FoReCH is the biggest annual HRI show in Ukraine and authoritative paradise for producers, distributors. Once having experienced a rush of the participation in such format event, it’s already difficult to refuse of attractive temptation to introduce your product to both audiences – the HRI professionals and to the final consumers.  The USMEF participated in the show four years ago, prior to the national currency hrivna devaluation and was pleased of sales lift of the US beef cuts in the country.

This year USMEF participation was connected to the cooperation with the Metro Cash & Carry Ukraine, introduction at the MCC outlets of the US beef steaks – chilled and frozen, and with the line of promos at the retail chain. As Metro C&C Ukraine happened to be a general partner of the FoReCH show the retailor had large two store booth Metro FoReCH Expo with Chef’s show zone, having allowed conducting of the US Beef workshops, presentations and tastings within the show framework. Practical part of the USMEF presentations was held by Sergei Bashinsky, the brand chef of Tarantino and Veranda Grill restaurants and a participant of the CIS Chefs team to Texas this year. The US Beef sales at the MCC Ukraine has quintupled over the year.

The head of the USMEF office in the region, Galina Kochubeeva, told in detail and interestingly why American marble beef is so highly valued all over the world, what is its special taste and why it is completely safe for consumers. Master classes were held under the motto: "American marble beef is a perfect meat delicacy."

The show had become a place for the exhibition of 200 companies from all-over Ukraine, Germany, France, Italy, Poland, Belarus, Taiwan, Turkey, Estonia; featured 1000 top brands for HRI, conducted 40 more workshops from the leading chefs on the exhibitors’ booths and in common space.

SOURCE: USMEF