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 ABASTUR Trade Show and butchery manual launch Abastur is one of Latin America's most prominent foodservice trade shows, attracting a wide range of industry professionals, including chefs, restaurateurs, hoteliers, and suppliers. One of the highlights of the show was the launch of the Canada Beef Mexico butchery manual, a 100-page comprehensive resource for foodservice professionals. The manual provides a visual step-by-step guide to the breakdown and portioning of Canadian beef primals, and valuable insights and techniques for professionals in the Mexican industry. Canada Beef’s Latin America and Mexico team connected with industry professionals at the Canada Beef booth. The presence of six distributors at the booth, including first-time participant City Club - the wholesale club from Soriana retail stores – expanded the booth’s reach and visibility at the show. This proved to be highly beneficial as all distributors generated numerous business leads and established themselves as trusted Canadian beef suppliers to the foodservice industry.   The booth served as a hub for networking and engaging with potential customers. The Canadian Beef Ambassadors team supported distributors ready to showcase the quality and versatility of Canadian beef. The valuable alliances formed with other companies also helped highlight Canadian beef cuts at other booths, significantly expanding Canadian beef’s reach and visibility. Our partner companies facilitated ovens, grills, knives, serving dishes, cutting boards and equipment necessary to run booth operations smoothly. This support was instrumental in creating an engaging and interactive experience for attendees throughout the fair. The launch event for the manual was a success, and the resource itself attracted a substantial number of attendees to the booth. The manual is offered exclusively to the foodservice industry through specialized beef-cutting demonstrations and training scheduled by a Canadian beef distributor and contributes to customer knowledge and increased demand for Canadian beef cuts. Highlighting the manual at the booth provided a valuable platform to connect with new customers and potential partners. Participation at Abastur 2023 was a success, and the team remains committed to utilizing funding effectively to promote Canadian beef and strengthen its presence in the Latin American foodservice market. View a video of the show. Back to main page  CLAUDIA HERRERA-BLANC Director, Market Development, Mexico & Latin America |
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