In U.S. Meat Export Federation’s (USMEF) weekly audio report we hear from Greg Hanes, USMEF assistant vice president of international marketing. He recently joined a group of U.S. producers in Japan and South Korea to promote Texas-style barbecue and the advantages of using U.S. beef – especially underutilized cuts – as part of the American dish.

In the report Hanes explains the approach of the Southwest Barbecue Team in the Asian markets and the strategy of highlighting Texas barbecue as a way to promote U.S. beef. The team included Texas Beef Council members Bryan Forester and Ryan Moorhouse, Oklahoma cattle producers Chuck and Ruth Coffey, Idaho Beef Council member Cevin Jones, Missouri corn producer Greg Schneider and renowned Texas pitmaster Bryan Bracewell.

Because barbecue’s popularity in Japan and Korea is growing, USMEF is continuing its effort to increase beef exports by introducing new barbecue dishes, while also stressing the quality and value delivered by U.S. beef. To add a personal touch, the team’s visits to Japan and Korea included chef training seminars and face-to-face meetings between U.S. producers and consumers.