Advantages of U.S. Beef, Pork Shared with Online Shoppers in Ukraine
An e-commerce campaign launched by USMEF encouraged consumers in major Ukrainian cities to purchase U.S. beef and pork and cook it at home during restaurant closures caused by the COVID-19 pandemic.
Funded by the Beef Checkoff Program and the National Pork Board, the effort focused on people who shop for food online in Kyiv, Dnepr, Kharkov, Odessa and Lvov. U.S. beef skirt, hanging tender and New York strip – as well as U.S. pork back ribs, spareribs, bacon and ham – were highlighted during the promotion, which included food delivery services and utilized social media to attract attention.
"“Our goal was to increase sales of U.S. beef and pork by using online advertisements and social media platforms to send consumers – especially those who visit upscale restaurants and boutique shops in those large cities – to our website that features videos of chefs cooking, grilling and talking about U.S. red meat,” explained Galina Kochubeeva, USMEF representative in Russia and the Surrounding Region.
"The rise of e-commerce during the pandemic gave us a great opportunity to reach shoppers looking for new ideas for at-home meals. We were able to explain what sets U.S. red meat apart from competitors’ products. We were also able to share information about lower-priced items, such as alternative cuts of U.S beef that fit well in the Ukraine market.
SOURCE: U. S. Meat Export Federation