USMEF Hosts Grilling Contest in Peru

An effort to increase sales of American red meat takes the form of a national cooking contest in a key South American market.

The US Meat Export Federation is in the midst of a six-week grilling contest aimed at generating interest in American beef and educating consumers on some of the best ways to cook the product. The competition – “Parrillero que se respeta”, which the USMEF says roughly translates to “the griller who is respected” – is funded by the USDA’s agricultural trade promotion program, the Beef Checkoff, Texas Beef Council and the Beef Promotion and Research Council of Texas.

Jessica Julca, USMEF’s representative for South America, called the contest “a fun way to showcase American beef and we’re seeing great coverage from traditional and social media.”

Any shopper in Peru who purchases US beef can register their purchase to receive an immediate gift. Part of the registration form will be the opportunity to offer cooking tips. Entrants with the 10 “best and most creative grilling ideas” will be invited to Lima for a cooking and grilling contest that will be judged by a three-person jury. The top three in this contest will win more prizes, including cuts of American beef.

The USMEF says the finale is supported by the USDA Foreign Agricultural Service in Lima. The competition started on June 14 and will run until the end of July.

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