New Product Concept with U.S. Beef and Pork Gaining Traction in Colombia

Strategy to promote U.S. Boston butt and Choice grade U.S. chuck roll leads to new product concept in foodservice for Latin American sharing platters.

With beef prices high for popular middle meat cuts in Colombia, USMEF has been working to identify what it considered to be an "opportunity cut" for U.S. beef in the market. A cut with strong flavor, good value and competitive costs, that could compete with domestic beef. U.S. chuck roll fit the bill and for U.S. pork in Colombia, Boston butt is the opportunity cut that USMEF has been showcasing. Even better, USMEF's Colombia team developed a new concept to promote both at the same time in foodservice.

"In analyzing the culinary offerings of steak restaurants in Colombia, we concluded that we could promote both cuts in traditional picadas, which are very popular throughout the country," says USMEF Colombia Representative María Ruíz. Picadas are served on large boards or platters, shared "family-style," and typically include an assortment of sliced grilled or fried meats, potatoes and plantains.

Under this new promotional strategy, the Picada Americana (American platter) was born. It usually consists of sliced beef chuck roll and pork Boston Butt steaks, although other cuts such as U.S. pork loin, ribs or belly may be added. For restaurants, the Picada Americana provides portion control, a value-added merchandising concept and a unique selling point for customers.

"The concept was developed to boost consumption and grow demand for new U.S. cuts in foodservice," says Ruíz. "Picadas are especially popular during social occasions and sporting events. With the World Cup taking place this summer, we set up several promotions for the Picada Americana."

USMEF partnered with Restaurante El Gringo to launch a promotional campaign during the World Cup for the Picada Americana across its four locations. The platter was added to the menu as a new offering and based on its success, will remain on the restaurant's menu.

Other restaurants adding Picada Americana to menus include La Enterrado in Guarne, and Valero and Enzo in Medellin. USMEF is also promoting the Picada Americana to foodservice and consumers at grill-oriented festivals in Colombia.

Although USMEF developed the concept for foodservice, a Colombian importer has also adapted Picada Americana for sale at two supermarket chains ‒ Exito and Carullas.

Product development and promotions are made possible with support from USDA.