New Zealand Beef in Favour at Korean Conference

GENERAL - New Zealand grass-fed beef was a hit with Koreans attending a New Zealand exhibition in Seoul last month, with some visitors waiting as long as two hours to get a sample from the Meat & Wool New Zealand stand.
calendar icon 11 May 2009
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Visitors to the New Zealand Unlimited exhibition in Seoul waited as long as two hours for a taste of Kiwi beef

“There were long queues of visitors wanting to try New Zealand grass-fed beef, virtually from when the doors were opened in the morning until they were closed in the evening,” says Meat & Wool New Zealand’s Market Manager – Korea, John Hundleby.

The largest New Zealand cultural event ever held in South Korea, New Zealand Unlimited featured two and a half days of the best of the country’s food and beverages alongside tourism, education, technology, culture and music.

An estimated 13,000 Korean consumers visited the exhibition, along with 500 invited trade and media guests.

“In a market where consumers are more familiar with Australian and American grain-fed beef, New Zealand Unlimited was a valuable opportunity to present New Zealand’s safe, delicious, healthy and nutritious grass-fed beef directly to thousands of Korean consumers,” says Mr Hundleby.

“The overwhelmingly positive response to both the grass-fed beef and lamb offered at our stand shows that New Zealand’s beef and lamb are well suited to the palates of Korean consumers. Many visitors commented on the delicious flavour, juiciness and tenderness of the meat.”

As well as offering samples of grass-fed beef and lamb, the Meat & Wool New Zealand stand featured a chiller displaying the grass-fed beef cuts available in Korea. A range of Korean-language materials promoting New Zealand grass-fed beef were distributed to consumers who visited the stand and a Korean-language video providing information on grass-fed beef was shown continuously throughout the promotion.

Another highlight of New Zealand Unlimited was a gala dinner for 320 specially selected trade and media contacts which featured grass-fed beef tenderloin on the menu.

“Meat & Wool New Zealand invited 30 of its main trade and media contacts to the dinner to reinforce the quality of New Zealand beef and further strengthen our ties,” says Mr Hundleby.

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