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U.S. red meat promoted in global e-commerce outlets

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USMEF promoting red meat online through advertising and education to boost sales.

Continuing its work to help U.S. red meat suppliers improve online sales and e-commerce promotions, the U.S. Meat Export Federation (USMEF) recently joined a marketing campaign in Hong Kong launched by the U.S. Department of Agriculture's Agricultural Trade Office (ATO) titled “The E- commerce Food Fair.”

Funded by the National Pork Board and the Beef Checkoff Program, the activity was designed to improve the presence of U.S. pork and beef on HKTV Mall, Hong Kong’s largest 24-hour, online shopping mall.

Participation in the biweekly fair included a web banner, special pages and advertisements. USMEF provided cooking videos for the site to highlight U.S. pork and beef.

Starting last year, USMEF has regularly collaborated with several U.S. red meat suppliers to improve their presence on HKTV’s shopping platform in terms of items, product source, product endorsement and retail labeling. The site currently showcases more than 30 U.S. red meat items, ranging from U.S. pork bone-in shoulder and boneless loin as well as U.S. beef steaks and hotpot cuts.

In another part of the world, USMEF staff designed a special delivery box for a major distributor of U.S. beef in Peru to promote U.S. red meat and boost sales during the COVID-19 pandemic.

USMEF said the project, funded by the beef checkoff, was an important step for Oregon Foods toward building an e-commerce platform that includes sales of various cuts of U.S. beef. Along with supplying major retail supermarket chains, Oregon Foods also operates four boutique meat shops in Lima, Peru.

“The company wanted to strengthen its delivery service because general food delivery apps are not allowed to operate in Peru during the quarantine,” said Jessica Julca, USMEF representative in South America. “A big part of making the delivery service a success was presenting the products in an attractive package.”

Earlier this month, Oregon Foods completed implementation of its e-commerce program, allowing the company to better handle clients’ orders and payments. The online site has a user-friendly design and, with USMEF’s guidance, features a special section dedicated to U.S. beef.

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