Dieticians Promote Good Nutrition through U.S. Beef, Pork at Mexico Supermarkets...
Dieticians Promote Good Nutrition through U.S. Beef, Pork at Mexico Supermarkets
U.S. beef and pork have their place in a healthy diet but the best people to address the concerns of health-conscious consumers are dieticians. USMEF-Mexico hired 20 dieticians to share the message of the important role quality U.S. red meat products play in nutrition for both children and adults with supermarket customers in Mexico throughout the second half of 2009.
To maximize the reach of this message, USMEF developed a supermarket segmentation program. From the 90 supermarkets that are part of USMEF’s “Ideal Meat Case” initiative in the Mexico City metropolitan area, USMEF chose 33 supermarkets — including Mega Comercial Mexicana, Comercial Mexicana and Chedraui outlets — in areas in which consumers have the greatest purchasing power.
A USMEF-Mexico dietician advises a consumer on nutrition
The 20 dieticians worked at the busiest hours on the busiest days — noon to 4 p.m., Wednesdays, Fridays, Saturdays and Sundays. Each dietician was assigned to a single store, but the lineup of stores changed each month. The dieticians gave customers information about the nutritional attributes of U.S. beef and pork, encouraging them to buy U.S. products. Customers who made a qualifying purchase of U.S. beef or pork received a free U.S. meat recipe binder.
Dieticians also provided dietary suggestions based on the customer’s weight, height, age and level of fitness. Some results of the program included:
- Nearly 85,000 customers were given information related to the dietary benefits of U.S. beef and pork.
- More than 22,000 of these customers received detailed, personalized suggestions.
- About 6,700 U.S. meat recipe binders were distributed.
- Customers completed 10,000 surveys; 98 percent of those surveyed improved their perception and knowledge of U.S. beef and pork, and more than 95 percent said they plan to increase their purchases of U.S. meat.
- During the promotion, Comercial Mexicana reported an increase of nearly 22 percent (367 metric tons or 809,000 pounds) in U.S. beef and pork sales for 15 stores resulting in a jump of more than 10 percent (12 million pesos or nearly $1 million) in value over the previous year.
“These sales increases, achieved under difficult economic conditions, are very encouraging and help lay the groundwork for further promotions of U.S. products,” said Chad Russell, USMEF regional director for Mexico, the Dominican Republic and Central America. “The dieticians really connected well with Mexican consumers, sharing the healthy benefits U.S. beef and pork can contribute to their daily diet.”
Through November, Mexico was the largest volume market for U.S. pork and pork variety meat in 2009, purchasing 451,483 metric tons (995.3 million pounds) valued at more than $672 million – an increase of 30 percent in volume and 9 percent in value over the previous year. Though down from 2008, Mexico was also the leading volume and value market for U.S. beef and beef variety meat exports, purchasing 267,227 metric tons (589.1 million pounds) valued at $837.4 million.
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The U.S. Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for the U.S. red meat industry and is funded by USDA, exporting companies, and the beef, pork, corn and soybean checkoff programs.
For more information, contact Jim Herlihy at jherlihy@usmef.org.
USMEF complies with all equal opportunity, non-discrimination and affirmative action measures applicable to it by contract, government rule or regulation or as otherwise provided by law.
Dieticians Promote Good Nutrition through U.S. Beef, Pork at Mexico Supermarkets
U.S. beef and pork have their place in a healthy diet but the best people to address the concerns of health-conscious consumers are dieticians. USMEF-Mexico hired 20 dieticians to share the message of the important role quality U.S. red meat products play in nutrition for both children and adults with supermarket customers in Mexico throughout the second half of 2009.
To maximize the reach of this message, USMEF developed a supermarket segmentation program. From the 90 supermarkets that are part of USMEF’s “Ideal Meat Case” initiative in the Mexico City metropolitan area, USMEF chose 33 supermarkets — including Mega Comercial Mexicana, Comercial Mexicana and Chedraui outlets — in areas in which consumers have the greatest purchasing power.
A USMEF-Mexico dietician advises a consumer on nutrition
The 20 dieticians worked at the busiest hours on the busiest days — noon to 4 p.m., Wednesdays, Fridays, Saturdays and Sundays. Each dietician was assigned to a single store, but the lineup of stores changed each month. The dieticians gave customers information about the nutritional attributes of U.S. beef and pork, encouraging them to buy U.S. products. Customers who made a qualifying purchase of U.S. beef or pork received a free U.S. meat recipe binder.
Dieticians also provided dietary suggestions based on the customer’s weight, height, age and level of fitness. Some results of the program included:
- Nearly 85,000 customers were given information related to the dietary benefits of U.S. beef and pork.
- More than 22,000 of these customers received detailed, personalized suggestions.
- About 6,700 U.S. meat recipe binders were distributed.
- Customers completed 10,000 surveys; 98 percent of those surveyed improved their perception and knowledge of U.S. beef and pork, and more than 95 percent said they plan to increase their purchases of U.S. meat.
- During the promotion, Comercial Mexicana reported an increase of nearly 22 percent (367 metric tons or 809,000 pounds) in U.S. beef and pork sales for 15 stores resulting in a jump of more than 10 percent (12 million pesos or nearly $1 million) in value over the previous year.
“These sales increases, achieved under difficult economic conditions, are very encouraging and help lay the groundwork for further promotions of U.S. products,” said Chad Russell, USMEF regional director for Mexico, the Dominican Republic and Central America. “The dieticians really connected well with Mexican consumers, sharing the healthy benefits U.S. beef and pork can contribute to their daily diet.”
Through November, Mexico was the largest volume market for U.S. pork and pork variety meat in 2009, purchasing 451,483 metric tons (995.3 million pounds) valued at more than $672 million – an increase of 30 percent in volume and 9 percent in value over the previous year. Though down from 2008, Mexico was also the leading volume and value market for U.S. beef and beef variety meat exports, purchasing 267,227 metric tons (589.1 million pounds) valued at $837.4 million.
# # #
The U.S. Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for the U.S. red meat industry and is funded by USDA, exporting companies, and the beef, pork, corn and soybean checkoff programs.
For more information, contact Jim Herlihy at jherlihy@usmef.org.
USMEF complies with all equal opportunity, non-discrimination and affirmative action measures applicable to it by contract, government rule or regulation or as otherwise provided by law.