Beef value cuts, derived from cuts that for decades had only been used for ground beef, have recently gained popularity in the US in both the foodservice and retail sectors.

So, in an effort to extend the profile of these value cuts beyond the domestic market, the US Meat Export Federation (USMEF) and the Texas Beef Council joined forces last week to promote their quality and affordability to Wal-Mart directors and employees in Mexico.

Led by Anton Mata, seminars took place in Monterrey at the Culinary Institute in Nuevo Leon and in Mexico City at Centro Culinario Ambrosia. Dr Mata is a noted meat scientist with a long history with beef value cuts, having served as a consultant to the beef industry since 1994.

“The Wal-Mart audience was very, very engaged,” Dr. Mata said. “This was their first exposure to beef value cuts, and they are hungry for knowledge and information. So I was very pleased with how engaged they were – a very receptive audience.”