FOREIGN MARKETING
Mindful that 95 percent of the global population lives outside of the U.S., the checkoff
promotes U.S. beef in more than 80 countries worldwide. Results in 2014 were impressive, with
U.S. beef exports during the first 10 months of the year valued at $5.87 billion —15 percent ahead
of the record pace in 2013 — and volume up 3 percent to more than 220 million pounds.
Developing Marketing Channels in Taiwan
To build on demand growth for U.S. beef in Taiwan, the checkoff helped
further develop channels for marketing high-quality chilled beef and
introduced competitively priced alternative cuts to a wider range of
Taiwanese buyers. Efforts the checkoff helped fund included seminars
for Taiwan’s foodservice operators, retailers and importers about the
quality and value of the petite tender and clod heart and demonstrating
how these cuts can add quality and variety to menus at an economical
price. A two-day seminar in August drew nearly 100 food industry
professionals and included a segment with Dr. Wu Yun-Chu of Tung Hai
University, who addressed many common misperceptions about the
safety of U.S. beef.
The results? Through the first 10 months of the year, the value of U.S. beef exports to Taiwan was
16 percent ahead of 2013, at $242.6 million, while volume was up 7 percent for the 10-month period,
reaching 63.2 million pounds. With a strong finish, export value will easily exceed the 2013 calendar
year record of $254.4 million.
Rebuilding Confidence in South Korea
Capitalizing on the growing “steak culture” phenomenon in Korea,
the checkoff helped fund an American Steak Week campaign
involving South Korean restaurants specializing in U.S. steak
dishes. The event was heavily promoted through Facebook and
was further showcased by 16 influential food bloggers. American
Steak Week also was the focus of an advertorial in the Chosun
Ilbo newspaper, which has more than 2.2 million readers, while
the high-end lifestyle magazine Luxury ran a six-page advertorial
featuring the participating restaurants. Many of these restaurants
kept the featured cuts on their regular menus after the promotion
ended. The checkoff also helped introduce dry-aged, USDA Prime
beef in Korea, which quickly gained traction in high-end restaurants
and at retail. And a series of popular “social dining” events in Seoul
helped grow demand for U.S. beef among a younger demographic.
The results? Through the first 10 months of the year, the value of U.S. beef exports to South Korea
was 41 percent ahead of 2013, at nearly 675 million pounds (well ahead of the full-year 2013 value of
$609 million), and volume was up 12 percent, reaching about 212 million pounds.
Danni Beer
Keldron
Linda Gilbert
Buffalo
SD
10
SD
Vaughn Meyer
Reva
SD
Gary Sharp
Bath
Max Bozeman,
Jr. Elba, AL
SD
Southeast
Robert Fountain, Jr.
Adrian, GA
Southeast
Craig Kesler
Newberry, SC
Southeast
Willie Bylsma
Oakdale, CA
Southwest
Ted Greidanus
Visalia, CA
Southwest