The quality and value of U.S. beef were center stage as importers, retailers...

The quality and value of U.S. beef were center stage as importers, retailers and buyers filled their plates – and filled out order forms – with a variety of U.S. beef cuts during a poolside reception Tuesday, April 4, in Bangkok.

The festive event, organized by the U.S. Meat Export Federation (USMEF) and primarily sponsored by the Texas Beef Council, provided an opportunity for members of the industry to reconnect and enjoy U.S. beef prepared Texas-style by USMEF ASEAN regional chef Sabrina Yin and Giuseppe Fornillo, an executive chef at the Sheraton hotel in Bangkok.

Three different cuts of U.S. beef – rib-eye, brisket and short plate – were displayed at different cooking stations. Chefs demonstrated cutting techniques, identified ingredients and showed preparation methods of Texas-style cooking to produce mouth-watering barbecue dishes.

Many foodservice buyers were interested in different preparation methods and cuts. Several expressed interest in purchasing U.S. beef and featuring the barbecue-style dishes on their restaurant menus.

To further complement the Texas theme, guests and staff dressed in Western wear and were entertained with live country-western music bands. This event was designed to build on the excitement to have U.S. beef in Thailand once again.

Last week, Thai government officials, Bangkok hospitality key influencers, U.S. business representatives and English-speaking media also welcomed back U.S. beef during an evening gala held at the residence of the U.S. Ambassador to Thailand.

USMEF Vice President Asia Pacific Joel Haggard offered welcome remarks on the significance of Thailand reopening to U.S. beef and the beef industry’s unwavering commitment to safety and quality.

Ambassador Ralph “Skip” Boyce noted he was happy to host a U.S. beef dinner again in Thailand, more than two years after the market closed.

The menu, featuring slow-roasted boneless rib roast with garlic mashed potatoes, was prepared by the executive chef at the JW Marriot Bangkok, one of the city’s prominent American hotels and home to one of the city’s most popular restaurants, the New York Steakhouse.

Following the meal, media asked questions and conducted interviews. Haggard discussed the significance of U.S. beef’s return to Thailand and the BSE risk mitigation measures in the United States with a senior editor from The Nation, one of Thailand’s major English daily newspapers.

As Thailand’s reputation as an international culinary center grows, so do the opportunities for U.S. beef in what was once a closed market. The beef industry is urging U.S. negotiators to give priority to beef duty reductions during upcoming free trade talks with Thailand. Currently, Thailand has the highest import duty on beef among Asian countries.

Thailand reopened to U.S. beef Feb. 15, lifting a ban instituted when the United States discovered its first case of bovine spongiform encephalopathy in December 2003. During that year, 752 metric tons of U.S. beef and beef variety meat valued at $2.8 million went to Thailand.

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 –