The U.S. red meat industry made a resounding statement at SIAL China in Shanghai, seizing the opportunity to showcase its grain-fed beef and pork as unrivaled in quality. Amidst the bustling atmosphere of one of the world's largest food trade shows, the industry left no stone unturned to emphasize its commitment to the region.
The USMEF Pavilion at the event stood out with its impressive location, expanded space, and captivating displays. The pavilion included open welcome halls, closed meeting rooms, and areas specifically designated for the display of meat samples and cooking demonstrations. Over the course of the three-day event, the industry drew the interest of 175 527 visitors from 67 countries with the addition of twelve members to the USMEF Pavilion.
USMEF Vice President, Asia Pacific Jihae Yang, delivered a keynote speech at the Global Food Industry Summit, reinforcing the message of superior quality in U.S. beef and pork. Likewise, USMEF China Director Polly Zhao sponsored the 15th annual International Top Chef Competition, further amplifying the industry's presence.
Yang stated, "This year's show presented an exceptional opportunity to highlight U.S. beef and pork as the epitome of quality, emphasizing our grain-feeding practices. We were determined to capitalize on this event to demonstrate the immense profit potential and appeal of U.S. red meat for Chinese buyers."
The industry's strong presence garnered significant coverage across traditional media outlets and social media platforms. Yang and Zhao were interviewed by influential media outlets from various sectors, including general news, lifestyle, and food and beverage.
Zhao noted, "We noticed a remarkable interest among traders and the media in convenient products like ready-to-cook (RTC) packaged items. To demonstrate the variety of U.S. beef and pork, we conducted a three-day tasting program, featuring RTC products and economical, yet underutilized cuts of meat."
The promotional efforts received support from key stakeholders, including the Beef Checkoff Program, the National Pork Board, corn checkoff and soybean checkoff programs, as well as USDA's Market Access Program and Agricultural Trade Promotion Program.
Source : wisconsinagconnection