AUSTIN, TX – In partnership with the U.S. Meat Export Federation (USMEF), the Texas Beef Council (TBC) recently hosted the annual Great American Barbecue at the Kowloon Cricket Club in Hong Kong. With the best attendance on record for this annual event, the program attracted over 1,000 participants, including key food and beverage operators, retailers, executive chefs, meat importers, media and food bloggers.
Tom Perini, representing TBC, was showcased at this year’s event and served up his signature Mesquite Smoked Beef Tenderloin. A day prior to the event, Perini also conducted a Texas Cowboy Master Chef Beef Cooking Class, teaching 20 local experienced chefs the basics of cooking barbecue beef with a smoker.
“With U.S. beef export values on the rise, the beef checkoff continues to invest in international demand-building programs to capitalize on global market opportunities,” said Dave Edmiston, TBC board member and USMEF director. “The Great American Barbecue event is just one way TBC is working to leverage valuable checkoff dollars and improve producers’ bottom line while increasing sales of U.S. beef around the globe.”
According to USMEF, total beef exports for 2013 were up 3 percent in volume to 2.58 billion pounds and 12 percent in value ($6.157 billion) – breaking the 2012 value record. Beef exports to Hong Kong set a new annual record as volume doubled to 286 million pounds and value increased 142 percent to $823.3 million.
For the Texas Beef Council, the Great American Barbecue represents an annual opportunity to showcase beef prepared Texas-style and reaffirm its commitment to global marketing.
“If there is one thing the Texas Beef Council has learned over the years, it’s that international marketing is not something you jump into and jump out of,” said Jason Bagley, TBC senior export manager. “Global marketing is something you have to build on and sustain, constantly working to build key relationships. The Great American Barbecue offers a wonderful opportunity to do just that, and in one of the fastest growing markets in the world for U.S. beef.”
The Texas Beef Council (TBC) conducts the $1 per head national checkoff program for Texas beef producers and is also the contractor for the Beef Promotion Research Council of Texas (BPRCT), which administers the $1 per head Texas state checkoff program. TBC’s mission is to increase beef demand in the state through programs of beef promotion, research and education. TBC also helps fund national and international beef checkoff programs to increase marketing opportunities around the globe. The BPRCT’s mission is to improve Texas producer profitability by strengthening and expanding beef demand. The TBC and the BPRCT are directed by a 20-member board of cattlemen and women representing the state’s beef producers. For more information on this and other checkoff-funded programs, please visit TexasBeefCheckoff.com or call 800- 846-4113.