The U.S. Meat Export Federation wrapped up its spring conference in Oklahoma City on Friday with a panel discussion detailing innovative marketing strategies and activities that have helped expand demand for U.S. red meat in Asian and Latin American markets. Panelists included Jihae Yang, USMEF vice president for the Asia Pacific, who shared insights from Taiwan, South Korea and Japan.
One of the latest innovations in Japan is the marketing of U.S. beef short plate as a barbecue cut available to retail consumers. While short plate has long been a staple of Japan’s foodservice sector, new variations of the cut are gaining traction at supermarkets and other retail outlets. In Taiwan, Yang explained how USMEF is working with 7-11 convenience stores to expand the availability of chilled U.S. beef cuts. She noted that this is a marketing breakthrough not previously achieved in Taiwan – or even in Japan and Korea, which have long been considered the leading-edge markets for the convenience store sector.
In South Korea, Yang explained that USMEF has partnered with retail giant E-Mart to heighten awareness of Prime grade, chilled U.S. beef cuts, including the chuck eye roll, top blade and chuck flap tail.
Lucia Ruano, USMEF representative in Central America and the Dominican Republic, offered highlights from campaigns that inform health-conscience consumers about the nutritional and fitness benefits of U.S. red meat. She also spotlighted online training tools that help educate prospective customers and other key decision makers about the attributes of specific U.S. pork and beef cuts.
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