Training Sessions Offer New Ideas for U.S. Beef, Pork in Southern China

Separate training sessions presented by USMEF in southern China provided importers new ideas to help grow sales of U.S. beef and pork in the region’s foodservice, retail and hotel, restaurant and institutional (HRI) sectors.

 

Funded by the Oklahoma Beef Council and the National Pork Board, the trainings were conducted in Guangzhou and Shenzhen in late July.

 

In Guangzhou, USMEF teamed with Taixian, a U.S. beef and pork importer that has been developing a customer base in the HRI and retail channels while also selling U.S. red meat directly to consumers at retail. Cuts highlighted during the session were U.S. beef clod heart, hanging tender and top blade, as well as U.S. pork CT butt.

 

“This year, Taixian began to distribute U.S. beef to Walmart stores in the region and also became more involved in online sales,” said Ming Liang, USMEF marketing director in China. “For this training, we explained U.S. production inputs and standards before conducting retail cutting demonstrations and sharing home-style cooking ideas. Our goal was to help them increase the number of U.S. cuts they offer at retail and teach their sales staff how to explain the high-quality attributes of U.S. red meat to consumers.”

 

In Shenzhen, USMEF partnered with importer and distributor PMI Foods for a cutting and cooking demonstration for targeted restaurants, primarily those that serve Asian-style barbecue. More than 50 chefs and restaurant managers participated.

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.