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 Canada Beef promotional videos produced Canada Beef’s Latin America/Mexico (LATAM) team filmed five short video clips that highlight the Canadian Beef advantages. The videos feature Chef Adrian Herrera, a well-known celebrity chef, MasterChef Mexico judge and food influencer. Chef Herrera filmed the short video clips at LATAM Business Development Centre; the cuts featured are rib eye, top sirloin cap, Tomahawk and New York steaks. The videos will be used on social media to create brand awareness. Cookbook with Mexico’s top chefs features Canadian beef This newly released cookbook will have 28 recipes using underutilized beef cuts such as offal, tri-tip, centre-cut sirloin, flat iron and chuck roll. Many of the chefs featured in this cookbook series are international award winners, TV & media celebrities and influencers. Insertions in Sierra Madre magazine Canada Beef published two advertising insertions in the January 2020 weekly editions of Sierra Madre magazine to promote AAA Canadian Beef. The ads feature a chef and showcase a prepared Canadian beef dish along with the restaurant logo to highlight where readers can find this delicious beef dish. The insertions were printed and distributed to 25,000 high-income subscribers in Mexico as well as distributed digitally to 1.5 million users through nationwide social media platforms.   Canadian Beef on the menu Two well-known steak restaurants, The Butcher’s Steak Joint and Sasha’s Restaurant, located in Monterrey and Merida, featured the Canadian Beef story on their menu as part of a Canadian beef promotion. CANADIAN BEEF MARKET PERFORMANCE: NOVEMBER 2019 YTD (Source: Statistics Canada) Mexico represents Canada’s 3rd largest market by volume and 4th largest market by value. Canadian Beef & Veal Volume 15,347 tonnes 7 % change over 2018 Canadian Beef & Veal Value $118,655,000 15% change over 2018 Back to main page Latin America Team Claudia Herrera-Blanc, Mauricio Euresty, Erika Azpeitia

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