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 Development of Canadian Beef products for Soriana/City Club Soriana, one of Mexico’s leading retailers, recently added Canadian beef products to its offerings. For the launch, the organization created a Canadian Fair and offered different Canadian products from groceries to beef throughout October. The selection of Canadian products was made based on consumer preferences for new, high-quality and innovative products. The fair was promoted in 65 stores in 20 states across the country (34 Soriana Híper and 31 Soriana Súper) and more than 135 Canadian products were added to the shelves. Canada Beef’s Latin America and Mexico (LATAM) marketing office worked directly with several importers and a Canadian packer to develop two differentiated Canadian beef products—both high-quality and sustainably produced—for launch at the fair.  These products included sliced Canadian roast beef and corned beef with two different seasonings. Both have been added to City Club’s shelves as part of their regular product offerings. Canada Beef LATAM continues to work closely with Soriana to promote both products developed under their private label and to explore additional beef cuts for addition to their Canadian cold meats line. Soriana operates a multi-format strategy with more than 824 self-service stores and price clubs in 282 municipalities throughout the 32 states of Mexico. Their logistics network consists of 14 distribution centres located in eight states throughout the country with a workforce of more than 86,000 employees. Its City Club format handles more than 5,000 SKUs and, along with Costco and Sam’s Club, is one of the leading wholesale players in Mexico. Soriana supermarkets also lead the self-service store segment along with H-E-B, La Comer, Chedraui, S-Mart and Walmart. The group reported a sales increase of 2.3% over the last quarter, signalling an economic recovery for the country and a positive sales trend. COVID-19 Update As of October 30, there are zero Mexican states designated as red under the federal stoplight system. However, the coronavirus pandemic will not be controlled in Mexico as long as the SARS-Co V-2 variants continue to circulate. Mexico is anticipating that outbreaks and high transmission situations are expected in many areas of the country until the beginning of 2022. The U.S. will reopen the land border with Mexico in November for non-essential travel and will lift all restrictions that have been in force since March 2020. The rules will cover land borders and ferry crossings and allow only fully vaccinated foreigners (with vaccines approved by the World Health Organization (WHO)), to enter the U.S. regardless of the reason. President Andrés Manuel López Obrador accused the WHO of being "partial and bureaucratic" since the Sputnik V and Cansino vaccines applied within the country are not acceptable according to the regulations. The federal health authorities opened vaccinations to all minors between the ages of 12 and 17, regardless of their health status. Mexico is reporting 2,870 new infections on average each day, 15% of the peak. There have been 3,838,308 infections reported in the country since the pandemic began. Mexico has administered at least 129,201,826 doses of COVID vaccines so far, about 50.6% of the country’s population. Back to main page  CLAUDIA HERRERA-BLANC Director of Marketing, Mexico/Latin America |
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