Canadian Beef Branding Series launches in Mexico

Culinary Masters experience Canadian Beef Advantage

(Calgary, AB) – April 14, 2015 – After successfully hosting Canadian beef branding series across Asia and the Middle East, Canada Beef is proud to announce the first ever brand series in Mexico City this week.

In collaboration with Canada Pork, the Canadian Beef Branding Series will take place in Mexico City on April 14th and 15th at Studio Gourmet. Canada Beef will host some of the country’s most innovative and influential chefs to experience the Canadian brand.

The Canadian Beef Branding Series will allow Canada Beef to engage chefs and the business community around the four pillars of the Canadian beef brand – Producer, Product, World Class Standards and Sustainability.

By engaging both the emotional and technical attributes, the series aims to create and sustain strong brand loyalty to the Canadian Beef Advantage (CBA), and ultimately, Canadian beef.

“The Canadian beef brand sets us apart from our competition,” said Rob Meijer, President, Canada Beef. “Through international culinary partners like those in Mexico, our brand and product is being put to the test based on quality, safety, consistency and moreover, culinary experience. Around the world, consumers are increasingly demanding what we consider to be the best beef in the world.»

Canada Beef is also currently well into the second year of partnership with Karisma Resorts in Mexico, where the Canadian beef brand is highlighted one week each month at one of Mexico’s finest culinary destinations. Culinary innovators and consumers alike have the opportunity here to experience the Canadian beef brand with some of Canada’s top chefs.

“Mexico is an innovative culinary leader in beef and at the forefront of new and interesting flavours. In our strategic pursuit of culinary excellence, we have found innovative ways to bring the Canadian beef brand to these influencers and instill loyalty,” said Jorge Mendez, Director, Business Development in Latin America for Canada Beef.

Expressing the Canadian Beef Story in Mexico is a continued priority for Canada Beef. Recent visits to the Canadian Beef Centre of Excellence by Mexican industry partners have allowed Canada Beef to showcase the industry here at home, and drive home the brand differentiators that make Canadian beef such a unique experience.

Canada Beef is the cattle producer-funded and run organization responsible for domestic and international beef and veal market development. It has offices in Canada, Mexico, Japan, China and Taiwan. Canada Beef works to foster loyalty to the Canadian beef brand and build strong relationships with trade customers and partners. These efforts increase demand for Canadian beef and the value producers receive for their cattle.

For more information, please contact:
Ron Glaser VP, Corporate Affairs and Operations, Canada Beef
(403) 275-5890