New Top Chef Campaign for Dry Beans Launches in Colombia

Colombia is one of the most exciting market prospects for the U.S. dry bean industry.

A free trade agreement allowing for preferential import duties and a strong culture of bean consumption translate to tremendous potential. The primary factors influencing U.S. dry bean exports to Colombia are the size of the domestic crop and awareness of U.S. dry bean varieties and their properties. USDBC has invested significant resources in export development in Colombia and will continue to do so having built a strong in country presence with marketing expertise. Over the past year we have launched a number of new marketing initiatives to keep increasing awareness of U.S. dry beans and their health properties.

This month we launched a new campaign working with a groups of top Colombian chefs called ‘Free the power of the bean’ or ‘Libera el Poder del Frijol.’ As part of this campaign, top chef influencers will increase knowledge of U.S. dry beans by developing two healthy and innovative recipes using U.S. dry beans on their own branded social media including facebook and Instagram, where they have significant followers. They will post recipes and ingredients and livestream cooking demos with U.S. dry beans along with commentary on their health benefits. The influencers will encourage their followers to then prepare dry bean dishes as part of the challenge. As we will be launching this campaign on social media, we anticipate trending all over Colombia and getting the word out on U.S. dry beans. We are very excited for this new initiative and will give you information so you can follow along and even help us trend in Colombia!

This is the latest in a series of new social media initiatives launched over the past five months, designed to increase our outreach and influence. This includes; Todo Con Frijol/Beans With Everything in Central and South America, Feijao Todo Dia/Beans all Day Long in Brazil, @superbeans_sea instagram covering Southeast Asia, and six different country specific facebook pages in Southeast Asia. We are still perfecting our USDBC app and we anticipate an expansion of Legume Chef to cover more of Europe in the remainder of 2020. Stay tuned!