China | USMEF Launches U.S. Meat Chef Club | Last Thursday (July 12), USMEF l...
China
USMEF Launches U.S. Meat Chef Club
Last Thursday (July 12), USMEF launched its U.S. Meat Cook-ism Club, a group of young, talented chefs from all regions of China currently utilizing U.S. red meat in their foodservice establishments.
The club is an effort by USMEF to deepen relationships with China’s burgeoning foodservice industry, especially independent, locally owned outlets and chains, which are the largest users of U.S. red meat. More than 40 chefs participated in the launch activity.
“The introduction of the chef club is well timed since interest in U.S. pork is growing because of escalating pork prices and appreciating currency,” said Joel Haggard, USMEF senior vice president of the Asia Pacific region.
The launch included visits to restaurants in Hong Kong and South China, culminating in an induction ceremony held in the popular 800-seat Shenzhen steakhouse called Supersteak. During the ceremony, USMEF conducted a cutting demonstration of U.S. pork and beef and then held a chefs cutting contest.
“There has been great interest in the chef club and we have received many new membership inquiries since the kickoff reception,” said Steve Mo, USMEF South China representative.
A six-outlet Western restaurant chain in Foshan ordered more than 7,000 pounds of U.S. pork as a gesture of thanks for its chefs included as initial members of the club.
USMEF will gather the chefs up to three times a year in different Chinese cities to foster an exchange of ideas, as well as to provide U.S. red meat information to major China foodservice players.
Membership is expected to expand annually and is based on the applicant's use of U.S. red meat. Last week's event in South China included chefs from South China, Beijing, Shanghai, Southwest China and Northwest China.
China
USMEF Launches U.S. Meat Chef Club
Last Thursday (July 12), USMEF launched its U.S. Meat Cook-ism Club, a group of young, talented chefs from all regions of China currently utilizing U.S. red meat in their foodservice establishments.
The club is an effort by USMEF to deepen relationships with China’s burgeoning foodservice industry, especially independent, locally owned outlets and chains, which are the largest users of U.S. red meat. More than 40 chefs participated in the launch activity.
“The introduction of the chef club is well timed since interest in U.S. pork is growing because of escalating pork prices and appreciating currency,” said Joel Haggard, USMEF senior vice president of the Asia Pacific region.
The launch included visits to restaurants in Hong Kong and South China, culminating in an induction ceremony held in the popular 800-seat Shenzhen steakhouse called Supersteak. During the ceremony, USMEF conducted a cutting demonstration of U.S. pork and beef and then held a chefs cutting contest.
“There has been great interest in the chef club and we have received many new membership inquiries since the kickoff reception,” said Steve Mo, USMEF South China representative.
A six-outlet Western restaurant chain in Foshan ordered more than 7,000 pounds of U.S. pork as a gesture of thanks for its chefs included as initial members of the club.
USMEF will gather the chefs up to three times a year in different Chinese cities to foster an exchange of ideas, as well as to provide U.S. red meat information to major China foodservice players.
Membership is expected to expand annually and is based on the applicant's use of U.S. red meat. Last week's event in South China included chefs from South China, Beijing, Shanghai, Southwest China and Northwest China.