Last spring, Agricultural Trade Of?ce (ATO) Monterrey hosted "Food Bowl 2026," mixing Mexico's frenzy before the World Cup with a culinary experience promoting U.S. ingredients. The event partnered a celebrity chef with a local soccer star to promote U.S. meat, craft beer, cheese, and olives through a dynamic cooking demonstration with an athletic spin to the educational content, generating buyer networking, social media engagement, and commercial opportunities while strengthening the perception of U.S. agricultural products in Northern Mexico.