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 #CutLikeaButcher with Canadian Beef The first online series developed by Latin America and Mexico office of Canada Beef (LATAM) was adapted from the hashtag #EatLikeaGourmet with Canadian Beef. There was a very positive response to this campaign and the audience responded to having a face and a voice in front of them. Although videos offer something similar, being able to interact in real-time with the audience is more engaging. When the brand can get closer to the audience and talk with them, this connection becomes more real, creating greater trust from the audience for the brand. The fact that people could ask, comment and even complain in real-time created even more impact and there were a number of suggestions to develop a second series of live streams, called #CutLikeaButcher with Canadian Beef. Collaborating with several presenters at the same time was an effective way to reach more people. In addition to our Canada Beef Brand Ambassador Chef and our Culinary Magazine Director and Co-host, LATAM worked with a Mexican Chef who is an expert in grill and butchery, and with a second distributor, Chef's Choice. Three 90-minute livestream sessions were directed to a different audience segment—those dedicated to catering, hoteliers, culinary colleges and other meat professionals interested in learning how to source underutilized meat secondary cuts to help lower their food cost, an important factor during these challenging times. The beef cuts demonstrated were the Chuck, Shoulder Clod and Top Sirloin and they were shown being portioned step-by-step. To further engage the audience, there was an opportunity to win samples by correctly answering the survey launched by the hosts.  The livestream events not only educated viewers on the proper techniques and cuts commonly used in this market, it also allowed the LATAM team to gain valuable information from the audience regarding priorities in purchasing decisions related to the origin of the meat, price, quality and preference for the lean cuts or the marbled ones. It also provided the platform to reach a different audience, one with potential for enhanced positioning for the brand. The full videos were shared on the different platforms and the social media channels of the participants including the distributor, Chef, speakers and on the pages of Canada Beef. The videos achieved close to 10k views. COVID-19 Update Mexico is experiencing the fourth-highest level of COVID-19 infections in the world. Starting on January 4, five Mexican States—CDMX, State of Mexico, Baja California, Guanajuato, and Morelos—moved to Red Alert, according to the Mexican stoplight system. The Federal Commission for Protection Against Health Risks authorized the emergency use of the Oxford-AstraZeneca vaccine. Mexico signed an agreement to acquire 77.4 million doses between March and August 2021. The government reported on January 2 that 64% of the 53,625 doses of vaccines the country has received have been applied; the expectation is that 750,000 health workers in the country be vaccinated by the end of January. There are a total of 1,493,569 confirmed cases, and there is a 42% positive contagion rate among the population. Some states reported that their hospitals reached 100% occupancy and private hospitals were 85% full. COVID-19 daily deaths in the country tripled in the three weeks from December 19, 2020 to January 10 compared to the previous month. On January 13, Foreign Minister Marcelo Ebrard said that Mexico would enforce the United States–Mexico–Canada Agreement to ensure that all its nationals would be vaccinated. Nebraska Governor Pete Ricketts had reportedly threatened that undocumented workers in meatpacking plants would not receive the vaccine. Mexican beach destinations continue to receive tourists and remain vigilant with rigorous prevention measures. There is no travel ban or restrictions for those who return from the United States, Canada, and almost any other country, if they have not visited any of the countries listed as Level 3 in the prior 14 days. In main cities, nonessential businesses, including restaurants and retail stores, must close at 5 pm on weekdays and remain closed during the weekend. Restaurants may operate on a carryout basis only, and the sale of street food is prohibited. In addition, vehicle traffic is heavily restricted, with several roads being closed. Residents are also urged to stay at home and wearing facemasks in public is mandatory. The US-Mexico land border remains closed for all nonessential travel until at least Feb. 21. This measure has been in place since March 2020 under a mutual agreement between the two countries. Cargo transport between Mexico and the US is exempt. Officials in Mexico continue to advise residents to avoid all international travel. Back to main page  CLAUDIA HERRERA-BLANC Director of Marketing, Mexico/Latin America |
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