For the first time the USMEF conducted the U.S. Beef retail promo in the Republic of Georgia. The indoor promo event at gastro market Gastronome Tbilisi for final consumers was funded by the Texas Beef Council and held jointly with the Premium Foods Group Georgia, the high-quality food importer for HRI and retail.

Gastronome is the first delicacy and gourmet market in Georgia and the first retail outlet that started working with the U.S. beef and aging the U.S. beef cuts. Limited period offers on special prices for the unique marble high quality U.S. beef cuts of Angus and Wagyu breeds and Prime/Choice and Black grades accordingly, was valid in the week of March 20-28. Aficionados of the finest marble U.S. beef were able to buy and enjoy cooking tender and juicy T-bone, Porterhouse, Ribeye and NY Strip steaks at home for their families in the eve of upcoming Bar-BQ season.

The retail promo was advertised through indoor banners and table tents and other mass media platforms such as Facebook and Instagram pages. Regular the U.S. beef tastings in the gastro market from famous Georgian restaurateur and chef Guram Bagdoshvili, the owner of the restaurant Chveni and TV celebrity, were specifically intended to introduce various U.S. beef steaks and to help the Georgian citizens in learning of new and interesting facts about the U.S. beef features, the steak culture, simplicity and correctness of steaks’ cooking at home so as to please friends and people they love with grilled tender and juicy steaks in the best traditions of American meat cuisine. Many consumers did not know how to cook the U.S. beef in the right way, so we distributed brochures with tips on the U.S. beef choosing, handling, storage and cooking.

During the U.S. Beef promo week, the Gastronome’s loyal guests and the U.S. beef lovers could get gifts that were suitable to the U.S. beef eating.

Although the U.S. Beef retail promo was conducted during the Easter Lent and just prior to the pandemic quarantine in Georgia, sales of chilled U.S. beef during the promo week were almost 90 kg which is a very good result for Georgia market. We are going to continue with the U.S. Beef indoor retail promo once the Easter Lent and the pandemic are over.

SOURCE: USMEF