It's all about the income! USMEF is targeting Northern Europe for its beef
US beef was part of the show put on stage by US Meat Export Federation (USMEF) during the GastroNord trade fair in Sweden.
USMEF promoters in the area are considering expanding the presence of the American beef in Sweden, Finland and Denmark. GastroNord is the largest food and beverage industry trade show in northern Europe, where Sweden is already the largest market for US beef in the area.
"It should be noted that Sweden’s HRI and retail sectors have a very high penetration of U.S. beef, which is visible at white tablecloth restaurants, burger joints, diners and regular retail outlets", said Yuri Barutkin, USMEF representative in the EU.
The future plans for promoting US beef in Scandinavia are based on the demographics and the income reported by the Northern European countries. "Host country Sweden has a population of 10 million and one of the highest living standards in the world. In fact, all countries in Northern Europe – Denmark, Sweden, Norway, Finland and Iceland – have very high disposable incomes and standards of living. Because of that, U.S. beef – a rather expensive, niche product for Europe in general – has a large target audience.", added Barutkin.
He also noted that the consumers in the Scandinavian region are paying more attention. to antibiotic use in U.S. cattle production, animal welfare issues and environmental impact. "It is important that we address those issues in our campaigns in these markets, and proactively pass that information on to our partners and distributors.", explained Yuri Barutkin.
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