and beverage products in the Mexican gastronomic industry.
The chefs who participated were Chef Pablo Salas, from Amaranta Restaurant; Josefina Santa Cruz, from Sesame; Chuy Elizondo, from Benell; Oscar Herrera, from Flor de Nogal; and Bianca Castro, from Biscottis Bakery. The companies that participated in this first recipe program were Agropur, Northwest Hazelnuts, Farmer’s Rice, Fresh Nature Foods, Barber’s food, Limoneira, Smile Foods, Royal Ridge, Shining Ocean, Pure palms, Jacey Cakes, Colorado Potatoes, Traina Foods, Bow & Arrow and Sadaf Foods.
Each company selected one chef to received the ingredients . Among those products were surimi, dried apricots, hazelnuts, fresh green garbanzo beans, potatoes, and gouda cheese. Each product with a different flavor and origin.
The recipes developed were published on the Chefs’ social networks and reposted on the official WUSATA social media pages, resulting in + 2, 218, 290 people reached and 1, 028, 900 views.
At the end of this project, a digital recipe book was developed now available in: https://issuu.com/home/published/taste_of_the_west_original
WUSATA carried out a virtual trade mission between exporters from the Western Union States and importers from 5 Latin American countries. The objective was to generate new business relationships and mission was divided into 4 categories on 4 different dates:
18 companies from the Western Union States participated in the mission and 26 importers from different countries such as Costa Rica, Colombia, Chile, Panama and Dominican Republic were present. Each exporter had an average of 5 meetings, with a total of 106 meetings across the mission.
This activity was previously planned for a face-to-face trip to Costa Rica and Colombia but due to the restrictions of the pandemic we resorted to technology and offered the possibility of having private and group sessions. This new mode of business mission resulted efficiency and the possibility to target a greater number of contacts with previous and virtual agendas.
WUSATA conducted a virtual trade mission between exporters between the states of Idaho, Oregon and Mexican Importers, with the aim of developing business relationships. Appointments were made between leading exporters and distributors and importers in Mexico in both, the retail and wholesale sectors.
This activity was an alternative to traditional trade missions that have been face-to-face. There were significant efficiencies in resources, budgets and time. Activities were programmed in anticipation so that the yellow onion season of Idaho and Eastern Oregon could begin strongly.
This new mode of trade mission proved to be very practical since from the comfort of the participant’s home of office. Strong and long lasting ties can be formed while staying safe at the same time.
Trade mission sponsored by the Western Agro-Commercial Association of the United States (WUSATA) where 7 companies from the Western United States will travel to Bogotá and Panama with the objective of meeting with key members of the trade and promoting their products. The companies that participated were: Trinidad Benham Corp, Frontiere Natural Meats, Made in Nature, Motherlode Provisions, Primo Pup, Empact Bars and Campesino Cheese.
Imalinx coordinates hotels, transportation, internal flights and coordinates meetings with key members of each company’s industry. The activities carried out in the mission consisted of: 2 rounds of 1 to 1 meetings in Bogotá and a 1 to 1 business round in Panama where exporters were able to display and promote their products, exporters visited to visit and meet between 3 and 4 branches of the main supermarket chains in Colombia and Panama and a visit to the Panama Canal was coordinated.
A total of 91 meetings with 27 importers were coordinated in both countries. One of the participating companies shared that it is in the process of negotiating with importers from the regions and one of them made a purchase of its products.
US products are well received in Colombia and Panama and there was a great response from Colombian and Panamanian businessmen. Exploring both markets is highly recommended.
Trade mission sponsored by the Western Agro-Commercial Association of the United States (WUSATA) where four companies from the Western United States exhibited their products in one of the largest shows in Latin America, Espacio Food & Service, in the pavilion from the USA.
The main objective was to develop business relationships with potential clients from Chile. The companies that participate were: Primo Pup, The Neil Jones Food Co, Noh Foods and Pacific Cheese.
Imalinx with the Western Agro-Commercial Association of the United States helped plan, organize and coordinate the participation of exporters during the trade show. The companies had a great response from Chilean entrepreneurs and there was great interest in American products. One of the participating companies shared that it is already in the process of sending the product to Chile thanks to a meeting provided by Imalinx with a key industry member.
This 2020 Imalinx will participate once again in Espacio Food and Service representing the Agro-Commercial Association of the Western United States (WUSATA).
Five companies of the Western United States visited Cancun and Mexico city with the objective to meet with the potential buyers of food products of added value and establish business relationships in order to introduce their products on the Mexican Market.
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.
From June 18th to June 23rd the Trade Mission for food distributors was held in Mexico City and Cancun. Nine companies from the Western US participated this year with categories of different products including wines, nuts, seafood, onions, dressings, among others.
The Executive Chef of Imalinx was present in the event to make a culinary demonstration where she developed innovative recipes using the products of the participating companies, with the aim that the attendees learn new application techniques of the products.
In total there were 153 one-on-one meetings with 26 different importers, distributors and chefs.
In October, the commercial mission for the Producers of the Western United States of America was carried out, focused on the main importers of beer, wines and snacks.
Attendees created business relationships and attended the Great American Beer Festival held annually in Denver, Colorado.