USDBC Launches New Central American Dry Bean Promotion CampaignJune 20, 2017
By: Ellen Levinson, USDBC International Representative
Under a USDA Emerging Markets Program, USDBC is increasing the visibility of U.S. dry beans in DR-CAFTA countries. By 2020 those countries will have phased out tariffs on U.S. dry beans. USDBC has ramped up efforts to introduce consumers, retailers and food manufacturers to U.S. dry beans. Our strategy is to expand the types of beans and bean products consumed (including ready-to-eat and new value-added foods) and to assure each country fully implements DR-CAFTA provisions. As always, we are grateful to our partnership with USDA’s Foreign Agricultural Service that allows us to engage in these critical initiatives. These are some of the promotional activities we’ve been engaged in:
Sabor USA and Frijol Americano
This year’s first two Central American events were conducted under the banner of “Sabor USA,” a promotion program originated by the U.S. Embassy, Bogota to publicize the high standards of quality and freshness of U.S. food products and how to prepare them in combination with local ingredients. Sabor USA declared May 2017 “Bean Month” and featured U.S. dry beans–including recipes, nutritional information and sales points–on its website and social media.
US Dry Beans Featured at Sabor USA Events in El Salvador and Guatemala
USDBC was invited by the U.S. embassies in San Salvador and Guatemala City to participate in their Sabor USA launch events.
In San Salvador USDBC’s participation included a booth with renowned local chef Diego Beltran, who gained recognition in the country after winning the reality show contest “Top Chef.” For four hours Mr. Beltran shared tips on how to prepare innovative recipes with U.S. beans, describing his “secret” ingredients and preparation methods and pointing out the outstanding qualities and taste of U.S .beans.
In Guatemala City USDBC teamed up with local chef Eduardo Gonzalez, a former culinary school instructor who has a cooking show on Guatevision, the number one cable channel in the country.
One of his chief avocations is helping caterers and restaurants introduce new food products and recipes, which he is applying to US dry beans. Mr. Gonzalez prepared and described recipes using black and red beans on the front stage, incorporating information about the attributes of U.S. beans.Posted in: Bean Bulletin, News