Mother’s Day Promotions Showcase U.S. Pork, Beef in Mexico

USMEF-Mexico recently completed spring retail promotions of U.S. pork and beef with a family-oriented Mother’s Day theme. The promotions were supported by the USDA Market Access Program (MAP) and the Pork Checkoff and Beef Checkoff Programs.

“Mother’s Day is an important focus for our spring promotions in Mexico,” said USMEF Regional Director Chad Russell. “With our assistance and support, it’s a time when retailers can help their customers develop a strong connection between this holiday and the enjoyment of delicious high-quality pork and beef entrees.”

S-Mart supermarkets in Chihuahua and Nuevo Leon were the setting for the U.S. pork promotion, which included tasting demonstrations on Tuesdays, Saturdays and Sundays throughout April and May. S-Mart drew customers’ attention to the demonstrations with in-store flyers and audio promotions. Customers purchasing at least one kilogram of U.S. pork were eligible to receive a USMEF promotional item.

“When compared to the same period last year, sales of the pork cuts featured in this promotion increased more than 25 percent,” said Russell. “Leg cuts made up most of the volume, but higher-end cuts also fared well as back rib sales jumped nearly 40 percent and chopped loin sales were up more than 20 percent. That’s really an excellent response and another indication of the growing popularity of U.S. pork in Mexico.”

Comercial Mexicana supermarkets in Mexico City, Jalisco, Queretaro, Guanajuanto, Veracruz, Puebla and Yucatan provided the setting for the Mother’s Day beef promotion. In a format similar to the S-Mart pork promotion, customers were drawn to tasting demonstrations during the store’s three busiest shopping days in April and May, and were eligible for prizes with a qualifying purchase.

While sales volume for the featured beef cuts was down slightly from last year, revenue generated from these sales was 18 percent higher.

“Representatives from Comercial Mexicana have noted that their customers have been impacted by the rising cost of beef in Mexico, and they are adjusting their purchases accordingly,” Russell said. “Even though the volume purchased during this promotion didn’t match last year, Comercial Mexicana was very pleased with the price the U.S. beef cuts commanded and with the contribution made to its stores’ profits.”

Through April, Mexico was this year’s leading volume market for both U.S. pork and beef. It was also the top value market for beef while ranking second to Japan in pork export value. Pork exports to Mexico increased 19 percent in volume (207,095 metric tons or 456.6 million pounds) and 18 percent in value ($377.4 million) versus the first four months of 2011. Beef exports declined 12 percent in volume (72,534 metric tons or 160 million pounds), but still achieved a 3 percent increase in value to $322.1 million. (All totals include both muscle cuts and variety meat.)