U.S. Beef and Wine Promotion in Sofia

FAS Sofia, in conjunction with a Bulgarian beef importer and retailer, the U.S. Meat Export Federation (USMEF), and three local U.S. wine importers, organized the “Taste of America” beef and wine promotion.  The venue for the event was a new meat retail outlet and burger restaurant in Sofia featuring U.S. beef.  The event attracted a cross-section of Bulgaria’s business and trade community, including retail and HRI industry representatives, media, celebrities, opinion leaders, key clients of the importers, and Post contacts.  Notable U.S. guests included U.S. Ambassador Eric Rubin and Nebraska Department of Agriculture official Angel Velichkov.  In his opening remarks, Ambassador Rubin emphasized that U.S. beef is globally recognized for its consistency, safety, high-quality, and taste.  A local Chef demonstrated how to cut beef and suggested a few traditional American recipes to prepare the meat by preserving its unique taste and quality.  Several varieties of locally available U.S. barbeque sauce were introduced.  Sauce samples were available for the audience to read the labels and taste.  FAS Sofia followed up with the beef importer two weeks after the event, who reported hundreds of customers during lunch for weeks following the event.  He shared that he never expected such quick results and expressed appreciation for FAS Sofia’s help and support.  According to the importer, if the current sales levels of U.S. beef continue, his sales would double.  All three wine importers reported that the activity should increase their U.S. wine sales by 25-30 percent.

Counsel for International Trade of Nebraska Department of Agriculture Angel Velichkov in conversation with Ambassador Rubin and his wife

Ambassador Rubin delivering opening remarks and cutting the ribbon

Meat retail outlet (outside and inside view)