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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Virtual Trade Mission with added value products

A trade mission was coordinated between 23 exporters and 33 importers in Mexico. 123 business meetings were accomplished between suppliers and buyers with the objective of creating commercial relations. This mission was coordinated on behalf of WUSATA. 

The import of samples from the 23 participating American companies was coordinated to later provide them to the participating buyers, 123 meetings were coordinated as well as support with translation and market information. 

Each company had an average of 5 meetings with importers. 

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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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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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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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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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Thailand – Annual Meeting of Real California Milk

In January, representatives of the California Milk Advisory Board met in Koh Samui, Thailand where the global strategy was reviewed. For two days, the representatives were in meetings so that together they could give feedback from past years to continue improving. This year in Mexico the following objectives were set:

  • Priority categories cheese, butter and ice cream
  • Develop and introduce new SKU’s in 5 new retailers
  • Increase butter volume in Foodservice industry
  • Trade seminars linked to sales and media

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