U.S. processed pork and chilled U.S. beef caught the attention of consumers attending Shanghai’s Hema Food and Wine Festival, the largest event of its kind in China. Funded by the National Pork Board and the Beef Checkoff Program, USMEF’s participation included offering tastings of U.S. pork sausages and baby back ribs, along with U.S. beef burgers and meatballs.
The festival, which allows Chinese consumers to sample food and wine from many different countries, was seen as a perfect venue to promote U.S. red meat.
“Our goal was to improve awareness of U.S. pork and beef among Shanghai’s high-end consumers who traditionally attend the Hema Food and Wine Festival,” says Ming Liang, USMEF marketing director in China. “There was great interest in U.S. meat, as evidenced by the long lines that formed as people anxiously awaited the chance to taste the pork and beef samples. What we learned is that many of those people didn’t really know much about U.S. pork and beef but were impressed after the tastings.”
Other cuts showcased by the USMEF included U.S. beef ribeye, strip loin and boneless short ribs, as well as semi-processed and processed U.S. pork products.
“U.S. chilled beef drew the interest of many consumers, as they commented that they were surprised by the excellent taste and texture, while the quick-to-prepare processed products were popular with young parents and children in attendance,” Liang says.
Social media posts attracted consumers, created interaction among those who sampled U.S. red meat and sparked online discussions about the excellent taste and quality of U.S. pork and beef served at the festival.
More than 300 people subscribed to USMEF social media platforms at the event, earning them a gift package themed “no meat, no joy.”