Egyptians Sample U.S. Beef Livers, Hearts, Kidneys
Egyptians Sample U.S. Beef Livers, Hearts, Kidneys
Exports of U.S. beef liver continue to gain ground in Egypt, where liver is a dietary staple. Sold by the kilo in wet markets and supermarkets, and even served in white-tablecloth restaurants, liver is typically fried by Egyptians who serve it with potatoes and onions.
USMEF recently conducted eight beef-checkoff funded promotional days of in-store sampling to familiarize consumers with U.S. beef livers, kidneys and hearts and to spread the word on U.S. beef quality, nutritional value and versatile cooking applications. The retail promotional strategy in Egypt is designed to improve and maintain consumers’ perception, purchase preferences and loyalty to U.S. beef variety meat.
Egyptian shoppers taste U.S. beef liver, heart and kidneys
The product demonstrations and samplings were carried out with four major retailers in Egypt: two Al Mahmal supermarket outlets in Nasr City and Suez Bridge, and two Oscar Markets in Heliopolis. Shoppers sampled freshly cooked U.S. beef livers along with kidneys and hearts.
The professional demonstrators handed out USMEF educational material and recipes to emphasize the message of quality and versatility. Other point-of-sale material, such as posters and danglers, decorated chillers, meat counters and areas of the supermarkets.
Store managers estimated that U.S. beef offal sales increased between 147 percent and 198 percent during the promotion. More importantly, the residual effect of the promotions has kept sales up between 77 percent and 91 percent in the subsequent weeks.
USMEF will conduct future Egyptian retail promotions to keep the U.S. beef variety meat message fresh in the minds of consumers and reach other retailers.
In 2008, Egypt was the second-largest destination for U.S. beef variety meat: 80,475 metric tons (177 million pounds) exported at a value of $91.9 million.
# # #
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.
Egyptians Sample U.S. Beef Livers, Hearts, Kidneys
Exports of U.S. beef liver continue to gain ground in Egypt, where liver is a dietary staple. Sold by the kilo in wet markets and supermarkets, and even served in white-tablecloth restaurants, liver is typically fried by Egyptians who serve it with potatoes and onions.
USMEF recently conducted eight beef-checkoff funded promotional days of in-store sampling to familiarize consumers with U.S. beef livers, kidneys and hearts and to spread the word on U.S. beef quality, nutritional value and versatile cooking applications. The retail promotional strategy in Egypt is designed to improve and maintain consumers’ perception, purchase preferences and loyalty to U.S. beef variety meat.
Egyptian shoppers taste U.S. beef liver, heart and kidneys
The product demonstrations and samplings were carried out with four major retailers in Egypt: two Al Mahmal supermarket outlets in Nasr City and Suez Bridge, and two Oscar Markets in Heliopolis. Shoppers sampled freshly cooked U.S. beef livers along with kidneys and hearts.
The professional demonstrators handed out USMEF educational material and recipes to emphasize the message of quality and versatility. Other point-of-sale material, such as posters and danglers, decorated chillers, meat counters and areas of the supermarkets.
Store managers estimated that U.S. beef offal sales increased between 147 percent and 198 percent during the promotion. More importantly, the residual effect of the promotions has kept sales up between 77 percent and 91 percent in the subsequent weeks.
USMEF will conduct future Egyptian retail promotions to keep the U.S. beef variety meat message fresh in the minds of consumers and reach other retailers.
In 2008, Egypt was the second-largest destination for U.S. beef variety meat: 80,475 metric tons (177 million pounds) exported at a value of $91.9 million.
# # #
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.