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.
The Second Foodservice Cup of Bakery was carried out 3 days within the framework of Expo Sirha 2018. The aim of the event was to increase the product development and to show to the bakers the California Raisin versatility in baked products.
Annual Baking Contest was developed during Expo Sirha where nine pairs from the Mexican Republic and Guatemala participated in the event, which involved five bread categories that had to include the two varieties of California Raisin, currants and sultanas. The result was 45 baked products and the winning pair was the Corazón Latino company.
The prize was a trip to Napa California to visit the raisin crops and to receive a training at the Culinary Institute of America.
The Italian Chamber of Commerce and the California Milk Advisory Board organized the fourth edition of the Mexican Pizza Championship where 8 pizza makers from different cities and restaurants competed to obtain the “Best Mexican Pizza maker 2018” and will represent Mexico in the Pizza World Championship in Naples, Italy.
With more than 500 spectators among industry professionals and pizza lovers, each participant had to bake three different types of pizza: classic, creative and aesthetic using high quality ingredients and with the best flavor.
The jury was conform by representatives of the Italian Chamber of Commerce in Mexico, The Accademia Italiana della Cucina, industry experts and opinion leaders:
During the 2018 season, representatives of the Real California Milk brand in Mexico met with regional media in Monterrey, Cancun and Tijuana to give interviews and advertise the added value of the Real California Milk certification label on dairy products made with milk 100 % of cow milk.
There were 20 interviews with television, radio and printed media to talk about dairy consumption in Mexico, the benefits of including them in the daily diet, the importance of identifying the certification label that guarantees products made with 100% cow milk, and the availability of products under the label of Real California Milk in the Mexican market. With this initiative, it was possible to create an impact of more than 3 million consumers in different Mexico regions and raise awareness about the importance of dairy products in the Mexicans diet.
Together with the Walmart chain, the campaign was designed to be applied in the following brands of the company: Walmart Supercenter, Superama, Bodega Aurrera and Sam´s Club.
Printed communication tools were developed, these tolls were placed in 465 stores and Zespri participated in the creation of videos, published on the social networks of the chain, with the theme of back to school season and some ideas for healthy snacks that included Zespri kiwifruit.
The objective of the campaign was to introduce low -cost formats varieties and to reach different areas of the republic, as well as increasing the brand presence in the market and supporting the sale this season.
The results of the campaign were positive as it increased the product availability in the market by 210%, reached a coverage of 81% nationwide and a sales increase of 89%.
The Raisin Administrative Committee organized the Third Master Baking Seminar with the participation of the chefs and writers of the book “Bread, Flavor and Tradition”, Didier Rosada and Juan Manuel Martinez Solarte.
The seminar goal was to train chefs and bakers on the versatility and the process of California Raisin harvesting and its uses in bakery products. At the end of the event gift bags were given, the seminar recipe book and the complete presentation so that the ideas could be used by the assistants in their companies. The event communication allowed to reach to more than 210 executives chefs and bakers registered, from great companies as El Globo, Nestle, Hyatt and Four Seasons.
Due to the success of previous geolocation campaign with Zespri kiwifruit at Waze, this year we decided to implement the campaign in Mexico.
The strategy of the campaign was based on a system of geolocation of Waze, same that allowed the users to identify the nearest points of sale of Zespri kiwifruit.
Users had the option to choose these points of sale as destiny and to begin its route towards Zespri kiwifruit, or to save the route to visit it later.
Results showed a total of 86.000 navigations, 5,8 million impressions and 39,9 clicks. With a total of 1 million unique users, the campaign showed that Walmart was the supermarket chain that more navigations generated.
One more year of the delicious flavor of Zespri distributed in all Mexico!
For the first time in history, the women’s team competed in order to participate in the Seventh World Cup of Rugby that was carried out from July 20th to July 22nd in San Francisco, California. During the previous season to the World Cup, the Zespri kiwifruit recharged the vitality and energy of the Serpientes women’s team of the Rugby Mexican Federation.
The
Classification Tournament took place on June at Campo Marte, Mexico City, where
the team had qualified to the World Cup to compete with the best international
teams, being the first contest Mexico vs New Zealand.
As the official sponsor, Zespri was in charge of gather the best moments of the players and was Michelle Farah (27 years) who shared with us what motivates her to play:
“It motivates me everything that is behind a match, a team that is my family, my family who supports me, the passion I have for sport, the values it incalculates and what implies this discipline, and the fact to share and to transmit the culture of rugby in our country.”
We recognize that the girls’ discipline, persistence and attitude have taken the team Serpientes to meet great goals and keep training to take the name of Mexico to great leagues and to leave all the passion in the field.
During the 2018 season, representatives of Zespri® Kiwifruit in Mexico met with regional media in Chihuahua and Monterrey to give interviews and advertise the value of Zespri® Kiwifruit.
As a result of the interviews, it was possible to reach an audience of 918,230 consumers, through television, radio and newspaper programs. Touching main topics such as the origin of kiwis, varieties, health benefits and how to eat them.
During the 2018 season, representatives of Zespri® in Mexico met with the regional media of Chihuahua and Monterrey to give interviews and publicize the value of Zespri® kiwifruit.
After several years of study to understand what do consumers are looking for and with the aim of exploring new market opportunities, the Global Sourcing team decided to import pears from Europe for the first time in the history of Walmart Mexico.
To commemorate the arrival of the Dutch Conference Pear to the Mexican market, the event was held at Superama Santa Fe, attended the Dutch Ambassador, Margriet Leemhuis, Hernan Avalos, Global Sourcing Manager and Jorge Martinez, Purchasing Manager, Mario Kotasek, Regional Manager of Superama, Dora Trejo from Institutional Relations, as well as members of Imalinx.
Margriet Leemhius, was happy about the arrival of products from her country to Mexico and mentioned that she is willing to continue supporting activities that allow increasing market options for consumers. “It is a great opportunity to continue importing products from Holland, we are willing to cooperate and support any type of activity that involves our products.” the ambassador added.