Jakarta Event Showcases U.S. Beef’s Superior Taste for Media, Consumers
USMEF partners with Indonesian importer on first-ever promotion for American Wagyu and to image U.S. beef in upscale retail.
As economies grow and wages increase in first and second tier cities in Indonesia, upscale retailers and high-end restaurants are expanding. Demand for high-quality beef is also rising.
“Importers and their customers in upscale foodservice and retail stores are looking for new and unique products to differentiate themselves,” says USMEF Indonesia Representative Arrofi (Rofi) Satrio Alam. “Australian Wagyu has been available for upscale consumers for some time now, so it is nothing new. But we are working to make U.S. beef more visible to consumers and American Wagyu is new and unique. It has not been available in Indonesia for 8-10 years.”
USMEF partnered recently with an Indonesian importer and upscale retailer Ranch Market on a promotional event to introduce American Wagyu and differentiate U.S. beef to customers. USMEF brought in an emcee, representatives from two news portals and four key opinion leaders (KOLs) to livestream and share their experiences.
“We designed this promotion to image U.S. beef and the featured product, American Wagyu, differentiating its superior taste and positioning it as a special meal for festive events,” said Rofi.
The importer plans to use the content created during the event to promote U.S. beef and American Wagyu to its other upscale retail stores and high-end restaurants.
“We’re imaging this product at retail and creating consumer pull in foodservice. What sells at high-end retail in Indonesia generates interest from upscale foodservice,” adds Rofi.
Ranch Market quickly sold out its American Wagyu inventory for the month and is planning future purchases.
Promotional support was provided by USDA’s Regional Agricultural Promotion Program.