2014 Beef Checkoff Annual Report - Page 11

Capitalizing on Foodservice in Hong Kong U.S. beef continues to achieve great success in Hong Kong’s foodservice sector in outlets ranging from high-end steakhouses to fast-casual restaurants. The beef checkoff provides marketing support for hot-pot promotions in Hong Kong, especially during the high-demand winter season, and leading chains, such as Fairwood, Maxim’s and Café De Coral, are using U.S. short plate in their hot-pot dishes, delivering exceptional value for a cut that commands very little attention in our domestic market. With beef prices in the region reaching all-time highs, the checkoff also has actively supported educational workshops and seminars to familiarize chefs and buyers with alternative beef cuts, including the brisket, top sirloin butt, clod heart and steamship round. In June, U.S. beef was granted full access to Hong Kong, creating opportunities for certain products not allowed in the market since 2003 — including ground beef, processed meats and bone-in cuts from cattle more than 30 months of age. The results? Through the first 10 months of the year, the value of exports to Hong Kong, at $898 million, were up 43 percent year-over-year and had, in fact, already broken the full-year value record set in 2013. With a strong finish in 2014, exports to Hong Kong were set to break the $1 billion mark for the