USMEF-Taiwan Teams with A-Mart for Educational Seminar on U.S. Beef
In Taiwan’s challenging retail environment, it is more important than ever to emphasize the quality and value of U.S. beef. USMEF-Taiwan recently cooperated with A-Mart, one of the island nation’s largest hypermarket chains, for a seminar focused on maximizing the value of U.S. beef cuts. About 30 industry guests were in attendance — mainly meat department managers from major A-Mart outlets. The project was supported by Beef Checkoff Program funding provided through the Texas Beef Council.
Alex Sun, USMEF-Taiwan marketing manager, conducted a “U.S. Beef Market Dynamics” session that provided attendees with a summary of how international markets influence U.S. beef supply and price. He also explained USMEF’s efforts to develop and expand U.S. beef demand in Taiwan.
Sandy Chiang, assistant marketing department manager for A-Mart, addresses the retail chain’s meat department managers on promotional techniques for U.S. beef
A course entitled “Cost Manipulation and Analysis” was delivered by Chen Chun-Chiu, a professional retail and foodservice consultant. Because retailers’ operational costs are soaring and the business climate is extremely competitive, the course was aimed at educating meat department managers on calculating costs, maximizing efficiency and generating greater profit.
W.N. Ou-Yang, Taiwan marketing director for J. Walter Thompson (JWT), also addressed the group, focusing on consumer insights and face-to-face sales techniques. She profiled in detail many common consumer purchasing behaviors at the meat case, and provided instruction on how to integrate professional sales techniques. She also explained how to create extra value for products by better understanding customers and becoming more engaged with them at the time of purchase.
“A-Mart truly appreciates USMEF’s effort to conduct such a meaningful seminar,” said Bobby Lai, A-Mart’s chief meat buyer. “I believe every single attendee, including myself, learned a great deal.”
“Through this project, we were able to build a well-connected bridge between the education layer and the sales layer,” said USMEF-Taiwan Director Davis Wu. “This will definitely bring positive energy to A-Mart regarding U.S. beef marketing and will reinforce their loyalty in this tough business environment.”