Hong Kong | Great American BBQ Serves U.S. Beef TexasStyle | If everything i...

Hong Kong

Great American BBQ Serves U.S. Beef Texas Style

If everything is bigger in Texas, think what happens when USMEF and the Texas Beef Council (TBC) take U.S. beef barbecue to Hong Kong. The result is a bountiful combination of all-American barbecue sizzling on a grill as big as Texas with the upbeat sounds of Texas blues and welcoming Texas hospitality.

This year the Great American BBQ event took place at the Hong Kong Jockey Club, bringing together 360 key players and decision makers under a Western and Texan theme, allowing U.S. beef importers and distributors to showcase the high-quality attributes of U.S. beef and extend goodwill to the trade. The Texan theme is iconic in Asia, so featuring U.S. beef products under this concept appeals to the trade and draws interest.

“USMEF wanted to highlight delicious U.S. beef cuts cooked in a Western style, showing off its superior flavor and tenderness,” USMEF Senior Vice President, Asia Pacific Joel Haggard said. “Feedback we have received so far praises the unique theme of the event and the high-quality beef.”

The barbecue emphasis this year was the continued re-introduction of U.S. beef and featured several new-to-market brands prepared Texas-style. U.S. beef cuts that were showcased were: rib-eye, tenderloins, strips, boneless short ribs, brisket and finger meat. Well-known chefs from Hong Kong’s culinary world gave attendees a “behind the scenes” look at how U.S. beef is prepared by cooking on grills and smokers at the event. In addition to traditional barbecue cooking, regional culinary styles were incorporated to show the versatility of U.S. beef.

The reach of the Great American BBQ extended beyond the Hong Kong foodservice sector as many in attendance have operations in mainland China. By the end of the event, several distributors and restaurants mentioned that they had fielded specific inquiries about their dishes and U.S. beef availability. 

The Great American BBQ, the premier food-themed event collectively sponsored by American food suppliers and purveyors, is a tradition in Hong Kong. The event, held annually through 2003 in different outdoor venues, wins consistent high praise from the food industry. The gala returned to its yearly occurrence just over two years ago with the reopening of U.S. beef and the return of TBC support.

This is an effective way to forge industry relationships and maintain the sales momentum of U.S. beef. Exports of U.S. beef and beef variety meat to Hong Kong continue to increase as through July volume reached 5,583 metric tons (12 million pounds) valued at $18.5 million.

Hong Kong

Great American BBQ Serves U.S. Beef Texas Style

If everything is bigger in Texas, think what happens when USMEF and the Texas Beef Council (TBC) take U.S. beef barbecue to Hong Kong. The result is a bountiful combination of all-American barbecue sizzling on a grill as big as Texas with the upbeat sounds of Texas blues and welcoming Texas hospitality.

This year the Great American BBQ event took place at the Hong Kong Jockey Club, bringing together 360 key players and decision makers under a Western and Texan theme, allowing U.S. beef importers and distributors to showcase the high-quality attributes of U.S. beef and extend goodwill to the trade. The Texan theme is iconic in Asia, so featuring U.S. beef products under this concept appeals to the trade and draws interest.

“USMEF wanted to highlight delicious U.S. beef cuts cooked in a Western style, showing off its superior flavor and tenderness,” USMEF Senior Vice President, Asia Pacific Joel Haggard said. “Feedback we have received so far praises the unique theme of the event and the high-quality beef.”

The barbecue emphasis this year was the continued re-introduction of U.S. beef and featured several new-to-market brands prepared Texas-style. U.S. beef cuts that were showcased were: rib-eye, tenderloins, strips, boneless short ribs, brisket and finger meat. Well-known chefs from Hong Kong’s culinary world gave attendees a “behind the scenes” look at how U.S. beef is prepared by cooking on grills and smokers at the event. In addition to traditional barbecue cooking, regional culinary styles were incorporated to show the versatility of U.S. beef.

The reach of the Great American BBQ extended beyond the Hong Kong foodservice sector as many in attendance have operations in mainland China. By the end of the event, several distributors and restaurants mentioned that they had fielded specific inquiries about their dishes and U.S. beef availability. 

The Great American BBQ, the premier food-themed event collectively sponsored by American food suppliers and purveyors, is a tradition in Hong Kong. The event, held annually through 2003 in different outdoor venues, wins consistent high praise from the food industry. The gala returned to its yearly occurrence just over two years ago with the reopening of U.S. beef and the return of TBC support.

This is an effective way to forge industry relationships and maintain the sales momentum of U.S. beef. Exports of U.S. beef and beef variety meat to Hong Kong continue to increase as through July volume reached 5,583 metric tons (12 million pounds) valued at $18.5 million.