Successful U.S. Beef Promotion in Central America

A collaborative effort between Walmart and the U.S. Meat Export Federation recently promoted 10 U.S. beef cuts at key retail locations in Central America. The six-week promotion, conducted at 27 supermarkets in four countries produced 70 percent sales growth on the featured 10 cuts. 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.   Gerardo Rodriguez, USMEF director of trade development for Central America and the Dominican Republic, shares more details. Rodriquez: "This is the first time we do this original promotion with Walmart, with four different Walmart formats in four different countries: Costa Rica, Guatemala, El Salvador and Nicaragua. We are launching 10 different beef cuts in this chain in a promotional version and we are doing as well a seminar training part which will have training program every hour giving information to the end consumer about how to use each of these beef cuts: in gastronomy, in the way they should prepare it, prepare the grill and the temperature and the proper way to cook it."