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Super Bowl parties ideal platform for promoting US beef, pork in Mexico

02 March 2020

MEXICO - US beef and pork cuts were grilled and served to fans of American football in two of Mexico’s major urban centers on Super Bowl Sunday. Funded by the National Pork Board and the Beef Checkoff Programme, USMEF’s second annual Super Bowl parties and grilling workshops were the result of a partnership with restaurants in Aguascalientes and Mexico City.

US beef and pork cuts are prepared for grilling at a workshop held during the Super Bowl pregame show [Photo: USMEF]

"We tried this activity for the first time during the 2019 Super Bowl after taking note of the NFL’s growing popularity in Mexico," explained Lorenzo Elizalde, USMEF trade manager.

"Each year, more and more American football fans in Mexico are gathering in a central location to watch their favorite teams and big games like the Super Bowl – just like fans in the United States.

"We saw it as a great opportunity to introduce US beef and pork dishes that go well with these kinds of gatherings, and really received a lot of positive feedback from consumers and from our commercial partners that participated."

In Aguascalientes, USMEF’s second annual "Tailgate Super Bowl Grilling Workshop" was organised by Los Manes de la Parrilla ("The Grill Men", a group of barbecue enthusiasts) at the Campfire Brewing Garden restaurant.

The workshop began two hours before kickoff and continued until the final whistle. Along with some of USMEF’s commercial partners in the region, 35 consumers took part. They were shown how to grill US beef and pork as they enjoyed the game on large-screen TVs set up for the event.

Cuts used in the workshop were US beef ribeye and short ribs, as well as US pork belly and sausages. Chef Pedro Martinez, owner of Hell’s Kitchen restaurant in Aguascalientes, taught participants how to prepare several dishes made with these cuts.

In Mexico City, USMEF partnered with Jaso Restaurant to host a Super Bowl party where a special menu made up of US beef and pork barbecue items and sausages was served. More than 60 brand managers, foodservice directors and social media influencers attended the event.

Guests posted pictures and stories on Facebook and Instagram praising the flavor and quality of US red meat.

TheCattleSite News Desk


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