Taiwan Retail Campaign Aim: Overcoming Challenges for U.S. Beef
Taiwan Retail Campaign Aim: Overcoming Challenges for U.S. Beef
One of the first Asian countries to reopen to U.S. beef following the BSE-related market closures, Taiwan was a top-five beef export market from 2005 through 2007. It was the sixth-largest value market for U.S. beef last year ($127.7 million) and eighth-largest in terms of volume (27,313 metric tons or 60.2 million pounds).
In recent months, however, beef exports to the island nation have declined. In addition to the price pressure resulting from the stronger U.S. dollar, U.S. beef continues to face severe market access restrictions in Taiwan. Currently, Taiwan only allows boneless muscle cuts from cattle 30 month of age or less, while prohibiting all bone-in cuts and variety meat.
“Limited market access is a significant barrier in Taiwan, making it difficult or impossible for consumers to enjoy certain cuts and items that are of great interest to them,” said USMEF President and CEO Philip Seng. “If we are able expand our market access in Taiwan, I feel we can work to offset some of these economic factors by offering an expanded selection of products that Taiwanese consumers value, including short ribs and other bone-in beef cuts.”
USMEF is working with trade officials from the U.S. and Taiwan to expand market access. At the same time, USMEF is undertaking targeted marketing efforts in the retail sector designed to rejuvenate consumer interest in boneless beef cuts. These promotions, conducted with support from the Beef Checkoff Program, feature affordably priced U.S. chilled middle meats, using different promotional themes based on the individual retailer’s marketing strategies.
Last month, USMEF partnered with Carrefour, Taiwan’s largest (60 outlets) hypermarket chain, to celebrate Carrefour’s 20th anniversary by featuring six chilled U.S. beef cuts. By spending the equivalent of about $18 on U.S. beef during the two-week promotional period, each customer earned a chance in a special prize drawing. USMEF also designed a promotional poster for this activity featuring information about the nutritional value of U.S. beef and the industry’s high production standards. The poster also showcased family-friendly recipes utilizing U.S. beef.
“The marketing effort performed extremely well, contributing to a 33 percent growth is sales compared to the same time last year,” said Carrefour meat buyer Linda Lin. “The USMEF promotion not only benefits our profits, but it creates positive interaction between our meat staff and our customers. That means a lot to us.”
USMEF also partnered with Wellcome, Taiwan’s largest supermarket chain with 240 locations, for a beef-and-wine promotional kit during a two-week program during March. This was the third consecutive year for this promotion, which capitalizes on the high quality and abundant marbling of U.S. beef middle meats by offering consumers an elegant, in-home dining experience.
A premium beef-and-wine pairing promotion draws consumers to Taiwan’s Wellcome supermarkets
“Despite the sluggish economy, Wellcome saw a 6 percent increase over last year in our premium beef-and-wine pairing promotion,” said Renee Chen, meat buyer for Wellcome. “While U.S. beef is higher in price than some other alternatives, that didn’t dampen our customers’ enthusiasm.”
USMEF is also reaching out to other retailers and importers to discuss similar promotions to bolster sales of U.S. beef. In addition to the joint promotions with Carrefour and Wellcome, which are mainly based in northern Taiwan, USMEF has formed partnerships with Taiwan Fresh Supermarket, based in central Taiwan, and southern Taiwan’s Taisuco hypermarket chain for upcoming promotional campaigns.
“Due to the global economic situation, Taiwan’s consumers are turning to underutilized and economical cuts such as chuck and round cuts for home cooking,” said USMEF Taiwan Director Davis Wu. “Therefore, we’re accelerating these retail promotions to reacquaint consumers with the safety, variety and nutritional value of U.S. beef.”
Taiwan Retail Campaign Aim: Overcoming Challenges for U.S. Beef
One of the first Asian countries to reopen to U.S. beef following the BSE-related market closures, Taiwan was a top-five beef export market from 2005 through 2007. It was the sixth-largest value market for U.S. beef last year ($127.7 million) and eighth-largest in terms of volume (27,313 metric tons or 60.2 million pounds).
In recent months, however, beef exports to the island nation have declined. In addition to the price pressure resulting from the stronger U.S. dollar, U.S. beef continues to face severe market access restrictions in Taiwan. Currently, Taiwan only allows boneless muscle cuts from cattle 30 month of age or less, while prohibiting all bone-in cuts and variety meat.
“Limited market access is a significant barrier in Taiwan, making it difficult or impossible for consumers to enjoy certain cuts and items that are of great interest to them,” said USMEF President and CEO Philip Seng. “If we are able expand our market access in Taiwan, I feel we can work to offset some of these economic factors by offering an expanded selection of products that Taiwanese consumers value, including short ribs and other bone-in beef cuts.”
USMEF is working with trade officials from the U.S. and Taiwan to expand market access. At the same time, USMEF is undertaking targeted marketing efforts in the retail sector designed to rejuvenate consumer interest in boneless beef cuts. These promotions, conducted with support from the Beef Checkoff Program, feature affordably priced U.S. chilled middle meats, using different promotional themes based on the individual retailer’s marketing strategies.
Last month, USMEF partnered with Carrefour, Taiwan’s largest (60 outlets) hypermarket chain, to celebrate Carrefour’s 20th anniversary by featuring six chilled U.S. beef cuts. By spending the equivalent of about $18 on U.S. beef during the two-week promotional period, each customer earned a chance in a special prize drawing. USMEF also designed a promotional poster for this activity featuring information about the nutritional value of U.S. beef and the industry’s high production standards. The poster also showcased family-friendly recipes utilizing U.S. beef.
“The marketing effort performed extremely well, contributing to a 33 percent growth is sales compared to the same time last year,” said Carrefour meat buyer Linda Lin. “The USMEF promotion not only benefits our profits, but it creates positive interaction between our meat staff and our customers. That means a lot to us.”
USMEF also partnered with Wellcome, Taiwan’s largest supermarket chain with 240 locations, for a beef-and-wine promotional kit during a two-week program during March. This was the third consecutive year for this promotion, which capitalizes on the high quality and abundant marbling of U.S. beef middle meats by offering consumers an elegant, in-home dining experience.
A premium beef-and-wine pairing promotion draws consumers to Taiwan’s Wellcome supermarkets
“Despite the sluggish economy, Wellcome saw a 6 percent increase over last year in our premium beef-and-wine pairing promotion,” said Renee Chen, meat buyer for Wellcome. “While U.S. beef is higher in price than some other alternatives, that didn’t dampen our customers’ enthusiasm.”
USMEF is also reaching out to other retailers and importers to discuss similar promotions to bolster sales of U.S. beef. In addition to the joint promotions with Carrefour and Wellcome, which are mainly based in northern Taiwan, USMEF has formed partnerships with Taiwan Fresh Supermarket, based in central Taiwan, and southern Taiwan’s Taisuco hypermarket chain for upcoming promotional campaigns.
“Due to the global economic situation, Taiwan’s consumers are turning to underutilized and economical cuts such as chuck and round cuts for home cooking,” said USMEF Taiwan Director Davis Wu. “Therefore, we’re accelerating these retail promotions to reacquaint consumers with the safety, variety and nutritional value of U.S. beef.”