USSEC organized and conducted a public cooking class using soybean ingredients in order to promote the use and health benefits of soy products for Gastronomic Institutes and the general public.  The event, planned in conjunction with USSEC’s public relations agency Hill + Knowlton, took place on November 29 in a Mexico City public park with more than 200 participants.  A renowned expert chef developed and prepared savory soy dishes including raw fish flavored soy salad (ceviche) and ground soy meat flavored to the Mexican palate.
Two soybean oil refineries and five soyfoods and soy beverages partners/producers sponsored the event.  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.  USSEC brochures and promotional articles were also included in the bags.  Additionally, there was an exhibition of soybean products where the participating companies promoted their products and provided samples of soybean beverages to event attendees.
In order to promote this event and the health benefits of consuming soybean products, eight radio plugs were broadcast, advertisements were inserted in newspapers, and banners were created for the internet and social media.  During the event, USSEC Regional Manager – Americas Nayeli Vilanova gave four interviews to media present in the cooking class to speak about USSEC´s mission and marketing activities, along with providing information about soybean products and their health benefits.  These interviews were published in radio, newspapers and magazines.
The public cooking class and the media promotion regarding the health benefits of soybean products proved to be very successful with 97 percent of the attendees convinced to use soybean products as a source of healthy foods.  USSEC´s message spread by various media outlets was estimated to reach 9,306,212 people and the media coverage of the event was equivalent to over $86,000 USD.