Double-Decker Bus Tour Promotes Alternative Beef Cuts to VIPs in Taiwan

Dec 05, 2022

Campaign promotes outside round – USMEF’s featured alternative beef cut for 2023 – to importers, journalists and social media influencers

USMEF took to the streets of Taipei to promote alternative U.S. beef cuts and to announce its featured cut for 2023 to the foodservice sector – the outside round (flat). With the director of the Agricultural Trade Office on board, an upscale double-decker bus transported VIP guests through the city as they dined on special dishes created by the top chef at the Regent Hotel.

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“The foodservice sector is struggling with inflation and rising beef prices,” says USMEF Taiwan Director Davis Wu. “We are working to help them understand they have options with high-quality U.S. beef. Alternative cuts can be economical with great flavor, and we are demonstrating the versatility of the outside round flat for use in traditional dishes and new dishes developed for this promotion.”

beef

Taiwan competes with other Asian markets for certain U.S. beef cuts so USMEF’s education and promotional programs feature a specific alternative cut each year. In 2022, USMEF featured the sirloin tip and in 2023, the outside round (flat).

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Video: Evolution of Beef Cattle Farming

The Clear Conversations podcast took to the road for a special episode recorded in Nashville during CattleCon, bringing listeners straight into the heart of the cattle industry. Host Tracy Sellers welcomed rancher Steve Wooten of Beatty Canyon Ranch in Colorado for a wide-ranging discussion that blended family history and sustainability, particularly as it relates to the future of beef production.

Sustainability emerged as a central theme of the conversation, a word that Wooten acknowledges can mean very different things depending on who you ask. For him, sustainability starts with the soil. Healthy soil produces healthy grass, which supports efficient cattle capable of producing year after year with minimal external inputs. It’s an approach that equally considers vegetation, animal efficiency, and long-term profitability.

That philosophy aligned naturally with Wooten’s involvement in the U.S. Roundtable for Sustainable Beef, where he served as a representative for the Colorado Cattlemen’s Association. The roundtable brings together the entire beef supply chain—from producers to retailers—along with universities, NGOs, and allied industries. Its goal is not regulation, Wooten emphasized, but collaboration, shared learning, and continuous improvement.