U.S. Beef in Dubai

U.S. beef garnered a great deal of attention from buyers at Gulfood 2015 in Dubai. Despite political turmoil and falling oil prices, demand for U.S. beef is high. The Middle East imports a large share of its food to meet growing demand for premium items, including high-quality beef muscle cuts. The region’s large youth population is driving many of the trends in the food and beverage industry, and social media is helping shape attitudes. Participation in this major trade show — funded by the beef checkoff and USDA — was part of the strategy to educate chefs, buyers and consumers about U.S. beef muscle cuts and on proper cooking techniques to avoid overcooking—a common problem in the region.

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The beef checkoff increases beef demand through promotion, research and new product development, and a variety of other marketing tools.