Bone-in Beef Promotion Well-Received in Taiwan
Published: Feb 03, 2011
Thousands of shoppers at Taiwan's largest warehouse retailer were treated to cooking shows, new recipes, quizzes and prizes at an extended promotion recently to give retail consumers a fresh look at U.S. bone-in short ribs and chuck flap tail.
With funding from the Nebraska Beef Council, Nebraska Corn Board and Colorado Corn Administrative Committee, USMEF U.S. beef promotions at Costco stores throughout Taiwan struck a responsive chord with both store personnel and customers.
With funding from the Nebraska Beef Council, Nebraska Corn Board and Colorado Corn Administrative Committee, USMEF U.S. beef promotions at Costco stores throughout Taiwan struck a responsive chord with both store personnel and customers.
"Costco has long been a leading American beef supporter," said Davis Wu, USMEF-Taiwan director. "The strong sales success of this U.S. beef promotional event and the outstanding consumer interest it generated will provide a clear incentive for other retailers to follow."
The sales volume of the U.S. beef cuts doubled over the pre-promotion period, reaching 406.5 metric tons (896,000 pounds). An estimated 5,300 consumers participated in the promotion.
"This was an important partnership for us with Costco," said Wu. "While the return of U.S. bone-in beef to Taiwan last October has been very positively received by the food service sector - particularly prestigious hotels - the retail sector has been cautious about reintroducing the product to its customers."
U.S. bone-in beef, specifically short ribs, was very popular among Taiwanese consumers before 2003. To recapture that interest, USMEF partnered with Costco, one of the largest importers of U.S. chilled beef in Taiwan, on the three-week, in-store cooking road show. At each event, a chef demonstrated several recipes using new beef cuts. Novel recipes and interactive consumer activities were included in the show to provide consumer education.
Wu noted that the response from Costco's consumers and staff was extremely positive, and future events are in the discussion stage.
Through September, U.S. beef (including variety meat) exports to Taiwan are up 42 percent in volume and 52 percent in value versus 2009, reaching 27,625 metric tons (60.9 million pounds) valued at nearly $150 million. With a full quarter of the year left, Taiwan has already shattered its annual value record for U.S. beef imports of $141.1 million, which was set last year.
The sales volume of the U.S. beef cuts doubled over the pre-promotion period, reaching 406.5 metric tons (896,000 pounds). An estimated 5,300 consumers participated in the promotion.
"This was an important partnership for us with Costco," said Wu. "While the return of U.S. bone-in beef to Taiwan last October has been very positively received by the food service sector - particularly prestigious hotels - the retail sector has been cautious about reintroducing the product to its customers."
U.S. bone-in beef, specifically short ribs, was very popular among Taiwanese consumers before 2003. To recapture that interest, USMEF partnered with Costco, one of the largest importers of U.S. chilled beef in Taiwan, on the three-week, in-store cooking road show. At each event, a chef demonstrated several recipes using new beef cuts. Novel recipes and interactive consumer activities were included in the show to provide consumer education.
Wu noted that the response from Costco's consumers and staff was extremely positive, and future events are in the discussion stage.
Through September, U.S. beef (including variety meat) exports to Taiwan are up 42 percent in volume and 52 percent in value versus 2009, reaching 27,625 metric tons (60.9 million pounds) valued at nearly $150 million. With a full quarter of the year left, Taiwan has already shattered its annual value record for U.S. beef imports of $141.1 million, which was set last year.
Thousands of shoppers at Taiwan's largest warehouse retailer were treated to cooking shows, new recipes, quizzes and prizes at an extended promotion recently to give retail consumers a fresh look at U.S. bone-in short ribs and chuck flap tail.
With funding from the Nebraska Beef Council, Nebraska Corn Board and Colorado Corn Administrative Committee, USMEF U.S. beef promotions at Costco stores throughout Taiwan struck a responsive chord with both store personnel and customers.
With funding from the Nebraska Beef Council, Nebraska Corn Board and Colorado Corn Administrative Committee, USMEF U.S. beef promotions at Costco stores throughout Taiwan struck a responsive chord with both store personnel and customers.
"Costco has long been a leading American beef supporter," said Davis Wu, USMEF-Taiwan director. "The strong sales success of this U.S. beef promotional event and the outstanding consumer interest it generated will provide a clear incentive for other retailers to follow."
The sales volume of the U.S. beef cuts doubled over the pre-promotion period, reaching 406.5 metric tons (896,000 pounds). An estimated 5,300 consumers participated in the promotion.
"This was an important partnership for us with Costco," said Wu. "While the return of U.S. bone-in beef to Taiwan last October has been very positively received by the food service sector - particularly prestigious hotels - the retail sector has been cautious about reintroducing the product to its customers."
U.S. bone-in beef, specifically short ribs, was very popular among Taiwanese consumers before 2003. To recapture that interest, USMEF partnered with Costco, one of the largest importers of U.S. chilled beef in Taiwan, on the three-week, in-store cooking road show. At each event, a chef demonstrated several recipes using new beef cuts. Novel recipes and interactive consumer activities were included in the show to provide consumer education.
Wu noted that the response from Costco's consumers and staff was extremely positive, and future events are in the discussion stage.
Through September, U.S. beef (including variety meat) exports to Taiwan are up 42 percent in volume and 52 percent in value versus 2009, reaching 27,625 metric tons (60.9 million pounds) valued at nearly $150 million. With a full quarter of the year left, Taiwan has already shattered its annual value record for U.S. beef imports of $141.1 million, which was set last year.
The sales volume of the U.S. beef cuts doubled over the pre-promotion period, reaching 406.5 metric tons (896,000 pounds). An estimated 5,300 consumers participated in the promotion.
"This was an important partnership for us with Costco," said Wu. "While the return of U.S. bone-in beef to Taiwan last October has been very positively received by the food service sector - particularly prestigious hotels - the retail sector has been cautious about reintroducing the product to its customers."
U.S. bone-in beef, specifically short ribs, was very popular among Taiwanese consumers before 2003. To recapture that interest, USMEF partnered with Costco, one of the largest importers of U.S. chilled beef in Taiwan, on the three-week, in-store cooking road show. At each event, a chef demonstrated several recipes using new beef cuts. Novel recipes and interactive consumer activities were included in the show to provide consumer education.
Wu noted that the response from Costco's consumers and staff was extremely positive, and future events are in the discussion stage.
Through September, U.S. beef (including variety meat) exports to Taiwan are up 42 percent in volume and 52 percent in value versus 2009, reaching 27,625 metric tons (60.9 million pounds) valued at nearly $150 million. With a full quarter of the year left, Taiwan has already shattered its annual value record for U.S. beef imports of $141.1 million, which was set last year.