U.S. Beef Promotion Allays Taiwanese Fears

U.S. Beef Promotion Allays Taiwanese Fears

Working proactively to allay any potential fears among Taiwanese consumers and buyers in the wake of mass protests against the resumption of U.S. beef exports to South Korea, USMEF went on the offensive recently with a U.S. beef promotion with Aimal, a major Taiwanese supermarket chain, to bolster public confidence in U.S. beef, increase sales and counter the media coverage from Korea.

USMEF and Aimai held a joint U.S. beef press conference on July 2 featuring the USDA’s Keith Schneller and Aimal’s chief operating officer, Tim Chuang, who announced the start of the U.S. high-quality beef promotion at the supermarket chain.  The press conference was designed to boost media exposure for the promotion and enhance advertising effectiveness.

Schneller emphasized the strict quarantine inspection system imports of U.S. beef go through and explained the USDA grading system. A USMEF brochure touted American Wagyu beef and American Angus beef, and the program included cheerleaders, a magic act, a cooking demonstration and a U.S. beef eating contest.  

Aimai expanded its U.S. chilled beef display, added prominent signs and developed a new beef product — “U.S. Beef Sukiyaki” — inspired by a Japan tour USMEF organized for Aimai’s senior retail management in May.  

The three-week U.S. beef promotion, designed to boost U.S. beef sales 20 percent, features 10 U.S. chilled beef cuts: chuck eye roll, top blade, bone-less short ribs, ribeye, strip loin, tenderloin, chuck flap, pastrami, rib fingers and shank.

U.S. Beef Promotion Allays Taiwanese Fears

Working proactively to allay any potential fears among Taiwanese consumers and buyers in the wake of mass protests against the resumption of U.S. beef exports to South Korea, USMEF went on the offensive recently with a U.S. beef promotion with Aimal, a major Taiwanese supermarket chain, to bolster public confidence in U.S. beef, increase sales and counter the media coverage from Korea.

USMEF and Aimai held a joint U.S. beef press conference on July 2 featuring the USDA’s Keith Schneller and Aimal’s chief operating officer, Tim Chuang, who announced the start of the U.S. high-quality beef promotion at the supermarket chain.  The press conference was designed to boost media exposure for the promotion and enhance advertising effectiveness.

Schneller emphasized the strict quarantine inspection system imports of U.S. beef go through and explained the USDA grading system. A USMEF brochure touted American Wagyu beef and American Angus beef, and the program included cheerleaders, a magic act, a cooking demonstration and a U.S. beef eating contest.  

Aimai expanded its U.S. chilled beef display, added prominent signs and developed a new beef product — “U.S. Beef Sukiyaki” — inspired by a Japan tour USMEF organized for Aimai’s senior retail management in May.  

The three-week U.S. beef promotion, designed to boost U.S. beef sales 20 percent, features 10 U.S. chilled beef cuts: chuck eye roll, top blade, bone-less short ribs, ribeye, strip loin, tenderloin, chuck flap, pastrami, rib fingers and shank.