Mexico Calidad Suprema expanding U.S. marketing with in-store demos
Mexico Calidad Suprema expanding U.S. marketing with in-store demos
Heading into its U.S. marketing program's second year, Mexico Calidad Suprema is shifting focus to hands-on, in-store pilot activities, according to Lizeth Quintero, executive director of the organization.
From her Mexico City office, Ms. Quintero said, "Last season we had unexpected positive reaction and support for our efforts. Importantly, we recently received EurepGAP certification, and Wal-Mart USA Global Procurement has accepted MCS as an approved food-safety program for their vendors. Now we want to see how the shoppers react to our efforts."
Ms. Quintero went on to explain that the program initially will be offered to chains that have expressed support for MCS-certified products, and MCS merchandisers will offer these chains product demonstrations and educational events, where consumers actually see the quality seal on the Mexican produce. Tastings and hand-outs will provide first-hand familiarity with the products as well.
Representatives will be on hand to describe quality-assurance steps taken by MCS and their benefits to consumers.
Short surveys will be conducted at some sites, and retail chains that support the program will receive ad, product, demo and signage support based on providing sales data along with the survey results.
Additionally, MCS has produced bilingual posters for retail storage and backroom areas to educate produce personnel.
These posters, detailing 40 items with their seasonality and handling tips, will be affixed by MCS's U.S. agency's merchandising team, and then personnel reaction and actual use will be measured.
"We are focused on testing and measurement this season," noted Aldo Ruiz, who was recently appointed marketing coordinator for MCS. "Before we expand on any one element, we want to make sure it works. That way we are in line with the way that we operate in our certification process."
The program will also involve trade advertising under the organization's current umbrella theme, "Make it Simple ... Make it Supreme." Moreover, the new season's advertising campaign is based on recent Cornell University research showing that the majority of U.S. consumers will pay more for certified-safe products. The ads will run during the key merchandising drive through March.
Mexico Calidad Suprema selects, trains, certifies and monitors Mexican growers who export product. Approved exporters have the right to use the group's "Seal of Quality" logo on their packaging.
In a unique public-private partnership that involves the Mexico Ministry of Agriculture, known as SAGARPA, and the country's foreign trade bank, BANCOMEXT, along with other agencies and agricultural groups, MCS has successfully launched similar marketing programs in Japan and Europe.
From her Mexico City office, Ms. Quintero said, "Last season we had unexpected positive reaction and support for our efforts. Importantly, we recently received EurepGAP certification, and Wal-Mart USA Global Procurement has accepted MCS as an approved food-safety program for their vendors. Now we want to see how the shoppers react to our efforts."
Ms. Quintero went on to explain that the program initially will be offered to chains that have expressed support for MCS-certified products, and MCS merchandisers will offer these chains product demonstrations and educational events, where consumers actually see the quality seal on the Mexican produce. Tastings and hand-outs will provide first-hand familiarity with the products as well.
Representatives will be on hand to describe quality-assurance steps taken by MCS and their benefits to consumers.
Short surveys will be conducted at some sites, and retail chains that support the program will receive ad, product, demo and signage support based on providing sales data along with the survey results.
Additionally, MCS has produced bilingual posters for retail storage and backroom areas to educate produce personnel.
These posters, detailing 40 items with their seasonality and handling tips, will be affixed by MCS's U.S. agency's merchandising team, and then personnel reaction and actual use will be measured.
"We are focused on testing and measurement this season," noted Aldo Ruiz, who was recently appointed marketing coordinator for MCS. "Before we expand on any one element, we want to make sure it works. That way we are in line with the way that we operate in our certification process."
The program will also involve trade advertising under the organization's current umbrella theme, "Make it Simple ... Make it Supreme." Moreover, the new season's advertising campaign is based on recent Cornell University research showing that the majority of U.S. consumers will pay more for certified-safe products. The ads will run during the key merchandising drive through March.
Mexico Calidad Suprema selects, trains, certifies and monitors Mexican growers who export product. Approved exporters have the right to use the group's "Seal of Quality" logo on their packaging.
In a unique public-private partnership that involves the Mexico Ministry of Agriculture, known as SAGARPA, and the country's foreign trade bank, BANCOMEXT, along with other agencies and agricultural groups, MCS has successfully launched similar marketing programs in Japan and Europe.
