USSEC organized and conducted a public cooking class using soybean ingredients to promote the use and health benefits of U.S. Soy products for gastronomic institutes and the general public. The event took place on July 25 in downtown Guadalajara, Mexico with about 180 participants. An expert chef was hired to develop and prepare soy dishes for the event, which included one recipe of chicken-flavored tabouli salad and another of soybean spaghetti Bolognese.

Three soybean oil refineries and six soyfoods and soy beverages partners/producers participated as event sponsors. These companies provided the ingredients used in the cooking class and also provided samples of their products to be included in giveaway bags given to each attendee of the cooking class. Brochures and promotional articles produced by USSEC were included in the promotional bags. Additionally, there was an exhibition of soybean products where participating companies promoted their products and gave information and samples of soybean beverages to participants.
In order to promote this event, as well as the health benefits of consuming U.S. soybean products, mentions were done prior to the event on four radio broadcasts and advertisements were inserted in newspapers and banners on the internet and social media. During the event, the USSEC Regional Marketing Director – Americas Nayeli Vilanova gave four interviews to media present at the cooking class to speak about USSEC´s mission, marketing activities, and U.S. soybean products and their health benefits. These interviews were broadcast on radio and published in newspapers and magazines. The public cooking class and media promotion about the health benefits of soybean products was deemed a success because 98 percent of attendees were convinced to use soybean products as a source of healthy foods. The outreach of USSEC´s message spread by the various media used was estimated at 8,421,390 people.