Taiwan | A Year Of Progress Made In U.S. Beef’s Return | Just over a year h...

Taiwan

A Year Of Progress Made In U.S. Beef’s Return

Just over a year has passed since Taiwan reopened its market to U.S. beef. In that time USMEF activities and efforts have eased consumer fears of consuming U.S. beef, increasing demand in restaurants and supermarkets.

At the restaurant Mihan Honke in the Grand Formosa Regent Hotel in Taipei, guests have a few days left to enjoy a promotional “Ultimate U.S. Beef Sukiyaki” dinner for two. Guests can taste tender and juicy U.S. beef rib eye, fresh vegetables and homemade udon noodles cooked in a handcrafted sukiyaki sauce specially created by the sauce master of Japan’s renowned Kakiyasu Group.

Focusing on underutilized or value cuts, the Noble family, which owns and operates restaurants Taiwan, launched a U.S. beef advertisement campaign in two major magazines. The ads, featuring the USMEF and beef checkoff logos, run for three months, ending in April.

Alongside photos of U.S. beef short rib dishes, the ad says, “A short ribs steak of USDA Choice grade is a luxury you too can afford.” The Noble family talks about the difference of feed used in the United States and how it contributes to the distinguishable flavors of U.S. beef.

These are some of the many U.S. beef promotions Regent Hotel and Noble family restaurants have conducted in cooperation with USMEF to appeal to international travelers and local consumers.

The promotions encourage consumers to enjoy an elegant dinner featuring U.S. beef at a special price. Such allowances also prompt product purchases in supermarkets so the same type of meals can be prepared at home.

“Many chain supermarkets and wholesale stores featured U.S. beef as main promotion product for the Chinese New Year,” said USMEF Taiwan Director Davis Wu. “This willingness to promote U.S. beef shows that consumers are no longer worried about BSE.”

USMEF cooperated with Sinon Supermarket, the largest chain supermarket in central Taiwan with 32 stores, to conduct a U.S. beef promotion activity in conjunction with the Chinese New Year. Sales volume of U.S. beef increased by 20 percent and the cuts included in the promotion were expanded from five to eight to meet consumer demand.

Wu also notes in 2006 chilled U.S. beef had 48 percent of retail market share in Taiwan, indicating optimism for future progress of U.S. beef in the retail sector.

Taiwan

A Year Of Progress Made In U.S. Beef’s Return

Just over a year has passed since Taiwan reopened its market to U.S. beef. In that time USMEF activities and efforts have eased consumer fears of consuming U.S. beef, increasing demand in restaurants and supermarkets.

At the restaurant Mihan Honke in the Grand Formosa Regent Hotel in Taipei, guests have a few days left to enjoy a promotional “Ultimate U.S. Beef Sukiyaki” dinner for two. Guests can taste tender and juicy U.S. beef rib eye, fresh vegetables and homemade udon noodles cooked in a handcrafted sukiyaki sauce specially created by the sauce master of Japan’s renowned Kakiyasu Group.

Focusing on underutilized or value cuts, the Noble family, which owns and operates restaurants Taiwan, launched a U.S. beef advertisement campaign in two major magazines. The ads, featuring the USMEF and beef checkoff logos, run for three months, ending in April.

Alongside photos of U.S. beef short rib dishes, the ad says, “A short ribs steak of USDA Choice grade is a luxury you too can afford.” The Noble family talks about the difference of feed used in the United States and how it contributes to the distinguishable flavors of U.S. beef.

These are some of the many U.S. beef promotions Regent Hotel and Noble family restaurants have conducted in cooperation with USMEF to appeal to international travelers and local consumers.

The promotions encourage consumers to enjoy an elegant dinner featuring U.S. beef at a special price. Such allowances also prompt product purchases in supermarkets so the same type of meals can be prepared at home.

“Many chain supermarkets and wholesale stores featured U.S. beef as main promotion product for the Chinese New Year,” said USMEF Taiwan Director Davis Wu. “This willingness to promote U.S. beef shows that consumers are no longer worried about BSE.”

USMEF cooperated with Sinon Supermarket, the largest chain supermarket in central Taiwan with 32 stores, to conduct a U.S. beef promotion activity in conjunction with the Chinese New Year. Sales volume of U.S. beef increased by 20 percent and the cuts included in the promotion were expanded from five to eight to meet consumer demand.

Wu also notes in 2006 chilled U.S. beef had 48 percent of retail market share in Taiwan, indicating optimism for future progress of U.S. beef in the retail sector.