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 Valentine’s video featuring underutilized beef cuts The pandemic has reshaped consumer eating habits. While many people are looking forward to getting back to restaurant dining, they are also more comfortable cooking and eating at home. After two years of cooking the same meals over and over again, recipes can become a bit ho-hum—home cooks are looking for new ingredients, flavours, textures and influences to spice up their at-home meals. To take advantage of this increased interest in trying new recipes, the Canada Beef Latin America and Mexico office partnered with Sigma Foodservice and French Chef Patrick Cros to develop a 15-minute video featuring four elegant but easy-to-cook recipes for Valentine´s Day. Sigma Foodservice is a distributor selling Canadian beef to consumers through its different distribution channels including sigmafoodservice.com, grillhouse.mx and its app Grillhouse by Sigma. Partnering on this video provided an opportunity to highlight where consumers can buy Canadian beef for these recipes.  The goal of the video was to introduce consumers to a wide selection of Canadian beef cuts at different price levels that could replace better-known muscle cuts. In addition, the video presented the values, sustainable production processes and environmental efforts of the Canadian beef industry. The video featured new and optimal cooking methods and recipes for cuts such as beef tongue, bavette, brisket and tenderloin. The promotional one-minute teaser video (shown following) was posted on the partners’ social media platforms with 93,856 social media accounts receiving the post. In addition to 40,371 views of the one-minute teaser on Instagram, there were 56,000 views of the full-length video on Canada Beef Latinoamerica’s YouTube channel. COVID-19 Update The acute phase of the Omicron variant has begun to slow in many Latin American countries. Although new infections and hospitalizations are still very high, they are beginning to decline in some parts of the region—cases are down 31% over the last two weeks. Even with this decline, the U.S. Center for Disease Control and Prevention has moved Mexico's travel advisory rating from Level 3 (high risk for COVID-19) to Level 4 (very high risk). Since the start of the pandemic, Mexico has experienced 312,118 deaths from COVID-19. Areas with the highest number of active cases are Colima, Baja California Sur, Mexico City, Nayarit, Tlaxcala and Aguascalientes. The most affected age group in the last five weeks are people between 18 and 39 years old, followed by those aged 60 and older. According to the Ministry of Health, at least 77.8 million people in the country have completed their vaccination schedule, which represents 94% of those over 18 years of age. Back to main page  CLAUDIA HERRERA-BLANC Director of Marketing, Mexico/Latin America |
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