September 5, 2013

US Meat Export Federation promotes US beef in Central America

The US Meat Export Federation (USMEF) and Walmart have recently promoted 10 US beef cuts at key retail locations in Central America.

The six-week promotion, conducted at 27 supermarkets in Costa Rica, Guatemala, El Salvador and Nicaragua, produced 70% sales growth on the featured cuts: short ribs, centre-cut rib eye, Delmonico, New York strip loin, outside skirt, culotte, inside skirt, T-bone, flap meat and sirloin.

In addition to promoting these products through tasting demonstrations, advertising and promotional displays, USMEF trained Walmart personnel on specific attributes of these cuts as well as information on grading, marbling, cold chain management, meat handling, cooking and grilling. This effort was developed with support from the Beef Checkoff Programme.

Gerardo Rodriguez, USMEF director of trade development for Central America and the Dominican Republic, provides more details about this US beef promotion in an audio report.