2008 Taiwan Culinary Show Fits USMEF Strategy
2008 Taiwan Culinary Show Fits USMEF Strategy
Since approximately 70 percent of all beef consumed in Taiwan is eaten in restaurants, participation in the 2008 Taiwan Culinary Exhibition was a good fit with USMEF-Taiwan’s hotel and restaurant strategy of building good relationships and maintaining buyer loyalty among key foodservice accounts. Held Aug. 15-18 at the Taipei World Trade Center before an audience of 158,000, the exhibition featured cuisines from ethnic minorities in Huizhou and Guizhou, and less well-known Taiwanese regions.
USMEF-Taiwan fostered those relationships by introducing new U.S. beef cuts to match specific Chinese food-preparation techniques and by educating gourmet chefs about the advantages of using low-cost, alternative U.S. beef cuts. The prestigious Taiwan Culinary Exhibition also furthered USMEF’s strategy of bolstering U.S. beef’s image as a premium quality product.
USMEF promoted cooking U.S. beef yakiniku and hot pot dishes at home for the September barbecue season and the winter months that follow. Long lines formed at the USMEF booth to sample barbecued rib fingers and pastrami in sesame sauce, roast pork rib and Boston butt slices.
U.S. Pork
While pork is more commonly consumed in the home in Taiwan, U.S. pork is growing in popularity in trendy low-cost yakiniku shops and shabu-shabu restaurants, especially among the young. The Taiwan Culinary Exhibition was an ideal showcase to advance the safety message of U.S. pork and pork production in the wake of problems for domestic pork in Taiwan, including a 1997 outbreak of foot-and-mouth disease that led to a significant contraction of Taiwan’s pork industry. The U.S. Hazard Analysis and Critical Control Points (HACCP) system is considered the gold standard in food production, and USMEF promotes it to consumers to alleviate safety concerns.
USMEF-Taiwan also sponsored an interactive Celebrity Chef Cooking Studio at the trade show. Celebrity chefs took turns developing a new recipe featuring U.S. beef and explaining the reasons why the audience should choose it. The audience thus learned a new U.S. beef recipe, had U.S. beef endorsed by chefs they knew and trusted and learned about U.S. beef’s strong points. A Student Chef Cooking Contest also was held to encourage young chefs to use U.S. beef products.
In the first six months of 2008, the U.S. exported 12,726 metric tons of pork and pork variety meat to Taiwan, a 14 percent increase over January through June 2008, valued at $21.3 million, a 32 percent increase.
2008 Taiwan Culinary Show Fits USMEF Strategy
Since approximately 70 percent of all beef consumed in Taiwan is eaten in restaurants, participation in the 2008 Taiwan Culinary Exhibition was a good fit with USMEF-Taiwan’s hotel and restaurant strategy of building good relationships and maintaining buyer loyalty among key foodservice accounts. Held Aug. 15-18 at the Taipei World Trade Center before an audience of 158,000, the exhibition featured cuisines from ethnic minorities in Huizhou and Guizhou, and less well-known Taiwanese regions.
USMEF-Taiwan fostered those relationships by introducing new U.S. beef cuts to match specific Chinese food-preparation techniques and by educating gourmet chefs about the advantages of using low-cost, alternative U.S. beef cuts. The prestigious Taiwan Culinary Exhibition also furthered USMEF’s strategy of bolstering U.S. beef’s image as a premium quality product.
USMEF promoted cooking U.S. beef yakiniku and hot pot dishes at home for the September barbecue season and the winter months that follow. Long lines formed at the USMEF booth to sample barbecued rib fingers and pastrami in sesame sauce, roast pork rib and Boston butt slices.
U.S. Pork
While pork is more commonly consumed in the home in Taiwan, U.S. pork is growing in popularity in trendy low-cost yakiniku shops and shabu-shabu restaurants, especially among the young. The Taiwan Culinary Exhibition was an ideal showcase to advance the safety message of U.S. pork and pork production in the wake of problems for domestic pork in Taiwan, including a 1997 outbreak of foot-and-mouth disease that led to a significant contraction of Taiwan’s pork industry. The U.S. Hazard Analysis and Critical Control Points (HACCP) system is considered the gold standard in food production, and USMEF promotes it to consumers to alleviate safety concerns.
USMEF-Taiwan also sponsored an interactive Celebrity Chef Cooking Studio at the trade show. Celebrity chefs took turns developing a new recipe featuring U.S. beef and explaining the reasons why the audience should choose it. The audience thus learned a new U.S. beef recipe, had U.S. beef endorsed by chefs they knew and trusted and learned about U.S. beef’s strong points. A Student Chef Cooking Contest also was held to encourage young chefs to use U.S. beef products.
In the first six months of 2008, the U.S. exported 12,726 metric tons of pork and pork variety meat to Taiwan, a 14 percent increase over January through June 2008, valued at $21.3 million, a 32 percent increase.