Idaho’s culinary promotion in Tijuana

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:  

  • Mediterranean Mussels in an Idahoan mashed potato fake shell with smoked oysters and russet potato foam 
  • Russet Potato soup with AgroPur cheddar cheese and bacon 
  • The classic table-top Caesars salad with yellow onion croutons and AgroPur parmesan cheese (Tijuana recipe) 
  • Double R Ranch USDA Choice Top Sirloin cooked slowly in a mustard marinade, sweet smoked chili peppers and yellow onions, served with a russet double-baked potato with three AgroPur cheeses, black truffles, and plant-based Melt butter 
  • Apple crisp made with plant-based butter Melt Organic and ice-cream 
  • We had 26 attendees including produce buyers from Calimax, Coliman, Importadora -Exportadora de Tijuana, and Superchivas, among others. Local chefs from the region and local craft breweries also attended as well as nine Tijuana media guests including those from the local press.  Additionally, public relations and key food influencers on social media from the area were among the guests, publishing photos and notes about the event.   
  • SOCIAL MEDIA PRESENCE 

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Collaboration with Pizzaiolo Efrén Ríos

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: 

https://www.youtube.com/channel/UCk5DUBGWMoVt173yeQe5tlg

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Pizza Promotion in Costco Service Deli

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.

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TASTE OF THE WEST

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

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Month for potato lovers

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%.

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