Industry efforts to differentiate US beef in Colombia took another step forward with a nationwide launch of the Certified Hereford Beef (CHB) brand. In partnership with member Agri Food & Feed, importer Ancla y Viento and with support by the US Embassy in Bogotá, USMEF implemented promotional launch events for CHB with foodservice and hospitality sectors in three major Colombian cities.

Nearly 350 attendees, including importers, distributors, restaurant owners, chefs, buyers and managers attended the promotional events in Bogotá, Cartagena and Cali. USMEF Colombia Representative María Ruíz provided welcome remarks, described event objectives and introduced CHB President and CEO Ernie Davis, Jr., and Santiago Jaramillo, owner of importer Ancla y Viento. They discussed CHB’s quality standards and potential opportunities for premium CHB products in the Colombian market.

USMEF Chef Nicolas Díaz described the quality attributes and versatility of a wide range of US beef cuts available under the CHB brand. Díaz also performed cutting demonstrations and discussed application options for a range of CHB cuts at varied types of foodservice establishments. Featured CHB cuts included striploin, Tomahawk, brisket, ribeye, ball tip, butt steak and flap meat.

The launch events were supported by USDA’s Regional Agricultural Promotion Program.

Source: US Meat Export Federation