U.S. Pork Featured for Thousands of Grilling Enthusiasts at Festival in Mexico
The largest grilling festival in west-central Mexico was the perfect opportunity to introduce a variety of U.S. pork cuts for the grill.
The popularity of a family-oriented festival in the Bajio region of Mexico demonstrated the growth of a grilling culture that is developing throughout the country. The city of León, Guanajuato, recently hosted Humo y Parrilla Fest, a family-oriented culinary gathering that celebrates "carne asada" (grilled meat). More than 8,000 visitors attended over two days, enjoying live music, food sampling and live cooking demonstrations from regional chefs and grill masters.
“The festival was a perfect opportunity to implement our Grill & Pork Initiative,” says Rigoberto Trevińo, USMEF-Mexico trade manager. “We promote U.S. pork as an outstanding grilling protein at major barbecue and grilling festivals throughout Mexico, demonstrating that grilling pork can mean far more than just pork ribs. Through live cooking demonstrations and educational workshops, we showcase the versatility of different U.S. pork cuts and inspire consumers and grilling enthusiasts to incorporate these cuts into their outdoor cooking.”
Partnering with retailers prior to and during festivals also supports the message that a wide variety of U.S. pork cuts are perfect for grilling. Through a retail promotion with La Alemana, a successful chain of high-quality butcher shops with 34 locations in central Mexico, consumers who purchased above a specific amount of U.S. pork cuts at participating stores received two passes to attend the festival. The cuts were also promoted at USMEF’s booth and in workshops during the festival.
USMEF Chef Instructor Claudia Zepeda conducted six mini-workshops with U.S. pork for more than 250 participants during the two-day event. Zepeda demonstrated suggested preparation and cooking techniques, then engaged with participants as they grilled dishes, including: Tenderloin with bacon-wrapped asparagus, choripán with German sausage, marinated pork shank, barbecue ribs, pork tacos and Spanish-style chistorra with melted cheese.
USMEF has conducted dozens of mini workshops at some of Mexico's most important grilling festivals in 2026, including Humo y Parrilla, Monterrey Country Fest, Panzoniza Fest and Fogoneros among others, with several additional events scheduled for the coming months.
Participation at Humo y Parrilla Fest was made possible through funding support from the National Pork Board.