U.S. Beef Gains Consumers’ Favor through Korean Cooking Classes
U.S. Beef Gains Consumers’ Favor through Korean Cooking Classes
Throughout December, U.S. beef has been featured in consumer cooking classes held at some of South Korea’s largest retail stores.
Ms. Jung Mikyung, a well-known cooking instructor who teaches at the culture centers of Shinsegae and Aekung Plaza department stores, is using U.S. beef for the first time for her regular classes. She is one of the local opinion leaders USMEF has targeted for reintroducing U.S. beef to Korean consumers and rebuilding their confidence in the product.
Korean instructor Jung Mikyung debuts U.S. beef in her cooking classes
Many department stores and discount stores in Korea operate culture centers that provide cooking classes, as well as instruction in other areas of consumer interest such as writing, drawing, music and photography. Most culture center cooking instructors hold a favorable view of the quality and flavor of U.S. beef, but have expressed concerns about consumer perceptions and acceptance.
“USMEF is very pleased with Ms. Jung’s decision to use U.S. beef in her classes,” said USMEF-Korea Director Jihae Yang. “This is another important step forward for U.S. beef in this market.”
USMEF-Korea, with support from the Beef Checkoff Program, contributed beef chuck eye roll and short ribs for classes at four department store branches in early December, and additional classes were scheduled based on the favorable response from participants. Shinsegae’s Youngdeungpo branch has also agreed to hold a free monthly U.S. beef class at its culture center, which will be announced in its consumer curriculum book. Consumers may apply to participate through Beef Story, USMEF-Korea's consumer Web site.
“In addition to being utilized in its monthly culture center classes, U.S. beef is also available daily in the Shinsegae department stores,” Yang said. “This is exactly the kind of integrated approach we need to reach Korea’s high-end customers.”
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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.
U.S. Beef Gains Consumers’ Favor through Korean Cooking Classes
Throughout December, U.S. beef has been featured in consumer cooking classes held at some of South Korea’s largest retail stores.
Ms. Jung Mikyung, a well-known cooking instructor who teaches at the culture centers of Shinsegae and Aekung Plaza department stores, is using U.S. beef for the first time for her regular classes. She is one of the local opinion leaders USMEF has targeted for reintroducing U.S. beef to Korean consumers and rebuilding their confidence in the product.
Korean instructor Jung Mikyung debuts U.S. beef in her cooking classes
Many department stores and discount stores in Korea operate culture centers that provide cooking classes, as well as instruction in other areas of consumer interest such as writing, drawing, music and photography. Most culture center cooking instructors hold a favorable view of the quality and flavor of U.S. beef, but have expressed concerns about consumer perceptions and acceptance.
“USMEF is very pleased with Ms. Jung’s decision to use U.S. beef in her classes,” said USMEF-Korea Director Jihae Yang. “This is another important step forward for U.S. beef in this market.”
USMEF-Korea, with support from the Beef Checkoff Program, contributed beef chuck eye roll and short ribs for classes at four department store branches in early December, and additional classes were scheduled based on the favorable response from participants. Shinsegae’s Youngdeungpo branch has also agreed to hold a free monthly U.S. beef class at its culture center, which will be announced in its consumer curriculum book. Consumers may apply to participate through Beef Story, USMEF-Korea's consumer Web site.
“In addition to being utilized in its monthly culture center classes, U.S. beef is also available daily in the Shinsegae department stores,” Yang said. “This is exactly the kind of integrated approach we need to reach Korea’s high-end customers.”
###
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.