|
|
| Cliquer ici pour lire l'infolettre en français | View in browser |
 Global workshop with Canada Beef international offices Canada Beef’s Mexico and Latin America office (LATAM), in collaboration with Canada Beef International Institute (CBII) Japan and Canada Beef Export Market Development, developed a new program featuring international workshops. The aim was to showcase the diverse culinary applications of Canadian beef in export markets where it is commercially available while reinforcing Canada's reputation as a leading global exporter of premium grain-fed beef. This initiative highlighted the organization’s ongoing commitment and activities in other regions, underscoring its role in promoting and supporting Canadian beef worldwide.  The program entailed an important collaboration between Canada Beef’s export and local teams, along with a local importer/distribution partner in the host country. This partnership ensured the program was customized to meet local market needs while fostering valuable interactions between Canadian beef representatives and local participants. Attendees had the unique opportunity to gain insights into another culture by watching the creation of authentic recipes by a well-known chef from the guest market using Canadian beef. Two workshops took place, in Mexico City and in Guadalajara. Canada Beef’s Marketing Director, Japan, Ichiro Kiyotomi, and Hiroki Samata, an experienced instructor and member of the faculty of Japan's Federal Meat Academy, travelled to Mexico to participate in the workshops.   Samata conducted detailed beef-cutting demonstrations and interactive cooking classes. These workshops were supported by Canada Beef’s Senior Director, Market Development, Mexico and Latin America, Claudia Herrara-Blanc and by Canada Beef’s culinary ambassador in Mexico, Chef Federico Lopez, who played an important role in localizing the content and enhancing the engagement of the participants. Kiyotomi and Samata emphasized the strong, ongoing collaboration between Canada and Japan. They highlighted the Japanese market's appreciation for Canadian beef, which was attributed to Canada’s rigorous sustainability practices, animal welfare programs, and exceptional beef production standards, which resonated positively with the attendees. The workshops in both cities were fully booked, attracting approximately 100 participants in both locations. Guests actively engaged with the foreign representatives and showed a keen interest in preparing and tasting Japanese traditional recipes such as Sukiyaki, Chirashi Sushi, and Shabu-Shabu. The events were enhanced by the contributions of Canada Beef’s partner importer/distributor for this initiative, Carnes Premium XO, who supplied premium Canadian beef cuts for the Japanese recipes and handpicked an exceptional selection of top wines to complement the overall tasting experience. These cuts included chuck, outside skirt, and chuck flap, which were used to prepare the authentic Japanese dishes. Participants also sampled a broader selection of Canadian cuts, including Canada AAA rib eye, striploin and top sirloin, showcasing the versatility and quality of Canadian beef. To commemorate their participation, all attendees received a diploma, as well as educational and marketing materials from Canada Beef. These included merchandising guides, branded notebooks, aprons, and a printed set of the recipes featured at the event. These served as both a keepsake and a practical resource for further exploration of Canadian beef. Overall, the events were a resounding success. The engaging content and the strong collaboration between teams generated significant interest, with highlights from the workshops on Instagram and YouTube attracting over 1.4 million hits/views and reflecting the program’s broad impact and positive reception. Additional workshops with other markets are planned. Watch the four-minute videos: MEXICO CITY GUADALAJARA Back to main page  CLAUDIA HERRERA-BLANC Director, Market Development, Mexico & Latin America |
|
CONTACT US Suite 146, 6715 – 8th Street NE Calgary, AB Canada T2E 7H7 Tel: (403) 275-5890 info@canadabeef.ca canadabeef.ca |
You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? Forward to a friend? Editorial contributor and oversight provided by Gina Teel, Director, Stakeholder Communications, Canada Beef. © 2024 Canada Beef. All rights reserved. |
|
 |