‘Wine and Grill’ Promotes Taste of U.S. Lamb in Mexico
The safety, flavor and juiciness of U.S. lamb were highlighted during an episode of “Wine and Grill,” a social media series in Mexico that presents new ideas for meat dishes that pair well with an assortment of wines.
Funded by the USDA Market Access Program (MAP), the activity was the result of a partnership between USMEF and Ferrer y Asociados, a wine importer and distributor based in Mexico City. USMEF targeted Mexico’s hotel, restaurant and institutional (HRI) sector, which is planning innovative ways to rebound from the COVID-19 pandemic.
Part of the promotion included meal kits prepared by USMEF chefs that included sausages made from U.S. leg of lamb. A live online cooking class showed participants how to prepare and serve the meat. “We are beginning to see more interest in lamb dishes in Mexico and U.S. lamb has some very distinct advantages over competitors’ products,” said Lorenzo Elizalde, USMEF trade manager in Mexico. “Our purpose with this activity was to provide new ideas for cooking lamb and to also introduce HRI professionals to U.S. lamb and its unique qualities.”
So far in 2020, the market has shown promise for U.S. lamb.
During the first six months of this year, Mexico imported 10,618 metric tons of U.S. lamb, a 29% increase over the same period in 2019.
The value of U.S. lamb exports to Mexico rose 24% during the same period.
USMEF partnered with a wine distributor in Mexico City to promote U.S. lamb through the ‘Wine and Grill’ social media series