Halema to Promote US Tripe With Van Billboards

PERU – South America’s demand for US beef offal products is being given another foothold with an advertising campaign to market tripe.
calendar icon 25 October 2013
clock icon 1 minute read

Meat distributor Halema is installing colourful truck graphics on seven of its distribution vans to promote Cau-cau, and other popular tripe dishes, to the Peruvian public.

“Halema’s trucks are a daily visitor throughout the countryside,” said Jessica Julca, United States Meat Export Federation (USMEF) representative in South America.

“Now, instead of a generic white truck, everyone from consumers and chefs to food service managers and retailers will see frequent reminders of how well U.S. beef works in Peruvian cuisine.”

Peru is a considerable importer of tripe, lungs, hearts and livers, of which 30 per cent comes from the US. Halema is the largest Peruvian offal transporter, explained Mrs Julca.

She added: “Since they have their own fleet of delivery trucks that average more than 30,000 kilometers (18,000 miles) each per year, these ads will be highly visible both in Lima and throughout the countryside.”

The programme is organised in conjunction with the US Meat Export Federation and part of a promotion drive to increase exports of grain-fed offal cuts.

Last year, US beef exports to Peru leapt 48 per cent in value as volumes increased nearly a fifth to 12,887 metric tons. The USMEF has said that this is likely to be bettered in 2013, based on figures up until July.


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