Foreign Marketing

Adding More Beef to ASEAN Menus

An recent intensive two-day training program for chefs from the Association of Southeast Asian Nations (ASEAN) – funded, in part, by the beef checkoff – introduced them to a wider variety of U.S. beef cuts for their menus. Although participating chefs already use U.S. beef in their restaurants, the seminar focused on expanding their menu options to dishes made with a wider array of U.S. cuts, in addition to offering instruction about proper storage and handling of chilled and frozen beef. For details, visit Singapore Training.

Cooking With My Dad

About 100 pairs of children and their fathers prepared their favorite U.S. beef recipes together during the Dubai Food Carnival. Participants in the “My Dad Can Cook” program, funded by the beef checkoff, vied for the “Top Masterchef” honors, working with U.S. beef cuts and discussing cooking methods with judges. The winning father-and-daughter team and their family won a U.S. steak dinner at the Palm Grill, which serves U.S. roast beef. The two-day festival drew more than 20,000 visitors. For details, go to My Dad Can Cook.



For additional information: offers reports on the activities of the U.S. Meat Export Federation, including many beef checkoff programs managed by the organization, and offers extensive information about international meat trade.

For a brochure about checkoff-funded foreign-marketing programs, click here.

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