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Ambassador Program to Broaden U.S. Red Meat’s Presence in Peru, Chile

Published: Mar 23, 2023
Recruits trained on quality attributes of U.S. beef and pork will support USMEF at events and promotions and in social media campaigns

Rising interest in healthy lifestyles and in cooking on the grill are behind a new USMEF initiative in Peru and Chile that develops ambassadors to help tell the U.S. red meat story. Teams of chefs and grilling enthusiasts participate in training sessions about U.S. red meat before beginning a program of direct outreach to the foodservice and consumer sectors.

“We see the Ambassador Program as an effective way to expand our outreach in Peru and Chile,” says Jessica Julca, USMEF South America Representative. “Our overall goal is to grow the number of U.S. beef and pork cuts that are available in these markets and grill promotion is a great way to do that.”

Julca explains that ambassador recruits are chefs and grill association members who are so passionate and enthusiastic about grilling U.S. red meat that they include it in their business activities while recommending it to clients and followers. The program will lead to a greater number of barbecue workshops with foodservice professionals and will enhance USMEF’s ability to develop demand for a broader range of U.S. beef and pork cuts.

“There is also a strong social media component to this program. We will provide training and tools to help our ambassadors build their audiences and post creative content about barbecuing and healthy recipes with U.S. red meat,” adds Julca.

The Ambassador Program includes three categories with differing levels of training and responsibility:

  • USMEF Select – Primarily social media training to develop sustainable campaigns.

Training began with 20 participants in Lima and 21 in Santiago. Trainees wear masks in promotional photos until they complete basic training.

  • USMEF Choice – Will also participate in eight additional training sessions over three months and provide support at industry meetings and promotional events and programs.
  • USMEF Prime – Eligible for additional training and will be expected to sometimes take the lead during presentations and classes while providing support at educational and promotional events.
  • Funding support is provided by the Beef Checkoff Program, the National Pork Board, Indiana Soybean Alliance, the corn checkoff and soybean checkoff programs.