Seminars Cultivate New Opportunities for U.S. Chilled Beef in Taiwan
Seminars Cultivate New Opportunities for U.S. Chilled Beef in Taiwan
With the recent announcement that Taiwan would expand market access for U.S. beef, political demonstrations, pushback from activists and misinformation about beef safety have created a challenging business climate in what has traditionally been a very reliable and supportive market for U.S. beef exports. Since the market reopened in 2005, U.S. chilled beef has been the market leader among country beef brands. The United States quickly captured a majority of Taiwan’s chilled beef market, and its market share has shown steady growth – from 53 percent in 2006 to 73 percent today.
U.S. chilled beef is primarily featured in Taiwan’s major retail outlets, while frozen beef is generally used by the foodservice sector. To diversify the market for U.S. chilled beef, increase its quality image and create more opportunities for expansion into foodservice, USMEF-Taiwan recently hosted chilled beef educational seminars for key individuals in this sector.
“USMEF is very encouraged by the market share U.S. beef has captured in Taiwan, and by the loyal following that has been established for U.S. beef,” said USMEF President and CEO Philip Seng. “As evidenced by this recent turn of events, however, we can never let up in our efforts to find new marketing opportunities and to reinforce the positive image of U.S. beef.”
Chefs in Taiwan watch a cutting demonstration on U.S. chilled beef
Funded by the Beef Checkoff Program and the Market Access Program, the seminars convey the positive attributes of U.S. chilled beef products and demonstrate how chilled beef can be merchandised in a manner that attracts new customers and increases restaurant traffic and profits. These sessions are also an excellent opportunity for familiarizing foodservice personnel with alternative cuts such as chuck eye roll and chuck short ribs, and for delivering thorough, factual information about the safety of U.S. beef. USMEF is also marketing high-quality, dry-aged beef in Taiwan, and has seen interest growing rapidly among chefs and foodservice executives.
“U.S. beef has a well-earned reputation in Taiwan for its high quality and excellent value,” said USMEF-Taiwan Director Davis Wu, “but we must always look for new opportunities to expand our presence in this market. We view promotion of U.S. chilled beef in the foodservice sector as an excellent growth opportunity, and we also see great long-term potential for dry-aged beef in Taiwan.”
Wu also notes that foodservice outlets are more inclined to highlight U.S. beef items on the menu when they are prepared from chilled.
“We are proud of our beef quality and safety, and encourage foodservice operators in Taiwan to label it ‘High-Quality American Beef’,” he said.
After slumping in the early part of the year, beef exports to Taiwan have rebounded impressively in recent months. September exports were up 26 percent in volume and 63 percent in value over September 2008, pushing the cumulative total for the first three quarters of 2009 to 19,452 metric tons (42 .9 million pounds) valued at $98.5 million.
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The U.S. Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for the U.S. red meat industry and is funded by USDA, exporting companies, and the beef, pork, corn and soybean checkoff programs.
For more information, contact Jim Herlihy at jherlihy@usmef.org.
USMEF complies with all equal opportunity, non-discrimination and affirmative action measures applicable to it by contract, government rule or regulation or as otherwise provided by law.
Seminars Cultivate New Opportunities for U.S. Chilled Beef in Taiwan
With the recent announcement that Taiwan would expand market access for U.S. beef, political demonstrations, pushback from activists and misinformation about beef safety have created a challenging business climate in what has traditionally been a very reliable and supportive market for U.S. beef exports. Since the market reopened in 2005, U.S. chilled beef has been the market leader among country beef brands. The United States quickly captured a majority of Taiwan’s chilled beef market, and its market share has shown steady growth – from 53 percent in 2006 to 73 percent today.
U.S. chilled beef is primarily featured in Taiwan’s major retail outlets, while frozen beef is generally used by the foodservice sector. To diversify the market for U.S. chilled beef, increase its quality image and create more opportunities for expansion into foodservice, USMEF-Taiwan recently hosted chilled beef educational seminars for key individuals in this sector.
“USMEF is very encouraged by the market share U.S. beef has captured in Taiwan, and by the loyal following that has been established for U.S. beef,” said USMEF President and CEO Philip Seng. “As evidenced by this recent turn of events, however, we can never let up in our efforts to find new marketing opportunities and to reinforce the positive image of U.S. beef.”
Chefs in Taiwan watch a cutting demonstration on U.S. chilled beef
Funded by the Beef Checkoff Program and the Market Access Program, the seminars convey the positive attributes of U.S. chilled beef products and demonstrate how chilled beef can be merchandised in a manner that attracts new customers and increases restaurant traffic and profits. These sessions are also an excellent opportunity for familiarizing foodservice personnel with alternative cuts such as chuck eye roll and chuck short ribs, and for delivering thorough, factual information about the safety of U.S. beef. USMEF is also marketing high-quality, dry-aged beef in Taiwan, and has seen interest growing rapidly among chefs and foodservice executives.
“U.S. beef has a well-earned reputation in Taiwan for its high quality and excellent value,” said USMEF-Taiwan Director Davis Wu, “but we must always look for new opportunities to expand our presence in this market. We view promotion of U.S. chilled beef in the foodservice sector as an excellent growth opportunity, and we also see great long-term potential for dry-aged beef in Taiwan.”
Wu also notes that foodservice outlets are more inclined to highlight U.S. beef items on the menu when they are prepared from chilled.
“We are proud of our beef quality and safety, and encourage foodservice operators in Taiwan to label it ‘High-Quality American Beef’,” he said.
After slumping in the early part of the year, beef exports to Taiwan have rebounded impressively in recent months. September exports were up 26 percent in volume and 63 percent in value over September 2008, pushing the cumulative total for the first three quarters of 2009 to 19,452 metric tons (42 .9 million pounds) valued at $98.5 million.
# # #
The U.S. Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for the U.S. red meat industry and is funded by USDA, exporting companies, and the beef, pork, corn and soybean checkoff programs.
For more information, contact Jim Herlihy at jherlihy@usmef.org.
USMEF complies with all equal opportunity, non-discrimination and affirmative action measures applicable to it by contract, government rule or regulation or as otherwise provided by law.