USMEF Launches First U.S. Beef Retail Promotion in Peru
USDA’s Regional Agricultural Counselor Emiko Purdy participated in the launch, highlighting Peru as a promising market for U.S. beef and pork and supporting USMEF’s initiatives to encourage consumption of U.S. red meat in Peru. The event attracted excellent media coverage, including a feature article in Gestion, Peru’s leading business newspaper. Consumer interest in the product launch was also heightened by its timing, which corresponded with Peruvian national holidays July 28-29.
During the promotion, tasting samples are being offered to customers at Vivanda and Wong stores, with U.S. flags and Otto Kunz promotional materials helping draw attention to the featured items.
Peru has been a mainstay market for U.S. beef variety meat for many years - especially beef livers – but is a growing market for beef muscle cuts. Through May, total U.S. beef and beef variety meat exports to Peru totaled 4,684 metric tons (10.3 million pounds) valued at $7.14 million. This is a 54 percent increase in volume and a 52 percent increase in value over the first five months of 2010. Muscle cuts accounted for $1.9 million of the export value, which is a 76 percent increase from a year ago.