U.S. Beef’s Versatility and Value Highlighted at Swedish ‘Meat Up’

Hakan Fallman, a well-known Swedish butcher, showcased U.S. beef cuts at the USMEF “Meat Up” in Stockholm

USMEF hosted Swedish importers, chefs and food journalists for a U.S. beef “Meat Up” at the AG restaurant, a popular dining spot for meat lovers in Stockholm, Sweden. The goal of the event was to educate chefs about the quality, versatility and availability of U.S. beef and attract interest from Swedish food media, especially journalists who are active on social media. Funding support was provided by the USDA Market Access Program (MAP) and the Beef Checkoff Program. Video highlights of the event are available here.

Following a welcome address by Mark Evans, counselor for political and economic affairs at the U.S. Embassy in Stockholm, more than 70 guests were treated to a demonstration by well-known Swedish master butcher Hakan Fallman. Fallman, who shared his belief that good cuts of beef can be found “from front to tail,” showcased U.S. beef top sirloin, top blade, bottom sirloin butt and brisket. All four cuts were prepared and cooked in different ways by Swedish Chef Johan Jureskogs to give attendees new menu ideas and insights. Jureskogs offered tempered tartar of top blade, seared top blade (flat iron), grilled top sirloin (pichana), low-tempered sirloin butt (balltip) and barbecue brisket.

Bringing importers and restaurant industry professionals together is important for promoting U.S. beef in Europe and the surrounding region, where competition is fierce, according to John Brook, USMEF regional director for Europe, Russia and the Middle East.

“We want U.S. beef importers to see that USMEF is supporting them and that our activities foster their business,” said Brook. “By putting traders and importers in contact with chefs, who are potential customers, we are achieving one of our main objectives. That face-to-face contact is very important in this kind of market.”

Mark Evans (left), counselor for political and economic affairs at the U.S. Embassy in Stockholm, speaks with USMEF Representative Felipe Macias

Brook also noted the value of the food press.

“The media can be our best allies in our work to increase awareness of U.S. beef,” he said. “Inviting journalists to an event like this and providing them with information is the best way to obtain positive media coverage that will result in a better knowledge of U.S. products.”

At the Stockholm event, USMEF handed out audio-visual materials, a comprehensive U.S. beef information sheet and a press release to journalists. Meanwhile, USMEF social media managers coordinated posts on Facebook and Twitter before and during the event. Those efforts resulted in solid social media coverage, including the YouTube video linked above.

“Promoting beef in Sweden and other countries in the European Union is a long-term project,” said Brook. “Despite the comparatively high prices for our product, we have reassured the importers about the quality, consistency and availability of U.S. beef cuts, including the value of alternative cuts. We also reminded them of USMEF’s commitment to support them in their marketing efforts.”

Swedish importers, chefs and food journalists gathered for U.S. beef cooking demonstrations and tastings