February 15, 2012

 

 

After the US beef ban due to BSE was lifted in Russia, US beef has been back in the Russian market for several years now and finally made a long-awaited debut at Goodman.

 

The well-known steakhouse chain has recently introduced several high-end steak cuts at its 10 Moscow-area locations to a very receptive audience.

 

"Getting US beef into Goodman in Moscow is a landmark moment," said John Brook, USMEF regional director for Europe, Russia and the Middle East. "It's absolutely the perfect venue for showcasing US beef at the high end of the Russian market, which is exactly the sector we most want to capture.

 

With two other steakhouses in London and two in Switzerland (one in Zurich and one opening soon in St. Moritz), Goodman now features US beef in all of its outlets."

 

With support from the Beef Check off Programme and the USDA Market Access Programme (MAP), USMEF joined with RP-com - one of Russia's leading foodservice operators and the managing company for Goodman in Russia - in launching a two-month promotion of US steak cuts, including New York strips, rib eyes and filet mignon.

 

To launch the promotion, Goodman invited its most devoted customers and other special guests to an elegant reception featuring Goodman chef Dmitry Lazko.

 

He conducted a demonstration showcasing the unique attributes of US beef and the outstanding quality it will deliver to the Goodman menu. By the end of the promotion, Goodman expects about 200,000 Muscovites and out-of-town guests to dine on US beef at its Moscow locations.

 

Through October, US beef exports (including variety meat) to Russia have already established a new annual value record this year of US$222.3 million - up 66% from last year's pace.

 

Volume reached nearly 64,000 tonnes (about 141 million pounds) - up 29% from last year and approaching the annual volume record of 71,469 tonnes. (This record was setin 2002, when beef from all ages of cattle were eligible and beef exports to Russia were almost exclusively livers.)

 

The US has essentially filled its beef muscle cut tariff rate quota, which Russia increased from 21,700 tonnes in 2010 to 41,700 tonnes this year.