Media Events

SKOOL Calendar Promotion 2012

The ATO Mexico City took the lead in organizing six U.S. cooperators in a Back-To-School promotion in the Fruits and Vegetables Department of top-selling Wal-Mart Supercenters in Mexico City.  The Skool promotion at Wal-Mart Supercenters took place during the month of September 2012 and promoted fruits, peanut butter, and sunflower seeds. The six cooperators involved were: Washington Apples, USA Pears, California Table Grapes, California Tree Fruits, National Sunflower Association, American Peanut Council

Chefs and promoters worked in the participating stores on weekends and Tuesdays during the market-days at Wal-Mart for the month of September.  The chefs prepared snack and lunch box ideas cross-promoting peanut butter and sunflower seeds with the various American fruits being featured in the Fruits and Vegetables Department, tying-in sales of both fruits and peanut butter to get a free school calendar.

Lazy Town U.S. Fresh Fruits Promotional Campaign

Lazy Town Fresh Fruit Promotional Campaign started its 3rd and final year cycle in October of 2012, lasting several weeks.  This USDA-sponsored GBI project, headed by the Washington State Apple Commission, in collaboration with Pear Bureau Northwest and the California Table Grape Commission, includes a 4-week long nationwide retail promotion featuring 6 major supermarket chains in Mexico. This project received endorsement by the Mexican Secretariat of Health in support of the mission to encourage healthy eating habits among the children of Mexico.

Promoting U.S. Products at "Feria de las Culturas Amigas 2012"

The U.S. Agricultural Trade Office participated in the “Feria de las Culturas Amigas de la Ciudad de Mexico” which took place along the Paseo de la Reforma in Mexico City from May 12 through May 27, 2012.   The Feria gave 75 countries a unique chance to display, educate, and promote their culture (with a highlight being food) in a well-exposed, informal sidewalk-setting.  The ATO participated at the United States booth featuring several U.S. food and beverage products including rice, blueberries, Washington apples, peanuts, cranberries, pears, among others.

In addition, our office organized a Chef’s culinary demonstration, “Flavors of the USA” in the Multidisciplinary Forum of the Feria on May 17, 2012.  Chef Giuseppe De Pasquale prepared three dishes featuring U.S. products contributed by U.S. Cooperators.

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California Wine Institute Grand Tasting 2012

The California Wine Institute sponsored the California Wines Grand Tasting celebrated on February 7, 2012 at the W Hotel in Mexico City. An event with a major display of California Wines with the participation of an endless list of distributors, importers and representatives of various wineries present in Mexico. The grand wine tasting gave the audience a broaden idea of the richness and versatility of this wine region and the potential of its wines.

A media event had place before the wine tasting, where Allison Jordan, Executive Director of the California Sustainable Winegrowing Alliance (a nonprofit organization created by the Wine Institute & the California
Association of Winegrape Growers) gave a presentation about sustainable programs. She gave an overview of the importance and advantages of sustainable winegrowing practices, explained the prerequisite criteria to be eligible for the program, and the materials available to achieve sustainability.

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U.S. Wines Kick-Off Seminar and Tasting at W Hotel Mexico City

As part of the U.S. Wines promotion the ATO organized a kick-off seminar and wine tasting to launch the "Wine of the Month Promotion” at participating restaurants. The seminar took place at W Hotel's Cocoa Bar in Mexico City on August 9th, 2011 from 9 a.m. to 12 p.m. and conducted by Omar Barbosa, 2011 Mexican Sommelier of the year. A total of 42 people attended with a balanced mix of industry and media specialists, culinary and wine bloggers and magazines editors which used the seminar as reference for publications. The main presentation included three topics: Introduction to U.S. Wines: History, geography, size and main characteristics; main regions, varietals and terroirs; opportunities for U.S. wines in the Mexican market

After the presentation, 6 different wines where tasted with the guidance of three professional sommeliers. The wines where Chateau Ste Michelle (WA), Chateau St Jean (CA), Keller Estate (CA), Stags’ Leap (CA), Greg Norman (CA) and Beringer (CA).

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Lazy Town U.S. Fresh Fruits Promotional Campaign

On November 4, 2010, FAS Mexico City attended the kick-off reception for the Lazy Town U.S. fresh fruits promotional campaign. This event featured Lazy Town’s creator and star, Magnus Scheving, aka Sportacus, and included a LIVE “Dulces Sanos” show with key Lazy Town characters. This USDA-sponsored GBI project, headed by the Washington State Apple Commission, in collaboration with Pear Bureau Northwest and the California Table Grape Commission, includes a 4-week long nationwide retail promotion featuring 6 major supermarket chains in Mexico. This project received endorsement by the Mexican Secretariat of Health in support of the mission to encourage healthy eating habits among the children of Mexico.

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