Mexico’s soaring appetite for U.S. pork is creating new development opportunities in the market. The industry’s latest initiative involves pairing U.S. pork with select wines from local vineyards.
With a strategic goal of positioning U.S. pork at the center of the plate with consumers in Mexico, USMEF partnered on a promotion with 11 upscale restaurants and 11 wineries from four wine-producing regions of Mexico — Guanajuato, Queretaro, Chihuahua and Baja California. Each restaurant paired a unique U.S. pork dish with a featured wine from a local winery for the two-week promotion called Swine and Wine. USMEF helped develop recipes and provided promotional materials for the campaign at each restaurant, working with local media and influencers to publicize each promotion.