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Canadian Beef branding at Carnes Premium XO´s butcher shop
Carnes Premium XO is one of the recent foodservice divisions of Qualtia Alimentos. The XO Group has a high market recognition among fine restaurants and hotels in Mexico due to its superior product catalogue. In addition, XO has built long-term business associations with some of the most prestigious foodservice operators in the industry and supplies brands including Mishima Reserve, Sterling Silver, Angus Premium Beef, Best West and Visa del Norte.

Carnes Premium XO opened its first high-end specialized beef boutique in Garza García, Mexico’s wealthiest city (in terms of per capita income). This strategy was developed to meet changes in consumer behaviour resulting from the COVID pandemic and to continue capitalizing on its on-site experience and value-added resources for clients and consumers. The shop features specialized fridge sections for each one of the above-mentioned brands and has now included a specific section that offers the Canadian Beef (CB) brand as one of its high-quality options.

CB branding was featured on a lightbox at the storefront; there are CB logos on staff uniforms, CB butchering videos and recipes playing on two store screens, beef merchandising guides and Canada and U.S. grading equivalency charts available. Other activities featured were butchering courses for targeted audiences conducted by different culinary personalities and Canadian beef in-store sampling on weekends.

To achieve a leadership position in the Mexican market, the store now offers a wide range of Canadian-identified beef cuts not previously available to consumers. These include the cowboy cut, short ribs, Porterhouse steak, petit tender, flap meat, Picanha, brisket, t-bone, rib eye, and back ribs. Working with the XO program, Canada Beef will continue developing brand awareness activities and supporting an in-store presence through online and print media.

Qualtia Alimentos has 27 years of operating experience in Mexico through four business sections including cold meats, dairy, case-ready, and proteins. It is a world-class organization owned by multinational XIGNUX and is currently Mexico’s second-largest producer of cold meats. They operate three production plants in Mexico, where the highest quality meats and dairy products are processed. The XO Group was created by merging four different companies, XO de Chihuahua, XO del Centro, XO de Occidente, and XO de Oriente. The group owns eight distribution centers strategically located throughout Mexico, plus two federally inspected production plants located in Mexico City.

COVID-19 Update
As of September 30, Mexican authorities updated COVID-19 transmission risk assessments for each of the country's states. The changes recognize a nationwide trend of lowered viral spread following a peak in cases in late August. In the current round of designations set to last through October 3, most states fall under the yellow level, with four states at green and four others at orange; no state remains at the red level. Authorities have allowed most businesses and social activities to occur with capacity limits of up to 75%. Mask-wearing is still mandatory in all enclosed public spaces.

Local officials are permitted to enforce additional restrictions or refrain from imposing recommended measures despite the guidance associated with a particular colour level. Although the country's northern border remains closed to non-essential travel to the U.S. through at least October 21, international air travel is continuing. Mexico is not enforcing any mandatory quarantine requirements for arrivals however travellers may be subject to health screenings at the airport and those presenting symptoms of COVID-19 may be subject to additional health checks and/or quarantine. Authorities could tighten or otherwise amend any restrictions with little-to-no notice depending on disease activity over the coming weeks.
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Director of Marketing, Mexico/Latin America

Suite 146, 6715 – 8th Street NE
Calgary, AB Canada T2E 7H7
Tel: (403) 275-5890
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