Partnering with a major U.S. red meat distributor in the Philippines, USMEF promoted selected U.S. beef cuts in a marketing campaign targeting online shoppers.
Funded by the Beef Checkoff Program, the effort with Premiere Food Choice International featured U.S. beef thermal bags for customers who purchased U.S. beef chuck eye roll, short plate, ribeye, tenderloin, hanging tender or short ribs.
Premiere is a major meat supplier to the foodservice and retail sectors in the Philippines and most of the beef it distributes is imported from the U.S., according to Sabrina Yin, USMEF director in the ASEAN region.
“Beginning during the pandemic and subsequent lockdowns in the Philippines, Premier Food Choice became more active online, using digital platforms and popular websites to promote its products, said Yin. “The company even created an online store to market and sell meat and other food products. Last year, during the peak of the pandemic, USMEF bolstered Premier’s successful e-commerce launch by supporting the cost of delivery.”
Yin added that USMEF also recently conducted virtual U.S. beef trainings for the company’s sales staff.