With oil production enriching economies and personal wealth, consumers in the...

With oil production enriching economies and personal wealth, consumers in the Middle East are cultivating a taste for high quality foods like U.S. beef. And the U.S. Meat Export Federation (USMEF) is connecting suppliers with Middle Eastern hotels, casual restaurants and retail stores to satisfy the demand for U.S. beef.

The income of oil-rich Kuwait surged to a record high $38.3 billion in the last 10 months, a 55 percent increase over the same period last year, according to the Finance Ministry of Kuwait.

Kuwait’s dry climate limits agricultural development, resulting in the country’s high dependence on food imports. As the country increases in wealth and modernization, more five-star hotels and Western-style restaurants are being built to meet the needs of affluent, discerning consumers looking for high quality items.

Two five-star hotels in Kuwait City feature U.S. beef tenderloin, rib-eye, strip loin and roast beef on their restaurant menus and use additional quantities for catering weddings, family events and business conferences.

Upscale and casual restaurants also feature U.S. beef, catering to customers from wealthy local families, diplomats and Westerners currently living in Kuwait. The owner of Jeans Grill restaurant, located in the upscale Sultan Center, says U.S. beef is an indulgence wealthy consumers are willing to pay for. His restaurant successfully features high quality U.S. beef filet mignon and strip loin.

In addition, U.S. beef processed items are sought after by casual restaurants, such as TGI Friday’s and Hardee’s to satisfy the taste for American hamburgers and beef franks.

Kuwait, United Arab Emirates (UAE) and Jordan reopened to U.S. beef last June, ending bans put in place following the first discovery of bovine spongiform encephalopathy in the United States in December 2003.

Despite the market being open just six months last year, U.S. beef and beef variety meat exports to Kuwait were 1,412 metric tons, valued at $4.9 million.

Like Kuwait, the UAE has a high per capita income, mostly from oil and gas output, and a sizable annual trade surplus. To expand its tourism industry, the UAE is building new hotels, restaurants and shopping centers.

Major food importers in the UAE recently asked USMEF about U.S. beef after noticing an increasing demand from restaurants and large retailers in the capital city, Abu Dhabi and the financial center, Dubai. These cities have a growing need for high quality U.S. beef and an overall focus on purchasing food for quality rather than cost.

Sophisticated high-rise buildings, international luxury hotel chains, rich shopping malls, cultural centers and events in Abu Dhabi attract tourists year round. Dubai has become a thriving city and tourist destination with more than 5 million visitors a year.

Many traders inquired about U.S. beef at the USMEF booth during the Gulfood show, the largest food and drink show in the Middle East. Held annually for the past 11 years in Dubai, the Gulfood show expands each year, and this year it attracted more than 30,000 trade buyers.

“The Gulfood show was an ideal opportunity to establish valuable contacts with meat buyers and show them firsthand the great attributes of U.S. beef,” said Christiane Asmar, a USMEF representative. “We gave buyers information they were looking for and answered their questions on the spot.”

Traders were interested in U.S. beef tenderloin, strip loin and prime rib steaks to meet demand from five-star hotels.

The same is true in Jordan as U.S. beef consumption is increasing at hotels and restaurants. Amman, the capital city, is a large cosmopolitan city and offers an extensive range of five-star accommodations and restaurants serving all popular international cuisines.

At the Alia hotel, hotel guests and Jordanians alike enjoy U.S. beef sirloin steaks and tenderloin while at the Marriot hotel, managers and representatives of foreign companies attending seminars in Jordan are the main consumers of U.S. beef.

The Marriot hotel restaurant identifies U.S. beef cuts on the menu with the United States Department of Agriculture (USDA) logo. Selections include U.S. beef filet mignon, strip loin and sirloin steak.

At the Dunes Club, one of the most popular social clubs in Jordan, well-known traders, business people and engineers enjoy U.S. beef tenderloin, rib-eye and strip loin.

The club has a reputation of offering the highest quality food items, and conducts a U.S. Steak night promotion each Monday, featuring U.S. beef steaks paired with gourmet sauces and side dishes.

The Middle East is a market with great potential for U.S. beef producers since most markets have reopened to U.S. beef and its economic growth and business opportunities are expanding rapidly.

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 –