United States-Falling beef sales.

UNITED STATES-US to combat falling beef sales

8/04/2009 The US beef industry is ramping up beef promotional efforts, both domestically and internationally, in order to combat falling beef sales due to recession-related woes among consumers. In the US, beef has been suffering due to the rapid decline in foodservice sector sales (particularly the casual and family dining sectors). Historically, half of all US beef sales have been made via the foodservice industry. The National Cattlemen’s Beef Association has created incentive programs at grocery stores, such as coupons valued at US$1 or more for beef purchases, in order to capture consumers who are shifting away from restaurants. Other initiatives by industry representatives include spotlighting low value beef cuts and renaming them to appeal to US end-users and consumers, such as a "Denver Cut" which is a steak derived from the chuck roll near the ribs. Internationally, the US Meat Export Federation (USMEF) continues to increase efforts overseas to convert foreign consumers to US beef. In Japan, USMEF has been promoting US middle meats (such as tenderloin and sirloin) to high-profile hotels, in light of softening demand for these cuts in the US domestic market.