News and information travels quickly in today’s world. Connected by conveni...
News and information travels quickly in today’s world. Connected by convenient wireless Internet access, with messages and news feeds delivered on cellular telephones or other hand-held devices, technology is helping people stay in touch almost instantaneously.
The U.S. Meat Export Federation (USMEF) is using all of what technology has to offer to communicate the latest information on U.S. pork and beef safety, cooking trends and nutrition to international consumers, meat buyers and chefs.
In addition to its flagship Web site, www.usmef.org, USMEF recently launched new or updated Web sites in Asian markets of Japan, South Korea and Taiwan to share information to encourage consumers and meat buyers to purchase U.S. pork and beef.
USMEF is using a special Web site in Japan to complement its “We Care” campaign to re-establish with consumers the high quality image of U.S. beef. Because polls show many Japanese consumers have some doubts about the safety of U.S. product and are reluctant to buy, the USMEF campaign incorporates several items to help ease consumers’ minds so they feel confident in buying U.S. beef.
The We Care Web site features latest information on U.S. beef and safety procedures for the Japanese market. Consumers can also read about U.S. beef producers and find interesting recipes featuring the beef cuts exported to Japan.
“Our goal is to update the Web site on a regular basis, providing the latest information and encouraging visitors to come back to the site often,” said Greg Hanes, USMEF Japan director. “The site also gives us a chance to interact with consumers using surveys, answer their questions or get their input using feedback forms.”
In South Korea, the USMEF Web site opening page directs users to information best-suited for them by offering a choice to branch to an industry page or a consumer page. The industry pages feature U.S. meat industry news, import guidelines, safety standards, animal diseases and different meat cuts.
“The industry section of the Web site provides updated information to members of the trade so they are able to make effective business decisions,” said Jihae Yang, USMEF Korea director. “We communicate the latest information and guidelines to meat importers, identify U.S. meat cuts for restaurant meat buyers or chefs and present different ways to prepare each cut.”
The consumer pages share information on the advantages of U.S. meat, such as its high quality, nutrition and safety. Consumers can read about how the United States is ensuring its meat products are safe and also find innovative recipes using U.S. meat cuts in a variety of cuisines.
“This helps consumers become more knowledgeable about U.S. meat and increases their confidence level in purchasing and preparing U.S. pork, which has increased in popularity in the last year,” said Yang.
A new USMEF Web site in Taiwan is giving consumers a chance to learn more about U.S. pork and its uses. The “Pork Online Recipe” Web site started in mid-May to give both Taiwan consumers and marketers a way to find a variety of U.S. pork recipes that feature French, American and Mediterranean cuisines.
“The site not only provides cooking methods for U.S. pork, but also helps visitors know the characteristics of the product,” according to Davis Wu, USMEF Taiwan director. “Through this site, we hope to enhance demand for U.S. pork, which is highly valued in Taiwan.”
In addition to recipes, the site highlights restaurants that feature U.S. pork. The site includes a weekly series introducing restaurants that feature both U.S. pork and beef. The recommendations on the site guide consumers to outstanding places to enjoy U.S. meat, Wu said.
USMEF Web sites are established in international markets to provide information relevant to consumers and stakeholders in that market. In addition to the sites in Asia, the USMEF Mexico Web site provides the latest news on U.S. meat and USMEF activities in that market, encouraging participation and providing information specific to consumers, retailers and restaurateurs.
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 –