Continuing its work to distinguish U.S. red meat from competitors’ products in the ASEAN region, USMEF handed out samples of U.S. beef and pork at Food and Hotel Vietnam, one of the region’s largest and most comprehensive hospitality industry trade shows. With funding from the USDA Market Access Program (MAP), the Beef Checkoff Program and the Pork Checkoff, USMEF also sponsored a cooking competition for young chefs and hosted a reception for local food traders.
Held in Ho Chi Minh City, this year’s Food and Hotel Vietnam attracted 514 exhibitors and 13,000 visitors, showcasing food products, beverages, foodservice and kitchen equipment and hotel amenities.
“The U.S. pavilion included a wide range of products, but red meat was very popular with the food industry people who stopped to learn more,” said Sabrina Yin, USMEF director in the ASEAN region. “We had custom-designed images with our display this year highlighting corn-fed U.S. red meat and red meat products. This drew attention from potential customers who had tasted U.S. beef and pork and wanted to know more about their availability.”
U.S. beef items on display included U.S. beef short plate, chuck roll, knuckle, flat, shoulder clod and eye of round. U.S. pork items featured were cushion meat, CT butt, sausages and franks.
Consul General Mary Tarnowka of the U.S. Consulate in Ho Chi Minh City was the guest of honor. Mark Dries, counselor with the USDA Foreign Agriculture Service (FAS) in Vietnam, and Gerald Smith, FAS senior agricultural attaché in Vietnam, opened the event with a ceremony at the U.S. pavilion.
A video from the U.S. pavilion ceremony that includes U.S. beef and pork can be found on Tarnowka’s Facebook page.
U.S. Beef Culinary Challenge
USMEF sponsored the U.S. Beef category at the seventh edition of the Vietnam Culinary Challenge. The competition obliged 18 young chefs from various hotels and restaurants in Vietnam to come up with the best U.S. beef dish.
Ground chuck roll was the cut chosen for the competition.
“U.S. beef ground chuck roll was selected because of its versatility, its potential for use in a variety of dishes,” said Yin. “The Culinary Challenge, a world class cooking competition, gave excellent exposure to U.S. beef.”
U.S. Food Showcase Reception
The U.S. Food Showcase Reception hosted by USMEF at Food and Hotel Vietnam was specifically organized for local traders who were not able to attend the trade show.
It was held at the Intercontinental Hotel with about 300 guests attending.
Barbecued U.S. beef short ribs and roasted U.S. pork loin were served.
U.S. red meat charts and related printed materials gave the traders information about U.S. beef and pork.