US Industries Team Up for Successful Promotions in the Philippines

US Industries Team Up for Successful Promotions in the Philippines 

To capitalize on a rapidly growing market for U.S. food products in the Philippines, USMEF recently partnered with several U.S. trade organizations for promotional events there.

Explore California Raisins & U.S. Meat was the theme of a culinary seminar held June 8 at the Makati Shangri-la Hotel in Manila with support from the Beef Checkoff and Pork Checkoff Programs, as well as theCalifornia Raisin Administrative Committee. The seminar featured demonstrations by well-known guest chefJay McCarthy and Christine Nicole Nicolas, a highly regarded local chef. 

Chef Jay McCarthy prepares U.S. beef and pork dishes at a culinary demonstration in Manila, Philippines

USMEF ASEAN director Sabrina Yin opened the program with an overview of the U.S. beef and pork industries, including production practices, USDA grading and inspection and foodservice buying specifications. The guest chefs followed with a discussion of popular food trends and demonstrations that included the following dishes:   

• Grilled lime pepper-rubbed hanger steak with bacon, onions and raisins
• Cowboy beef chuck with garbanzo beans and raisins
• Braised pork with raisins and balsamic with an apple-raisin slaw
• Smoked paprika pork loin chop with a raisin sherry vinaigrette and almond-raisin cous cous

“USMEF’s collaborative efforts with the California Raisin Committee have been extremely effective in the Philippines,” said Yin. “This year was one of the best events ever, due to the talent and renown of our guest chefs and the delicious dishes they prepared.”

Following the seminar, a U.S. beef and pork barbecue reception was held at the residence of Harry K. Thomas, Jr., the new U.S. ambassador to the Philippines. The reception was a joint effort involving USMEF, the U.S. Potato Board, the California Raisin Administrative Committee, the California Milk Advisory Board and FAS-Manila. About 220 guests attended from the Filipino food industry, the dining and entertainment media and Manila’s culinary organizations.

U.S. beef dishes served at the barbecue reception included corned beef brisket, grilled ribeye steak and mini hamburgers. U.S. pork items included smoked pork loin with honey and raisin glaze, pork sausage and baked Virginia-style ham.

Guests enjoy U.S. beef and pork dishes at a barbecue reception held at the home of Harry K. Thomas, Jr., the new U.S. ambassador to the Philippines

In order to reach an even wider audience while in Manila, a media event as held the following day at the Makati Shangri-la Hotel. This program was also a collaborative effort between the Beef Checkoff and Pork Checkoff Programs and the California Raisin Administrative Committee. David Wolf, acting agricultural counselor with FAS-Manila, presented opening remarks to welcome more than 50 media outlets in attendance.

For this cooking demonstration, Chef Jay McCarthy was joined by Makati Shangri-La Executive Chef Franco Brodini and Executive Pastry Chef Guillaume Bonnety. The trio of chefs prepared a bounty of delicious dishes, including beef carpaccio, slow-roasted five-spice pork belly, smoked paprika pork loin chop and grilled lime pepper-rubbed hanger steak.

The Philippines is the largest market in the ASEAN region for U.S. pork and the second-largest (to Vietnam) for U.S. beef. Through April, this year’s pork/pork variety meat exports to the Philippines have increased more than 80 percent in volume (to 24,910 metric tons or 54.9 million pounds) and have doubled in value (to $46.1 million) over January-April 2009. Beef/beef variety meat exports are up 76 percent in volume (to 3,227 metric tons or 7.1 million pounds) valued at $9 million. 

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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. It is funded by USDA; the beef, pork, lamb, corn and soybean checkoff programs, as well as its members representing nine industry sectors: beef/veal producing & feeding, pork producing & feeding, lamb producing & feeding, packing & processing, purveying & trading, oilseeds producing, feedgrains producing, farm organizations and supply & service organizations.

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.

US Industries Team Up for Successful Promotions in the Philippines 

To capitalize on a rapidly growing market for U.S. food products in the Philippines, USMEF recently partnered with several U.S. trade organizations for promotional events there.

Explore California Raisins & U.S. Meat was the theme of a culinary seminar held June 8 at the Makati Shangri-la Hotel in Manila with support from the Beef Checkoff and Pork Checkoff Programs, as well as theCalifornia Raisin Administrative Committee. The seminar featured demonstrations by well-known guest chefJay McCarthy and Christine Nicole Nicolas, a highly regarded local chef. 

Chef Jay McCarthy prepares U.S. beef and pork dishes at a culinary demonstration in Manila, Philippines

USMEF ASEAN director Sabrina Yin opened the program with an overview of the U.S. beef and pork industries, including production practices, USDA grading and inspection and foodservice buying specifications. The guest chefs followed with a discussion of popular food trends and demonstrations that included the following dishes:   

• Grilled lime pepper-rubbed hanger steak with bacon, onions and raisins
• Cowboy beef chuck with garbanzo beans and raisins
• Braised pork with raisins and balsamic with an apple-raisin slaw
• Smoked paprika pork loin chop with a raisin sherry vinaigrette and almond-raisin cous cous

“USMEF’s collaborative efforts with the California Raisin Committee have been extremely effective in the Philippines,” said Yin. “This year was one of the best events ever, due to the talent and renown of our guest chefs and the delicious dishes they prepared.”

Following the seminar, a U.S. beef and pork barbecue reception was held at the residence of Harry K. Thomas, Jr., the new U.S. ambassador to the Philippines. The reception was a joint effort involving USMEF, the U.S. Potato Board, the California Raisin Administrative Committee, the California Milk Advisory Board and FAS-Manila. About 220 guests attended from the Filipino food industry, the dining and entertainment media and Manila’s culinary organizations.

U.S. beef dishes served at the barbecue reception included corned beef brisket, grilled ribeye steak and mini hamburgers. U.S. pork items included smoked pork loin with honey and raisin glaze, pork sausage and baked Virginia-style ham.

Guests enjoy U.S. beef and pork dishes at a barbecue reception held at the home of Harry K. Thomas, Jr., the new U.S. ambassador to the Philippines

In order to reach an even wider audience while in Manila, a media event as held the following day at the Makati Shangri-la Hotel. This program was also a collaborative effort between the Beef Checkoff and Pork Checkoff Programs and the California Raisin Administrative Committee. David Wolf, acting agricultural counselor with FAS-Manila, presented opening remarks to welcome more than 50 media outlets in attendance.

For this cooking demonstration, Chef Jay McCarthy was joined by Makati Shangri-La Executive Chef Franco Brodini and Executive Pastry Chef Guillaume Bonnety. The trio of chefs prepared a bounty of delicious dishes, including beef carpaccio, slow-roasted five-spice pork belly, smoked paprika pork loin chop and grilled lime pepper-rubbed hanger steak.

The Philippines is the largest market in the ASEAN region for U.S. pork and the second-largest (to Vietnam) for U.S. beef. Through April, this year’s pork/pork variety meat exports to the Philippines have increased more than 80 percent in volume (to 24,910 metric tons or 54.9 million pounds) and have doubled in value (to $46.1 million) over January-April 2009. Beef/beef variety meat exports are up 76 percent in volume (to 3,227 metric tons or 7.1 million pounds) valued at $9 million. 

# # #

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. It is funded by USDA; the beef, pork, lamb, corn and soybean checkoff programs, as well as its members representing nine industry sectors: beef/veal producing & feeding, pork producing & feeding, lamb producing & feeding, packing & processing, purveying & trading, oilseeds producing, feedgrains producing, farm organizations and supply & service organizations.

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.