First U.S. Beef Shipments To Taiwan Snapped Up
The first shipments of U.S. beef to reach Taiwan since late 2003 arrived in the belly of an Eva Air flight that touched down at Taipei’s Chiang Kai Shek airport early Sunday morning (April 24). The product, which quickly cleared customs and quarantine, was rushed to Taipei’s five star Grand Formosa Regent Hotel, and then displayed and served to members of the media as the first U.S. beef shipments to arrive in Taiwan after the lifting of the 16-month import ban on April 17.
Subsequent Sunday arrivals amounting to an estimated 30 metric tons, and products flown in daily throughout the week, were quickly snapped up by foodservice operators and retailers who found customers willing to line up for U.S. beef. Shoppers at Costco’s Neihu branch, a destination hypermart for U.S. beef aficionados in Taipei, were greeted with a huge banner outside the store welcoming back U.S. beef. Its initial two metric tons of U.S. beef shipments, placed on store shelves Monday April 25th, were snapped up by shoppers in a few hours. As of the end of last week, all major retailers were reporting problems keeping product on the shelves, especially of popular items such as well-marbled boneless short ribs. According to market observers, the first sea shipments of U.S. beef, scheduled to arrive Taiwan in the first half of May, should bring greater supply stability to the market.
USMEF held a U.S. beef “Welcome-back” product unveiling for the general media at Taiwan retail leader’s Carrefour Hsin Dian branch on Thursday April 28th. Carrefour is also reporting strong sales of U.S. beef in the first few days of putting it back on the shelves. “We have sold out our U.S. beef every day this week” said Carrefour Food Merchandise Director for Taiwan, Patrick Bonnifait. Carrefour, along with Costco and RT Mart, are targeted for aggressive U.S. beef promotions this spring and summer as USMEF seeks to re-establish the U.S.’s leading position among chilled beef suppliers. In 2003, the U.S. accounted for a market share of 48 percent of total chilled beef imports of 6,808 metric tons according to Taiwan import statistics.
According to USMEF-Taiwan Director Davis Wu, “We are thrilled by the initial response of Taiwan consumers to the re-launch of U.S. beef. However, our aggressive re-launch effort is part of a larger long-term strategy of building the high quality and safe image of U.S. beef.” Wu noted the challenges the market will confront when other markets in the region re-open their doors to U.S. beef cuts popular in Asia such as short ribs, finger meat, and chuck flap: “We need to have a merchandising and marketing strategy across the region, in order to remain competitive and ensure we are maximizing opportunities for our producers and exporters.”
USMEF will hold a formal reception celebrating the return of U.S. beef to Taiwan on Friday, May 6 and launch a series of USMEF activities unfolding over the next few months to promote the high-quality attributes of tender, marbled grain-fed U.S beef. USMEF President and CEO Philip Seng, American Institute in Taiwan Director Douglas H. Paal, and a Taiwanese government official are expected to speak briefly at the event. A video message recorded by USDA Secretary Mike Johanns will be played to reception guests. Joint promotions will re-introduce U.S. beef to Taiwan’s hotels and restaurants and in-store promotions and tasting, essential nutritional information and cooking guidance for consumers and point-of-sale materials will encourage shoppers to buy U.S. beef. The upcoming Taipei International Food Show (June 16-19) also will be an important opportunity to re-introduce U.S. beef to the trade and encourage them to market U.S. beef.
In 2003, the United States exported $76.3 million worth of beef and beef variety meat to Taiwan. Boneless beef, now eligible for export, accounted for $56.8 million or 74 percent of total U.S. beef exports to Taiwan. U.S. beef and beef variety meat exports to Taiwan totaled 19,184 metric tons (mt) (chilled and frozen) in 2003 with boneless beef accounting for 66 percent of the total.
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 –
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The return of U.S. beef is a big news story in Taiwan
