U.S.Beef Promotions Aim to Continue Strong Momentum in Taiwan
U.S.Beef Promotions Aim to Continue Strong Momentum in Taiwan
U.S. beef has a rapidly growing presence in Taiwan, with exports to the island nation increasing by 37 percent in volume and 44 percent in value in the first half of 2008, compared to the same period last year. As of June 30, year-to-date beef exports to Taiwan totaled 13,685 metric tons (30.2 million pounds) valued at almost $67 million.
Excluding variety meats, Taiwan is now the fourth-largest market for U.S. beef exports. It is one of the top success stories for the U.S. beef industry in terms of reclaiming pre-BSE market share. Beef exports to Taiwan peaked in value in 2003 at $70.5 million, before the market closed for most of the following year. But by 2006, beef exports had easily surpassed that level ($101 million), and set a new record in 2007 ($107 million).
At their current level, beef exports to Taiwan are on pace to set another all-time high in 2008. To help ensure continued success and to capitalize on the positive momentum in this market, USMEF is engaged in new retail promotions in cooperation with Geant, Taiwan’s third-largest hypermarket chain.
A three-week promotion was kicked off with a July 2 launch ceremony featuring a demonstration of three U.S. beef entrees - including Chinese, Japanese and Western-style dishes - encouraging consumers to include versatile and affordable U.S. beef in their dinner selections. Promotional sales at the Geant stores featured 20 items derived from 10 beef cuts - including the chuck eye roll – continuing the U.S. beef industry’s efforts to introduce a wider range of cuts into Asian markets.
In addition to demonstrations at Geant’s 14 outlets in Taiwan, USMEF has designed a promotional brochure that includes 20 recipes and seasoning recommendations for U.S. beef. These brochures have been distributed at Geant’s in-store meat counters and mailed to Geant’s member card holders who recently purchased beef products.
Said Bobby Lai, a meat buyer for Geant: “The promotional brochure is an effective guidebook for consumers to learn more about the attributes of each cut, and its best cooking method. It’s just like a directory of U.S. beef, and has helped our sales remain high even as the promotion is coming to an end.”
U.S.Beef Promotions Aim to Continue Strong Momentum in Taiwan
U.S. beef has a rapidly growing presence in Taiwan, with exports to the island nation increasing by 37 percent in volume and 44 percent in value in the first half of 2008, compared to the same period last year. As of June 30, year-to-date beef exports to Taiwan totaled 13,685 metric tons (30.2 million pounds) valued at almost $67 million.
Excluding variety meats, Taiwan is now the fourth-largest market for U.S. beef exports. It is one of the top success stories for the U.S. beef industry in terms of reclaiming pre-BSE market share. Beef exports to Taiwan peaked in value in 2003 at $70.5 million, before the market closed for most of the following year. But by 2006, beef exports had easily surpassed that level ($101 million), and set a new record in 2007 ($107 million).
At their current level, beef exports to Taiwan are on pace to set another all-time high in 2008. To help ensure continued success and to capitalize on the positive momentum in this market, USMEF is engaged in new retail promotions in cooperation with Geant, Taiwan’s third-largest hypermarket chain.
A three-week promotion was kicked off with a July 2 launch ceremony featuring a demonstration of three U.S. beef entrees - including Chinese, Japanese and Western-style dishes - encouraging consumers to include versatile and affordable U.S. beef in their dinner selections. Promotional sales at the Geant stores featured 20 items derived from 10 beef cuts - including the chuck eye roll – continuing the U.S. beef industry’s efforts to introduce a wider range of cuts into Asian markets.
In addition to demonstrations at Geant’s 14 outlets in Taiwan, USMEF has designed a promotional brochure that includes 20 recipes and seasoning recommendations for U.S. beef. These brochures have been distributed at Geant’s in-store meat counters and mailed to Geant’s member card holders who recently purchased beef products.
Said Bobby Lai, a meat buyer for Geant: “The promotional brochure is an effective guidebook for consumers to learn more about the attributes of each cut, and its best cooking method. It’s just like a directory of U.S. beef, and has helped our sales remain high even as the promotion is coming to an end.”