Robust purchasing of U.S. short ribs and short plate at the end of last year in Korea resulted in high inventory levels, which slowed imports to start 2023. Following meetings with the trade about their purchasing plans and U.S. beef inventories, USMEF pitched an aggressive marketing campaign to key importers that included compelling retail price incentives for U.S. short ribs and short plate during March to increase sales and reduce product inventories.
“Korea imports large volumes of specific U.S. cuts such as short ribs and short plate and through our meetings with importers, we realized that high inventory levels were affecting their purchasing plans,” said Korea Director Junil Park. “We saw this as an opportunity to propose an integrated retail campaign to the trade.”