Devoted to upgrading the skills of retail butchery teams and convinced that education is a key value for creating product confidence and demand, USMEF implemented a technical training for a group of 32 butchers, meat counter supervisors, meat category managers and trade officers who have joined Spinneys Lebanon butcheries. Since Spinneys is a major importer and retailer of fresh chilled U.S. beef in Lebanon bringing a diverse range of U.S. beef middle and underutilized cuts and expanding its retail operation with more stores and product varieties, USMEF organized this special workshop for them believing that the more knowledgeable the butchers behind the counters are, the better they can sell U.S. beef to the customers and the more they can influence their purchase preferences and cooking habits.
