Challenge

Identify new market opportunities for U.S. pecans within the foodservice channel in Mexico.

Solution

Educate and engage innovative, leading chefs from Mexico through an educational workshop, culinary experiences and U.S. pecan farm tours.

Results

  • Partnered with renowned Oaxacan chef Iliana de la Vega to create a specialized training workshop, culturally relevant recipes using pecans and to host a U.S.-based educational workshop with chefs from Mexico
  • Seven leading chefs from Mexico participated in the specialized training workshop, held at various locations in Texas, including el Naranjo restaurant in Austin, Texas and multiple pecan farms and shelling plants
  • Workshop attendee survey findings:
    • Chefs were 90% more likely to increase their usage of U.S. pecans as a result of attending the workshop
    • Chefs were 100% more likely to recommend U.S. pecans as a result of attending the workshop