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 Taco Méndez events in Mexico City In collaboration with a major foodservice distributor in Mexico, Canada Beef participated in the culinary experience Taco Méndez. The Taco Méndez Pop-Up is a unique gastronomic event in Mexico City, created by Spanish chefs Paco Méndez and Albert Adrià, known for transforming Mexican cuisine into a high-end gourmet experience. Paco Méndez, who holds a Michelin star for his restaurant Hoja Santa in Barcelona, and Albert Adrià, who has a Michelin star for his restaurant Tickets in Barcelona, are renowned for elevating traditional Mexican flavours to an international level. This event, part of the platform ‘The Chef Meets México,’ sought to merge the influences of traditional Mexican cuisine with modern techniques of European haute cuisine. The pop-up took place from November 12 to December 15, 2024, in Mexico City. The objective of the event was to demonstrate how a simple dish like the taco can be elevated to a sophisticated culinary experience, showcasing the creativity and approach of different chefs. An important aspect of this event was that all the beef cuts used in the tacos were of Canadian origin. Through the sponsorship of the distributor, Taco Méndez used more than 600 kg of Canadian beef, including cuts such as flank steak, tongue, inside skirt, and striploin, showcasing the quality of the beef used in the tacos and the contribution of Canada Beef to the event, with a visible logo on the restaurant walls. Logos for Canada Beef, the distributor, and The Chef Meets México were present on all social media platforms associated with the event, including Facebook, Instagram, TikTok, and YouTube. During the social media campaigns, posts before, during and after the events were shared, including fixed posts, stories, and reels. These promotional materials helped generate visibility on social media and within the gastronomic community. The Canada Beef logo was also shown on the official website of The Chef Meets México, allowing attendees and followers to learn more about the collaboration and the featured products. Additionally, the logo appeared on the dinner menus of the event, as well as on the digital invitations, in print media, and digital media, such as gastronomic magazines, newspapers, and influencer publications. Back to main page CLAUDIA HERRERA-BLANC Director, Market Development, Mexico & Latin America

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