Marketing and Technology Innovations Shared with Restaurant Chains in Taiwan

With 60% of beef sold through foodservice in Taiwan, USMEF works with restaurant chains to improve competitiveness by featuring chilled U.S. beef

Despite shipping challenges and rising prices, U.S. beef exports to Taiwan have surged in 2022. According to data released by USDA and compiled by USMEF, through February, U.S. beef exports to Taiwan increased 60% by volume and 101% by value, reaching $147.4 million. In 2021, U.S. beef exports set a record at $668 million.

The U.S. continues to dominate Taiwan’s chilled beef imports, capturing 81% market share in 2021.

“U.S. beef sales are increasing in the retail sector and chilled purchasing programs are expanding, says Davis Wu, USMEF Taiwan director. “We also have potential for high-quality chilled U.S. beef in the foodservice sector, which is where most imported beef is purchased.”

Wu explains that much of the foodservice sector continues its struggle through the pandemic with many independent restaurants having closed down. He points out though, that restaurant chains have been expanding and opening new outlets and expanding their product brands.

With funding support from the Beef Checkoff Program, Texas Beef Promotion & Research Council and North Dakota Corn Growers Association, USMEF recently held a two-day seminar for 71 participants from Taiwan’s leading restaurant chains. USMEF led discussions about uses for alternative U.S. beef cuts as a strategy for maintaining competitiveness.

Experts were also brought in to discuss the latest innovations and trends in data management, social media, digital marketing strategies, video marketing and product packaging technology. USMEF worked with chefs to develop new recipes for seminar participants, using alternative cuts of U.S. beef with an emphasis on the beef knuckle (sirloin tip) – USMEF’s featured alternative cut for 2022.

Merchandising displays demonstrate ideas for improving the presentation and sales of chilled U.S. beef

With greater foodservice interest in take-out and delivery, USMEF offered a session about innovations in product packaging technology