U.S. Beef Sustainability, Alternative Cuts Highlighted at Consumer Festival in Taiwan

U.S. beef held a featured role at the 2023 Vogue Picnic in Taipei, one of Taiwan’s largest outdoor events. The festival attracted an estimated 30,000, mostly young consumers. Sustainability, an issue of increasing importance among younger demographics in Taiwan, was a central message for the U.S. beef industry. Sustainability facts and information about U.S. production practices were shared with consumers and media at both industry booths and during presentations, cooking demonstrations, product samplings and interactive games.

Erich Kuss, chief of the Agricultural Section at the American Institute in Taiwan, and Director Emily Scott and Marketing Manager Cleo Fu of the Agricultural Trade Office supported the U.S. beef industry at the show with remarks touting the sustainability practices of American agriculture and the U.S. beef industry.

Alternative cuts of U.S. beef were also promoted. The U.S. beef knuckle and outside round flat were featured items during a cooking demonstration by popular YouTube influencers and in product samplings at the two booths.

More than 20,000 consumers visited U.S. beef activities and more than 3,000 samples were served. A robust public relations and social media campaign was implemented prior to and during the festival resulting in coverage by 18 media outlets and a social media engagement of 1,845,696.

Funding for activities during the festival was provided by the Beef Checkoff Program, Texas Beef Council and North Dakota Corn Utilization Council.