USMEF Chief, Nutritionist Program Steps Up in Mexico

U.S. Meat Export Federation Expands Chef and Nutritionist Consultation Program in Mexico to Leverage Greater Face-to-Face Engagement Opportunities at Retail Point of Sale in 2022 and Increase Online Interest and Engagement on food nutrition.

The program, funded by Indiana Soybean Alliance and the Beef Checkoff Program, was developed to support messaging strategies about the nutritional benefits of American pork and beef by sharing health-related information directly to consumers at retail stores and through online consultations.

Chefs and nutritionists are positioned near the meat crates to promote American pork and beef, provide general nutritional information and share recipe cards. For consumers buying American products, chefs and nutritionists provide one-on-one education sessions by gathering health information and tailoring the nutritional benefits of American red meat to each individual.

The retail program is leveraged online through a nutrition website where consumers can sign up for free online consultations. Nutrition messages and digital nutrition seminar registrations are also supported and promoted through social media.

“The pandemic has accelerated growing consumer interest in health and nutrition,” says Gerardo Rodriguez, USMEF’s director of marketing for Mexico, Central America and the Dominican Republic. “There is a greater awareness of the value of protein and the nutritional benefits of red meat.”

Whether in-store or online, interactions are structured so that consumers also learn about the attributes of high-quality American pork and beef and are introduced to proper cooking techniques and recipes for different cuts. On a monthly basis, chefs see a range of 300-450 online visitors, while those deployed in-store reach 400-600. Meanwhile, online nutrition experts typically consult 1,400-2,000 consumers; those stationed at the point of sale interact with 700 to 1,000 shoppers.

Source: US Meat Export Federation, which is solely responsible for and owns the information provided. Informa Business Media and all of its affiliates are not responsible for any content contained in this information asset.

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