Foreign Marketing

BUILDING RELATIONSHIPS AND PROVIDING GOODWILL SUPPORT

As COVID-19 began impacting country after country during the first few months of 2020, U.S. Meat Export Federation (USMEF), adapted its programs worldwide to provide immediate support to trade partners. With in-country staff and Beef Checkoff support, USMEF was able to help foodservice partners develop new means of food delivery and takeaway. In some markets, USMEF staff participated in re-engineering menus and developing and using online platforms for ordering and delivery logistics. USMEF also initiated unique promotional campaigns for U.S. beef and produced new delivery materials.

CAPITALIZING ON OPPORTUNITIES IN CHINA

Market development programs paid dividends in China as expanded market access and protein supply constraints contributed to rising interest in U.S. beef and strong export growth. Tight supplies in Australia and African Swine Fever’s impact on domestic pork prices also helped turn buyers’ attention to high-quality U.S. beef.

With Beef Checkoff Program support, U.S. beef was in a position to capitalize on new opportunities in China despite the impact of COVID-19. When social restrictions were implemented, U.S. Meat Export Federation (USMEF) shifted the weight of its educational and promotional programs toward e-commerce and social media to directly reach consumers at home. By mid-year, as restrictions were lifted, USMEF reignited promotions for U.S. beef with several partners in retail and foodservice.

GROWING MARKET SHARE IN SOUTH KOREA

While South Korea’s retail sector was able to adapt to changes brought on by COVID-19, the foodservice sector struggled under the weight of social distancing guidelines and ongoing consumer concerns about sit-down dining. With support from the Beef Checkoff, USMEF adjusted its programs to work directly with foodservice partners on campaigns that utilized e-commerce, delivery platforms and social media support. One such marketing promotion was called “Delivery Week” and involved a dozen craft burger restaurant chains.

“GO BEEF” MOBILE CAMPAIGN PROPELS U.S. BEEF IN TAIWAN

As restaurants in Taiwan began closing in April and restrictions related to promotions and in-store demonstrations impacted retail outlets, USMEF developed a new campaign to keep U.S. beef top of mind with consumers. Supported by the Beef Checkoff, “Go Beef” was a summer-long campaign that added a mobile component to support retail promotions and directly reach consumers. In addition to mobile carts for neighborhood food tastings, USMEF utilized a “restaurant-concept” truck to visit urban areas where large numbers of people would see and learn about U.S. beef. When opened, the truck featured a restaurant design with U.S. beef imagery and video panels that showed chefs preparing U.S. beef dishes. The campaign was also intended to show support for the foodservice sector by reminding consumers about the joy of restaurant dining.