USMEF: Successful U.S. beef promotion in Central America

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A collaborative effort between Walmart and the U.S. Meat Export Federation (USMEF) recently promoted 10 U.S. 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 percent sales growth on the featured cuts:  short ribs, center-cut ribeye, Delmonico, New York striploin, 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 Program.

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



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