To strengthen relationships with importers and retailers in Cambodia, USMEF partnered with the USDA Foreign Agricultural Service (FAS) and the Aeon Corporation for in-store promotions of U.S. beef and pork at two Aeon locations.
The “Fresh From the USA” promotion was funded by the USDA Market Access Program (MAP) and the National Pork Board. It included five U.S. beef and pork tasting sessions at Aeon markets in Phnom Penh and Sen Sok City.
Aeon, a Japan-based retailer and mall operator, has more than 300 properties in 12 Asian countries. Its holdings include minimarts, supermarkets and shopping malls.
USMEF activities included a cooking demonstration by Chef Herve Beal of New York Steakhouse, who worked with U.S. beef top blade muscle and other cuts. Tasting portions prepared by Beal were offered to consumers to educate them on the quality of U.S. red meat.
Along with top blade and spareribs, other cuts highlighted were U.S. beef short ribs, chuck roll, short plate, T-bone, ribeye, tongue and top sirloin, and U.S. pork belly and collar butt.
A special tasting event held at Aeon’s Sen Sok City location featured an appearance by U.S. Ambassador to Cambodia W. Patrick Murphy. Cooking demonstrations were live streamed on the U.S. Embassy in Cambodia fan page and attracted more than 13,000 views.