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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Healthy connection with consumers

Public relations programs changed completely as a result of the Covid-19 pandemic, many of the face-to-face events were canceled, and brand launches migrated to digital. 

Fernanda Alvarado, is a teacher in community nutrition with an International Master’s degree in Nutrition and Dietetics from the European University of the Atlantic. She is co-author of the Manual “Learning to Live with Diabetes” of the Universidad Iberoamericana and for more than 10 years, she has been working on the creation of editorial content related to nutrition and a healthy lifestyle for the food industry. 

Fernanda is convinced that digital media are an important vehicle for prevention and health care, which is why she generates content that seeks to improve the diet of Mexicans and publishes them on her Blog Bien Comer, Instagram profile with more than 15,300 followers; and YouTube channel with 54,300 subscribers; she also hosts a podcast, a leader in the nutrition, health and wellness category. 

Due to the impact of her communication, Imalinx decided to work with Fernanda to increase brand awareness of Pasitas de California, Real California Milk and Kiwi Zespri Vita in the nutritional field. 

The campaigns lasted 12 months where 100% digital activities were developed to talk about the benefits of incorporating raisins in the daily diet, even in the bakery, as well as fighting the myths of dairy and promoting its qualities of a natural product . On the other hand, the Kiwi Zespri had a great boost by positioning it as a fruit that provides more than 100% of the vitamin C necessary for an average adult. 

Among the most outstanding activities is the Well Eating podcast recorded together with Chef Irving Quiroz to talk about Diet and Bread, with key messages of the contribution of raisins in the bakery. Said podcast reached the # 1 position of the most listened to podcast in 2020. (Listen to it here) 

As well as a Youtube Live with Sol Sigal, to talk about the benefits of vitamin C in high performance athletes. And YouTube videos with topics such as: “Are dairy necessary?” / Raisins, a healthy sugar substitute “/” All about butter “/” Dairy myths “. With a total of +121, 245 views. 

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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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Christmas Bakery Contest with COMEPAN

On December 2020, California Raisins held the first edition of the contest “Christmas Bread”  with Colectivo Mexicano de Panaderos, A.C. (COMEPAN A.C.).- Mexican Bakers’ Guild The contest was open for every bakery lover with or without experience, but with the same passion: baking. 

The objective of the contest was to create a Christmas bread recipe with a unique condition: the bread must include California raisins. The participants sent at least 3 photos in high definition along with a short story about what inspired them to make that recipe. All recipes were presented and submitted for qualification to the jury, with Paulina Herrera, Miren Karmele, Carlos Ramírez, Pietro Lembo and Kenny Kuri; Mexican chefs and bakers that support the Bakery Sector in Mexico. 

For the first edition, COMEPAN receive a total of 27 participant recipes, and selected 5 winners who surprised the jury with their Christmas bread recipe and receive $100USD as a prize. Among them was Daniel Sánchez who obtained 1st place in the contest with his product “Christmas Basket”. 

After the contest, Pasitas de California developed a digital recipe book with all the creations of the 27 participants who showed their creativity, talent and Christmas spirit into a baked product that captivated the jury at first glance. (link a Receta) 

About COMEPAN A.C.  

The Colectivo Mexicano de Panaderos (Mexican Bakers’ Guild) is a meeting point for all bakery enthusiasts, professionals, entrepreneurs and enthusiasts in general who share the philosophy of good bread and good baking practices to obtain it, as well as the interest in professionalization and social valuation of the baker’s trade in Mexico. 

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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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NATIONAL RAISIN DAY (USA) IN MEXICO

To celebrate National Raisin Day (USA) in Mexico, we coordinated a media experience in Mexico so media contacts could enjoy a naturally sweet snack from home. 

The activity was coordinated with our public relations agency, who selected specialized media (foodies, nutrition, mommy bloggers among others) to send them a kit of California raisins to their home. The kit included a mason jar with California raisins branded material and a digital recipe book with 5 healthy snacks made by our nutrition specialist Fernanda Alvarado. 

Total results: 14 distributed media kits, more than 20 publications in digital and social media. 

Also, we sent two press releases to specialized cooking, bakery, nutrition, and gastronomy media with the goal of sharing relevant information about the benefits of baking with California raisins. We also took the opportunity to talk about the history of National Raisin Day. 

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IDAHO POTATOES COMMISSION “WITH YOU” CAMPAIGN

Imalinx executed a #StayHome campaign on behalf of the Idaho Potato Commission with the goal of creating a unique consumer program that encouraged potato consumption. 

The proposal was executed by renowned chefs on the Mexican border: Adria Marina, Bianca Castro and Javier Plascencia, who developed home cooking recipes with Idaho potatoes as the main ingredient. The chefs used different digital platforms, such as Facebook, Instagram Lives and YouTube where they spread their own recipes.  

Likewise, the activity was merged with a retail marketing strategy, with printed QR codes which, send the user to one of the recipes developed by the chefs. These eight recipes were published at the official site in a new section “Recipe of the week”. 

The proposal was accompanied by a communication activity in Calimax, a supermarket chain in Tijuana, where different content with Idaho potatoes was published through social networks, as well as radio and television ads on its internal channel. As a surprise activity, people also participated in an activity to win exclusive prizes for the brand from their homes through platforms such as Facebook and Instagram. 

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Real California Milk present at Cake & Bake Masters

During November 2, 3 and 4, 2018, Real California Milk was the official sponsor of the Cake & Bake Masters 2018 welcome dinner. With the presence of popular chef Adriano Zumbo. Prestigious chefs of sweet gastronomy worldwide and important media in the country were invited to taste the special menu prepared with California cheese.  

The dinner was carried out at the Alfredo restaurant of the Presidente InterContinental Hotel, presented by Executive Chef Mauro Chiecchio, who developed three dishes with three varieties of California cheeses to delight diners with their flavor.   

  • PIZZETA AL QUATTRO FORMAGGI 
    Pizza with Four Cheese Varieties: Monterey Jack, Provolone, Mozzarella and Gorgonzola cheese
  • ASPARAGI WITH FONDUTA  
    Asparagus with Monterey Jack Cheese Fonduta  
  • RIGATONI ALL ‘AMALFITANA  
    Rigatoni with Fresh Tomato, Mozzarrella and Basil 
  • SHORT BRASATA COSTUME WITH CREAMY POLENT  
    Roast Short Rib with Creamy Polenta  
  • BAVARESE AI MIRTILLI, SPUMA DI LIMONCELLO  
    Blueberry Bavarian creme, Red Fruits and Limoncello Foam

 

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Mexican Pizza Championship

The Italian Chamber of Commerce and the California Milk Advisory Board organized the fourth edition of the Mexican Pizza Championship where 8 pizza makers from different cities and restaurants competed to obtain the “Best Mexican Pizza maker 2018” and will represent Mexico in the Pizza World Championship in Naples, Italy.   

With more than 500 spectators among industry professionals and pizza lovers, each participant had to bake three different types of pizza: classic, creative and aesthetic using high quality ingredients and with the best flavor.  

The jury was conform by representatives of the Italian Chamber of Commerce in Mexico, The Accademia Italiana della Cucina, industry experts and opinion leaders:  

  • Francesco Brocchi (adviser of the Italian Chamber of Commerce in Mexico and sponsor of the event).  
  • Carlos Sands (“Sale el Sol” host).  
  • Chef Paulina Abascal (pastry chef).  
  • Chef Yogui – Mariano Garcés (“Hoy” t.v. show chef and influencer).  
  • Roberto Caporuscio (Pizza chef and Pizza Academy Foundation person in charge in US and ambassador for Caputo flour).  
  • Chef Mauricio Sanchez-Gracia (Trattoria Palacio restaurant chef).  
  • Bernardine Flores Alanís (Baker owner of Bread Panaderos).  
  • Chef Mario Miele (Pizza chef and owner of pizza restaurants in Mexico). 
  • Victor Stewens (Representative of the Accademia de la Cucina Italiana). 
  • Pablo Von Bertrab (Representative of CESSA University). 

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Real California Milk Media Tours in Mexico

During the 2018 season, representatives of the Real California Milk brand in Mexico met with regional media in Monterrey, Cancun and Tijuana to give interviews and advertise the added value of the Real California Milk certification label on dairy products made with milk 100 % of cow milk. 

There were 20 interviews with television, radio and printed media to talk about dairy consumption in Mexico, the benefits of including them in the daily diet, the importance of identifying the certification label that guarantees products made with 100% cow milk, and the availability of products under the label of Real California Milk in the Mexican market.    With this initiative, it was possible to create an impact of more than 3 million consumers in different Mexico regions and raise awareness about the importance of dairy products in the Mexicans diet. 

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