American Beef Club Expands to the Philippines
American Beef Club Expands to the Philippines
The American Beef Club, a concept pioneered by USMEF in Europe and Russia, has been expanded to the Philippines with a new 14-restaurant chapter of the club opening there earlier this month.
Participants in the American Beef Club – typically restaurants and hotels – must continuously serve and identify at least one high quality U.S. beef item on their menu. To meet the definition, the beef must be certified to originate from cattle less than 30 months of age which have been fed for at least 100 days on a nutritionally balanced, high-energy-feed-content ration containing not less than 70 percent grain and comprising at least 20 pounds total feed per day. Beef graded USDA “prime” or “choice” automatically meets this definition.
Emiko Purdy, FAS agricultural counsellor in Manila, Sabrina Yin and
Mr. & Mrs. Julio Mapa, Jr. of ABC member Ripples Restaurant
“There is a vibrant foodservice sector in the Philippines, and the United States faces challenges in this very competitive market as we try to secure greater market share among restaurant owners and diners,” said Sabrina Yin, USMEF-ASEAN director. “We believe that the assurance of impeccable quality beef from America that the American Beef Club guarantees will be a draw for consumers, and membership in the club provides an incentive for restaurants to continually feature U.S. beef.”
In establishing the American Beef Club in the Philippines, Yin took the recommendations of key importers and other contacts she has developed through the decade-old U.S. Meat Culinary Training Programs in Singapore. She identified 14 establishments as inaugural members of the club, mainly from the Manila metropolitan area and other major cities in the Philippines.
The club members were welcomed at a dinner held earlier this week at the Hyatt Hotel and Casino Manila. Ms. Emiko Purdy, agricultural counsellor from the FAS/Manila office, participated in the event.
The participating restaurants each received plaques identifying them as members of the American Beef Club, and the membership list was published in Dine Asia, one of the most widely-distributed food & beverage magazine in the country with circulation of 40,000. The American Beef Club is funded by the Beef Checkoff and the USDA’s Market Access Program (MAP).
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The U.S. Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for the U.S. red meat industry and is funded by USDA, exporting companies, and the beef, pork, corn and soybean checkoff programs.
For more information, contact Jim Herlihy at jherlihy@usmef.org.
American Beef Club Expands to the Philippines
The American Beef Club, a concept pioneered by USMEF in Europe and Russia, has been expanded to the Philippines with a new 14-restaurant chapter of the club opening there earlier this month.
Participants in the American Beef Club – typically restaurants and hotels – must continuously serve and identify at least one high quality U.S. beef item on their menu. To meet the definition, the beef must be certified to originate from cattle less than 30 months of age which have been fed for at least 100 days on a nutritionally balanced, high-energy-feed-content ration containing not less than 70 percent grain and comprising at least 20 pounds total feed per day. Beef graded USDA “prime” or “choice” automatically meets this definition.
Emiko Purdy, FAS agricultural counsellor in Manila, Sabrina Yin and
Mr. & Mrs. Julio Mapa, Jr. of ABC member Ripples Restaurant
“There is a vibrant foodservice sector in the Philippines, and the United States faces challenges in this very competitive market as we try to secure greater market share among restaurant owners and diners,” said Sabrina Yin, USMEF-ASEAN director. “We believe that the assurance of impeccable quality beef from America that the American Beef Club guarantees will be a draw for consumers, and membership in the club provides an incentive for restaurants to continually feature U.S. beef.”
In establishing the American Beef Club in the Philippines, Yin took the recommendations of key importers and other contacts she has developed through the decade-old U.S. Meat Culinary Training Programs in Singapore. She identified 14 establishments as inaugural members of the club, mainly from the Manila metropolitan area and other major cities in the Philippines.
The club members were welcomed at a dinner held earlier this week at the Hyatt Hotel and Casino Manila. Ms. Emiko Purdy, agricultural counsellor from the FAS/Manila office, participated in the event.
The participating restaurants each received plaques identifying them as members of the American Beef Club, and the membership list was published in Dine Asia, one of the most widely-distributed food & beverage magazine in the country with circulation of 40,000. The American Beef Club is funded by the Beef Checkoff and the USDA’s Market Access Program (MAP).
# # #
The U.S. Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for the U.S. red meat industry and is funded by USDA, exporting companies, and the beef, pork, corn and soybean checkoff programs.
For more information, contact Jim Herlihy at jherlihy@usmef.org.