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Supermarket Promotions Showcase U.S. Beef Dubai, Abu Dhabi

Published: Aug 07, 2015

A USMEF and Iowa Corn booth promotes U.S. beef in a Lifco retail outlet in Dubai

With support from the Iowa Corn Promotion Board, USMEF organized several retail promotions in the United Arab Emirates (UAE) to highlight the quality of U.S. beef for potential new customers.

U.S. beef was introduced for the first time in two Lifco supermarkets in Dubai, while additional in-store promotions were carried out in two LuLu hypermarkets in Abu Dhabi. Lifco has several branches across the UAE that offer a wide range of food products and international brands. LuLu operates 115 stores in the region. The promotions featured U.S. sirloin, striploin, tenderloin and chuck.

The UAE is a desirable market for U.S. beef because of strong consumer spending trends and robust economic growth. Abu Dhabi is one of the most-targeted cities in the world for retail expansion.

Consumers were provided samples of U.S. beef and recipe cards

As part of this promotional effort, U.S. beef booths decorated with eye-catching posters and featuring USMEF and Iowa corn Promotion Board logos were placed in the meat section of the retail outlets. USMEF representatives manned the booths, answering questions and explaining to consumers the quality attributes of U.S. beef. Visitors to the booths were offered tasting samples and bilingual recipe cards featuring dishes prepared with U.S. beef.

The UAE is the leading destination in the Middle East region for U.S. beef muscle cuts, with exports through June totaling 2,770 metric tons valued at $34.7 million – up 10 percent in volume and 17 percent in value from the same period last year.