By Jamie Martin
In a strategic move to expand the ASEAN market's understanding of US pork and beef, the US Meat Export Federation (USMEF) organized a learning tour for ASEAN retail and foodservice teams in Korea.
The visit focused on discovering new ways to utilize US red meat, reflecting the evolving consumer demands for quality and convenience.
Korea, known for its dynamic food industry and innovative product development, served as the perfect study ground. "These buyers already had interest in food trends such as Korean barbecue," explained Sabrina Yin, USMEF Regional Director of the ASEAN, highlighting the influence of Korean food culture across ASEAN through various media.
The delegation participated in market briefings and tours, including a visit to a meat processing plant and interactions with meal replacement manufacturers. They observed firsthand the creative portioning and presentation of meat cuts popular in Korean retail and foodservice sectors.
New ideas were shared for cuts like short plate, top blade, and ribeye, which are already popular in the ASEAN markets.
Yin specifically noted, "For example, for the U.S. beef cuts that are most common in the ASEAN such as short plate, top blade, short ribs and ribeye, the USMEF Korea office demonstrated new portioning ideas from Korea’s retail and foodservice sectors."
The visit also covered innovations in meal replacements, a booming sector in Korea, offering insights into potential product developments for ASEAN markets.
This educational tour was supported by the Beef Checkoff Program, the National Pork Board, and the USDA, highlighting the collaborative effort to enhance the global presence of US pork and beef.
Photo Credit: gettyimages-luoman
Categories: National