Caribbean | USMEF Makes Major Push For U.S. Beef In Bermuda | A multi-faceted...

Caribbean

USMEF Makes Major Push For U.S. Beef In Bermuda

A multi-faceted USMEF promotion campaign in Bermuda has allowed U.S. meat companies to expand their presence and sales there. The campaign started with a foodservice trade show for chefs and purchasing managers in late March, and also included retail efforts and consumer advertising.

A booth at the Butterfield & Vallis Show March 27-28 enabled U.S. meat companies to offer samples of their products and make contact with hundreds of decision makers. Meanwhile, a retail promotion was kicked off in Bermuda, featuring on-pack labels on U.S. beef top sirloin cuts.

In conjunction with the retail promotion, 30-second commercials ran on local radio stations, with chefs of popular restaurants voicing the spots. The four chefs featured were winners of USMEF chef competitions. Supermarkets featured specials of the week, and additional recipe cards from Certified Angus Beef LLC were provided at the stores.

“We were able to show the supermarkets how they could add additional products to their case from the top sirloin,” says Elizabeth Wunderlich, USMEF Caribbean consultant. “It was a win-win for the stores and for the U.S. beef industry.”

As a bonus, the chef at Greg’s Steakhouse showcased his winning top sirloin recipe as a “special of the day” for the week starting April 16. His recipe was one included as an on-pack sticker on U.S. beef top sirloin cuts. His special dish was also sampled at two supermarkets.

In 2006 the United States exported 16,704 metric tons of beef and beef variety meat to the Caribbean worth more than $68.6 million, a 29 percent increase over 2005.

Caribbean

USMEF Makes Major Push For U.S. Beef In Bermuda

A multi-faceted USMEF promotion campaign in Bermuda has allowed U.S. meat companies to expand their presence and sales there. The campaign started with a foodservice trade show for chefs and purchasing managers in late March, and also included retail efforts and consumer advertising.

A booth at the Butterfield & Vallis Show March 27-28 enabled U.S. meat companies to offer samples of their products and make contact with hundreds of decision makers. Meanwhile, a retail promotion was kicked off in Bermuda, featuring on-pack labels on U.S. beef top sirloin cuts.

In conjunction with the retail promotion, 30-second commercials ran on local radio stations, with chefs of popular restaurants voicing the spots. The four chefs featured were winners of USMEF chef competitions. Supermarkets featured specials of the week, and additional recipe cards from Certified Angus Beef LLC were provided at the stores.

“We were able to show the supermarkets how they could add additional products to their case from the top sirloin,” says Elizabeth Wunderlich, USMEF Caribbean consultant. “It was a win-win for the stores and for the U.S. beef industry.”

As a bonus, the chef at Greg’s Steakhouse showcased his winning top sirloin recipe as a “special of the day” for the week starting April 16. His recipe was one included as an on-pack sticker on U.S. beef top sirloin cuts. His special dish was also sampled at two supermarkets.

In 2006 the United States exported 16,704 metric tons of beef and beef variety meat to the Caribbean worth more than $68.6 million, a 29 percent increase over 2005.