Variety meats are popular in cantinas, or casual dining restaurants, in the central part of Mexico. That’s why the U.S. Meat Export Federation (USMEF) is finding creative ways to promote pork and beef variety meat items to bars and casual restaurants in Mexico as an affordable appetizer and snack option that will appeal to their customers.
“Variety meat exports provide critical returns for U.S. pork and beef producers, and Mexico is a leading destination for these products,” USMEF says.
USMEF’s marketing campaign, known as Cantina Vibes, has expanded to the northern part of the country because of the success in central Mexico. In northern Mexico, consumers are less familiar with variety meat dishes, but are attracted to the lower cost, high quality, U.S. pork and beef.
“When we talk about variety meats in pork, we talk about jowl, ears, brains, snout, stomach, etc. In beef, we are promoting small intestine, also liver and sweetbread,” says Rigoberto Treviño, trade manager for USMEF Mexico. “For example, with the pork snout, we are doing tacos, sopes, tostadas. So, it’s different cantina dishes with variety meat.”
Mexico is the leading volume destination for U.S. beef variety meat exports, totaling 124,000 metric tons last year. It is second only to China for pork variety meat exports, with shipments in 2024 topping 160,000 metric tons.
Treviño says U.S. pork and beef offer “really good quality” and amazing consistency. Plus, it is very affordable for the cantinas.
“Not all variety meats are affordable,” he points out. “I know that sweetbreads are a little bit more expensive. But the small intestine or pork stomach and pork snout are very affordable. You can have a pork jowl taco or a pork jowl sope with guacamole for about, a dollar. It’s very affordable, and it’s very important for those kinds of restaurants and casual dining.”
