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 Canada Beef road trip to Colombia The Canada Beef Mexico / Latin America team (LATAM) travelled to Colombia from October 16 to 23, 2024, to support the local market’s understanding of Canadian beef cuts. The meetings focused on presenting information about Canadian beef quality grades, production characteristics, and how it compares to beef from other countries. Throughout the trip, a series of seminars, cutting demonstrations, workshops, tasting events, and specialized training sessions were held with customers. These activities allowed participants to explore a variety of high-quality Canadian beef cuts, taste different textures, grades, and flavours, and learn about the unique attributes that make Canadian beef exceptional. The training also covered best practices and cooking techniques to enhance flavour, performance, and palatability, ultimately improving the overall consumer experience.   In Medellín, Chef Jaime Cavazos, Canada Beef’s Master Butcher, and Claudia Herrera, LATAM Office Director, collaborated with a key importer to lead cutting demonstrations and workshops at several customer facilities. The goal was to highlight to foodservice customers, including buyers and chefs, the Canadian origin of the programs they are offering. The sessions also focused on how best to showcase the flavour and texture of these cuts using various cooking techniques. Chef Cavazos provided practical advice on smoking, grilling, sous-vide, and oven roasting to ensure the beef cuts produced optimal results. Canada Beef then participated in an event organized by a well-known restaurant group from Medellín, which gathered more than 40 industry professionals, including restaurant owners, chefs, buyers, and media representatives. This event allowed attendees to taste and learn about the premium Canadian beef cuts available for the Colombian market, further solidifying Canadian beef's reputation as a top-quality option for the foodservice industry. In Barranquilla, the team took part in the national launch event of Canadian beef organized by a major importer and distributor in the foodservice sector in collaboration with a Canadian supplier. This exclusive event brought together over 100 customers from Bogotá, Santa Marta, Barranquilla, and Cartagena. Through a combination of seminars, workshops and tastings, attendees had the opportunity to experience firsthand the premium quality of PRIME, AAA and AA Canadian beef cuts now available through this distributor in Colombia. The LATAM team also met with another dual-origin brand importer and distributor. During the meeting, the team outlined the strategic support available to strengthen the promotion of Canadian beef. The goal was to highlight the market advantages and premium positioning of Canadian beef, ensuring the distributor was well-equipped to leverage the Canadian origin as a key differentiator and value proposition in the local market. Back to main page CLAUDIA HERRERA-BLANC Director, Market Development, Mexico & Latin America

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