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 Canada Beef´s participation at ANTAD retail trade show Canada Beef participated as an exhibitor at the 2022 National Association of Supermarkets and Department Stores (ANTAD) Retail Fair in Guadalajara (May 17-19). To enhance brand exposure and connect with a larger audience, the organization participated at two locations—within the Canadian Pavilion at the International Hall and a Canada Beef exhibition booth located in the Main Hall. Canada Beef shared its booth with four national importers/distributors. Their Canadian beef products were displayed in several coolers, highlighting different Canadian beef brands and products available for the Mexican market.   Visitors were able to interact with the distributors and taste different beef cuts offered by each company through daily scheduled samplings prepared by Chef and culinary influencer Carlos Leal. The Canadian beef space at the International Hall was supported by two Canadian packers who showcased samples of diverse beef cuts. The Canada Beef booth highlighted many key features including Canadian beef grades, grading attributes, the U.S. Canada marbling equivalence table, QR codes to download information on the Canadian Beef Advantage, services, inquiry forms and resources, and distributor contact information. It also incorporated a tasting area located in the centre of the booth where gourmet-style appetizers were available to sample. The trade show traffic was considerably higher than anticipated and participants were able to meet valuable customers and prospects as well as extend its outreach to strengthen the brand's presence in the Mexican market. In addition to its presence at the show, Canada Beef hosted a cocktail reception at a fine dining venue attended by 80 guests that included Canadian packers, beef importers/distributors from Mexico and Latin America, retail and foodservice operators, as well as Canada Beef and Canadian Government representatives. The reception opened with messages from Canada Beef´s President Michael Young and the Canadian Consul in Guadalajara Lewis Coughlin. The menu consisted of nine different hors d´oeuvres prepared with beef cuts provided by the four partner distributors, paired with three wines sponsored by the Canadian Government.   The two events supported brand recognition, enhanced brand value and created positive public relations with the target audiences. Watch below the 2-minute video of the events: COVID-19 Update The U.S. Centers for Disease Control and Prevention (CDC) updated its travel warning for Mexico, saying the country now is a Level 3 for a high rate of coronavirus cases. In an update on Monday, June 13, the health agency said the level of COVID-19 in Mexico was being upgraded from Level 2 (moderate) to Level 3 (high), and those who are not vaccinated should avoid travelling to the country. Mexico is one of seven countries the CDC has issued new warnings about regarding the high level of the spread of the virus within the last few weeks. The Undersecretary of Health has warned that Mexico is already in its fifth wave. The country had previously entered a stage of "tranquillity" regarding the virus however, health authorities this week reported an increase in estimated cases with a clear upward trend. Active cases have skyrocketed in the most recent week, mainly in Baja California Sur, Sinaloa and Mexico City. Back to main page  CLAUDIA HERRERA-BLANC Director of Marketing, Mexico/Latin America |
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