USDBC Launches New Central American Dry Bean Promotions By Ellen Levinson, USDBC International Representative

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1 USDBC Launches New Central American Dry Bean Promotions 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 therefore 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. Sabor USA and Frijol Americano This year s first two Central American events were conducted under the banner of Sabor USA, a promotion 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. Sabor USA has 15,400 likes on Facebook 1

2 One of the recipes posted on Sabor USA s Facebook with 57,082 plays to-date. US Dry Beans Featured at Sabor USA Events in El Salvador and Guatemala This year, USDBC was invited by the U.S. embassies in San Salvador and Guatemala City to participate in their Sabor USA launch events. The El Salvador event took place on May 20th at La Gran Via, one of the busiest shopping malls in the capitol, San Salvador, allowing hundreds of people to stop by and join in activities. FAS and the Panamerican Culinary Arts Academy (APAC), a prestigious culinary school, co-sponsored cooking competitions, including one for dry beans. USDBC s booth featured 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. 2

3 Chef Diego Beltran, who gained recognition in the country after winning the reality show contest Top Chef, prepared dishes and interacted with event-goers for 4 hours at the USDBC booth Chef Diego Beltran describes the benefits of dry beans in an interview with Channel 9 Two culinary school students accept their awards for the winning dry bean recipe, a black bean burger. Seen behind them are USDBC Americas Representative, Roman Kutnowski (right), and Sean Cox, U.S. Agricultural Attaché (left). 3

4 In Guatemala City the six-hour Sabor USA launch was held on May 21st in the main plaza at Paseo Cayala, a popular site for eating, shopping and entertainment attracting hundreds of pedestrians. 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 s prepared and described recipes using black and red beans on the front stage, incorporating information about the attributes of U.S. beans. At the USDBC booth, he shared innovative recipes and gave advice about food preparation, focusing on black beans. His recipe for Guatemalan rellenitos with black bean filling and black bean sauce was a big hit, including with the US Ambassador to Guatemala, Todd D. Robinson. The USDBC booth with Chef Eduardo Gonzalez and helper Isabella Chocano 4

5 U.S. Ambassador to Guatemala, Todd D. Robinson, enjoys Mr. Gonzalez s rendition of Guatemalan rellenitos with black bean filling and black bean sauce. On his right is Roman Kutnowski and on his left is Charisse Phillips, Deputy Chief of Mission at the U.S. Embassy Guatemala City. Todo con Frijol (Everything with Beans), a booklet featuring recipes by top chefs who participated with USDBC in the Sabor USA El Salvador and Guatemala events. 5