While the marketing environment for beef products in Taiwan has been more challenging this year since the government there began testing for growth promotant residues, the beef checkoff, through its contractor the U.S. Meat Export Federation (USMEF) Taiwan, has continued to work to regain the confidence of retailers and consumers.
Recent promotions with hypermarket chain RT-Mart and supermarket chain Taiwan Fresh show those efforts are paying off. A top-three chain in Taiwan, RT-Mart with its 26 outlets, has been a long-term partner with the beef checkoff, so it recently agreed to a two-week joint promotion on U.S. beef.
Under the theme of “U.S. Beef Festival,” the promotion featured boneless short ribs, top blade muscle, chuck short ribs and short plate. As an incentive for shoppers, a sea salt gift was added for each purchase over 699 Taiwan dollars (about $23).
The promotion provided desired short-term results: a 17% increase over pre-promotion sales levels, reaching 136,400 lbs.
“This is a very positive result given the fluctuating level of imports and consumer cautions regarding imported beef,” says Alex Sun, USMEF-Taiwan marketing manager.