Although called a “Butchers Contest,” a U.S. Meat Export Federation-spons...

Although called a “Butchers Contest,” a U.S. Meat Export Federation-sponsored event in South Korea actually is designed to produce innovative ways to successfully merchandise U.S. meats.

The merchandising theme in the most recent contest was “delicious meat making.” The concept was designed to bring U.S. chilled meats closer to consumers by suggesting cooking methods for easy and simple meat dishes. A final cutting contest was held to evaluate the cutting skills of the finalists and products used in the final cutting contest included U.S. boneless shortribs, chuckeye roll, pork belly, collar butt and another individual cut selected by the representative. The company that most effectively demonstrated its own successful promotion and cutting methods won the contest.

The event effectively demonstrates demand for U.S. chilled meat to department store personnel and expands awareness of U.S. red meat products among end-users and consumers through publicity generated by the event. The contest judges are celebrities who visited all 10 stores to evaluate cooking hints, hygiene, merchandising skill, showcase display, the variety of U.S. chilled meat used by the outlet and other factors. During the competition, USMEF provided informational material and promotional staff to help with U.S. chilled meat sales.

Fifty-six South Korean butcher shops that sell U.S. chilled meats entered the 2002 USMEF Eighth Annual Korean Butcher Contest. Ten outlets, representing leading retailers such as Lotte Magnet, L.G., Samsung Tesco and E-Mart made it to the finals which were held at the J.W. Marriott Hotel in Seoul. The Hwajung outlet of Lotte Magnet won this year’s grand prize.

This year's contest was a nationwide contest and it garnered the Korean media coverage appropriate to such a large-scale event. News articles appeared in three Korean daily newspapers and 10 magazines. The Seoul Economic Daily used coverage of the contest to segue into a discussion on imported meats in general. In addition to print media, a cable news network (YTN) covered the contest as an aggressive marketing model for Korean retailers. USMEF-Korea Director Brad Park told viewers what an important market Korea is for the U.S. The MBC network made a documentary about the contest and the Food Channel, a cable cooking network, also covered the event in an 8-minute segment.

Participating stores sold about 25 percent more U.S. beef products during the contest and about 6.5 percent more in the period immediately following it.

In 2001, South Korea was the third largest market for U.S. beef exports, importing 145,946 metric tons valued at more than $385.6 million. While sales in 2001 were down from the previous year, sales during the first quarter of 2002 were up sharply, running 60 percent ahead of last year’s pace in volume and 81 percent ahead in value.

The U.S. Meat Export Federation 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, sorghum and soybean checkoff programs.

-- USMEF --