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Taiwan
Supermarket Chain’s 23 New Taipei Outlets
Are Part Of Alliance Campaign
One of the largest retail chains in Taiwan, Wellcome Supermarket, has just opened 23 new stores in Taiwan's capital, Taipei, in time for Phase II of the multinational Taiwan Beef Alliance’s educational campaign which kicks off in Taipei on Thursday.
Since 1993, Wellcome has featured U.S. beef, and USMEF has conducted in-store displays and promotions highlighting specific U.S. beef cuts such as chuckeye roll, top blade, bone-in short ribs and rib fingers.
Wellcome Supermarket sold 200 metric tons (mt) of U.S. beef in 2002, a 45 percent increase over 2001 levels, despite price increases of 15-20 percent. One USMEF retail promotion in 2002 at 110 Wellcome outlets resulted in a 56 percent increase in U.S. beef sales during the promotion, and a 29 percent increase after the promotion ended. By 2005, USMEF projects Wellcome will sell 450 mt of U.S. beef annually to its Taiwanese customers. Wellcome Supermarket of Taiwan is a fine example of the many long-term retail relationships that USMEF cultivates, and how these relationships can pay significant dividends for U.S. beef suppliers.