This Week: What Has The Beef Checkoff Program's FOREIGN MARKETING Program Area Done For Me Lately
FOREIGN MARKETING, as defined in the Beef Promotion & Research Act, means promotion, research, consumer information and industry information conducted in foreign markets. This includes checkoff-funded market development and promotional programs worldwide.
Educating Japanese Meat Buyers — The checkoff recently helped fund a U.S. beef promotion at the Cooperative Grocer Chain (CGC ) trade show in Tokyo to educate its 224 members learn how to increase sales of U.S. beef in their 3,715 stores. The promotion, with strong participation of the association’s meat buyers, included a beef-cutting demonstration and ideas for beef merchandising and access. For details, visit CGC Promotion.
Showcasing Alternative Cuts — Alternative U.S. beef cuts – including the chuck roll, tri-tip, hanging tender, top blade, flat iron, flank steak and top butt – were the focus of a recent seminar for 20 chefs in the West African nation of Senegal. Funded jointly by the beef checkoff and USDA, the seminar was the second in a series that began with a session addressing high-end U.S. beef cuts. In this second seminar, participants were asked to grade each of the U.S. cuts and compare them in terms of tenderness and taste – all toward improving their understanding of the value cuts that can help them expand their menus. For more, visit Senegal Seminar.
Tweeting While They’re Eating — Japanese consumers are tweeting while they eat — and they’re tweeting about U.S. beef! Thanks, in part, to checkoff funding, a U.S. beef promotion is encouraging the 5,000-plus Twitter followers of the U.S. Meat Export Federation (a contractor to the beef checkoff) in Japan to “Tweet While You Eat.” The multi-phase Twitter campaign begins with engagement and follows by motivating Japanese consumers to share their interest in U.S. beef digitally – and win tasty prizes in exchange. For details, visit Tweet While You Eat.
Sharing Benefits of U.S. Beef — U.S. beef took the stage at the World Food Expo in the Philippines, where the checkoff helped fund an exhibit to share information face-to-face about the quality and availability of U.S. beef in that country. Visitors to the booth make it clear that they welcome U.S. beef and see it as a positive addition to their menus. The first five months of the year have seen mixed results for U.S. beef in the Philippines. For more, visit World Food Expo.