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 Canada Beef at ANTAD 2024 Canada Beef participated in the 2024 National Association of Supermarkets and Department Stores (ANTAD) Retail Fair in Guadalajara which took place from March 12-14. The Canada Beef booth was staffed by representatives from two Canadian packers, along with a third export packer making its debut at the fair. The booth also welcomed representatives from various companies, such as retailers and importers/distributors. The Canada Beef booth was a bustling hub of activity, offering visitors the opportunity to explore a variety of Canadian beef branded programs along with non-branded quality-graded Canadian-origin beef. Visitors interacted with distributors of Canadian beef brands and sampled cuts from two Canadian packers. Daily live demonstrations were a highlight of the booth, with brand ambassador Chef Federico López preparing and serving delicious beef samples and expert butcher Jaime Cavazos providing cutting demonstrations.   The booth highlighted Canadian beef grades and grading attributes, the U.S.-Canada marbling equivalence table, and QR codes for downloading information on the Canadian Beef Advantage, services, inquiry forms, resources, and distributor contact information. The trade show saw a significant increase in traffic, with 47,000 visitors compared to 20,000 the previous year. This allowed distributors to meet valued customers and business leads, driving immediate sales opportunities in the Mexican market. Participating companies at the Canada Beef booth included Carnes Premium XO, Susazón, Yoreme, and Cafison. These companies supported brand recognition and value, and their expertise helped to increase the knowledge of Canadian beef programs available for distribution in the country. Another highlight of ANTAD was a gourmet dinner for the packers' customers. The dinner showcased different cuts from the packers in an amazing setting, which included a cocktail area where 100 customers tasted a glass of Canadian wine sponsored by the Canadian Consulate. The event featured speeches from Eric Bienvenue, President of Canada Beef, Claudia Herrera, Director for Mexico, and Frank Lee, Canadian Consul to Guadalajara.  Canadian beef served over the course of the evening included brisket, tongue, chuck flat, flap meat, and top butt courtesy of Cargill Canada. JBS provided rib-eye from a branded program recently produced at their plant in Brooks. In addition to enjoying delicious Canadian beef, guests enjoyed a memorable night, which included the preparation and tasting of brisket tamales cooked underground. The careful presentation of each dish and the complementary selection of wines reflected a welcoming environment perfect for enjoying an exceptional culinary experience. The event brought together customers, guests, and colleagues from the meat industry in Mexico, including distributors, packers, the board of directors of the Mexican Meat Council, and officials from the Government of Canada, among others. Overall, Canada Beef's participation at the ANTAD Retail Fair was very positive, fostering brand recognition and value. Please view this three-minute video of the activities here. Back to main page  CLAUDIA HERRERA-BLANC Director, Market Development, Mexico & Latin America |
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