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 Canadian beef grading labels launched at retail Canada Beef has launched a large-scale retail labelling program in Mexico, partnering with major retailers and distributors such as Costco, Grupo La Comer, and Sigma Foodservice. This initiative is rolling out over one million Canadian beef grade identification labels across multiple retailers to enhance established Canadian beef programs and promote newly introduced products at the meat case. The initiative is embedded within retail merchandising systems, with labels applied to current beef assortments to reinforce product differentiation and enhance category structure in refrigerated meat departments. In 42 Costco stores, approximately 320,000 Canada AAA labels have been deployed. Meanwhile, 80 Grupo La Comer stores (including City Market, Comercial Mexicana, and Fresko) have used 600,000 AAA labels and 120,000 PRIME labels across Canadian beef programs. Sigma Foodservice has distributed 10,000 labels throughout its network, including Grill House stores.   This activity has significantly increased the visibility of Canadian beef in Mexico’s retail sector, positioning labelled products more clearly within premium and mid-premium beef segments. The enhanced shelf-level differentiation enables retailers to present Canadian beef as a structured, recognizable category, rather than generic imported product. From a market perspective, the labelling program has expanded the presence of Canadian beef in high-traffic retail environments, especially in membership-based and premium supermarkets. Consistent labelling across multiple retail chains has boosted Canadian beef’s exposure at the point of purchase, reinforcing its premium positioning among imported beef offerings. Shoppers now encounter consistent visual identification across various store formats and locations, strengthening recognition of Canadian beef as a distinct imported offering within Mexico’s retail meat category. Back to main page CLAUDIA HERRERA-BLANC Director, Market Development, Mexico & Latin America

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