Taiwan | Market Research Positions U.S. Beef During Moon Festival Holiday | ...

Taiwan

Market Research Positions U.S. Beef During Moon Festival Holiday

The Moon Festival is one of the biggest holidays of the year in Taiwan, as it celebrates the harvest moon and the bounty of the season. USMEF research finds the holiday increasingly is celebrated with meat in addition to traditional moon cake pastries filled with lotus paste.

The demand for meat during this time puts great demand on Taiwan’s meat market. USMEF, in cooperation with the Nebraska Beef Council, promoted U.S. beef at 20 restaurants in Taiwan during the Moon Festival, featuring U.S. beef prepared shabu shabu style, also known as “hot pot”, and yakinkiu or grilled meat barbecue.

USMEF also teamed with Cosmos Bank to offer reward points to consumers who purchased U.S. beef dishes by credit card at selected restaurants. Promotion results and sales totals will be available by the end of the month.

Typically, families eat barbecue outdoors to celebrate Moon Festival, so USMEF hosted a big celebration that featured U.S. beef and an outdoor concert. More than 10,000 people attended the event, which gave USMEF a chance to gather important consumer feedback about U.S. beef. More than 95 percent surveyed said they had heard of U.S. beef, would buy it and thought it was tasty. More than 90 percent said they thought the U.S. beef safety system was superior to the system in Taiwan.

USMEF collects such results to plan future projects with foodservice and retailers to expand the U.S. beef market in Taiwan. Exports of U.S. beef and beef variety meat to Taiwan have remained steady through July of this year with volume at 12,021 metric tons (26.5 million pounds) and value $56.1 million. Taiwan ranks sixth among markets for U.S. beef.

Taiwan

Market Research Positions U.S. Beef During Moon Festival Holiday

The Moon Festival is one of the biggest holidays of the year in Taiwan, as it celebrates the harvest moon and the bounty of the season. USMEF research finds the holiday increasingly is celebrated with meat in addition to traditional moon cake pastries filled with lotus paste.

The demand for meat during this time puts great demand on Taiwan’s meat market. USMEF, in cooperation with the Nebraska Beef Council, promoted U.S. beef at 20 restaurants in Taiwan during the Moon Festival, featuring U.S. beef prepared shabu shabu style, also known as “hot pot”, and yakinkiu or grilled meat barbecue.

USMEF also teamed with Cosmos Bank to offer reward points to consumers who purchased U.S. beef dishes by credit card at selected restaurants. Promotion results and sales totals will be available by the end of the month.

Typically, families eat barbecue outdoors to celebrate Moon Festival, so USMEF hosted a big celebration that featured U.S. beef and an outdoor concert. More than 10,000 people attended the event, which gave USMEF a chance to gather important consumer feedback about U.S. beef. More than 95 percent surveyed said they had heard of U.S. beef, would buy it and thought it was tasty. More than 90 percent said they thought the U.S. beef safety system was superior to the system in Taiwan.

USMEF collects such results to plan future projects with foodservice and retailers to expand the U.S. beef market in Taiwan. Exports of U.S. beef and beef variety meat to Taiwan have remained steady through July of this year with volume at 12,021 metric tons (26.5 million pounds) and value $56.1 million. Taiwan ranks sixth among markets for U.S. beef.