Explaining U.S. beef safety, quality and availability to new buyers, while he...
Explaining U.S. beef safety, quality and availability to new buyers, while helping current buyers find new success were two of the reasons the U.S. Meat Export Federation (USMEF) participated in the 13th annual HORECA hospitality and food show in the Middle East.
HORECA, one of the leading annual hospitality forums in the Middle East, took place recently at the Beirut International Exhibition & Leisure Center. The three-day show consisted of six international pavilions, 364 exhibitors from 12 countries featuring a comprehensive range of products and equipment for the hospitality and food industries. This year, HORECA registered more than 12,000 industry professionals.
A regional marketplace filled with meat buyers, industry professionals and chefs provided USMEF a unique environment to showcase the U.S. beef industry, introduce new products, meet key buyers, build relationships and boost sales.
“Besides maximizing exposure, presence and confidence in U.S. beef, our participation in the show developed trade interest and inquiries, while helping us develop relationships with serious buyers interested in U.S. beef,” said Janette Weatherley, USMEF regional manager.
Posters, charts of foodservice cuts, brochures and recipe leaflets along with other educational materials were supplied to visitors to enhance U.S. beef exposure.
“Visitors at the booth appreciated a hands-on approach to the U.S. beef product information,” said Weatherley. “Some came to see new product ideas and presentations, while others were interested in contacts with U.S. meat exporters and building long-term business relationships.”
The International Meat Manual and the Chef Handbook were among the most requested U.S. beef materials and received a great deal of attention and interest from professional visitors.
The show presented USMEF with an array of marketing opportunities that will assist and continue to improve and broaden the awareness of U.S. beef to Middle Eastern consumers.
U.S. beef and beef variety meat exports to the Middle East through March 2006 were 15,493 metric tons valued at $25.2 million.
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 –