USMEF collaborates with Sam’s Club to promote U.S. beef in China

USA – The U.S. Meat Export Federation (USMEF) is partnering with Sam’s Club to enhance the visibility of U.S. beef in China, following the recent opening of Sam’s Club’s 50th location in the country. 

As part of the celebrations, U.S. beef was highlighted through various in-store promotions and sampling events. 

A unique livestream presentation also showcased the process of fabricating a chilled U.S. beef carcass, emphasizing the product’s freshness.

This partnership aims to familiarize consumers with the superior taste and quality of U.S. beef, while also equipping Sam’s Club staff with in-depth knowledge of the product. 

USMEF’s training program for Sam’s Club employees focuses on key aspects such as product handling, packaging, and merchandising. 

In 2024, the federation conducted day-long training sessions for staff at 11 Sam’s Club stores, including the new outlet in Dongguan, China.

Jihae Yang, Vice President for Asia Pacific at USMEF, mentioned the importance of these training programs in maximizing the profitability of U.S. beef sales. 

The program educates Sam’s Club staff on how to efficiently handle and cut U.S. beef while minimizing waste. 

The subsequent in-store promotions are designed to build on this knowledge, effectively attracting more customers.

China’s growing demand for beef has been evident in recent years. 

In 2021, the country consumed 9 million metric tons of beef, making it the third-largest meat consumed in the region. 

Beef represented 12% of China’s per capita meat intake in 2022. 

The consumption of beef in China has been growing at an average rate of 4% annually from 2017 to 2021, and it is projected to continue increasing at a rate of 2% per year until 2026.

Several factors are driving this increase in beef consumption, including higher disposable incomes, greater social status, and the influence of Western diets. 

Additionally, many Chinese consumers perceive beef as a healthy and nutritious food choice.

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