A winning goal was scored by the U.S. Meat Export Federation (USMEF) last wee...
A winning goal was scored by the U.S. Meat Export Federation (USMEF) last weekend ending a U.S. beef and pork promotion in Mexico City and Guadalajara with an event for consumers featuring the premiere of a soccer movie, “Goal.” Professional soccer players were on hand to help USMEF deliver nutritional information about U.S. beef and pork.
USMEF partnered with Mexico’s largest retailers, Gigante, Comercial Mexicana and Chedraui, to promote U.S. beef and pork during September. In-store advertising directed shoppers to meat cases where they could select U.S. beef and pork.
Each package of U.S. pork contained a coupon worth two points, and each package of U.S. beef contained a coupon worth one point. Shoppers had to collect 10 points to receive two tickets to the movie event held Oct. 8 in Guadalajara and Oct. 9 in Mexico City.
Almost 2,500 people attended the event in Guadalajara, and more than 1,500 turned out in Mexico City to see the movie “Goal” about a child realizing his dream to play for his favorite soccer team. Professional soccer players from the popular Sub-17 Mexican team helped USMEF deliver nutritional information on U.S. beef and pork to the families in attendance.
The soccer players helped Gilberto Lozano, USMEF-Mexico director, and Gustavo Castano, USMEF-Mexico retail manager, explain to the children how protein, vitamins and minerals in high-quality U.S. red meat are an important part of nutritional balance that help them grow and provide energy and strength to play sports and maintain good health.
“The professional soccer players helped USMEF drive home a message of health and nutrition to the children,” Castano said. “Having sports celebrities deliver this message encourages children to eat U.S. red meat, giving them strength to reach their dreams.”
The strong event turnout combined with high preliminary sales results reported by the participating supermarkets show strong enthusiasm for U.S. beef and pork. Those attending were greeted by hosts, including Roy the mascot of USMEF Roy’s Club, distributing gifts to children and spreading the message that U.S. beef and pork are safe, nutritious and good to eat.
Roy’s Club introduces children 15 years and younger to the importance of eating a balanced meal with red meat as a key ingredient. As club members, kids can earn prizes and learn more about keeping healthy with proper nutrition and exercise.
Mexico is the No. 1 destination for U.S. beef and beef variety meat. In the first eight months of this year, U.S. beef and beef variety meat exports to Mexico reached 179,850 metric tons (mt), a 75 percent increase over the same period last year. The value of those exports was $555.1 million, an 86 percent increase over last year.
U.S. pork and pork variety meat exports to Mexico totaled 211,379 mt through the first eight months of this year valued at $323.2 million.
USMEF has held similar points-reward programs throughout Mexico in the past four years, resulting in up to 400 percent increases in sales of U.S. beef and pork at large retailers in Mexico.
The U.S. Meat Export Federation 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, sorghum and soybean checkoff programs.
– USMEF –
The following photo is available for use with this release:
Photo 1- Children attending the “Goal” movie premiere were greeted by USMEF hosts, including Roy from the USMEF kids club, spreading the message that U.S. beef and pork are safe, nutritious and good to eat.
