If tasting is believing, then the U.S. Meat Export Federation (USMEF) succeed...

If tasting is believing, then the U.S. Meat Export Federation (USMEF) succeeded in demonstrating the quality and versatility of U.S. beef to the most discerning palates of French gourmets at Flavors of America recently in Paris. The event showcased many U.S. food and drink products for European foodservice representatives.

Flavors of America is the result of a USDA-Foreign Agricultural Service (FAS)-funded global based initiative designed to pull together the efforts of a large group of its cooperators to focus attention on U.S. agricultural products. Cooperators are U.S. industry-supported marketing organizations that receive FAS market access program funding.

“This initiative is follow up to an earlier FAS-sponsored promotion and both events have been highly successful,” said Jackie Hruby, USMEF Europe, Russia and the Middle East director. “The event was timely as USMEF member companies are becoming more engaged in developing U.S. beef products for export to France.”

Cooperators had the opportunity to present information on the U.S. food or drink product they represented. Hruby spoke about the history of U.S. beef production and factors that result in U.S. beef being exceptional in taste and tenderness.

While each organization had time in the spotlight to discuss the qualities and attributes of its products and services, the event also demonstrated how U.S. foods can complement one another on the table and in terms of promotional opportunities.

“U.S. beef was featured together with other U.S. food and drink products served at a luncheon,” said Hruby. “French gourmets made numerous comments on the taste and tenderness of U.S. beef.”

Participants had the chance to try U.S. beef carpaccio, roasted rib eye, chili con carne and barbecued tenderloin steaks, highlighting the versatility of U.S. beef prepared with different cuts for different dishes. 

The event was an opportunity for key players in the export industry to work together to generate positive awareness of and excitement about U.S. products among French retail and restaurant sector representatives.

USMEF had an information booth to provide information on U.S. beef. In addition, a U.S. beef importer and U.S. beef distributor that are active in France were at the booth to help USMEF link up potential buyers with importers and distributors.

Flavors of America included participation from a wide range of cooperator groups representing U.S. meat, rice, dry beans, dry pea and lentils, cherries, cranberries, citrus, Alaska seafood, California almonds and New York wine and grapes.

Representatives from France’s leading restaurant chains, such as Group Flo and Buffalo Grill, as well as the Hilton hotel were at the event along with a number of other key trade influencers and media. USMEF provided press kits to the French press with information regarding U.S. beef.

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 – A food service representative is served U.S. beef rib eye steak during lunch at Flavors of America in Paris. Participants had the chance to try several dishes highlighting the versatility of U.S. beef.

Photo 2 – A Flavors of America participant reads USMEF information detailing the history of U.S. beef production and factors resulting in U.S. beef’s exceptional taste and tenderness.