Cowboys. Wide-open spaces. Unique flavors produced over the open flames of a ...

Cowboys. Wide-open spaces. Unique flavors produced over the open flames of a mesquite campfire. How better to capture the “sizzle” of U.S. beef better than those Texas images? 

And that’s just how the U.S. Meat Export Federation (USMEF) and the Texas Beef Council reintroduced U.S. beef to Hong Kong during a Texas-style barbecue recently. The idea was to remind the food industry of the variety, versatility and delicious flavor of U.S. beef after being absent from the Hong Kong market for two years.

Hong Kong announced on Dec. 29, 2005, it lifted its U.S. beef ban, put in place after the United States found its first case of bovine spongiform encephalopathy on Dec. 23, 2003.

To celebrate the return of U.S. beef, USMEF, and several sponsors, held a large-scale party for 400 people in the food and beverage industry at the Hong Kong Country Club, a highly-sought venue renowned for its spanning lawns and exclusive views of the Deep Water Bay, one of the most beautiful seaside spots in Hong Kong.

U.S. beef was prepared in different ethnic styles at cooking stations, giving guests the opportunity to see its versatility and to try it prepared in a variety of ways, such as the featured Texas-style smoked beef brisket and grilled rib-eye steak, along with Thai beef salad, Korean-style boneless spare ribs, Japanese-style sukiyaki, Mexican fajitas and chili con carne.

“USMEF wanted to show appreciation for all active supporters of U.S. beef in Hong Kong, and to highlight delicious U.S. beef cooked in a number of international styles, showing off its superior flavor and versatility,” USMEF Senior Vice President, Asia Pacific Joel Haggard said.

Texas Beef Council Chairman Leo Vermedahl welcomed guests and introduced them to the history of cattle ranchers in the United States and how the U.S. beef industry has evolved.

“Corn fed beef is more flavorful and desirable than any other beef available,” Vermedahl said. “We’re very proud of our product and we were showcasing not just a Texas experience, but also how versatile U.S. beef can be among different international cuisines.”

Guests are still raving about the party. Universal positive feedback is unprecedented in Hong Kong for a food and beverage function since there are dozens of them to attend per night.

“Feedback we have received so far praises the unique theme of the event, the high-quality food and the cooking stations used to demonstrate the versatility of U.S. beef through international recipes,” Haggard said.

The variety of cooking styles has stimulated interest in U.S. beef and new cuts. “Having beef importers from Hong Kong at the event, along with end-user customers made for a very conducive, yet casual, environment for networking among buyers and sellers of U.S. beef,” Haggard said.

Food industry representatives attending have approached USMEF about conducting U.S. beef promotions at their businesses.

“Hong Kong is now aware that U.S. beef is back. The Texas theme provided not only a novelty unique to the American experience, but also yielded an excellent beef culinary experience that our guests will remember,” said Haggard.

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, lamb, corn, sorghum and soybean checkoff programs.

– USMEF –

The following photos are available with this release:

Photo 1– U.S. beef was prepared in different ethnic styles at cooking stations, giving guests at the Texas barbecue festival in Hong Kong the opportunity to try it in a variety of ways, such as the featured Texas-style smoked beef brisket.

Photo 2 – Texas Beef Council Chairman Leo Vermedahl welcomed guests and introduced them to the history of cattle ranchers in the United States and how the U.S. beef industry has evolved.

Photo 3– Guests at the Texas barbecue festival in Hong Kong saw the versatility of U.S. beef as it was prepared in a variety of ways, such as Japanese and Korean dishes.