June 26, 2006

US promotes beef in France

Flavours of America, an event showcasing American food and drinks in Europe, would not have been complete without US beef and indeed, US beef stole the limelight from other foods and beverages.

Flavors of America is the result of a USDA Foreign Agricultural Service (FAS)-funded global initiative to focus on US agricultural products. Cooperators are US industry-supported marketing organizations that receive FAS market access programme funding.

The event was timely as USMEF member companies are becoming more involved in exproting US beef products to France, said Jackie Hruby, US Meat Export Federation (USMEF) Europe, Russia, and the Middle East director.

Participants were informed about US food or beverages and were given an introduction to the history of US beef production and traits that distance US beef from the competition in terms of taste and tenderness.

Numerous comments on the taste and tenderness of US beef were made, especially by French gourmets, Hruby said.

The event allowed key players in the US beef export industry to work together to generate awareness of US products among French retail and restaurant sector representatives, Hruby said.