U.S. Beef Part of ‘American Origin’ Campaign in Northern Thailand

With a focus on food safety and building relationships with importers and retailers in northern Thailand, USMEF joined the USDA Foreign Agricultural Service’s (FAS) Bangkok office for a promotional campaign in Chiang Mai.

Funded by the USDA Market Access Program (MAP), the “American Origin” campaign was hosted by Rimping Supermarkets, a retail chain with five locations.

Samples of U.S. beef were handed out at a northern Thailand supermarket chain as part of the “American Origin” promotional campaign

Several U.S. products were featured, including U.S. beef, potatoes, raisins, cheese, apples and nuts. The main objective was to utilize both traditional in-person contact and online platforms to make consumers aware of the safety and quality of American products.

USMEF and USDA teamed to promote U.S. beef in Thailand

For U.S. beef, it was an opportunity to reach consumers in the northern part of Thailand and create interest among businesses that import food to the region.

Along with videos promoting the U.S. products online, in-person tasting sessions were held at Rimping stores. U.S. beef ribeyes, striploins and short ribs were prepared and served on weekends throughout the promotion period.

“Supermarket managers were pleased, noting that the campaign introduced many of their customers to U.S. beef,” said Sabrina Yin, USMEF director in the ASEAN. “The samplings provided customers a chance to taste U.S. beef before making a buying decision. Rimping has requested that USMEF continue these types of efforts because they see great potential for U.S. beef.”

Yin pointed out that Chiang Mai’s population is quite diverse, with many foreign residents who may have already had experience with U.S. beef.

“However, there is a sizeable native population that is learning about American products for the first time and Rimping management recognizes the potential to grow demand for U.S. beef,” she said.