In order to protect U.S. presence against competitive pressure from other origins, USDEC will be conducting a series of seminars to shore up U.S. market position, as a short-term tactical response. The seminar series is focused on extending the reach of the current Mexican distributors of U.S. cheese and showcasing the broader selection of U.S. cheese not yet available in the market. The primary target audience will be the foodservice sector (medium to high-end hotels and restaurant chains, casual dining restaurant chains and independent operators), which is the least penetrated by U.S. cheese supply and offers the best opportunity to rebuild and further expand cheese market share.

U.S. suppliers, as well as their Mexican distributors, are invited to participate in the seminar series. Included in the program are two 'U.S Cheese Showcase' sessions, providing opportunity for engagement with key foodservice professionals. The showcase sessions will be set up in a mini-tradeshow format and suppliers/distributors will be provided a table and display chiller to showcase their products. Additionally, USDEC will prepare a selection of your products for sampling.

Dates and locations:

• Thursday, November 10 - Mexico City
• Tuesday, November 15 - Monterrey
• Tuesday, November 29 - Cancun
• Thursday, December 1 - Cancun (targeting foodservice trade from Riviera Maya)