Mexico event sets Guinness World Records and grows awareness of U.S. Pork, Beef
Efforts by the city of Guadeloupe, Mexico, to celebrate its cultural identity, promote tourism and boost the local economy brought an opportunity to grow awareness of U.S. pork and beef in the region. USMEF joined local organizers in Guadelupe to participate in a cultural celebration and help create the "world’s largest discada". The city aimed to set three Guinness World Records at La Discada 2025: Largest pan, largest stir-fry and most tacos served in one hour.
Discada is a traditional dish from northern Mexico in which various meats and vegetables are cooked on a large, flat, metal disc. USMEF supplied U.S. pork and beef for the discada, partnering with Mexican importer/retailer Carnes Ramos.
USMEF worked closely with Carnes Ramos to capitalize on publicity, before, during and after the event. Promotions at Carnes Ramos stores provided customers with event tickets by purchasing ready-to-cook discada dishes with U.S. pork and beef. Sales for the discada dishes during the promotion increased 60% from the same period in 2023.
Three Guinness World Records were set at La Discada 2025 in Guadaloupe:
More than 10,000 people attended the event and media coverage was outstanding, reports USMEF Trade Manager Rigoberto Treviño. In addition to coverage from traditional outlets such as newspapers and television, U.S. pork and beef gained significant exposure through digital platforms, especially from foodies and influencers who attended the event.
"We are only able to promote the Guinness World Records for one year, so we will leverage it to promote U.S. pork and beef and ready-to-eat discadas at Carnes Ramos’ 21 regional stores", says Treviño. "The promotional opportunities that come from this type of event is a perfect example of why we work closely with key partners such as Carnes Ramos".
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