Training program underway in Colombia to boost US red meat sales - USMEF

The training program addresses operational and marketing issues
calendar icon 1 July 2024
clock icon 2 minute read

Decision-makers in Colombia’s foodservice sector turned out last month for the third phase of a comprehensive training program for US pork and beef that took place on consecutive days in Medellin, Bogota, Cartagena and Cali, according to a recent news release from the US Meat Export Federation (USMEF). For the four cities, 135 participants from 65 companies with 694 points-of-sale participated in the training sessions, which focused on butchery analysis and technical specifications.

“In working with restaurants, we identified operational issues that were common among accounts and across markets in the country,” said USMEF Colombia representative María Isabel Ruíz. “These issues were affecting purchasing plans so we constructed a training program to help them consider new and alternative practices.”

Five training modules were developed to address the most common issues facing restaurants related to calculating costs, handling, merchandising and marketing of US pork and beef. Participants in each city who complete all five modules will receive a diploma certifying their participation and knowledge about high-quality US red meat. The program began in March and will conclude in August.

“This training program will help our foodservice clients properly image US pork and beef and become more profitable with US product,” said Ruíz.

Funding for the program is provided by the Beef Checkoff Program, the National Pork Board, the soybean and corn checkoff programs and USDA’s Market Access Program.

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