Red Hot Filipino Market
The Philippines has one of the world's fastest-growing economies, which is reflected in its growing appetite for U.S. beef. Total beef exports are up more than 50 percent in value and more than 75 percent in volume. With a population of more than 90 million, the Filipino market has immense potential. The challenge, however, is to effectively introduce economically priced beef cuts that will appeal to consumers and gain traction in the Philippines' rapidly expanding foodservice sector.
The checkoff recently hosted a team of nine Filipino chefs and restauranteurs and one importer for a seminar at the Singapore Culinary Center. The group learned how to preserve the freshness of U.S. beef through vacuum packing, allowing for more efficient distribution of meat products and cost-savings through reduction of waste. They also participated in a plate cost computation exercise that offered keys to improving profitability.
For more information about the beef checkoff's foreign marketing efforts, click here.