PRESS RELEASE For Immediate Release
February 9, 2006 www.agr.ne.gov		Contact: Christin Kamm (402) 471-6856

HONG KONG - Restaurant owners, retail grocery chain representatives, and hotel food and beverage managers in Hong Kong gave Nebraska beef a warm response during a reception last night sponsored by the Nebraska Department of Agriculture (NDA), the Nebraska Beef Council and the Nebraska Corn Board.

NDA Director Greg Ibach said nearly 100 people attended the reception, designed to reintroduce Nebraska beef products into the Hong Kong market, which recently reopened following a two-year ban on U.S. beef.

"The response was very positive and encouraging," Ibach said during a call from Hong Kong this morning. "Many of those who attended the event are influential in making beef purchasing decisions. They recognize U.S. beef as the gold standard and are anxious for the renewed opportunity to include these products on their menus and in their meat cases."

Ibach, NDA Agricultural Trade Representative Stan Garbacz and Nebraska Beef Council member Bill Rhea III of Arlington have spent several days in Hong Kong and Taiwan this week as both markets reopened to U.S. beef products. The delegation met with government officials, beef importers and retail purchasers. They also mingled with consumers.

"We have found an abundance of consumer support and demand," Ibach said. "Grocery stores and restaurants seem proud to offer U.S. beef and have promotional material in place to reinforce that support."

Ibach and the delegation focused attention on Nebraska beef during their visits, although they also discussed opportunities for Nebraska pork products at some venues. Nebraska beef was featured during the Hong Kong reception at six sampling stations. The Nebraska Beef Council and Nebraska Corn Board provided posters and promotional materials for the event.

Rhea said that, as a Nebraska beef producer and Beef Council member, he is pleased with the results of the Hong Kong reception and the other delegation activities. "We showcased premium Nebraska beef products," Rhea said. "Producer checkoff funds helped provide Nebraska beef a competitive position as these markets resume U.S. beef trade."

In 2003, prior to the ban on U.S. beef, Taiwan and Hong Kong represented the fourth and fifth largest markets for fresh and frozen Nebraska beef. Taiwan imported about $6.9 million of Nebraska product and Hong Kong about $5.5 million.

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