As well as winning over the hearts and minds of Mexican consumers, U.S. Meat ...
As well as winning over the hearts and minds of Mexican consumers, U.S. Meat Export Federation (USMEF) programs undertake the vital task of teaching the people on the frontlines of meat sales about the nutritional qualities, the versatility and the delicious taste of U.S. beef and pork. Where supermarkets are concerned, this means the meat department staff, and for them USMEF developed a Butcher Certification Program and a Butcher Contest, which it announced at the ANTAD Annual Convention in Guadalajara in March. ANTAD is an important trade show well attended by the retail industry organized by the Retail Stores and Supermarkets Association.
In partnership with Mexico’s Monterrey Technical University, the Butcher Certification Program is designed not only to improve meat department staff hygiene, meat handling skills and customer service, but also to create a sense of pride in the profession and build loyalty to U.S. beef and pork. Each supermarket chain that enrolls its employees in the USMEF course pays for the cost of the certification process, and thus the Butcher Certification Program has to be educational and worthwhile, not simply a marketing gimmick.
When USMEF Retail Marketing Manager Gustavo Castaño discussed the program at ANTAD with meat department managers of the major Mexican supermarket companies, Gigante, Comercial Mexicana, Al Super, VH Valenzuela Hermanos (Valenzuela Brothers) and Soriana Retail Stores, he met an enthusiastic response. The supermarket representatives told Castaño that they are very interested and excited about the Butcher Contest. Their sales staff, too, would covet the USMEF certification to enhance their salary and career prospects, while management gets a better trained and more motivated work force.
The Butcher Certification Program is open to butchers, butcher assistants, meat department managers and their assistants, and regional supervisors of any chain. The program begins with an introductory course for supervisors covering the program’s topics and how to train their personnel who aim to earn the accreditation. After successfully passing the exams, the supervisors train the interested individuals with the aid of print and multimedia (compact disc) educational materials. Topics include beef and pork genetics, carcass and cuts, food safety and hygiene, temperature control, meat case presentation, customer service, equipment and utensils, inventory management, human resources and communications.
To earn the certification, candidates must pass both written and practical exams. Less than half the participants earn the diploma and the coveted silver badge of accreditation, which serves as an emblem of pride and an example for others to follow.
The Butcher Contest will evaluate the knowledge acquired by the participants in the Butcher Certification Program, and how they apply that knowledge to meat case management and merchandising. Participants in the contest will develop:
• Three new cuts based on U.S. beef or U.S. pork primal cuts;
• A proposal for the names of those new cuts;
• Cooking recipes for those new cuts; and
• Suggested prices for those new cuts.
A panel of judges — butchers, food writers, winning chefs from USMEF’s chef contest and homemakers — will choose the 10 best butchers from all over the country.
The winners of the contest will be awarded a cash prize and an invitation to participate in an award trip to the U.S. to expose them to the U.S. beef industry, particularly the retail side of operations. The long-term goal of the Butcher’s Contest will be to develop loyalty among key account butchers toward U.S. beef and pork by providing them with a forum for applying their skills in new and creative ways.
In 2005, U.S. beef (including variety meat) exports to Mexico totaled 282,115 metric tons, valued at $882 million.
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, lamb, corn, sorghum and soybean checkoff programs.
– USMEF –