Audio: Successful U.S. Beef Promotion in Central America
Published: Sep 02, 2013
00:00 / 00:00
You may download the audio file here
A collaborative effort between Walmart and the U.S. Meat Export Federation (USMEF) recently promoted 10 U.S. beef cuts at key retail locations in Central America. The six-week promotion, conducted at 27 supermarkets in Costa Rica, Guatemala, El Salvador and Nicaragua, produced 70 percent sales growth on the featured cuts: short ribs, center-cut ribeye, Delmonico, New York striploin, outside skirt, culotte, inside skirt, T-bone, flap meat and sirloin.
In addition to promoting these products through tasting demonstrations, advertising and promotional displays, USMEF trained Walmart personnel on specific attributes of these cuts as well as information on grading, marbling, cold chain management, meat handling, cooking and grilling. This effort was developed with support from the Beef Checkoff Program.
Gerardo Rodriguez, USMEF director of trade development for Central America and the Dominican Republic, provides more details about this U.S. beef promotion in the attached audio report.
TRANSCRIPT:
JOE SCHUELE: In this U.S. Meat Export Federation Report, we look at a very successful U.S. beef promotion that USMEF just completed in Central America in collaboration with Walmart. The campaign produced a 70 percent increase in sales at locations where training and tasting demonstrations were held. Gerardo Rodriguez, who is USMEF’s director of trade development for Central America and the Dominican Republic, has more details.
GERARDO RODRIGUEZ: This is the first time we’ve done this regional promotion with Walmart, with four different Walmart formats in four different countries: Costa Rica, Guatemala, El Salvador and Nicaragua. We are launching 10 different beef cuts in this chain – in a promotional version, and as well we are doing seminar training. We will have a training program every hour giving information to the end consumer about how to use each of these beef cuts in their gastronomy and the way that you prepare them: the way to prepare the grill, the temperature, the manners you have to have - and the proper way of cooking it, right? So it’s 10 cuts, in four different countries and almost 30 stores.
JOE SCHUELE: Walmart has grown rapidly in Central America since entering the region eight years ago. Several supermarket chains have also targeted the region for expansion, creating more and more venues where consumers have access to U.S. beef.
GERARDO RODRIGUEZ: More and more supermarkets are coming into the region, actually. Walmart, they have 633 stores in the region. We are just taking the upper type of this chain, in these formats. And it’s a great window of opportunity for us to keep promoting our products in the region.
JOE SCHUELE: For more on this and other trade issues please visit USMEF.org. For the U.S. Meat Export Federation, I’m Joe Schuele.
In addition to promoting these products through tasting demonstrations, advertising and promotional displays, USMEF trained Walmart personnel on specific attributes of these cuts as well as information on grading, marbling, cold chain management, meat handling, cooking and grilling. This effort was developed with support from the Beef Checkoff Program.
Gerardo Rodriguez, USMEF director of trade development for Central America and the Dominican Republic, provides more details about this U.S. beef promotion in the attached audio report.
TRANSCRIPT:
JOE SCHUELE: In this U.S. Meat Export Federation Report, we look at a very successful U.S. beef promotion that USMEF just completed in Central America in collaboration with Walmart. The campaign produced a 70 percent increase in sales at locations where training and tasting demonstrations were held. Gerardo Rodriguez, who is USMEF’s director of trade development for Central America and the Dominican Republic, has more details.
GERARDO RODRIGUEZ: This is the first time we’ve done this regional promotion with Walmart, with four different Walmart formats in four different countries: Costa Rica, Guatemala, El Salvador and Nicaragua. We are launching 10 different beef cuts in this chain – in a promotional version, and as well we are doing seminar training. We will have a training program every hour giving information to the end consumer about how to use each of these beef cuts in their gastronomy and the way that you prepare them: the way to prepare the grill, the temperature, the manners you have to have - and the proper way of cooking it, right? So it’s 10 cuts, in four different countries and almost 30 stores.
JOE SCHUELE: Walmart has grown rapidly in Central America since entering the region eight years ago. Several supermarket chains have also targeted the region for expansion, creating more and more venues where consumers have access to U.S. beef.
GERARDO RODRIGUEZ: More and more supermarkets are coming into the region, actually. Walmart, they have 633 stores in the region. We are just taking the upper type of this chain, in these formats. And it’s a great window of opportunity for us to keep promoting our products in the region.
JOE SCHUELE: For more on this and other trade issues please visit USMEF.org. For the U.S. Meat Export Federation, I’m Joe Schuele.