PROVACUNO, the leading European Beef Association in Spain, recently held two remarkable events in Seoul during the month of May, as part of their ongoing campaign to promote the exceptional quality of European beef. The first event, a Cooking Show Seminar, took place on May 29th at the prestigious Grand Hyatt Seoul. The second event is in participation in the renowned 2023 Seoul Food and Hotel Exhibition, held from May 31st to June 2nd at the esteemed Kintex venue, Korea International Exhibition Center.

Led by Mr. Jose Ramon Godoy, the Director of Internacionalization PROVACUNO, the seminar attracted an exclusive audience of 50~60 distinguished guests. Among the attendees were representatives from PROVACUNO, esteemed members of the Korean Meat Association, importers, industry professionals, and wholesalers. This event provided a platform for meat industry professionals to witness firsthand information and engage in valuable industry exchanges. As PROVACUNO showcased the excellence of European beef production, emphasizing the highest standards of quality control and industry practices. The interactive sessions and expert presentations created a dynamic atmosphere, fostering collaboration and networking. Participants expressed their appreciation for the opportunity to expand their industry knowledge. Overall, the seminar was a resounding success, leaving every guest with a sense of fulfillment and accomplishment.

Continuing their commitment to promoting European Quality Beef, PROVACUNO actively participated in the renowned 2023 Seoul Food and Hotel Exhibition, held from May 31st to June 2nd at Kintex. This four-day trade fair included numerous B2B meetings and attracted a substantial crowd with daily cooking shows performed by renowned michelin-starred chef Rafa Centeno. The chef skillfully prepared and presented the delicacies of European Quality Beef from Spain, captivating the audience’s taste buds. Meanwhile, long queues of guests eager to savor the exquisite taste of freshly cooked European beef from Spain. In addition to the cooking shows, PROVACUNO engaged in B2B meetings with industry professionals, importers, and key stakeholders, promoting the campaign from Europe Union: EU BEEF ASIA: “Nice To Beef You.” Through this campaign, PROVACUNO had the opportunity to showcase the superior quality and distinct attributes of European Quality Beef to the Korean industry.

As the recent events in Seoul come to a close, PROVACUNO’s efforts to promote European beef have yielded positive results. Through the captivating cooking show seminar and active participation in the trade fair, PROVACUNO effectively communicated the exceptional quality and unique characteristics of European beef from Spain to the Korean industry. The events provided a platform for industry professionals to witness a firsthand experience of the remarkable taste and attributes of European Quality Beef, solidifying its position as the preferred choice for discerning palates across the Asian market. PROVACUNO reaffirms its unwavering commitment to maintaining the highest standards of quality control, animal welfare, and sustainability, ensuring that European beef continues to captivate and satisfy consumers worldwide.



Photo credits: ©PROVACUNO/Organización Interprofesional Agroalimentaria de la Carne de Vacuno

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