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 Year-end promotion with Chef Patrick Cros Canada Beef’s Latin America and Mexico office (LATAM) develops a number of demand-building activities, including working with French Chef Patrick Cros (La Casa de Los Murmullos in Campeche). Chef Cros produced a year-end promotional event to highlight Canadian beef to a large group of attendees; a video was also created to be widely shared and promoted on social media. The event took place at a unique location along the Mexican seashore. Chef and his team set up a kitchen and dining tables in this off-site location to provide a group of 150 people with an exceptional New Year's Eve gourmet dinner experience featuring Canadian beef.   The location provided a significant challenge in terms of set-up. According to Chef Cros, the quality of Canadian beef cuts was the main reason he and his team could even consider offering this immersive experience. “Canadian beef gives us professionals peace of mind. It guarantees that there will not be a false step, no mistakes, and no unexpected surprises. It means only top-quality meat that will react extremely well to any preparation,” said Cros. The documentary of the New Year’s Eve promotional event is part of the video series Canada Beef produces yearly with Chef Cros to add value and encourage consumers, caterers, chefs, cooks and foodservice operators to try Canadian beef quality and versatility. Among other courses, the gourmet menu featured Canadian beef sliders with onion jam, beef tartare served with fresh local ingredients and spices, and the main dish, Canadian chuck short ribs slow-cooked for 24 hours. Guests raved about the experience and their enjoyment of the Canadian beef dishes. The video was posted on the social media platforms for Canada Beef and Chef Cros and reached 252,914 views in five days. COVID-19 Update The number of COVID cases continues to increase across the country. Attendance at year-end celebrations and large events was responsible for the increase in infections, not only for COVID but also for influenza and other seasonal viruses. From November 20 to December 20, 2022, Mexico went from 7,829 to 28,547 confirmed active cases of COVID, an increase of 264%. The Mexican population has acquired greater resistance to COVID and influenza due to vaccination rates. Currently, 84 % of Mexicans have at least one dose of the COVID vaccine. The government continues to implement preventive measures to reduce the risks of contagion, such as encouraging mask-wearing and social distancing. Back to main page  CLAUDIA HERRERA-BLANC Director, Market Development, Mexico & Latin America |
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