As pandemic restrictions ease U.S. beef is seeing new growth in the Middle East through grocery sampling, restaurants and hotels, and a surge in e-commerce. Bassam BouSaleh, the U.S. Meat Export Federation representative in the Middle East says the region’s grocers are allowing food sampling again, and tasting demos, conducted with support from USDA and the Beef Checkoff Program, which are important for U.S. beef sales.
“During the COVID time, sampling in the retail sector was not allowed,” says BouSaleh. “But now, the…
