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 Canadian beef campaign at HEB supermarkets Canada Beef’s Latin America and Mexico office (LATAM) partnered with HEB supermarket and Certified Angus Beef (CAB) to launch a brand awareness campaign at the end of December 2021. This follows a successful packer supply program at HEB supermarket to expand Canadian beef cuts in the Mexican market.  The first stage of the promotional campaign was launched in seven high-traffic stores—three in Garza Garcia, two in Monterrey, one in Queretaro and one in Saltillo. This campaign featured in-store branding and educational materials and Canadian beef meat case signage.It also included information that outlines Canada/U.S. beef grading equivalency and explains to buyers the attributes and availability of the Canadian CAB program. To encourage the purchase of Canadian cuts, 300 leather aprons printed with HEB and the other partners’ logos were available with the purchase of a minimum amount of Canadian beef. The promotion was advertised on HEB and Canada Beef social media platforms and newsletters.  Participating HEB stores shared the positive feedback received from their customers, noting that many customers were pleased to be made aware of the Canadian origin from this program. The next phase of the campaign includes a weekly in-store beef demonstration of Canadian cuts.Canada Beef will continue supporting HEB to strengthen its Canadian beef program and to expand branding and sampling activities in other high-traffic stores in the country. HEB is also working with the packer to include a wider variety of Canadian cuts at specific locations. Supermercados Internacionales HEB is the Mexican division of one of the largest food chains in the U.S., with annual sales of more than $15 billion operating 307 stores in Texas and Northern Mexico. The group opened in Mexico in 1997 with a store near Monterrey, and now has more than 60 locations in the country, concentrated in the northeastern states of Nuevo León, Coahuila, Tamaulipas, San Luis Potosí, and Guanajuato. It competes mainly with Soriana, Walmart México, S-Mart, Chedraui and City Market. COVID-19 Update Mexico broke its record for daily infections since the pandemic began, reporting 33,626 cases in one day as the Omicron variant continues to spread. Deaths rose to 300,303 while total registered cases reached 4.17 million. The country’s low testing levels mean the real number of cases is likely much higher. Mexican authorities, including President Andres Manuel Lopez Obrador and Deputy Health Minister Hugo Lopez-Gatell, have said repeatedly that Omicron is not as severe as previous variants and that there hasn’t been a significant increase in hospitalizations or deaths. Apart from Mexico City, some of the hot spots for infections are states with beach resorts like Quintana Roo, where Cancun is located, and Baja California. The State of Mexico, Nuevo León, Guanajuato, Jalisco, Tabasco, Puebla, Sonora, Veracruz and San Luis Potosí have 65% of accumulated infections. The country has fully vaccinated 57% of its population however, its stockpile of unused vaccines stands near 50 million and vaccinations slowed over the holidays. The Health Secretariat pointed out that it is premature to talk about whether there will be total restrictions and confinement in this fourth COVID wave, but the stoplight indicator in many states is quickly moving to yellow. One of the biggest concerns at the moment is that because of COVID infections, people will be absent from their jobs and economic activity will slow. Back to main page  CLAUDIA HERRERA-BLANC Director of Marketing, Mexico/Latin America |
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