U.S. Beef Promoted to Spanish HRI Sector at Salon de Gourmets Food Show

To reach more Spanish chefs, traders and other potential red meat buyers, USMEF participated in the 2016 Salon de Gourmets Food Show in Madrid. The Beef Checkoff Program funded USMEF’s presence at the show, which attracted more than 80,000 visitors.

Europe’s HRI sector and chefs who work in the region’s top restaurants are typically very active at Salon de Gourmets, which is a smaller show that allows more direct access to buyers compared to larger European food events such as SIAL and ANUGA.

At Salon De Gourmets, USMEF chose to exhibit in the “Kitchens of the World” section – another strategic decision.

USMEF prepared several cuts of U.S. beef and distributed samples at the Salon de Gourmets food show in Spain

“In the ‘Kitchens of the World’ section, we had much more access to the chefs at the show and those who were invited to different events taking place at the show,” explained Felipe Macias, USMEF representative in the European Union.

Making contact with local buyers and traders to promote U.S. red meat is the goal of participating in regional European shows like Salon de Gourmets

The main target audience for USMEF in Europe is wholesalers, retailers, foodservice companies and restaurants, so participating at Salon de Gourmets was a way to be more visible and closer to potential buyers, explained John Brook, USMEF regional director for Europe, Russia and the Middle East. USMEF followed up with potential Spanish buyers with a trade-servicing visit at the Alimentaria trade show in Barcelona.

“Exhibiting at smaller local trade shows not only allows us to showcase our products, but it responds to a strategy that is aimed at being closer to the buyers in different countries and making the contacts with smaller companies in the HRI sector – namely restaurants and small distributors – much easier,” said Brook.