The Prairie Oat Growers Association (POGA) is an organization that represents Canadian oat growers. Emerging has and is still working on different outreach campaigns, including the website: Avena Canadiense, which was specifically targeted at Mexican consumers.
Launched in April 2014, this website provides valuable information about Canadian oats in a friendly and appetizing way. Mexican visitors can find out all the nutritional properties of oats and cook up culturally adapted and customized oat recipes - from enchiladas to pancakes - that offer Mexican consumers inspiration on how to easily integrate oats in their daily diet.
Emerging Ag also launched a Facebook Fan Page and designed and executed a social advertising campaign to promote the website among Mexican consumers. Between 2016 and 2017 this Facebook campaign has had some big successes. Some of the key outcomes are:
- In 2016 the campaign had an average of 8,300 new fans each month, with a total of 100,040 new fans in 2016
- Facebook likes increased to a total of 157,345 fans (as of July 28th, 2017)
- 20,491,533 Mexicans have been reached in the first semester of 2017
Trade Missions 2016 and 2017
POGA’s efforts in the Mexican market continue to be tireless and successful. Besides the activities in the digital world, POGA has organised two Trade Missions (November 2016 and June 2017) to Mexico City and Guadalajara to meet with relevant players in the country.
Diabetes awareness events in Mexico
Besides meetings with the Mexican importers, during the 2016 Trade Mission to Mexico two media events were organized as well as the participation at the World Diabetes Day awareness event in the capital of the country. This event that took place on November 13th, 2016, was organized as a public event by the Mexican Diabetes Federation and the Mexican Ministry of Health. Diabetes is big in Mexico, where it affects more than 6 million people and is one of the main causes of death in the country. The event was attended by 2,000 Mexicans.
Since oats have proven to be a suitable food for people living with diabetes, POGA was granted a booth to distribute recipe cards and fact sheets to promote oats and their nutritional properties. POGA partnered with the largest oat company in the world, Grupo Vida, who contributed free oat samples to hand out during the event.
Tasting events for the Mexican Media
Another highlight of the 2016 Trade Mission were two tasting events targeting the media in Mexico, where the chefs prepared a menu with Mexican recipes using oats in each and every one of them! Together, the events attracted 60 attendees including 19 media reporters and bloggers. The program of the night included remarks by the representatives of the Embassy of Canada and the Mexican Diabetes Federation.
As part of the promotional activities, POGA held three recipe contests, two in 2016 and one in 2017, through the Avena Canadiense Facebook Page. Did you ever think that you could make the Mexican dish tamales with oats? How about oats ice cream or lasagna? In total, Mexicans submitted over 330 recipes for the three Recipe Contests: from Oats Pizza Crust to Sweet potato bread with oats, from Breaded Shrimps with Coconut and Oats, to Oats Quesadillas.
To award the creativity and dedication of the recipe creators, POGA sent $4,000 CAD of cash prizes to thirteen winners.