With the COVID-19 pandemic sparking a nationwide ‘Buy Local’ campaign in Mexico, the U.S. Meat Export Federation (USMEF) found a creative way to appeal to consumers’ desire to support local agriculture. With support from the Beef Checkoff Program, the National Pork Board and the Illinois Soybean Association, USMEF-Mexico developed educational programs pairing U.S. beef and pork with local products such as hydroponic vegetables, coffee, honey and habanero peppers.
Gerardo Rodriguez, USMEF marketing director for Mexico, Central America and the Dominican Republic, explains in the audio clip below that the program has been well-received in a number of different regions in Mexico, with consumers excited to try new U.S. beef and pork recipes that also feature locally grown products.
