Publicity Advantages of US beef promoted at HRI events
Funded by the USDA Market Access Program (MAP) and the Beef Checkoff Program, the strategy included partnering with other USDA cooperators for cost-effective promotions during food trade shows.
The events promoting US beef included the Chef’s Congress (Warsaw, Poland), GastroFood (Krakow, Poland) and Gastronomix (Sofia, Bulgaria). FAS staff in Poland organized an “Ameryka od Kuchni” umbrella event at the trade shows in Warsaw and Krakow, while the FAS office in Sofia provided valuable assistance for a US beef master class held at the Gastronomix show. Each activity also involved working with local distributors of U.S. beef to help them boost sales in their respective markets.
Among the activities USMEF conducted at the food shows were cutting demonstrations, cooking and tasting events and panel discussions for industry professionals.