CHRISTMAS WEBINAR WITH CHEF IRVING QUIROZ

On December 15, an online seminar was held by Chef Irving Quiroz with a live demo of two seasonal recipes sweetened through California raisins. During the 90-minute session, Chef Irving Quiroz highlighted the natural attributes of raisins, how to incorporate them into seasonal products, and shared about his experience in the fields of Fresno, California when he learned about how are raisins made.

The recipes that Chef Irving developed were a traditional Stollen and a Kouglof, a specialty of German origin whose main characteristic is the “mountain” style shape. The digital recipe book was available to download for each of the registered participants.

The webinar had a total of 527 people registered, and 49% total attendance with 351 users connected. At the same time, it was broadcasted via Facebook with  a total of 4,700 views.

The event had an excellent response from the Pasitas de California community, the save the date communication was published on social networks resulting in 2,140 people reached from different areas, mainly Mexico City, Monterrey, the Dominican Republic, Colombia and even some cities in Europe.

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Cooking with renowned chefs from Mexico

During the month of December, Imalinx coordinated a program with 5 renowned chefs from mexico who had the opportunity to cook with dried fruits, dairy and fresh products.

With the aim of promoting the consumption of products such as yellow onions, raisins, California cheese and butter during the holiday season, Imalinx with the support of Beto Lanz coordinatedthis program with 5 renowned chefs across Mexico.

Participating Chefs: Pablo Salas, Bianca Castro, Andrea Martínez, Juan Emilio Villaseñor and Christian González, who developed easy-to-replicate recipes using the previously mentioned ingredients as the star ingredient.

Each of the recipes were published on the Chef’s own digital channels and replicated on the social networks of the brand in order to amplify the reach.

Pablo Salas, from the Amaranta Restaurant, developed a recipe of NY Sliders with yellow onion.

Bianca Castro. Biscottis Pastry baked a total of 3 recipes with California raisin butter, as well as a yellow onion crumble.

Andrea Martinez, from Casa Liebre prepared 2 recipes with California cheese and butter and a pork rind in Raisin Adobo. Also a Pasta made by yellow onion

Juan Emilio Villaseñor, from La Cocinoteca presents us with a recipe for mole with raisins, a butter with garlic and yellow onion stuffed with Cod.

Christian González from Boulangerie Amasijo, innovated by creating a raisin chamoy and a crisp shortbread based on California butter.

Luis Serdio from Corazón de Pollo, with a unique concept of gourmet rotisserie offered a limited edition Buffalo Chicken Sandwich and Mac&Cheese box with California cheeses.

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In-Store Promotion

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.

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Spreading the Passion for Bread

The month of August began with two online seminars in collaboration with the Mexican Bakers Guild (COMEPAN), a project created by Chefs and Bakers: Irving Quiroz, Bernardo Flores, Kenny Kuri and Carlos Ramírez Roure. The event was sponsored by Real California Milk, California Raisins, and the United States Department of Agriculture (USDA) Monterrey Office. 

The invitation was open to the general public with the aim of captivating enthusiasts for the bakery that could later be part of the guild itself. The Seminar was carried out on two dates; August 12 for Mexico City and August 13 for Monterrey, achieving a total record of 3,081 people who connected from Mexico, the United States, Spain and Colombia.

The first date was covered with the participation of Kenny Kuri and Carlos Ramírez Roure who produce Cocoa Bread with pasitas, Vienna Bread, Rye Bread and Peasant Bread. On the other hand, Bernardo Flores and Irving Quiroz showed the techniques For achieving a low fermentation Ciabatta, Marbling Box Bread, Sourdough with Oat Atole and Dark Chocolate Babka.

View stream:  

Results.  

The Mexican Bakers Guild is a meeting point for all bakery enthusiasts, professionals and entrepreneurs in general who share the philosophy of the goodness of bread. A survey was conducted to explore the opinion and segments of attendees:

Type of Industry % 
Consumer 22% 
Distributor 1% 
Foodservice 5% 
Other 32% 
Bakery 40% 

———————————————————————————————————-

What type of content would you like for future seminars? % 
Interviews 0% 
Explanation of ingredients 7% 
Recipes 18% 
Baking techniques 70% 
Tips 5% 

  

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Chef Irving Quiroz highlights the importance of butter in baking

On June 17, an online seminar was held for more than 1,000 registered participants taught by Chef Irving Quiroz where he spoke about the importance of butter as a key ingredient in baking. 

During the 90-minute session, Chef Irving Quiroz shared his knowledge and experiences with butter, highlighting the importance of quality butter, the optimum temperature for different types of baking, and the process of sifting the flour and fermenting the dough. Also, he explained the differences between a margarine and butter, an important characteristic at the end of the baking.  

Chef Irving Quiroz baked: Conchas Gourmet, Chocolate Chip Cookies and a little-known bread in Mexico called Kouign Amann, a typical bread from the French region of Bretagne that means “Butter tart” and which has a special cold-rolling process. The digital recipe book was available to download at www.lechedecalifornia.com 

The event was moderated by Beto Lanz, author and journalist about travel and gastronomy in Mexico and the world. Beto emphasized the origin, the process and the flavor of California Butter in addition to answering the participants’ questions. 

Webinar record: https://www.youtube.com/watch?v=358uKQGoLEw 

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Infinite uses of California Raisins for Bakery

On May 27th, Imalinx organized a Bakery Webinar with Chef Irving Quiroz to talk about the “Uses of California Raisins i bakery” The Chef developed 3 recipes with raisins as the main ingredient and he explained the process of each one during the webinar.  

The webinar was broadcasted on Zoom with a total of 461  registered attendees and 311 total users  during 90 minutes. The webinar was also shared on Facebook Live , generating 604 more  live views with the possibility of watching again, reaching 32k views by the end of May!  

The activity was a total success, especially during this period where people are at home eager to learn something new every day. After the webinar we received many comments asking where to buy California Raisins, sharing their own recipes and greetings for making this webinar. 

  • “Great class, thank you for the invite!” –Dalinda Ríos 
  • “Amazing webinar, from now I’m buying only California Raisins for my recipes and family”- Fonda San Rafa 
  • “Incredible seminar, like always!” – Olympia LeFranc 

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4th Master Bakery Seminar of California Raisins

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. 

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Annual Baking Contest in Expo Gastronomica

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. 

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Mexican bakers traveled to Napa, California.

Imalinx awarded the prize to the first place of the annual California Raisin Baking Contest in Mexico, Carlos Guido traveled to California accompanied by Sandra Corona, the product development manager of El Globo, the Mexico’s largest bakery.   

Both had the opportunity to get involved with the process of harvesting California Raisin, learned the industry history, learned about the high standards of cultivation and packaging processes, which result in high quality products.   

Between the bakery contest and his training in California, Carlos developed a total of 10 different products with the potential to be marketed.   

El Globo had interest in knowing more about product availability during the year, to introduce at least 3 new products to the market in different seasons.   

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California Raisin main sponsor of the Second Foodservice Cup of Bakery

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.  

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