New Zealand’s Covid-19 containment measures have been among the most successful in the world, making it an excellent host for U.S. red meat promotions. Recognizing the opportunity for U.S. beef and pork, USMEF participated in Beervana, an annual craft beer festival that attracted more than 15,000 visitors to New Zealand’s capital of Wellington in late 2020.
The activity was funded by the USDA Market Access Program (MAP), the Beef Checkoff Program and the National Pork Board.
USMEF’s objective was to provide consumers in the Oceania region information and tasting samples of barbecued U.S. beef and pork that pair well with a variety of craft beers.
“This activity was part of USMEF’s initiative to support importers and also build relationships with local foodservice operators in the New Zealand market,” explained Sabrina Yin, USMEF-ASEAN director who also oversees promotions in Oceania. “Beervana is about discovery and collaboration between beer and food. U.S. beef and pork were served to thousands of visitors, creating a chance for consumers who’ve never experienced the products to discover the quality and taste of barbecued U.S. red meat.”