As part of the Diversification Strategy for California Raisins, activities were developed to share the brand’s message in other regions of the country where the Artisanal Bakery is growing; covering this year it was delivered at Mexico City, Puebla, Tijuana and, Monterrey.
The seminar was taught by Dr. and Baker Master Klaus Tenbergen and, food scientist Dr. Priscilla Santiago with technical expertise on Bakery and Raisins from California.
About 190 bakers attended, who received technical information and, the benefits of incorporating California Raisins into the bread. In addition, there was talk about quality standards, the seasons and processes of sowing and harvesting raisins, their health benefits and by products, such as pasta and raisin juice.
There was a total coverage of 20 media outlets at the different sites, representing a reach of 300 942 members of the industry.
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.
In conjunction with the Retail Chain Calimax, the exhibition contest between the stores was held in all its formats with Idaho Potatoes (bags or bulk) 81 stores from Tijuana, Mexicali and, Ensenada participated in the objectives of the promotion: increase idaho’s potato supply and train buyers and warehouse personnel on proper handling and storage of the product.
The promotion lasted 4 weeks and Wilcox sent over 28 loads of Idaho potatoes.
In addition, the activity was complemented with a communication plan in conjunction with Calimax on its social networks, television ads and, radio. Also, a publication at the newspaper Frontera.
Sales of Idaho potatoes in the three winning stores increased by 62 % and, in total had a reach of 1 313 407 consumers.
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 baking competition took place in Mexico City from April 10th to 12th with a total of 12 participant teams, consisting of Baker Chefs and a Sous Chefs.
The event lasted 3 days and, 33 products were developed. Each team must bake a brioche, a croissant and an innovative bread with California Raisins. After the deliberation of the members of the jury, the team of the bakery, Saint Honore from Queretaro, was awarded first place.
The award was a Bakery Training at the Culinary Institute of America in Napa, California.
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 Wonderful Halos Mandarins program in Mexico worked hand in hand with the supermarket chains Walmart and Superama for a period of 5 months (December 2018-April 2019).
With the support of Retail Marketing communication and activities in point of sale, a total of 546 sampling days and 169 promotional days were achieved in 69 shops distributed in 7 cities.
The activities represented an increase in sales of 67.4 % compared to shops that had no samplings.
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.