With the U.S. Meat Export Federation (USMEF) taking the lead, United Tastes o...

With the U.S. Meat Export Federation (USMEF) taking the lead, United Tastes of America, the largest U.S. food promotion ever held in Hong Kong, was opened today (June 5) by American Consul General James B. Cunningham at the Hong Kong Conrad Hotel.

United Tastes of America is the result of a USDA-Foreign Agricultural Service (FAS) funded global based initiative that is 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 which receive FAS market access program funding.

Television celebrity U.S. Chef Martin Yan kicked off the month-long festival demonstrating cooking techniques using U.S. beef, pork and other food items. Chef Yan entertained the crowd with his quick wit and charm.

Throughout the festival, customers will learn to create exciting dishes at home after taking cooking classes featuring U.S. ingredients offered at Towngas Cooking Centre.

“USMEF is pleased to coordinate this event as its timing coincides with our efforts to reinvigorate U.S. beef sales following the re-entry of U.S. beef to the Hong Kong market earlier this year,” said Joel Haggard, USMEF senior vice president, Asia Pacific.

United Tastes of America is a consumer food festival highlighting to Hong Kong consumers the availability of high quality American agricultural products, such as U.S. beef and pork, through retail promotion at Wellcome, Hong Kong’s leading supermarket chain, and Oliver’s The Delicatessen.

“The festival gives us a chance to promote a range of branded U.S. processed meat products at Wellcome where U.S. meat has a strong presence,” said John Lam, USMEF Hong Kong regional program manager.

Special U.S. food tasting menus at more than 20 participating restaurants, including Mr. Steak and Steak Expert, will supplement the retail effort.

United Tastes of America includes participation of at least 15 cooperator groups representing U.S. red meat, poultry, Alaska seafood, California wines, USA rice, U.S. dairy products and a range of fresh fruits, vegetables and other snack items.

“The festival represents a unified effort of the U.S. agricultural export community to raise awareness of the quality and safety of U.S. food products,” said Haggard.

To help raise consumer interest, USDA and USMEF successfully sought participation of Hong Kong Disneyland, United Airlines and Conrad Hotels in providing lucky draw prizes throughout the festival.

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 –