Focusing on a handful of U.S. beef cuts that fit the tastes of Chinese consumers, USMEF conducted separate education and training sessions in Shanghai for an e-commerce company and a meat retailer. The sessions were funded by the Oklahoma Beef Council.
Benlai, an e-commerce company that was the first to introduce chilled U.S. beef online after U.S. beef regained access to China in 2017, is now selling frozen U.S. beef products. On July 15, USMEF had a well-known chef lead a training session via a live streaming broadcast. A supplemental cooking demonstration provided clients and customers of the company a deeper understanding of U.S. beef. USMEF’s goal with this activity was to expand the line of U.S. beef cuts offered on e-commerce channels by introducing new cuts and sharing information on the product’s quality and versatility.
For the Benlai meat sales staff, USMEF focused on U.S. beef ribeye, top blade, short ribs and tongue.
For Newland Co., a fresh food segment of the Bright Food Co. that introduced U.S. beef in 2019, USMEF conducted two events in one day, the second being a U.S. beef tasting for the company’s VIPs.
After presenting an educational session on U.S. beef, a chef prepared U.S. beef fried ribeye steak with vegetables, fried short ribs and beef tongues, short rib mushroom soup and beef curry rice. “The goal was to show decision-makers not only the quality and taste of U.S. beef, but also the versatility,” said Ming Liang, USMEF marketing director in China. “Newland just began offering U.S. beef last year, so it is important for us to share as much information about it as possible so they can pass it along to their clients and customers.”