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US Beef Gets 'Hollywood' Treatment in Viet Nam

24 February 2017

VIET NAM - Working to build and strengthen relationships with red meat buyers in Viet Nam, USMEF collaborated with a major beef importer to conduct a US beef promotion during a Lunar New Year celebration.

The US beef cooking demonstration with “Hollywood Chef” Jack Lee, held at a Lotte Mart supermarket in Ho Chi Minh City, was funded by the Beef Checkoff Programme.

“We partnered with the Thao Tien Company, one of the biggest US beef importers and a major supplier for Lotte Mart, a fast-growing retail chain in Viet Nam,” said Sabrina Yin, USMEF director in the ASEAN region.

“This importer also supplies other large chains like AEON, Mega Mart, E-Mart and a number of smaller retailers.”

The goal, Ms Yin said, was to provide a platform for the importer and retailer to introduce US beef to more consumers – and to present menu ideas and create awareness about US beef through the celebrity chef appearance.

Using social media to draw attention to the event and to the US beef cooking demonstration by Chef Lee, announcements were made on the Lotte Mart Facebook page.

Jack Lee, a Vietnamese-American chef who has lived in southern California for more than 35 years, is often referred to as “Hollywood Chef” by the Vietnamese media because of his background as a private caterer for Hollywood celebrities.

Chef Lee has travelled frequently to Viet Nam in recent years to share his culinary talents with a younger generation of Vietnamese chefs, creating a positive image among consumers, Ms Yin explained.

A number of dignitaries also joined in the celebration. Timothy Liston, deputy principle officer of the US Consulate in Ho Chi Minh City, joined Agriculture Attaché Gerard Smith and Senior Agricultural Specialist Vo Thanh Kiet at the event. Mr Liston was the guest of honor during Chef Lee’s US beef cooking demonstration.

Chef Lee prepared three dishes using US beef: top blade steak and vegetables, chuck flap steak with salad and classic pan-seared ribeye steaks.

Tasting samples of the US beef dishes were given to Lotte Mart shoppers and guests at the celebration.

Meanwhile, guests were invited to play games and participate in quizzes that helped educate consumers about the quality and attributes of US beef.

“Another of Chef Lee’s strengths is that he develops his demonstrations using simple instructions, so consumers can easily purchase US beef and cook the dishes at home,” said Ms Yin.

TheCattleSite News Desk

Top image via Shutterstock



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