Seminar Aims to Expand U.S. Beef’s Retail Presence in Western Region of Mexico

USMEF recently conducted a U.S. beef seminar in Tijuana for 112 meat department managers, five regional managers and a cofounder of the Mexican grocery store chain Calimax, which operates 78 stores in seven cities in Baja California and Sonora. Calimax had expressed interest in growing its range of U.S. beef products through the Certified Angus Beef® (CAB) brand.

“Calimax is a leading grocery store chain and a strong partner for U.S. beef and pork. The chain offers opportunities for the U.S. beef industry to expand its range of products in Mexico’s western states,” says USMEF Regional Director of Mexico, Central America and Dominican Republic Gerardo Rodriguez.

USMEF Corporate Chef Germán Navarrete conducted a cutting demonstration of a U.S. chuck roll, highlighting its versatility. A CAB representative discussed the benefits of working with the brand. Following the seminar, USMEF set up a tasting demonstration with several CAB cuts for the Calimax group outside Tijuana’s soccer stadium. 

The activity was made possible with funding from USDA’s Market Access Program.