U.S. Beef’s Quality Promoted to Consumers in UAE, Kuwait and Oman

A customer samples U.S. beef at an in-store promotion in the United Arab Emirates, Kuwait and Oman

USMEF recently conducted retail promotions in the Middle East designed to build consumer awareness of the quality, value and safety of U.S. beef. Funding support was provided by the Beef Checkoff Program.

The promotions took place at retail food stores in the United Arab Emirates (UAE), Kuwait and Oman. Each event featured a USMEF booth supplied with samples of U.S. beef, along with a USMEF representative who explained the many ways to prepare various cuts of U.S. beef. At some locations, a chef provided live cooking demonstrations.

The promotions featured U.S. ribeye, striploin, tenderloin and shank, as well as roast beef, burgers, beef sausages, corned beef and pastrami.

To also help educate consumers about food safety and U.S. beef production practices, bilingual information sheets and cards were given to shoppers visiting the booths.

According to USMEF representatives in the region, customers appreciated the taste and juiciness of U.S. beef, while participating retailers reported a jump in sales of U.S. beef and beef products following the promotions.

“In-store promotions are considered an important marketing tool to help build and sustain the image of U.S. beef products, as well as to demonstrate U.S. beef’s premium value to consumers and retailers,” said John Brook, USMEF regional director for Europe, Russia and the Middle East, who noted that similar activities are planned to further expand U.S. beef’s presence in the region. “These nations are seeing growth in the retail industry, driven by rising purchasing power, steady economic growth and diversification, as well as the ongoing penetration of international retailers.”