Brisket, short ribs, outside skirt, hanging tender, top blade, chuck roll, bo...
Brisket, short ribs, outside skirt, hanging tender, top blade, chuck roll, boneless chuck short ribs are all U.S. beef cuts that have a higher value in the export market. The task for the U.S. Meat Export Federation is to convince international buyers that these cuts can be profitable.
In South Korea, when most hotel chefs prep beef menu items, they use conventional cuts such as rib eye, tenderloin, and striploin and usually have limited knowledge on product sourcing and utilization of non-conventional cuts. Since USMEF began its Chef Consulting Program last May, foodservice specialist Jihae Yang and three U.S. chefs have worked with 20 hotels and 241 chefs, focusing on underutilized cuts, basic butchery and anatomy.
Through the program, Yang explained the meat supply channels of these cuts and their price competitiveness compared to middle cuts. The consulting chefs explained how to maximize restaurants’ profits using the cuts by introducing various cooking methods such as smoking, grilling, braising, roasting and pan frying, which all make tougher meat very tender and moist. Those cuts are already available in the Korean market and are very easy to obtain from U.S. suppliers.
The Chef Consulting Program was funded by the USDA Emerging Market Program (EMP) and the Texas Beef Council. The attending chefs were fascinated to hear the history of Texas barbecue, the cooking attributes of each cut and the theory and benefits of cooking by indirect heating and smoking.
Each consulting chef featured his own specialty and conducted an individual presentation on how to add value to underutilized cuts, which is the most appealing part of the program to participants, since hotels and restaurants are always trying to decrease food costs. At the same time, USMEF introduced the new cooking methods with the new cuts of meat — a very effective tool to expand usage of cuts.
South Korea’s rapid economic recovery has made it a more attractive market for both the U.S. and its chief competition, Australia.
Australian frozen and chilled beef is a challenge to U.S. beef in the foodservice sector, especially in hotels and family restaurants, which are very price-sensitive. Australian beef packers are providing favorable contract and payment conditions such as guaranteeing price on a long-term basis. Traditionally, Australia produces grass-fed beef, but more and more Australian grain-fed beef priced 20-30 percent lower than U.S. product is being sold in Korea.
In addition, Meat and Livestock Australia (MLA) began an intensive campaign in September to promote Australian chilled beef, and the MLA regional manager characterized the campaign as a “long-term strategy to build a position of integrity and quality within the market place.” Cooking and sampling promotions are being supported by magazine and newspaper advertising spearheaded by a leading Korean food and media personality, “Miss Choi.”
The U.S. continues to dominate the Korean beef market, however, already exceeding record export levels set two years ago. In 2000, U.S. beef exports (including variety meats) to Korea totaled 159,238 metric tons (mt). In the first nine months of 2002, the U.S. already has exported 180,255 mt of beef and beef variety meats to Korea. Australian exports also grew during the period. Australia exported only 762 mt of chilled beef to Korea in 2000, but delivered more than 2,100 mt in the first half of 2002.
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 --