With U.S. beef exports to Taiwan up 70% and reaching $378 million through May, USMEF Taiwan recently took a celebration directly to families at Taipei’s main train station.
The jamboree was implemented to increase awareness of corn-fed U.S. beef, engage younger generations and promote alternative U.S. beef cuts. USMEF publicized the celebration on social media and on LINE, one of Taiwan’s most popular chat apps.
Inflatables, booths and prizes drew participants to three areas of engagement centered around two featured alternative cuts – U.S. beef knuckle and chuck flap. Games with prizes, educational exhibits, a product showcase and product samplings advertised the high-quality attributes of the two U.S. cuts. The jamboree was funded by USDA’s Market Access Program, the Beef Checkoff Program and Texas Beef Council.