Supportive Partners in Taiwan Stand Firmly behind U.S. Beef
Supportive Partners in Taiwan Stand Firmly behind U.S. Beef
Since late October, U.S. beef has faced a tough business climate in Taiwan due to negative media coverage surrounding expanded market access for U.S. beef imports. As local consumers deal with rampant misinformation and pressure from activists to reject U.S. beef, retailers and restaurants have endured some disruption in sales.
Despite this challenging environment, three major customers of the U.S. beef industry proceeded “full speed ahead” with a major promotion of U.S. beef. The Taisuco hypermarket chain, Gordon Biersch Brewery restaurants and Swensen’s American-style restaurants all chose to move forward as scheduled with a recent chilled beef promotion conducted jointly with USMEF.
Swensen’s and Gordon Biersch Brewery promote U.S. beef in their Taiwan restaurants
“U.S. beef is a high-quality product that has been widely used for years by Swensen’s and other restaurants in our foodservice group,” said Swensen’s executive Eric Xu. “So there was no reason for us to suspend the promotion, and certainly no reason to remove U.S. beef from our menu.”
With support from Beef Checkoff Program and the Market Access Program, USMEF provided promotional assistance to these industry partners, including a cutting demonstration for Taisuco and intensive advertising support for Gordon Biersch Brewery and Swensen’s.
“U.S. beef is a must-have item on our specials menu,” said Gordon Biersch Brewery General Manager Jeff Lee. “With support from USMEF, we enhanced our marketing outreach for this promotion through Taiwan’s largest English broadcast studio. Despite fears being fanned up by media and politicians, we attracted more beef lovers into our outlets who are fascinated with the perfect combination of U.S. beef and American beers.”
The promotional partners’ loyalty to U.S. beef appears to be paying dividends, as all enjoyed an increase in beef sales compared with the period prior to the promotion:
- Taisuco hypermarkets tripled their sales volume during a two-week promotion.
- Swensen’s shattered expectations with a sales increase of 76 percent in volume and 79 percent in value during a 35-day-promotion.
- Gordon Biersch Brewery reported a 30 percent increase in volume and a 44.5 percent increase in value, also over a 35-day period.
U.S. beef sales tripled at Taisuco hypermarkets during a two-week promotion
“Our promotional partners met this challenge head-on by moving forward with their U.S. beef promotions,” said Davis Wu, USMEF-Taiwan director. “The sales growth figures are gratifying, as they show us that the quality and flavor of U.S. beef weigh more heavily on local beef lovers’ minds than political controversy. We find this very encouraging as we pursue new opportunities for U.S. beef in Taiwan.”
After slumping during the first half of 2009, U.S. beef exports to Taiwan have regained momentum. Through October, beef plus beef variety meat exports totaled $114.3 million – a six percent increase over last year’s record pace. In October, exports surged by 53 percent in volume and 85 percent in value over October 2008.
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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.
Supportive Partners in Taiwan Stand Firmly behind U.S. Beef
Since late October, U.S. beef has faced a tough business climate in Taiwan due to negative media coverage surrounding expanded market access for U.S. beef imports. As local consumers deal with rampant misinformation and pressure from activists to reject U.S. beef, retailers and restaurants have endured some disruption in sales.
Despite this challenging environment, three major customers of the U.S. beef industry proceeded “full speed ahead” with a major promotion of U.S. beef. The Taisuco hypermarket chain, Gordon Biersch Brewery restaurants and Swensen’s American-style restaurants all chose to move forward as scheduled with a recent chilled beef promotion conducted jointly with USMEF.
Swensen’s and Gordon Biersch Brewery promote U.S. beef in their Taiwan restaurants
“U.S. beef is a high-quality product that has been widely used for years by Swensen’s and other restaurants in our foodservice group,” said Swensen’s executive Eric Xu. “So there was no reason for us to suspend the promotion, and certainly no reason to remove U.S. beef from our menu.”
With support from Beef Checkoff Program and the Market Access Program, USMEF provided promotional assistance to these industry partners, including a cutting demonstration for Taisuco and intensive advertising support for Gordon Biersch Brewery and Swensen’s.
“U.S. beef is a must-have item on our specials menu,” said Gordon Biersch Brewery General Manager Jeff Lee. “With support from USMEF, we enhanced our marketing outreach for this promotion through Taiwan’s largest English broadcast studio. Despite fears being fanned up by media and politicians, we attracted more beef lovers into our outlets who are fascinated with the perfect combination of U.S. beef and American beers.”
The promotional partners’ loyalty to U.S. beef appears to be paying dividends, as all enjoyed an increase in beef sales compared with the period prior to the promotion:
- Taisuco hypermarkets tripled their sales volume during a two-week promotion.
- Swensen’s shattered expectations with a sales increase of 76 percent in volume and 79 percent in value during a 35-day-promotion.
- Gordon Biersch Brewery reported a 30 percent increase in volume and a 44.5 percent increase in value, also over a 35-day period.
U.S. beef sales tripled at Taisuco hypermarkets during a two-week promotion
“Our promotional partners met this challenge head-on by moving forward with their U.S. beef promotions,” said Davis Wu, USMEF-Taiwan director. “The sales growth figures are gratifying, as they show us that the quality and flavor of U.S. beef weigh more heavily on local beef lovers’ minds than political controversy. We find this very encouraging as we pursue new opportunities for U.S. beef in Taiwan.”
After slumping during the first half of 2009, U.S. beef exports to Taiwan have regained momentum. Through October, beef plus beef variety meat exports totaled $114.3 million – a six percent increase over last year’s record pace. In October, exports surged by 53 percent in volume and 85 percent in value over October 2008.
# # #
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.