Guatemala | More Guatemalan Consumers Think Of U.S. Beef For Dinner | U.S. ...

Guatemala

More Guatemalan Consumers Think Of U.S. Beef For Dinner

U.S. beef is on the mind of more Guatemalan consumers as an affordable, high quality protein source, thanks to a multi-faceted USMEF campaign aimed to increase consumer awareness and use of value cuts in upper-end restaurants.

USMEF promoted the top blade, petit tender and Texas fillet beef value cuts since the cuts are more competitive in price while still retaining the high quality attributes U.S. beef is known for worldwide.

“Guatemala is a market where prices are the driving force, so more affordable cuts increase opportunities to compete with less expensive regional suppliers in the area and make the products more attractive to consumers,” said Ricardo Vernazza-Paganini, USMEF director of the Central and South America region.

After a three month consumer communication campaign, results show a 19 percent increase among consumers who name the United States when asked to name the country that comes to mind when thinking about beef.

Nutrition and quality ranked highest as positive U.S. beef attributes while affordability increased by 5 percent. Approximately 12 percent more consumers said they now pay attention to the country of origin when purchasing beef.

Guatemala

More Guatemalan Consumers Think Of U.S. Beef For Dinner

U.S. beef is on the mind of more Guatemalan consumers as an affordable, high quality protein source, thanks to a multi-faceted USMEF campaign aimed to increase consumer awareness and use of value cuts in upper-end restaurants.

USMEF promoted the top blade, petit tender and Texas fillet beef value cuts since the cuts are more competitive in price while still retaining the high quality attributes U.S. beef is known for worldwide.

“Guatemala is a market where prices are the driving force, so more affordable cuts increase opportunities to compete with less expensive regional suppliers in the area and make the products more attractive to consumers,” said Ricardo Vernazza-Paganini, USMEF director of the Central and South America region.

After a three month consumer communication campaign, results show a 19 percent increase among consumers who name the United States when asked to name the country that comes to mind when thinking about beef.

Nutrition and quality ranked highest as positive U.S. beef attributes while affordability increased by 5 percent. Approximately 12 percent more consumers said they now pay attention to the country of origin when purchasing beef.