USMEF, Kansas Corn Commission Team with Europe’s Hilton Hotels for U.S. Burger Launch...
USMEF, Kansas Corn Commission Team with Europe’s Hilton Hotels for U.S. Burger Launch
Representatives of USMEF, the Kansas Corn Commission (KCC) and Amsterdam-based beef importer Nice to Meat finalized an agreement this week with Hilton Hotels to introduce a premium U.S. beef burger. The “Hilton Classic U.S. Burger” will soon be featured at more than 120 Hilton Hotel restaurants located in 25 European countries.
The organizations formally endorsed the agreement at a March 16 signing ceremony and press conference in Amsterdam. The event was very well-attended by European media as well as key government officials. KCC representatives provided their perspective on why the burger promotion is a positive development for Kansas corn and cattle producers, while John Brook, USMEF regional director for Europe, Russia and the Middle East, spoke to the importance of featuring U.S. beef in prestigious locations such as top-tier hotels.
The agreement to launch the Hilton Classic U.S. Beef Burger in Hilton Hotel restaurants across Europe is signed by (from left) Steven Henderson, senior director of international field operations for Hilton Supply Management; Mikel Pouw, CEO of Amsterdam-based importer Nice to Meat; Kansas Corn Commission Executive Director Jere White; and USMEF Regional Director John Brook
Hilton Chef Roberto Giudici explained the extensive taste testing that went into the product selection for the new menu item and provided a summary of qualities and the conditions the new burger is required to fulfill. He noted that under intense competition, Nice to Meat was the importer best able to meet those demands.
KCC Executive Director Jere White came away from the event extremely impressed with Hilton’s commitment to the burger promotion and its desire to provide every Hilton guest a high-quality, consistent dining experience.
“Hilton seems to be very excited about this promotion,” White said. “Chef Giudici spoke extensively about the development of this product and how he believes its best chance for success is to utilize U.S.-origin beef in all the locations across Europe. So it’s really a major undertaking on Hilton’s part, and one that we are very proud to be a part of.”
Brook praised the KCC for its enthusiastic support of the promotion and its desire to expand the presence of U.S. agricultural products in the European market.
“The support of the Kansas Corn Commission is an integral component of this promotion and played a key role in making it happen,” he said. “I commend them for having the vision and foresight to pursue this opportunity.”
The Kansas delegation, which also includes Commissioners Brian Baalman of Menlo, Patrick Ross of Lawrence, Kenneth McCauley of White Cloud and Mike Brzon of Courtland, has additional meetings scheduled throughout the week with other European importers and distributors. They look forward to learning more about U.S. beef and pork exports to Europe, and expanding opportunities for Kansas agriculture.
From left: John Hinners, USMEF, Steven Henderson, John Brook, Mikel Pouw, KCC Commissioners Brian Baalman, Kenneth McCauley, Patrick Ross, Mike Brzon and KCC Executive Director Jere White
“We are anxious to speak with other importers and industry representatives about how our products enter into this market and what we can do to foster additional growth,” White said. “It’s all about adding value to our corn and, of course, we want to be supportive of these efforts.”
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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.
USMEF, Kansas Corn Commission Team with Europe’s Hilton Hotels for U.S. Burger Launch
Representatives of USMEF, the Kansas Corn Commission (KCC) and Amsterdam-based beef importer Nice to Meat finalized an agreement this week with Hilton Hotels to introduce a premium U.S. beef burger. The “Hilton Classic U.S. Burger” will soon be featured at more than 120 Hilton Hotel restaurants located in 25 European countries.
The organizations formally endorsed the agreement at a March 16 signing ceremony and press conference in Amsterdam. The event was very well-attended by European media as well as key government officials. KCC representatives provided their perspective on why the burger promotion is a positive development for Kansas corn and cattle producers, while John Brook, USMEF regional director for Europe, Russia and the Middle East, spoke to the importance of featuring U.S. beef in prestigious locations such as top-tier hotels.
The agreement to launch the Hilton Classic U.S. Beef Burger in Hilton Hotel restaurants across Europe is signed by (from left) Steven Henderson, senior director of international field operations for Hilton Supply Management; Mikel Pouw, CEO of Amsterdam-based importer Nice to Meat; Kansas Corn Commission Executive Director Jere White; and USMEF Regional Director John Brook
Hilton Chef Roberto Giudici explained the extensive taste testing that went into the product selection for the new menu item and provided a summary of qualities and the conditions the new burger is required to fulfill. He noted that under intense competition, Nice to Meat was the importer best able to meet those demands.
KCC Executive Director Jere White came away from the event extremely impressed with Hilton’s commitment to the burger promotion and its desire to provide every Hilton guest a high-quality, consistent dining experience.
“Hilton seems to be very excited about this promotion,” White said. “Chef Giudici spoke extensively about the development of this product and how he believes its best chance for success is to utilize U.S.-origin beef in all the locations across Europe. So it’s really a major undertaking on Hilton’s part, and one that we are very proud to be a part of.”
Brook praised the KCC for its enthusiastic support of the promotion and its desire to expand the presence of U.S. agricultural products in the European market.
“The support of the Kansas Corn Commission is an integral component of this promotion and played a key role in making it happen,” he said. “I commend them for having the vision and foresight to pursue this opportunity.”
The Kansas delegation, which also includes Commissioners Brian Baalman of Menlo, Patrick Ross of Lawrence, Kenneth McCauley of White Cloud and Mike Brzon of Courtland, has additional meetings scheduled throughout the week with other European importers and distributors. They look forward to learning more about U.S. beef and pork exports to Europe, and expanding opportunities for Kansas agriculture.
From left: John Hinners, USMEF, Steven Henderson, John Brook, Mikel Pouw, KCC Commissioners Brian Baalman, Kenneth McCauley, Patrick Ross, Mike Brzon and KCC Executive Director Jere White
“We are anxious to speak with other importers and industry representatives about how our products enter into this market and what we can do to foster additional growth,” White said. “It’s all about adding value to our corn and, of course, we want to be supportive of these efforts.”
# # #
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.