Middle East | USMEF Campaign Increases Awareness Of U.S. Beef Livers In Egypt...

Middle East

USMEF Campaign Increases Awareness Of U.S. Beef Livers In Egypt

A USMEF merchandising campaign held last month in Egypt increased awareness that U.S. beef livers are a high quality, safe product. Some 80 merchandises in wholesale and wet markets and 30 restaurants and street vendors participated in the campaign, encouraging Egyptians to try U.S. beef products.

USMEF focused on the most popular wet markets and major wholesalers who purchase beef livers from importers and distribute them to smaller wholesale outlets. Point-of-sale posters and displays along with U.S. beef recipes helped attract customer attention to U.S. beef product.

Traders offered a complimentary supply of U.S. beef livers to restaurants that were hesitant to use U.S. beef livers. This has already led to U.S. beef liver purchases by many of these restaurants.

Sales of U.S. beef livers increased dramatically in the wholesale wet markets during and following the USMEF promotional activities. Customers asked for U.S. beef livers and were fully aware of the difference in taste and quality of U.S. beef compared to competitors.

Last year, USMEF promotional efforts increased consumption in high-end restaurants and reestablished relationships with distributors. USMEF aims to push sales of U.S. beef even higher. Through August, U.S. beef and beef variety meat exports to Egypt were 48,671 metric tons (mt) valued at $58.8 million. This exceeds the 2003 year-end totals of 30,915 mt and $29.9 million.

Middle East

USMEF Campaign Increases Awareness Of U.S. Beef Livers In Egypt

A USMEF merchandising campaign held last month in Egypt increased awareness that U.S. beef livers are a high quality, safe product. Some 80 merchandises in wholesale and wet markets and 30 restaurants and street vendors participated in the campaign, encouraging Egyptians to try U.S. beef products.

USMEF focused on the most popular wet markets and major wholesalers who purchase beef livers from importers and distribute them to smaller wholesale outlets. Point-of-sale posters and displays along with U.S. beef recipes helped attract customer attention to U.S. beef product.

Traders offered a complimentary supply of U.S. beef livers to restaurants that were hesitant to use U.S. beef livers. This has already led to U.S. beef liver purchases by many of these restaurants.

Sales of U.S. beef livers increased dramatically in the wholesale wet markets during and following the USMEF promotional activities. Customers asked for U.S. beef livers and were fully aware of the difference in taste and quality of U.S. beef compared to competitors.

Last year, USMEF promotional efforts increased consumption in high-end restaurants and reestablished relationships with distributors. USMEF aims to push sales of U.S. beef even higher. Through August, U.S. beef and beef variety meat exports to Egypt were 48,671 metric tons (mt) valued at $58.8 million. This exceeds the 2003 year-end totals of 30,915 mt and $29.9 million.