Consumers of U.S. meat in Mexico City celebrated Mother’s Day in a special...
Consumers of U.S. meat in Mexico City celebrated Mother’s Day in a special way May 12 as a result of a promotion by the U.S. Meat Export Federation (USMEF). The consumers enjoyed a performance of the popular musical “Besame Mucho” (Kiss Me More) and an informative presentation to help them with future U.S. meat purchases and meal preparations.
Mexican shoppers buying U.S. pork and beef items during April and May collected package coupons with point values and redeemed them for tickets to the fourth annual USMEF Mother’s Day celebration that took place at the Centro Cultural Telmex in Mexico City. USMEF teamed up with Comercial Mexicana, Chedraui and Gigante, Mexico’s leading supermarket chains, to conduct this year’s Mother’s Day promotion at 82 stores in the Mexican capital and its suburbs.
“The promotion encouraged customers to buy U.S. pork and beef by allowing them to exchange their receipts for admittance to the musical performance and a consumer seminar about U.S. meat,” said USMEF Mexico Marketing Manager Gustavo Castaño.
Two performances of “Besame Mucho,” along with information from a dietitian on nutritional attributes of U.S. meat, were offered as a way of saying thanks to loyal customers. USMEF chefs also prepared two recipes, one with U.S. pork and spinach and the other with U.S. beef and vegetables, for the crowd to taste and enjoy.
Many mothers were found sharing their own special recipes using U.S. meat and commenting on the tastiness and quality of the dishes due to the superior flavor of the U.S. products. “The Mother’s Day promotion is an ideal opportunity for consumers to honor mothers and to share their family recipes using U.S. meat,” said Castaño.
Every year the USMEF Mother’s Day promotion gets bigger and better, and is becoming more recognized among Mexican consumers.
“Consumers always comment on how they look forward to this event each year,” said Castaño. “And since retail stores are the main distributors of U.S. meat, accounting for 70 percent of sales in Mexico, the Mother’s Day promotion is an especially intelligent way of encouraging Mexican customers to buy U.S. pork and beef.”
Preliminary data suggest this year's Mother’s Day promotion increased retail store purchases to 30 percent for U.S. beef and 25 percent for U.S. pork. Last year’s promotion increased U.S. meat sales 19 to 30 percent in participating supermarkets.
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 –