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 ANTAD 2023 Trade show Canada Beef participated with two booth locations at the 2023 National Association of Supermarkets and Department Stores (ANTAD) Retail Fair in Guadalajara on March 7-9. Canada Beef was located in the trade show’s main hall with an independent industry booth. This booth was attended by five domestic importers/distributors and two Canadian packers exhibiting different beef programs available to the Mexican market. Canada Beef also supported the Canada Pavilion by providing a Canada Beef representative to hand out materials brochures and flyers. Visitors looking for a selection of branded beef programs could stop by the industry booth and meet with five distributors of Canadian beef brands. There they could view different cuts, including variety meats, and taste some of the products offered by each company. Brand ambassador Chef Federico López and expert butcher Jaime Cavazos conducted beef samplings and hourly beef cutting demonstrations, showcasing distributors’ products such as tri-tip, chuck eye, striploin, teres major, brisket, beef tongue, beef cheek, flap meat, and clod among others.   The Canada Beef booth highlighted key information, including Canadian beef grades and the U.S.-Canada marbling equivalence table; there were also QR codes to download information on the Canadian Beef Advantage (CBA), Canada Beef services, inquiry forms and resources, and distributor contact information. The booth incorporated a cooking-demonstration area with an industrial charcoal oven provided by strategic business partner Vollrath. The trade show traffic was considerably higher than anticipated, and distributors met key customers and business leads, providing immediate sales opportunities in the Mexican market. The Canada Beef team also conducted a seminar/masterclass directed to students from the International Culinary College. Some of the cuts served in the booth were cooked off-site at the College. The class focused on the CBA message, the Canadian beef grading system, and the tools and resources available to download. Participating companies at the Canadian Beef booth, Comercial de Carnes Frias del Norte (CCFN), Sigma Alimentos, Carnes Premium XO, Susazón and Cafison, supported brand recognition and value and provided visitors with increased knowledge of Canadian beef programs available in the country.  Watch below the 3-minute video of the show: COVID-19 Update Mexico is currently experiencing fewer than 300 COVID-19 infections per day; hospitalizations of COVID patients is at 1.5%. Recently the epidemiological traffic light registered only two points above the minimum risk considered by the health authorities. COVID-19 does exist however it is no longer causing the level of illness of two or three months ago. Back to main page  CLAUDIA HERRERA-BLANC Director, Market Development, Mexico & Latin America |
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