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European Union

U.S. Beef Sales High During Retail Promotion In Germany

Customers in Germany are buying U.S. beef once they taste it at a USMEF promotion underway at Metro Cash & Carry stores, which are similar to Costco stores in the United States. This initial retail activity to promote U.S. beef in the European Union (EU) has been successful so far with stores running low on some U.S. beef items just three days in to the promotion period.

“The presence of U.S. beef in one of the EU’s major retailers paves the way for larger export volumes into this highly-potent region,” said Anne Bardot, USMEF Europe Director, Public Affairs & Communications. “We expect the success at Metro stores in Germany to encourage the retailer to feature U.S. beef at other stores in the EU.”

U.S. beef will be promoted at all Metro stores in Germany in August and September. USMEF worked with Metro to develop marketing materials and is helping with in-store U.S. beef cooking and samples for consumers.

Consumer response has been positive to the products. Many commented on the good taste and flavor of U.S. beef. A recent USMEF consumer survey in this region shows consumers in the EU are mostly concerned about freshness of the products they purchase. Price and product taste/quality are the next items they consider.

The Metro Group is a diversified retail and wholesale company based in Germany. It has the largest market share in its home market, and is the second largest chain of its kind in the EU. As a leading company, other retailers certainly watch and follow what Metro is doing.

European Union

U.S. Beef Sales High During Retail Promotion In Germany

Customers in Germany are buying U.S. beef once they taste it at a USMEF promotion underway at Metro Cash & Carry stores, which are similar to Costco stores in the United States. This initial retail activity to promote U.S. beef in the European Union (EU) has been successful so far with stores running low on some U.S. beef items just three days in to the promotion period.

“The presence of U.S. beef in one of the EU’s major retailers paves the way for larger export volumes into this highly-potent region,” said Anne Bardot, USMEF Europe Director, Public Affairs & Communications. “We expect the success at Metro stores in Germany to encourage the retailer to feature U.S. beef at other stores in the EU.”

U.S. beef will be promoted at all Metro stores in Germany in August and September. USMEF worked with Metro to develop marketing materials and is helping with in-store U.S. beef cooking and samples for consumers.

Consumer response has been positive to the products. Many commented on the good taste and flavor of U.S. beef. A recent USMEF consumer survey in this region shows consumers in the EU are mostly concerned about freshness of the products they purchase. Price and product taste/quality are the next items they consider.

The Metro Group is a diversified retail and wholesale company based in Germany. It has the largest market share in its home market, and is the second largest chain of its kind in the EU. As a leading company, other retailers certainly watch and follow what Metro is doing.