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Supermarket Promotions in Lebanon Highlight Advantages of U.S. Beef

Published: Mar 11, 2016

A chef grills U.S. beef for shoppers at a Spinneys supermarket in Beirut

To increase demand for chilled and frozen U.S. beef products in Lebanon’s retail sector, USMEF launched a campaign at Spinneys, a major supermarket chain with many outlets in the Middle East. “U.S. Beef Takes Care of Your Health,” the theme for the 24-day promotion held at the three largest Spinneys stores in Beirut and its southern suburbs, received funding support from the USDA Market Access Program (MAP) and the Beef Checkoff Program.

Chefs grilled U.S. beef and served it to shoppers, as USMEF representatives emphasized marbling as the unique characteristic of grain-fed U.S. beef that gives it its tenderness, juiciness and flavor. An educational leaflet titled “Eat Right with U.S. Beef” – describing U.S. beef safety, quality, proper storage, cooking methods and health aspects – was also distributed to consumers.

T-bone steaks were featured in the tastings, along with filets, cube rolls, and chuck rolls used for burgers. Processed items such as premium beef franks, smoked sausages, beef salami and other products available at Spinneys were also promoted to create visibility and demand for U.S. beef deli items.

Spinneys has been a loyal advocate for U.S. beef ever since USMEF first partnered with the retailer more than two years ago. Lebanon’s retail sector is growing rapidly, creating demand for products that feature cutting-edge quality and safety.

Consumers at Spinneys asked questions about U.S. beef and how to prepare it

The retail campaigns were promoted on Spinneys website, flyers, Facebook posts and other social media platforms before and during the promotions.

Spinneys meat department has a new portioning and packaging facility to cater to shoppers’ growing interest in economical, portion-controlled U.S. beef ribeye, tenderloin and burgers. The company launched portion-controlled U.S. beef cuts customized to shoppers’ demands at the promotion.

USMEF representatives Lebanon reported that considerable number of shoppers who participated in the U.S. beef grilling and tasting sessions at Spinneys made immediate purchases because they enjoyed the samples provided and trusted the product source.