Strengthening business relationships in the Oceania region, USMEF partnered with an importer and the New Zealand BBQ Alliance to promote U.S. red meat at “Smoke on the Coast 2021,” a barbecue competition held in Auckland.
Funded by the National Pork Board and the Beef Checkoff Program, the effort highlighted U.S. pork St. Louis ribs and U.S. beef brisket. Both cuts were prepared by participants, with photos and descriptions of the final dishes reaching more than 230,000 people on Facebook and Instagram.
Launched in 2019, Smoke on the Coast was the first barbecue competition in New Zealand to broadcast the judging process live to a YouTube audience.
As part of the 2021 competition, teams were required to cook between four and seven meat dishes over a 24-hour period and then present those dishes for judging.
Prizes were presented for each category – pork ribs, lamb, beef brisket and chicken.
“These barbecue competitions have become very popular in New Zealand and it was a great opportunity to showcase U.S. pork and U.S. beef in a highly competitive setting,” said Sabrina Yin, USMEF director in the ASEAN region. “Fern Ridge, the importer that joined us in this activity, sees great potential in the market and noted the growing interest in grilling and barbecue.”