Chef Efrén Ríos, better known as Ziggy, has been ambassador of Real California Milk since 2018 and has been a spokesperson at many gastronomic events and product workshops. His most recent project comes under the name of Coma Pizza, an innovative pizzeria concept that offers an experience in every slice. In December 2020, Real California Milk visited the restaurant to record videos in collaboration with Chef Ziggy.
The videos have the main objective the different varieties of cheeses with the Real California seal, in addition to awakening palates in anyone who views the video through digital channels.
“When we talk about pizza, we don’t just talk about toppings or ingredients, we talk about a history, the technique, times of the dough maturation or fermentation and a selection of products with the highest quality.”
Efrén Ríos Ríos, winner of the 2019 Mexican Pizza Championship with the title of “Best Pizza Maker in Mexico 2019”. He has represented Mexico twice at the World Pizza Championship in Italy.
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Costco and the California Milk Advisory Board created alliances to promote two pizzas in Service Deli area, cheese and pepperoni, where he origin of the cheese was promoted accompanied with retail publications in Facebook and Contacto magazine, as well as in the Real California Milk social media.
The promotion was executed in a month, from October 28th to November 22nd, where California Milk supported for the first time Costco Service Deli during their annual special promotion with pizzas. During this month Costco sold around 64,493 units nationwide. This is 135% of sales increase vs the same promotion in 2019. With Costco’s Facebook post 135,606 people was reached, and a total of 350,000 magazines printed.
On behalf of the Western United States Agricultural Trade Association (WUSATA) and coordinated by Beto Lanz 15 companies participated in the first recipe program in Mexico with the main objective of promoting value-added food and beverage products in the Mexican gastronomic industry.
The chefs who participated were Chef Pablo Salas, from Amaranta Restaurant; Josefina Santa Cruz, from Sesame; Chuy Elizondo, from Benell; Oscar Herrera, from Flor de Nogal; and Bianca Castro, from Biscottis Bakery. The companies that participated in this first recipe program were Agropur, Northwest Hazelnuts, Farmer’s Rice, Fresh Nature Foods, Barber’s food, Limoneira, Smile Foods, Royal Ridge, Shining Ocean, Pure palms, Jacey Cakes, Colorado Potatoes, Traina Foods, Bow & Arrow and Sadaf Foods.
Each company selected one chef to received the ingredients . Among those products were surimi, dried apricots, hazelnuts, fresh green garbanzo beans, potatoes, and gouda cheese. Each product with a different flavor and origin.
The recipes developed were published on the Chefs’ social networks and reposted on the official WUSATA social media pages, resulting in + 2, 218, 290 people reached and 1, 028, 900 views.
At the end of this project, a digital recipe book was developed now available in: https://issuu.com/home/published/taste_of_the_west_original
The participants were 15 stores of La Torre in Guatemala, 15 Super Selectos stores and 15 Walmart stores in El Salvador. Training and practices were carried out to encourage the inclusion of 2 new varieties of potatoes, the Red Potato and the Purple Potato of Idaho.
Potato Idaho sales at participating stores increased 50%.