USDA Official Serves U.S. Beef at Retail Promotion in South Korea

USDA Deputy Under Secretary of Farm and Foreign Agricultural Services Jonathan Cordone served U.S. beef to consumers at a sampling promotion conducted by USMEF in partnership with Homeplus, the second-largest retail chain in South Korea. The June 9 event at a Homeplus store in the Gangseo District of Seoul was funded by the Beef Checkoff Program.

Cordone, who two weeks earlier delivered the keynote speech at the USMEF Board of Directors meeting in St. Louis, was in Korea to observe how the market is reacting to U.S. agricultural products. Jihae Yang, USMEF director in Korea, said Homeplus serves as a great example of the rise in the popularity of U.S. beef in the country, noting that 60 percent of all beef imported to the 114 Homeplus locations is U.S. beef. A year ago that share was only 20 percent. “During his time with us, Deputy Under Secretary Cordone was able to experience how Korean consumers are very receptive to U.S. beef’s quality and competitive price,” said Yang. “While cooking and serving the samples at the USMEF booth, he observed how the Korean market reacts positively to U.S. beef, returning to normal now after being hit hard by the BSE crisis some years ago.”

Yang explained to Cordone the remarkable comeback of U.S. beef in Korea and how USMEF works with retailers like Homeplus to further expand demand.

The USMEF Homeplus promotion kicked off a campaign that will see U.S. beef “pop-up stores” at every branch in the next year. Two weeks in length, these events will feature discounted sales and cooked samples of U.S. prime beef and special cuts that are more economically priced.

USDA Deputy Under Secretary Jonathan Cordone serves U.S. beef at a USMEF promotion in Korea