Retail Promotions Spotlight U.S. Beef in Oman

Shoppers at the Butcher’s Block in Seeb, Oman, sample U.S. beef at in-store promotions conducted by USMEF

U.S. beef striploin, ribeye and chuck were cooked and sampled, and recipe cards and educational materials handed out at in-store promotions at Sultan Center in Qurum and the Butcher’s Block in Seeb, two fast-growing retail centers in Oman. The USMEF campaign was funded by the USDA Market Access Program and the Beef Checkoff Program.

USMEF focused on Oman – a member of the Gulf Cooperation Council (GCC), a political and economic union of six Arab states in the Persian Gulf – because it is considered one of the most promising retail sectors in the world. Member nations Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates have a combined population of about 50 million people and international manufacturers and retailers are expanding their GCC business operations.

According to USMEF representatives in the region, the Omani retail sector has grown 11 percent since 2011 as a result of the opening of new shopping malls, hypermarkets and other projects, changing consumer spending habits and patterns.

Consumers in Oman and the surrounding region are changing their shopping habits and patterns, creating opportunities for U.S. beef

The in-store U.S. beef promotions introduced shoppers to a variety of U.S. beef cuts and showcased the high-quality attributes of U.S. beef. Bilingual handouts included recipes and explained proper cooking methods.

“USMEF received a lot of positive feedback from the retailers at these events, and there is great interest in continuing the effort to expand consumers’ experience with U.S. beef in Oman and the surrounding area,” said Eliane Elia, USMEF representative in the region. “USMEF will continue to promote U.S. beef products in different retail outlets in the region. The promotions are a great way to improve demand by introducing U.S. beef to consumers and producing positive results for retailers.”