The U.S. Meat Export Federation (USMEF) organized and implemented a U.S. Beef Seminar and Product Showcase for sales teams representing seven leading importers of meat in Egypt. Twenty-six sales executives participated in the one-day course that included technical lectures, product demonstrations, package and label readouts, comparing alternative U.S. beef cuts with loin cuts, sustainability video, and tasting of five different beef dishes. The seminar took place on January 22, 2024, at Steigenberger Hotel El Tahrir Cairo, in collaboration with the Egyptian Chefs Association. The Office of Foreign Agricultural Services at the US Embassy in Cairo supported USMEF seminar. Mr. Gene Kim, Acting Senior Agricultural Attache’ attended the event and addressed the audience with his experience in various markets.
Participants gained know-how about the U.S. beef industry and the many quality attributes of U.S. beef products that give it advantage over beef from other origin. USEMF Rep Lina Kanaan, Head Chef Lubna Alamat and Head Butcher Ziad Muasher communicated with participants essential sales skills when approaching customers, mainly in the hotel/restaurant sector. The seminar was concluded with hand-over of certificates of participation.