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U.S. Beef Promoted to the French Food Service Industry

The U. S. Meat Export Federation (USMEF), with the support of the Office of Agricultural Affairs, hosted a promotional event featuring celebrity chefs at the U.S. Ambassador’s residence in Paris to promote sales of U.S. high-quality beef in a very competitive French market.  France is one of the most promising European markets for U.S. beef in terms of population, consumption, and the number of high-end restaurants and retailers.  

USMEF has also worked to raise awareness of U.S. beef among the French foodservice sector, especially with chefs.  In 2014, USMEF launched a European Facebook page (The Marbled Meat Club) to familiarize EU audiences (mainly chefs and the food trade) with the quality attributes of U.S. beef, as well as cooking tips, wine pairings, and other helpful information.  Similarly, USMEF had an active presence on YouTube with instructional videos, such as a tutorial piece by Chef Jay McCarthy on how to cut a U.S. prime rib.

At the event, the USMEF representative gave a presentation about the U.S. meat industry which highlighted the quality and versatility of U.S. beef.  This was followed by a master class presentation by two renowned French butchers, who talked about the benefits of choosing U.S. beef and the range of cuts available.  They prepared different cuts for the chefs to cook and serve at the four cooking stations.  Cooking stations were set up in the residence garden for each of the four chefs.  They were:

  • Two-star chef Olivier Bellin, Auberge des Glazicks Plomodiern, Brittany
  • Two-star chef Jerome Banctel, La Réserve, Paris
  • Two-star chef Jean-François Piège, restaurant Piège, Paris who participated in an iconic culinary TV show in France.
  • Ambassador residence’s chef Yves Roquel 

USMEF utilized online and social media coverage in advance of the event to heighten interest.  Tweets about the event were broadcasted to some 128,000 Twitter users, while “The Marbled Meat Club” reached almost 1,000 on Facebook.  The Embassy Public Affairs section also tweeted about the event and reported in the U.S. Embassy Paris official Facebook page.  Please see the following video as a recap of the event.