U.S. beef will be one of the items marketed when the Gulfood Show in Dubaiin...

U.S. beef will be one of the items marketed when the Gulfood Show in Dubai in the United Arab Emirates gets underway Feb. 19. Participation in the four-day event is being managed by the U.S. Meat Export Federation (USMEF), and is just one of the promotions helping to expand beef exports to the Middle East.

The biennial Gulfood Show is the region’s largest food and hospitality trade show. The last show attracted 2,000 participating companies from 53 countries and a record 23,500 visitors from 126 countries. USMEF is coordinating a staffed booth at the show that will provide information and samples of U.S. beef to attendees.

“This show is an ideal place for USMEF to meet potential buyers, develop new relationships and supply information on the safety and quality of U.S. beef,” according to Lina Kanaan, a USMEF representative in the Middle East. “It’s one of the area’s most significant food and hospitality exhibitions, and reaches many decision-makers in a growing market.”

The Middle East relies on imports for 90 percent of its food needs. Since five-star hotels in Dubai are expanding at an annual rate of 30 percent, they have a growing need for high quality U.S. beef and an overall focus on purchasing food for quality rather than cost.

The trade show is just one part of a larger strategy to build demand for beef in the region. Other USMEF efforts have further spread information about U.S. beef’s superior quality, safety and versatility and to reach more chefs, hotels, restaurants and food connoisseurs in the Middle East.

For instance, USMEF prepared a feature article on cooking with U.S. beef, which will be published in a special edition of the Gulf Gourmet magazine. A full page advertisement, funded by the beef checkoff program and America’s beef producers, will also appear in the magazine’s February edition, with about 8,000 copies distributed to all chefs and foodservice representatives across the region as well as participants of a culinary event during the Gulfood Show.

“U.S. beef is becoming more popular in this part of the world,” Kanaan said. “It’s important to capitalize on our opportunities there.”

In 2006, the United States exported 88,073 metric tons of beef and beef variety meats to the Middle East – an increase of 166 percent over 2005. These products were worth more than $113 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 –