US beef takes high profile at Middle East culinary events - USMEF

Quality and affordability of underutilised cuts highlighted
calendar icon 28 July 2023
clock icon 2 minute read

With tourism returning to pre-pandemic levels in the Middle East, the US Meat Export Federation (USMEF) targeted importers, buyers and chefs at leading culinary events in the region, according to a recent news release from the federation. US beef training workshops were also conducted to demonstrate the viability of high-quality US beef during times of inflation and rising input costs ‒ with a particular focus on underutilised cuts.

A series of three regional training workshops for more than 200 chefs, importers, distributors and retailers began in Dubai in collaboration with USDA’s Office of Agricultural Affairs and the Emirates Culinary Guild. USMEF Corporate Chef German Navarrete demonstrated how grain-fed US beef provides a premium flavour profile, even for more affordable, underutilised cuts. Navarrete conducted cutting and tasting demonstrations of four underutilised cuts that have great potential for foodservice in the region — flank, short loin, brisket and hanging tender.

US beef was also a major sponsor at Expo Culinaire 2023 in Sharjah, United Arab Emirates, an annual three-day event for the foodservice industry. ExpoCulinaire is the established home of The Emirates International Salon Culinaire - the largest and most prestigious culinary competition in the Middle East. The show featured various cooking competitions where chefs worked exclusively with US beef.

USMEF also featured US beef through sponsorship and participation in two other major culinary competitions in Dubai the Best Steakhouse Award and the Chef Excellence Awards.

“Buyers and chefs are familiar with US middle meats,” says USMEF representative Bassam Bousaleh, “but they are not as knowledgeable about the quality and value of underutilised US cuts. Our participation at these events helped them consider a broader range of high-quality US cuts."

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