U.S. Beef’s Quality Showcased at HRI Event in Hamburg, Germany

USMEF partnered with key importers and distributors to help sponsor an event aimed at promoting U.S. beef to HRI clients in the German market. “Gastro Premium Night,” scheduled to coincide with one of the largest food trade shows in Germany, was held in Hamburg and funded by the Beef Checkoff Program.

(left-to-right) Representatives of Nice to Meat, a key importer of U.S. beef, and USMEF representative Yuri Barutkin at Gastro Premium Night in Hamburg, Germany

“InterNorga, which is a very large German HRI show, and Gastro Premium Night were attended by many leading food industry professionals from Germany and other European Union countries who come to meet with their clients, establish new contacts and learn about new trends in the market,” said Yuri Barutkin, USMEF representative. “Many companies had an opportunity to present their products at the event, where numerous tastings were organized. Gastro Premium Night was also home to the finals of the Young Wild Chef Competition – a very prestigious event among young European chefs.”

U.S. beef was well-represented at the event through Nice to Meat, an importer based in the Netherlands, and two U.S. beef distributors in Germany – Albers Foods and Otto Gourmet. Guests had an opportunity to try a variety of U.S. beef products, ranging from USDA Prime ribeye to alternative cuts such as top blade.

Gastro Premium Night attracted a large number of German HRI professionals

“USMEF’s participation in this initiative was definitely a helpful tool for distributors seeking to showcase the best U.S. beef products, reassure existing clients and win new customers,” said Barutkin. “The event allows USMEF to make itself better known in the German market and build relationships, which is important for U.S. beef in Europe. It was especially important this year, given the uncertainty and speculation surrounding the most recent EU-U.S. beef discussions. In many ways, a U.S. beef presence was an assurance for our customers that Europe remains an important market for U.S. beef producers and the industry as a whole.”