Polish Chefs Promote U.S. Beef at Virtual Horeca Krakow Show

Published: Sunday, April 25th, 2021

Turning to well-known Polish chefs to explain the quality advantages of U.S. beef, USMEF partnered with the USDA Foreign Agricultural Service (FAS) office in Warsaw to produce promotional and educational videos for Horeca Krakow, one of the biggest foodservice shows in Central Europe.

Because of COVID restrictions, the recent show was conducted virtually. With funding by the Beef Checkoff Program, USMEF adapted its traditional approach, having chefs focus on U.S. beef cuts that are well-suited for the Polish market and filming a series of cooking demonstrations.

The videos can be seen by visiting the Horeca Krakow website.

“Before COVID, we participated in Horeca Krakow by joining FAS staff at a USMEF booth, greeting visitors in person to explain why U.S. beef is superior to competitors’ products in the market,” explained Yuri Barutkin, USMEF representative in the European Union. “But new times present new challenges and new opportunities. While we do miss the vibe and the buzz of in-person exhibitions, hybrid versions of the events have benefits, as well. Videos like the ones we produced have longer shelf lives and are able to reach a wider audience on digital channels, such as social media platforms.”

Chef Jarosław Uscinski, a past president of the Polish Chefs and Pastry Chefs Association, prepares U.S. beef for a Horeca Krakow video