Chinese Chefs Learn To Corral Texas Barbecue Flavor At U.S. Meat Seminar

China is a country rich in cultural history and traditions. But as the Chinese government has relaxed restrictions on Western influences and trade over the past 15 years, Chinese consumers have become increasingly fascinated with American icons and Wild West traditions – from cowboy hats to arm wrestling and red meat barbecues.

To leverage this cultural interest, the U.S. Meat Export Federation (USMEF) and the Texas Beef Council (TBC) hosted a chef training seminar and Texas-style barbecue August 28-29 in the northeast port city of Dalian, China. More than 600 Chinese chefs, meat traders and foodservice professionals learned about cost-effective and versatile U.S. beef and pork cuts at the chef seminar and Texas-style barbecue. Also in late August, a team of prominent Chinese chefs was hosted by the Texas Beef Council to learn Texas-style beef cooking methods in the U.S.

At the Dalian Shangri-La hotel, USMEF conducted chef training for 220 northeast Chinese chefs and meat traders from the hotel and restaurant industries during the two-day seminar. USMEF resident chef Sabrina Yin and guest U.S. chef Jay McCarthy of TBC presented demonstrations about U.S. meat preparation and U.S. culinary trends – including several cost-effective U.S. red meat cuts, such as short rib, top blade, brisket, pork loin and pork baby back ribs. Chef McCarthy demonstrated preparation of these cuts for the Chinese audience in anticipation of the Texas BBQ party the following night.

The scenic beauty of Ban Chui Dao beach on the Dalian coast showcased the evening’s highlight: chef McCarthy’s Texas-style barbecue buffet, which included selections of U.S. sirloin, strip loin, T-bone, cowboy ribeye and sugar-cured top blade steak. More than 380 Chinese guests embraced the “Wild West” theme by enjoying Texas-style barbecue buffet and by participating in an arm wrestling contest.  

“The event was so popular with northeast Chinese chefs, traders, restaurant owners and others in the food industry, there were 100 more guests than expected,” said Joel Haggard, USMEF vice president Asia Pacific. “But everyone enjoyed eating barbecue, and USMEF achieved its goal of highlighting its activities and capabilities in northeast Chinawhile showing its appreciation to Chinese customers.”

On August 30, a dozen journalists attended a press lunch at the Dalian Shangri-La to kick off a monthlong Texas beef promotion at the prominent hotel. Chef McCarthy served Texas favorites like sugar-cured top blade steak and cowboy ribeye, and several journalists from a local Dalian TV station interviewed Haggard and McCarthy about U.S. beef and its competitiveness in the Chinamarket.

These American cultural festivals increase Chinese public awareness and create a favorable opinion of U.S. beef and pork, which now appear prominently on menus in a wide range of restaurants in China. Despite current high prices, the range of U.S. beef cuts is widening there; while short plate is still the largest U.S. beef item sold to China, demand has increased for bone-in and boneless short ribs, chuck short ribs, top blade muscle and other relatively inexpensive, underutilized cuts. Ribeye and T-bone cuts are also increasing in sales in several hotel restaurants in northeast China.

According to the most recent USDA statistics, U.S. beef (including variety meat) exports to China and Hong Kong for the first seven months of 2003 were 14 percent lower in volume (18,481 metric tons) and 12 percent lower in value compared to Jan.-July 2002, which was a record year for U.S. beef and beef variety meat exports to China/Hong Kong. Nevertheless, China/Hong Kong remains the fifth largest U.S. beef (including variety meat) export market in 2003 by value at $47.44 million. U.S. beef variety meat exports to China/Hong Kong for Jan.-July 2003 increased 26 percent in volume (11,260 mt) and 12 percent in value ($20.5 million) compared to the first seven months last year.

“Coming off last year’s all-time high, and despite the impact of SARS earlier this year, the market for U.S. beef exports in this region remains robust,” added Haggard.

China/Hong Kong is the fourth largest U.S. pork (including variety meat) export market in volume. U.S. pork (including variety meat) exports to China/Hong Kong for Jan.-July 2003 increased 4 percent in volume (29,278 mt) compared to the first seven months of 2002. U.S. pork muscle meat exports to China/Hong Kong for Jan.-July 2003 increased 66 percent in volume (14,325 mt) and 9 percent in value ($13.0 million) compared to Jan.-July 2002, while variety meat exports declined.

The Texas Beef Council (TBC) is a non-profit organization charged with the promotion and marketing of beef and beef products in Texas. TBC is funded by the beef checkoff program and is directed by a 20-member board of cattlemen, representing the state's 140,000 beef producers.

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 –

Click on the links below for photos of the Dalian chef seminars and Texas barbecue party:

Photos 1 and 2: At the USMEF chef seminar in the Dalian Shangri-La hotel, Chinese chefs and meat traders learn U.S. preparation techniques for beef and pork.

Photo 3: U.S. Beef and pork on display at the USMEF chef training seminar.

Photo 4: Chef Jay McCarthy serves Texas-style barbecue to Chinese chefs, traders and restaurant owners on the Ban Chui Dao beach in Dalian, China.

Photos 5 and 6: More than 380 Chinese guests enjoy chef McCarthy’s Texas-style barbecue buffet on the Ban Chui Dao beach in Dalian.

Photo 7: Chinese guests participate in a “Wild West” arm wrestling contest at the barbecue event sponsored by USMEF and TBC.