U.S. Beef Featured at American Food and Beverage Events in Bad Boy Stores
On June 27, USMEF, together with the California Wine Institute, Alaska Seafood and Ukrainian retailer Good Wine & Good Food (GW&GF), supported FAS Kyiv in organizing large summer American BBQ and American wine-tasting events at three Bad Boy stores in Kyiv, Dnipro and Lviv.
GW&GF offers a broad selection of U.S. food and beverage products. Bad Boy is another retail brand operated by Wine Bureau, the company behind Ukraine’s largest network of wine stores.
The events were designed to promote U.S. beef, raise consumer awareness, introduce the product to new audiences and create direct engagement between consumers and participating brands. The program also aimed to generate additional sales both during and after the promotional campaign in Ukraine’s growing retail market.
Retail food sales in Ukraine increased by approximately 16% to $43 billion in 2025, supported by a slowdown in population outflow and the stabilization of disposable incomes. Ukrainian retail chains have established a strong market presence and offer a wide range of store formats and service levels for consumers with different incomes and preferences.
A special menu was developed for the events, featuring grilled U.S. beef Ribeye and Tenderloin steaks, burgers and seafood dishes. Outdoor banners and dedicated photo zones were also created for the promotion.
GW&GF chefs prepared U.S. beef steaks and burgers for event guests: Dmytro Arakelov in Kyiv, his sous-chef in Dnipro and Anna Borschevska in Lviv.
Almost 45 kg of U.S. beef was sold across the three cities, including 15 kg in Kyiv, 18 kg in Lviv and 12 kg in Dnipro. U.S. beef steaks and burgers were also added to the Bad Boy café menu.
More than 500 people attended the three-hour events. Megan Francic, Agricultural Attaché for Ukraine and Moldova, and Olexander Tarasseviych, Agricultural Specialist at the U.S. Embassy in Ukraine, attended the event in Kyiv.
Source: USMEF
