For the past three years, U.S. Meat Export Federation–Mexico (USMEF) has su...

For the past three years, U.S. Meat Export Federation–Mexico (USMEF) has successfully increased the sales of U.S. beef and pork in Mexico by as much as 42 percent through Mother’s Day promotions in selected stores in Mexico City.

This month, it expanded the success of this promotional points program by awarding consumers in Cd. Juarez who purchased a specific amount of U.S. beef and pork with an evening out to a seminar and comedy show featuring Omar Chaparro, a popular comedian and TV actor on the Mexican edition of the Big Brother show.

There were 3,430 people who attended the event, which also included a nutrition seminar on U.S. beef and pork presented by Dr. Nelson Huerta, USMEF–Mexico Deputy Director of Technical Services, and a cooking presentation featuring U.S. beef and pork performed by USMEF chef consultants Humberto Macedo and Salvador Sevilla.

The chefs solicited enthusiastic volunteers from the audience to help demonstrate how to prepare beef rolls and ham Thai style with U.S. beef and pork. The audience showed strong interest in the nutrition information and enjoyed the interactivity of the chef presentation.

Here’s how the promotion worked: a coupon attached to packages of U.S. beef and pork purchased between November 15 to December 16 at Soriana stores, one of Mexico’s largest retailers and importers of U.S. beef and pork, contained a point value, which consumers retained to accumulate 15 points and then redeem for tickets to the evening event or for Omar Chaparro souvenir items, depending on which city they live in.

Ten Soriana stores in Cd. Juarez, Mexico’s fifth largest city located opposite of El Paso, Texas across the United States border, participated in the promotion, which was called “No Manches” or “Come On!”.

Consumers in this area received a ticket allowing two people into the evening seminar and comedy show, held December 17 at Morocos auditorium. Each attendee also received a tortilla warmer that included a message reminding them to accompany good tortillas with U.S. beef and pork.

An additional 10 Soriana stores participated in the city of Chihuahua, located 230 miles south of Cd. Juarez. Consumers accumulating 15 points in U.S. meat purchases in this area received Omar Chaparro souvenir items.

The promotion, funded by the National Pork Board and National Soybean Board, rewarded consumers, consisting of mostly housewives and mothers, for purchasing U.S. beef and pork and encouraged them to experience for themselves U.S. meat is safe, tasty and nutritious.

USMEF–Mexico used this opportunity to reinforce in consumers’ minds that U.S. beef is safe for serving to family, is high in quality and is an affordable purchase for everyday meals. Consumers were also introduced to new U.S. pork cuts during the promotion, providing them with new protein options that are also nutritious and versatile for traditional recipes.

“No Manches” was advertised with banners at the entrance and in the meat department of each participating Soriana store. Soriana also contributed local radio advertisements and promotional space in its local magazine.

A similar points-reward program was held in Mexico City last May to honor mothers on Mother’s Day, resulting in an initial 42 percent increase in sales of U.S. beef skirt steak at Gigante, also a large retailer in Mexico.

Mexico is the top destination for U.S. beef and pork. Through October of this year, the United States has exported 145,791 metric tons (mt) of beef and 286,114 mt of pork, a 70 percent increase over the same period last year.

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 photos are available for use with this release:

Photo 1 - "No Manches" Coupon, which was attached to U.S. beef and pork packages in Soriana supermarkets. Beef coupons were worth one point pork coupons were worth two points. Consumers had to accumulate 15 points to receive Omar Chaparro show tickets or souvenirs.

Photo 2 - USMEF chefs demonstrating how to prepare U.S. beef and pork dishes during the seminar portion of the evening show.

Photo 3 - Comedian Omar Chaparro performing at the Morocos Auditorium in Cd. Juarez, wrapping up the evening show awarded to purchasers of U.S. beef and pork.