April 9, 2009
US ramps up beef promotions to cushion sales decline
The US beef industry is ramping up promotional efforts domestically and internationally, in order to combat declining beef sales resulting from the recession.
Beef sales in the US have suffered from the rapid decline in foodservice sector sales, and it is significant as half of all US beef sales are made through the foodservice industry.
The National Cattlemen's Beef Association has created incentive programmes at grocery stores, attempting to capture consumers who are shifting away from restaurants. The industry is also spotlighting low value beef cuts and renaming them to appeal to US end-users and consumers.
Internationally, the US Meat Export Federation (USMEF) continues to increase promotional efforts. In Japan, USMEF has been promoting US middle meats such as tenderloin and sirloin to high-profile hotels, in light of weakening demand for these cuts in the US domestic market.
