Supermarket promotions feature U.S. beef, pork in Dominican Republic
Supermarket promotions feature U.S. beef, pork in Dominican Republic
Following DR-CAFTA, USMEF looks to capitalize on improved market access
With U.S. exports receiving better market access as a result of the Dominican Republic-Central American Free Trade Agreement (DR-CAFTA), USMEF has been actively working to build a greater presence for U.S. beef and pork products in the Dominican Republic.
“With this new trade agreement, duties are being lowered and quotas are going to get larger over time, so that’s making our product less expensive,” said Chad Russell, USMEF’s regional director for Mexico and the Dominican Republic. “So we see increasingly beneficial opportunities emerging in this market.”
A key element in USMEF’s strategy is to find major retail chains that will feature U.S. beef and pork, and help their customers develop a positive image of these products. A breakthrough occurred last year when USMEF approached the Dominican supermarket chain Grupo Ramos about holding a mystery shopper program at its 15 retail locations. This program was instrumental in improving meat handling conditions at the Grupo Ramos stores, helping to ensure a quality experience with the products for the stores’ patrons.
Earlier this summer, Grupo Ramos organized its own promotion encouraging customers to purchase U.S. beef and pork. Though the project used no outside funding, Grupo Ramos increased U.S. beef sales by 33 percent and pork sales by 28 percent – in addition to raising consumer awareness of U.S. beef and pork.
The most recent data on beef exports to the Dominican Republic suggest a growing market for higher-quality beef cuts. While the 2008 volume (1391 metric tons, or 3.07 million pounds) is roughly equal to the same period last year, the value has increased by about 40 percent (from $6.31 million in 2007 compared to $8.85 million this year).
A recent promotion at the Dominican Republic’s Grupo Ramos supermarket chain significantly boosted sales of U.S. beef and pork
“This is exactly the type of commercial relationship USMEF would like to have with more retail chains in the Dominican Republic,” Russell said. “Clearly, Grupo Ramos understands that the high quality and supreme flavor of U.S. beef and pork can help increase sales and profits, and will allow their stores to gain an advantage over the competition.”
USMEF is currently organizing a September promotion at Grupo Ramos that will encourage customers to purchase U.S. beef and pork, and to participate in a raffle of U.S. meat promotional items. The objective of this promotion is to further strengthen USMEF’s relationship with a key retail partner in an emerging market that holds excellent growth potential.
“It’s very important that the U.S. beef and pork industries capitalize on new opportunities that are opening up under the terms of DR-CAFTA,” added Russell. “And this is definitely a big step in that direction.”
Supermarket promotions feature U.S. beef, pork in Dominican Republic
Following DR-CAFTA, USMEF looks to capitalize on improved market access
With U.S. exports receiving better market access as a result of the Dominican Republic-Central American Free Trade Agreement (DR-CAFTA), USMEF has been actively working to build a greater presence for U.S. beef and pork products in the Dominican Republic.
“With this new trade agreement, duties are being lowered and quotas are going to get larger over time, so that’s making our product less expensive,” said Chad Russell, USMEF’s regional director for Mexico and the Dominican Republic. “So we see increasingly beneficial opportunities emerging in this market.”
A key element in USMEF’s strategy is to find major retail chains that will feature U.S. beef and pork, and help their customers develop a positive image of these products. A breakthrough occurred last year when USMEF approached the Dominican supermarket chain Grupo Ramos about holding a mystery shopper program at its 15 retail locations. This program was instrumental in improving meat handling conditions at the Grupo Ramos stores, helping to ensure a quality experience with the products for the stores’ patrons.
Earlier this summer, Grupo Ramos organized its own promotion encouraging customers to purchase U.S. beef and pork. Though the project used no outside funding, Grupo Ramos increased U.S. beef sales by 33 percent and pork sales by 28 percent – in addition to raising consumer awareness of U.S. beef and pork.
The most recent data on beef exports to the Dominican Republic suggest a growing market for higher-quality beef cuts. While the 2008 volume (1391 metric tons, or 3.07 million pounds) is roughly equal to the same period last year, the value has increased by about 40 percent (from $6.31 million in 2007 compared to $8.85 million this year).
A recent promotion at the Dominican Republic’s Grupo Ramos supermarket chain significantly boosted sales of U.S. beef and pork
“This is exactly the type of commercial relationship USMEF would like to have with more retail chains in the Dominican Republic,” Russell said. “Clearly, Grupo Ramos understands that the high quality and supreme flavor of U.S. beef and pork can help increase sales and profits, and will allow their stores to gain an advantage over the competition.”
USMEF is currently organizing a September promotion at Grupo Ramos that will encourage customers to purchase U.S. beef and pork, and to participate in a raffle of U.S. meat promotional items. The objective of this promotion is to further strengthen USMEF’s relationship with a key retail partner in an emerging market that holds excellent growth potential.
“It’s very important that the U.S. beef and pork industries capitalize on new opportunities that are opening up under the terms of DR-CAFTA,” added Russell. “And this is definitely a big step in that direction.”