Retail Campaigns Strengthen U.S. Beef’s Presence in Vietnam

As U.S. trade officials work to finalize a reciprocal trade agreement with Vietnam, the market offers niche opportunities for U.S. beef despite tariff disadvantages and other market access obstacles. An expanding middle class, tourism growth and retail development point to expanding prospects down the road in this promising market.

To improve visibility and increase consumer awareness in support of U.S. beef importers in Vietnam, USMEF is implementing wide-ranging retail campaigns in major cities. U.S. beef was recently promoted at three Mega Mart stores in Ho Chi Minh City and one store each in Hanoi, Da Nang, Bien Hoa and Hai Phong. The two-week campaign was supported by product sampling, expanded displays and increased point-of-sale signage. Eight U.S. beef cuts were featured: Sirloin tip-peeled, top sirloin, top blade, bone in short ribs, short plate, rib finger, short loin and chuck eye roll.

U.S. beef was also featured at 150 Winmart convenience stores in Hanoi, featuring complimentary French fries with the purchase of branded cuts of short plate or top blade.

The promotions were made possible by the Beef Checkoff Program and USDA.