Real California Milk participated in Expo Carnes y Lácteos 2025 from March 1 to 6, marking the first edition to include the dairy sector in Mexico’s most important event for innovation and commercialization of meat and dairy products. This event was a key opportunity to strengthen the presence of its cheeses in the Mexican market, attract potential clients and business partners, and support distributors in the southern region.
During the expo, the Real California team distributed brochures with information about the product catalog, highlighting its superior quality. Additionally, meetings were held with interested clients and distributors, and cheese tastings featuring Monterey Jack, Mozzarella, Cheddar, and premium cheeses received highly positive feedback on their flavor and quality.
On January 18th and 19th, two activation days were held at Aztlán amusement park as part of a month-long campaign aimed at promoting informed popcorn consumption. The goal was to educate visitors about the origin, nutritional benefits, and everyday uses of popcorn. This campaign was seamlessly integrated with the park’s attractive menu of flavored popcorn options an initiative led by the park itself in collaboration with one of the popcorn distributors in Mexico.
Throughout January, the campaign maintained a strong presence across the park with branding featured on popcorn stand frames, food menu boards, and digital screens in key areas. With an estimated 2,000 daily visitors, the park provided an ideal setting to reach a broad and diverse audience. During the two activation days, 800 people actively participated in interactive activities that highlighted the benefits of U.S. popcorn and encouraged a more conscious approach to its consumption, all within a fun and family-friendly environment.
The combined efforts of the educational campaign and the park’s flavorful popcorn offering created a cohesive and appealing experience for guests. This helped reinforce the positioning of U.S. origin popcorn in a setting that celebrates entertainment and popular culture. The collaboration between campaign partners and local stakeholders proved effective in expanding reach and impact, laying the foundation for future initiatives in high-traffic, high-consumption venues.
On December 21st, a special activation took place at Six Flags Mexico as part of a month-long campaign designed to raise awareness about the origin of U.S. popcorn, its benefits, and its various uses. Taking advantage of the park’s high foot traffic during the holiday season, the campaign featured prominent branding on official popcorn containers and menu boards at food stations, achieving an estimated daily visibility of 5,000 people.
During the main activation day, more than 1,400 people actively participated in engaging activities aimed at educating them about popcorn’s origin, its versatility as a healthy snack, its role in the Mexican market, and common consumption occasions. These interactions provided valuable insight into consumer awareness—approximately 30% of participants were already familiar with the U.S. origin of popcorn and its significance in Mexico.
The collaboration with Six Flags proved to be an ideal platform to expand the campaign’s reach and connect with a broad, diverse audience in a fun and familiar setting. With a combination of consistent visibility throughout December and a high-impact activation, the initiative helped reinforce the positioning of U.S. popcorn, promote informed consumption, and lay the groundwork for future efforts in the entertainment and mass consumption sectors.
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.
During Thanksgiving, Idaho Potatoes and California Raisins participated in the Thanksgiving Day celebration event at P Gringo BBQ Warehouse in Polanco, Mexico City. In addition to being present with gifts, they stood out at a booth highlighting the many qualities and benefits of Idaho potatoes and California raisins. The menu for the day included juicy smoked turkey, stuffing, mashed potatoes, melted Swiss cheese, and cranberry sauce, all served in delicious grilled brioche bread. Idaho potatoes were featured in the mashed potatoes, and a topping made with California raisins was added.
On the second day of the event, a breakfast-brunch called ‘Thanksgiving for Heroes’ took place, aimed at offering the same menu for free to low-income people, children and teenagers with cleft lips, and elderly adults. These actions aim to further promote Idaho potatoes and California raisins.
On November 28th, 2024 the California Milk Advisory Board (CMAB) hosted an exclusive burrata brunch in Mexico City, bringing together three media outlets, two renowned influencers, and five distinguished chefs. This event, organized in collaboration with the regional importer, aimed to strengthen connections with chefs from five prestigious restaurants. Attendees included media representatives from Reforma, Cocina Vital, and Gastrolab, as well as influencers such as “La señora del súper MX” and “¿Y qué hago de comer?”.
The main goal of the event was to inspire attendees with new culinary ideas using California burrata, showcased in the preparation of two exceptional dishes: a roasted peach salad with arugula, pesto, and sun-dried tomatoes, and a capricciosa pizza with burrata. This initiative highlighted the quality and versatility of this cheese, encouraging attendees to explore its integration into their menus and leverage its potential in haute cuisine.
We participated in the Food and Wine Festival at the Hipódromo de las Américas in Mexico City on Saturday, November 16, and Sunday, November 17, 2024 promoting Real California dairy products through tastings. This festival is recognized as one of the most important gastronomic events of the year, offering a diverse program of activities where over 1,100 attendees enjoyed food and beverage pairings, and learning about high-quality products.
Our booth was a highlight of the event, thanks to the tastings conducted by Chef Poncho Hernández, who captivated attendees with his innovative recipes such as mozzarella compote and appetizers. We also distributed promotional items, such as fans and tote bags customized with the Real California Milk seal, effectively capturing the public’s attention and strengthening brand recognition.
We had a presence in three key locations: the general tasting area, two VIP sections, and a Photo Opportunity spot, perfect for branded photo moments. Interest in our products was significant, particularly in the ice cream, as many attendees inquired about where to purchase it. This success underscores the value and quality of Real California products in the market.
2024 was the first season in which Imalinx coordinated promotional activities for California grapes. Part of the program targeted major Club retailers, including Costco and Sam’s Club. At Costco, nationwide sampling events were held in 42 stores on November 14th, 15th, and 16th, with additional promotions in 16 top-performing locations on November 23rd. These events featured informational one-pagers highlighting the benefits of California grapes.
Meanwhile, Sam’s Club launched a digital campaign supported by in-store banners across 20 locations in key cities such as Mexico City, Monterrey, and Querétaro from November 14th to 20th. The digital effort, which includes e-commerce and app-based promotions, runs until November 30th, with sales reports to follow.
On October 19th, 2024, CMAB participated at TEDx San Ángel “Evolution”, both as a sponsorship and with Michael Boccadoro as speaker, as a sustentability expert.
TEDx San Ángel is a independent program of local events, part of TED Talks, a non-profit organization dedicated to spreading ideas.
The event was in Teatro Centenario Coyoacán, around 400 people with very specific profiles, high educational and socioeconomic level, including professionals, entrepreneurs, students, artists attended.
As sponsors we gave samplings of 10 varieties of cheese and 2 of ice cream, we gave a special gift to all the speakers and different gifts to the attendees.
Michael Boccadoro, our speaker, has participated in California’s environmental policy arena for more than 35 years. As president of West Coast Advisors, he specializes in public affairs consulting and has distinctive expertise in environmental, climate, natural resources, and sustainability issues. During his talk “Evolution of Planet-Smart Dairy”, he exposed the efforts and programs that are carried out in California within the dairy industry on issues of sustainability. California is recognized as a world leader in planet-smart dairy farm practices, investing over $2 billion in more than 300 methane reduction projects on the state’s dairy farms.
Imalinx, in collaboration with WUSATA, organized a seafood tasting and technical demonstration event on October 16, 2024, showcasing nine varieties of wild-caught and sustainable seafood from the United States, provided by three companies and served in twelve canapé-style dishes. The event was supervised and supported by the Western U.S. Agricultural Trade Association. Among the 18 attendees were 12 importers and distributors, along with five guest chefs.
The event’s objective was to capture the attention of potential clients and business partners, increasing visibility for the 3 participating companies. During the activity, booklets and a detailed presentation highlighted the characteristics and certifications of the various seafood options, emphasizing that all were from sustainable fishing practices. At the conclusion, special interest was noted in the Petrale sole, and a significant opportunity was identified for Coho salmon.