Six companies from the Western United States belonging to WUSATA, participated in ANTAD 2022, offering their products in the show’s American pavilion, meeting with self-service buyers with the aim of incorporating their products into the Mexican market. The attending companies were:
Imalinx oversaw assisting the American companies with the coordination of meetings with supermarkets, importers and distributors in the booth and outside of it, achieving the presence of more than 15 importers and supermarkets at the event.
This edition of ANTAD turned out to be effective, since our visiting companies from the Western United States were able to set up successful meetings with several buyers in search of new products.
A success story of a great opportunity for six Mexican buyers (Comercializadora Mexport, Casa Ley, Grupo Cimarron, Hanseatik, Good Express and Dualmex) where, through the support of WUSATA, they traveled to Las Vegas, Nevada to attend the SIAL America’s first show edition and the Pizza Expo show with the objective of increasing their portfolio.
Our buyers had one-on-one meetings with more than 28 suppliers from the Western United States looking to enter the Mexican market. These meetings took place inside and outside the SIAL America show and they as well had the opportunity to visit 3 American supermarkets to learn more about products and current trends in the United States.
On February 18, 2022, Pizza DePrizza unveiled its new pizza with pork rinds; a collaboration between Real California Milk and Carnes La Ramos, one of the most important butcheries in the North of the Republic founded in 1968, which with over time and the quality of their products became increasingly popular with their customers and in the whole region.
Faced with this and wanting to surprise their loyal clientele, La Ramos, set out to launch a new product that, without imagining it, would become one of the most popular and most preferred flavors in the north of the country: Pizza with Chicharrón de La Ramos. This delicious creation can be tasted in simple bites, as a stew or in a succulent sauce, turning it, thanks to its versatility, into an iconic and one of the favorite’s products of the region that later became so in most of corners throughout the country.
During the first quarter of launch, from February 15 to May 12, more than 21,575 pizzas were sold. This implied an increase on the California cheese sales within the pizzeria’s consumption with more than 1,425 tons and with more than 4,275 tons of California cheese during the quarter. The launching campaign included radio spots, printed flyers, social media advertising, trucks, billboards, influencers and more.
As of the launch date and during this first quarter, this new variety begins to stabilize as a product that hopefully will perdure in the Pizza DePrizza catalog.
Within the northern market of the country, it has been well accepted and in other areas it is beginning to be known.
On November 24th, in coordination with the Idaho State Department of Agriculture, we celebrated a Thanksgiving dinner which representatives of supermarkets, restaurants, media in Mexico attended, in addition to Thomas Reott, Consul General of the United States in Tijuana.
“The objective was to show the richness and variety of food produced in Idaho, as a reflection of its natural and industrial characteristics that allows it to create more than 185 commodities and that place it in the top 10 of the main agricultural producers in the United States” (siempre la noticia, 2021)
The Idaho Russet potato was highlighted, as well as the yellow onion.
The Chef in charge of developing recipes was Javier Plasencia with more than 50 k followers on Instagram.
Chef Javier Plasencia created a 5-course menu incorporating Idaho ingredients in a unique way:
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 of communicating 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 for fresh product ripening, dough 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.
Watch video on our Youtube channel:
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.
As part of the “Taste of the West” campaign, and with the challenge to communicate where to buy the products to consumers Wusata had communication through Walmart and HEB channels.
The campaign was achieved through digital advertising in both chains, a Landing page was created with all the products from the promotion, also banners on website and offsite communication (materials through social media). 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.
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%.