Colombia: SaborUSA in Colombia Amplifies Activities to Promote US Meat Exports

FAS Bogota (Post) and the SaborUSA initiative continue to increase efforts that support the USDA cooperator participants and connect with an even greater number of Colombian consumers. In collaboration with the U.S. Meat Export Federation (USMEF), on August 24, 2023, SaborUSA organized an educational and tasting program for over 60 Medellin's hotel and the food service industry professionals to promote U.S. beef and pork products. In addition, SaborUSA conducted an innovative social media program to engage Colombian consumers on U.S. meat products, which reached over 246 thousand consumers and demonstrated the importance of non-traditional marketing tools to increase sales. Combined, these activities have further improved the trust of the “SaborUSA” brand that supports increased U.S. meat exports and positive consumer behavior.