Imalinx achieved to position blueberries as a versatile and added value product with a “more than just for muffins” approach.
On joint efforts with the renowned chef, Paulina Abascal, an integral campaign was developed with participation on television programs, radio and magazine articles.
In alliance with the magazine “Pasión por la Cocina” a contest was arranged in which consumers participated to win a visit to the kitchen facilities of the chef and to obtain the book “Larousse Desserts” autographed by the chef and author, Paulina.
Having chef Paulina Abascal as spokeswoman of the brand allowed blueberries to position themselves as an added value item with a “more than just for muffins” approach.
The event had two principal approaches. On one side, the menu created by host chefs Jared Reardon and Sonia Arias, consisted of a Thanksgiving dinner in which they integrated the products promoted by WUSATA.
The second objective was to develop material and activities for young people and children in an entertaining promotion, in order to teach them the story behind the festive days of Mexico and United States.
There was a total mass media coverage of more than $60,000 dollars and giant banners were placed within stores. In general, the campaign resulted in an increase of over $7 million dollars.
As part of the activities of the 2009 program with the Western United States Agricultural Trade Association (WUSATA), Imalinx coordinated an on-line seminar regarding the “Trends in the Mexican Market”.
The seminars resulted in an 80% increase of participating companies and a similar increase in the number of companies that visited the destinations after listening the seminar.
The demonstration which was focused on products from western United States was undertaken in the Higher Education Centre of San Angel (CESSA) in Mexico City. Taught by chef Rod Jessick from the Coeur Dálene Resort in Idaho, who developed a menu with products of western United States for future chefs and media.
The section Buena Mesa of the newspaper Reforma published an article regarding the innovation of the United States’ cuisine.
In the culinary forum for universities, the participating entities were the University of Claustro de Sor Juana, the University of Anahuac del Sur and the University of the Valle de Mexico.
On the other hand, during the culinary forum of blueberries the future chefs had to integrate them into Mexican dishes and present their dishes before the evaluation of five critics in gastronomy.
Trade missions to the western United States allowed to strengthen relationships between importers and buyers of fresh products in Mexico and exporters from the United States, such as importers in Oregon. In the picture, Mexican importers of fresh products in Oregon.
Thanks to the information that was provided to Litehouse Dressings, the company explored all its candidates and in 18 months Litehouse found its best partner with GAB, known for its brand Mr. Lucky.
With the joint efforts of both companies, 8 SKUs have been introduced in the Mexican market with a growing distribution in the retail sector.
As part of the trade mission of the western United States, four produce exporters from New Mexico, Montana and Colorado participated in the trip to visit customs agents, the frontier’s inspection zone and the bonded warehouses to understand all the requirements and steps to follow when successfully exporting to the Mexican market.
After the visit, direct imports in the region with supermarkets increased by 50% including of yellow onions, pumpkin and pinto beans.