USMEF Introduces New U.S. Beef Cuts as Part of ‘Beef Bowl Month’ in Taiwan

A promotion in Taiwan was designed to introduce and educate foodservice providers and consumers about U.S. beef rib cap plate and plate fingers. Part of the effort included a series of 2015 New U.S. Beef Cut Seminars

More than 160 Taiwanese restaurants participated in USMEF’s recent beef bowl promotion. The event capped a campaign in which foodservice companies were invited to promote a “beef bowl culture” and learn more about using U.S. beef rib cap plate and plate fingers in the dish. Funding for the campaign was provided by the Beef Checkoff Program.

“Participating foodservice companies offered many types of beef bowl discounts and published advertisements about the promotion,” said Alex Sun, USMEF-Taipei marketing manager. “In addition, USMEF specifically targeted office workers who seek easy, fast and convenient meals. As part of the campaign, USMEF distributed 22,500 pairs of promotional chopsticks at metro stations.”

The Taiwan beef bowl promotion was held throughout the month of June and was designed to introduce the market to new cuts of U.S. beef

As a tie-in to the beef bowl promotion, USMEF teamed with the Taiwan Junior Chef Association (TJCA) to hold seminars to formally introduce rib cap plate and plate fingers to the Taiwan market. The 2015 New U.S. Beef Cut Seminar series, attended by 179 importers and foodservices operators, featured cooking demonstrations and product tastings.

Getting U.S. beef on more menus in Taiwan is the goal of USMEF’s ongoing work in the region

According to Sun, USMEF recently surveyed U.S. exporters and learned of a desire to introduce rib cap plate and plate fingers to the Taiwan market. USMEF began to collect relevant information and created product pamphlets with content that includes packaging, specifications, characteristics, fabrication, recommended cooking tips and various recipes. To further educate and inform potential customers of U.S. beef, pamphlets were distributed to importers, retailers and foodservice representatives.

“U.S. beef exporters wished to bring rib cap plate and plate fingers to Taiwan, so we combined the two cuts and tied it in with the beef bowl,” said Sun. “Although the beef bowl has been in Taiwan for quite a long time, it has never been promoted as a food culture.”

The USMEF promotion also served as a reminder to Japanese-style restaurants that beef can be a valuable addition to their standard menus.